I’m not a web developer by any means, and I don’t design Web sites for a living. My agency has some very talented people on hand to handle those areas. But I am a marketer, and I visit hundreds of Web sites a day, both at work and on my own time. Like most individuals, I’m on a mission to find specific information on every site I visit. It sounds easy enough, but far too often, when it comes to B2B Web sites, it’s not that simple.

Many things can distract from a good Web site visit by prospects, business partners, potential employees and members of the media. As a marketer, I understand how sites can fall short. Tight budgets, decisions made by committee and restrictions from parent companies can all crack away at the vision of a dream Web site. But sometimes, the Web user in me just gets plain old frustrated.

Alas, I’ve compiled the key offenders … from the perspective of a non-Web site expert.  For what it’s worth, it’s  a list of my personal pet peeves when it comes to B2B Web sites.

Please feel free to add anything to this list that leaves you scratching your head.

• DIY jobs. No matter what anyone tells you … unless you are a professional, a DIY job shows! Your Web site is the first impression your company will have on most prospects, and while it may not have to be top-of-the-line with all the bells and whistles, it should be professional and fully functional. Dead links, poor design quality and difficult site navigation will leave a lasting impression (not in a good way.)

• Forgoing a CMS. This is less about the content management system itself and more about having updated and regularly refreshed content on your site. If you have someone who’s a Web or IT expert and willing to spend their time making changes and edits manually to your Web site, then you could do “ok” without a content management system. But with a CMS, keeping a Web site interesting and recharged is quick and easy. Either way, there is no excuse for a tradeshow schedule from 2006 to be the newest content on a site.

• Shiny new site, old content. Although written word may be timeless, Web copy is not. Often the most obvious problem is that it doesn’t fit the same in different-sized empty space. If you’re investing on an overhaul of your site, don’t skimp on the content. While design elements make your site appealing and visually interesting, your content is what visitors are really looking for.

• Forms for all the good stuff. Web sites provide a great opportunity for capturing leads, so forms certainly aren’t off limits. But some individuals (like me) are deterred by the hassle of having to enter personal information. Be strategic. Choose specific offerings as lead generators, but make enough valuable content freely available. And please, please, please, don’t make a form the ONLY option for contacting you.

• What does your company do again? I can’t even tell you how many sites I’ve visited for B2B companies that have left me searching through multiple pages for a succinct explanation of their main product or service offering. That’s frustrating. Worse yet, please don’t tell me you provide a wide range of solutions that help a variety of businesses operate better.

• Burying your news. Here’s the PR professional coming out in me. Today’s stakeholders and prospects like seeing news. The whole Web 2.0 movement makes web users inclined to want to know more about the companies they work with or could work with in the future.  Bravo to the growing number of sites that have newsfeeds right on their homepage, or whole sections of their site dedicated to company news and news-related content.

• Not taking your product/service offering into account. I hate so say this, but certain industries, in my mind, have a higher bar set for their Web site. I expect more cutting-edge features on the Web site of a technology company. I expect more thought-leading content on the sites belonging to consultants. Fair or not, your site should match your offering.

• Sloppy pictures. If an image looks fuzzy, compressed, pixilated, or anything of the sort on your screen … it likely looks that way on my screen. Please don’t it!

Related posts:

1. What’s Your Web site Costing You?
2. Search Engine Optimization Programs. Why No B2B Web site should be without one. Part I
3. Are B2B Web sites breaking out of Web 1.0?
4. 2008 B2B Marketing Budgets- Spend More on Online Marketing
5. Take Me Out to the Blog Game, Part I

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About the author:

Lorena Crowley is a Sr. Social Media & PR Executive at Schubert focusing primarily on how new Web 2.0 trends can support traditional PR tactics. Lorena hails from Florida and is still a die-hard Gators fan. Her almost 3 pound Yorkie, Dunkin, keeps her very busy on nights and weekends.

Follow Lorena on Twitter: @BusyBee2B