Nielsen Norman GroupEvidence-Based User Experience Research, Training, and Consulting
Over the past 5 years the usability of corporate sites' About Us information improved by 9%. But companies and organizations still can't explain what they do in one paragraph.
User testing shows that business-to-business websites have substantially lower usability than mainstream consumer sites. If they want to convert more prospects into leads, B2B sites should follow more guidelines and make it easier for prospects to research their offerings.
B2B sites often have overly complex pricing structures or can't show prices at all. To help prospects with early research, list representative cases and their prices.
B2B websites must support a more complex buying process than B2C sites. Three key goals are to make a buyer's shortlist, offer a downloadable advocacy kit, and build a reputation for great service.