It's the fashion these days to write short, minimal content for business-to-business (or B2B) websites, even when the product or service is complex. The theory is that no one reads anymore.
Websites are mainly for reading, or at least for browsing. When people make important decisions, they're hungry for information to guide their choices. They'll digest your content if you make it useful and interesting.
This post is for people who work at companies that sell complex, expensive products or services to other businesses. It focuses on ways that your website and the content you offer on it should be different from those of companies that sell simpler products.
Does your website provide enough of the right kind of information to help visitors make big buying decisions?
Hare are 10 suggestions to help you ensure that it does.