Why do B2B Web Sites Fail?

Forrester says there are six indicators that it might be time for a Web site redesign:

1. Flat or falling business metrics
2. New brand identity or brand positioning
3. Product/business line expansion
4. Merger, acquisition or restructuring
5. Technology platform upgrade
6. Nav system breakdowns

Check. Check. Check. Not-so-much. Check. Check. It's clear that Quaero is in desperate need of a Web site redesign, but I want the new site to meet our needs.

So why do B2B Web sites fail? It's not a rhetorical question; I really want to know. I'm in the midst of my own corporate Web site redesign and want to avoid the common pitfalls of most B2B sites.

My sense (and I'm not an analyst, nor do I pretend to be one) that most sites aren't designed for conversion; that is, they don't encourage the visitor to take a specific action. Nor are they designed to allow the visitor easily identify him/herself. For instance, as a visitor, I might go to a site looking for information relevant to senior marketers. Or, I might want content specific to marketing services providers. Or, I might just visit a site looking for ways to solve lead management problems. No matter my reasons for visiting a Web site - or how I choose to search - I should be able to find the information I'm looking for.

Given the research we've done and the client/prospect feedback we've amassed, I'm optimistic about our chances of creating a site that meets both our goals (increased conversion) and those of our constituents (solution information/career listings/best practices).

I'll keep you posted.