Have you ever visited a B2B website and come away unsure of what the company actually does? If so, you are in good company. Many B2B websites are verbose, yet vague and confusing.
In many B2B organizations, websites are given low priority, especially in light of long, complex close-cycles that hinge on offline business relationships. When it takes months to go from initial client contact to signed agreement, it can be difficult to justify B2B website optimization.
By comparison, many e-commerce companies often have laser-thin profit margins that leave little room for error in website conte [...]
Related Topics: B2B Search Marketing Column | Channel: SEO