Tech entrepreneur and co-founder of Every, Nathan Baschez, recently articulated a nuanced perspective on the design and purpose of B2B (business-to-business) websites. Baschez suggested that the perceived "vagueness" of many B2B sites is not a flaw but a deliberate design choice, serving to facilitate direct sales engagements rather than immediate conversion. His comments highlight a fundamental difference in sales strategy between B2B and B2C markets.
In a recent tweet, Baschez stated, > "I am finally realizing why so many B2B websites “suck” They are not meant to persuade you to buy! The only persuasion that matters for these companies happens in a sales convo. The website just needs to not get in the way. Being vague is a feature, not a bug!" This perspective challenges the common assumption that all commercial websites should be overtly persuasive.
B2B sales processes are inherently complex, often involving lengthy sales cycles and multiple decision-makers within a purchasing organization. Unlike consumer sales, where impulse buys are common, B2B transactions typically require in-depth discussions, customized solutions, and relationship building. The website's role, according to this view, is primarily to qualify leads and provide foundational information, guiding potential clients towards a direct interaction with a sales representative.
Industry analysis supports the idea that B2B buyers conduct extensive research independently before engaging with sales teams. Websites serve as critical initial touchpoints, offering essential details and establishing credibility. However, the ultimate "persuasion" often occurs through personalized demonstrations, negotiations, and strategic conversations tailored to the specific needs of the buying business.
Baschez's insight suggests that B2B websites are optimized to avoid overwhelming potential clients with excessive detail that might be irrelevant without a deeper understanding of their unique challenges. By being "vague," these sites encourage direct contact, allowing sales professionals to deliver targeted value propositions and address specific concerns in a dedicated sales conversation. This approach ensures that the complex needs of businesses are met through human interaction, where true persuasion and solution-building can flourish.