As a copywriter, it pains me to say this, but the words on your web page aren’t the be all and end all.
They are, of course, incredibly important if you want to make a sale, but considering the average visitor only spends four seconds on a website, it’s got to have visual impact too.
The following infographic (created by Sagefrog) highlights the specific elements web visitors expect to see when landing on a B2B website.
Now, in their blog, SmartInsights say that the fundamentals of a B2B web page are very different to those for a B2C site because:
“…a B2B website aims to strategically inform, validate and convert visitors to ‘raise their hands’ for the product or service it offers, while a B2C site focuses most on showcasing the product or service and achieving conversions at the point of sale.”
I disagree with this. Yes, the audience is different – one is selling to another business, whereas the other is selling to an individual – but they are both selling to people. Therefore their aim (i.e. to convert visitors into customers) is the same.
To my mind, that means the infographic showing the 10 essential features is just as valid for B2C companies as B2B.
Anyway, enough of my ramblings, here’s the infographic. I’ll let you make up your own mind.