POLL: What is the one piece of info you think more startups should emphasize on their websites?

(E) Other: Put more real positive stories, use-case scenarios and results.

I feel that this department can always be increased. I don't think of it as 'tooting your own horn' but more in the sense of seeing how other's have experienced using your product/service, how they used it differently and their consequential results.

This allows others using, or not yet using, your product/service to gain more insight. A person/company might be using it for one thing when in fact they could have used it another way to yield even better results after seeing a similar company implement it, etc.

a) Product Description + why the reader should care. Get it right. The start-up only has one chance.

Start-ups will quickly fall down unless they focus all efforts on building trust relationships--not only with customers and potential customers, but also within the organization. Trust must be built quickly.

Reputation is built on trust.
Brand is built on reputation.
Sales is built on brand.

f) Self-Service Pricing

Full disclosure: I am staunchly biased on this subject having started several companies from scratch.

First, if you are a start-up, you may not have oodles of case studies and customer references so that's out.

Second, if you product or service is not something familiar to a visitor then they have no point of reference for whether they can even afford it.

Third, the ratio between a potential customer's time and available content for solutions is shrinking. They want to know right up front if they can afford it. Would *you* spend an hour learning about a new product/service if you didn't even know you could afford it?

Considering those 3 points, it makes sense why a MarketingSherpa/Inquiro study revealed that Self-Service Pricing is the #1 piece of information serious buyers are looking for, but can't find, early in their buying process.

What better way to surface new leads than to provide what visitors *really* want?

Having a way for them to easily request it without actually publishing it (big mistake for B2B) solves the problem and captures inbound leads.

I told you I was biased....

- Dale

Credible real-world use cases and scenarios, backed by ROI calculations from end users if possible.

Other as to why the buyer came there in the first place. Asking an emotional pain question that is linked to one of their "hot buttons" should be the first text read by the visitor. Websites are marketing vehicles. The purpose of marketing is to attract an attention and build a relationship. No one cares about your solutions, your price until they know you care about them and their issues.Stop selling, start educating and you will be amazed as to how you can increase sales.

Definitely contact information. I can't count the number of websites I've been to and loved and wanted to do business with, only to be disappointed that there's no telephone number of email address within easy reach.

Their Reason for Being. Many start-ups are just starting to understand their purpose and the value they create for customers. Boldly stating your Reason for Being (what you exist to do, for whom and how--in a single sentence) gives visitors the opportunity to quickly see if you've got what they're looking for. If it resonates, especially for newer/younger buyers who don't have 'best practices' available to them through yet, you're on your way to a much closer relationship right from the start.

Reasons for Being are not taglines (e.g. "Just Do It" by Nike). Rather, they are unambiguous design statements that make defining your company's purpose, direction, and reasons for followership crystal clear. One of my favorite examples is iPay Technologies, which is: "iPay Technologies exists to make on-line bill-paying quick easy and hassle-free by delivering experiences everyone raves about." This financial services company goes beyond "just doing transactions" and holds itself accountable for delivering the entire experience. This is what makes them different--and better!

Mike Wittenstein, Customer Experience Designer and Strategist
www.MikeWittenstein.com

Contact information! It kills me when I have to go searching a site for contact information. The only thing worse than having it in gray or small script bundled in the pages is when there is no email or phone number, instead the box where you put your info and hit send. To me, you may as well be saying, "we don't care."

That is an interesting perspective. I find people go to a website for 2 reasons:
1) Can you solve my problem?
2) How do I reach you

My thinking is that your emotional needs are provided for prior to the desire to seek out contact information. If the stumble upon rate was high more start-ups would flourish and what level of start up are we talking about?

The Internet is a big black hole of stuff, I'm assuming that you're already hooked and looking for a way to speak to someone to confirm your already piqued interest.

That is my experience and of course it's different to everyone.

Elizabeth I agree that in many cases the prospect has some emotional needs that you may have already activated. When the website strengthens that emotional activator, then it can be said your website is working. Also the Internet is a big black hole of stuff. Well said.

I do not presume I have "hooked" anyone even when he or she has called me to discuss a particular issue. My goal is to have that person continue to pull me closer to them for he or she is in control of the buying decision.

I would say to have a method of capturing the data of the visitor to the site. ie: offer a special report and to download it, they need to provide their first name and email.

Interesrting question.

I find that when you emphasize one thing at the expense of another you get an out-of-balance result. To try to pick one thing that should be emphasized on a web site is like only exercising your left arm at the expence of the right arm, legs, (brain) etc. The result is a mishapened creature that appears to be something out of an old-time, Bella Lagosi, horror movie.

Come to think of it, some of the websites I've seen seem to have that same genisus. :)

A balanced approach that spotlights whatever problem your product or services is intended to solve should grab the visitor's attention and get them to want to learn more.

Like many of the commenters, I despair at the lack of contact information that will allow me to get more information easily. My feeling is that if they make it difficult to do business with them before you buy, it only gets worse after you make a purchase.

Product description is a good place to start. Consumers need to know what you are selling or providing. Why do I need to shop there? Next, who will be serving me? Brief description of staff and help with questions.

From a consumer point of view, I feel that for startups, I definitely would see 3 things.

1. Design of website. Although not very important, as many would look at the products first, I always believe, if the design of the site do is not user friendly, very little details, hard to navigate, I would be turned off. Although I might take a look at the products/services offered, it would lose out to another business which offers similar products/services. I have skipped many business due to this. There is no need for professional looking, but must be easy on the eyes and easy to use. Even a blog does it for me.

2. Products. Of course, this is one of the most important. I want to understand the products. If not, why would I even bother to go to your site. Product description should not be too vague and short. Many websites have the tendacy to make it too short, so as not to offer too much info, and entice them, but a detailed summary (main points) of what it provides or does, is sufficient for me.

3. Team bios. Another important aspect I look at. This must be detailed, but easy on the eyes. Not too wordy, same as for product description. I have seen a few sites that pour out the details (good thing), but its all too cram. It is meant to be a CV for each members of your team. So doing it right is important. I want to know their expertise, and what they can provide, not just words about them.

4. Contact information should be there too, seeing that some organizations do forget to put it there.

Lengthy, but well, this is my opinion. Cheers!

Contact information is absolutely critical and once they are well established they should have a host of real life testimonials. Ideally, these should be video clips. If that is not possible audio clips will work, so customers can say in their own words how they receive value and enjoy doing business with the company. Short of "word-of-mouth" from a trusted friend, nothing sells like testimonials.