Many B2B companies dramatically underestimate the importance of a good website user experience. The excuses generally sound something like this, "Good website UX doesn't matter for B2B, just B2C!" or "I can't justify a UX spend to my boss," or "I found this blog post that said 'A' and that's all we need!" Because of this mindset, research from the Nielsen Norman Group shows that, "B2B websites have substantially lower usability than mainstream consumer sites."
The sad thing about these misconceptions is that the exact opposite is actually true. While B2B companies underinvest in UX, they are investing more in content marketing and other lead-generation tactics that rely on website conversion to build a relationship with their prospects over extended sales cycles. When was the last time you kept going back to visit a website where you hated the UX and design?