Eduardo is the CEO of Market 8, a customer-centric web design and UX firm specialized on B2B and high consideration B2C websites. He drives the discovery and website architecture process for Market 8 clients. He is an industrial engineer whose broad experience includes leadership positions in strategic planning, operations, finance, business process consulting and marketing for several multi-billion dollar companies across many industries, including the luxury home design, manufacturing, and industrial distribution industries, among other.
Best practices are starting points: If you have no data, start with these. They are not what you should end up with, but they’re often where optimization begins. That’s an important distinction.
This post applies Jakob Nielson’s 10 Usability Heuristics to B2B websites that focus on lead generation (as well as “high consideration” B2C sites that lack any transactional functionality).