Do B-to-B Buyers Trust Your Website?
Interesting question, isn’t it? I think everyone thinks because they built one, everyone will like and trust what you have up there.
I read an article from the Content Marketing Institute written by Dianna Huff entitled, Why 55% of Potential B2B Buyers Might Not Trust Your Website that highlights some interesting findings. These findings were from a KoMarketing Associates usability report and are worth discussing. The key in a B-to-B relationship is that trust and credibility be established up front. The more transparent you are, the better. Here are some highlights:
It’s the little things that can either make or break the next steps in the process. Their study showed that lack of phone number or contact info was the biggest stumbling blocks in building trust (55%). That one made me wonder. The next few were expected – lack of a true message, do it yourself sites and tiny texts were no surprises.
Content assets that helped establish credibility were lead by thorough contact and about us page. So I guess we need to carefully look at what we say about ourselves and give them several options on getting in touch with us. Email was the most preferred way (no surprise there) and phone came in second. The reality is vendors source suppliers online and if you don’t have a clear cut message and contact info, you’ll be passed over.
Here are a few key takeaways:
- Remove all barriers from people contacting you
- Include email and phone number on each page for easy access
- Include info about the people behind your company
- Consider the strategic importance of the “about us” page