Too many business-to-business websites remain the “poor stepchildren” of the online world even after all these years.
And it stands to reason: Those sites are often intrinsically more interesting to focus on and talk about.
Plus, the companies that run those sites go the extra mile to attract and engage their viewers. After all, consumers can easily click away to another online resource that offers a more compelling and satisfying experience.
Or, as veteran marketing specialist Denison ‘Denny’ Hatch likes to say, “You’re just one mouse-click away from oblivion.”
By comparison, buyers in the B-to-B sphere often have to slog through some pretty awful website navigation and content to find what they’re seeking. But because their mission is bigger than merely viewing a website for the fun of it, they’ll put up with the substandard online experience anyway.
But this isn’t to say that people are particularly happy about it.
Through my company’s longstanding involvement with the B-to-B marketing world, I’ve encountered plenty of the “deficiencies” that keep business sites from connecting with their audiences in a more fulfilling way.
Sometimes the problems we see are unique to a particular site … but more often, it’s the “SOS” we see across many of them (if you’ll pardon the scatological acronym).
Broadly speaking, issues of website deficiency fall into five categories:
- They run too slowly.
- They look like something from the web world’s Neanderthal era.
- They make it too difficult for people to locate what they’re seeking on the site.
- Worse yet, they actually lack the information visitors need.
- They look horrible when viewed on a mobile device — and navigation is no better.
Fortunately, each of these problems can be addressed – often without having to do a total teardown and rebuild.
But corporate inertia can (and often does) get in the way.
Sometimes big changes like Google’s recent “Mobilegeddon” mobile-friendly directives come along that nudge companies into action. In times like that, it’s often when other needed adjustments and improvements get dealt with as well.
But then things can easily revert back to near-stasis mode until the next big external pressure point comes down the pike and stares people in the face.
Some of this pattern of behavior is a consequence of the commonly held (if erroneous) view that B-to-B websites aren’t ones that need continual attention and updating.
I’d love for more people to reject that notion — if for SEO relevance issues alone. But after nearly three decades of working with B-to-B clients, I’m pretty much resigned to the fact that there’ll always be some of that dynamic at work. It just comes with the territory.