RESEARCH

Research. Every figure has a source.

Studies we ran, studies we read and notes on what they mean for a company whose product is years ahead of how it looks.

FEATUREDSTUDY · SEPTEMBER 2026

45 funded deep tech websites, read one by one.

The crawlable basics are mostly fine. The layer that decides whether a stranger can act on you is broken on 96 percent.

NEWEST FIRST

By one rule of thumb, about 5 in 100 business buyers are looking in any quarter. The rest choose later, from the names they remember.

In a 1990 study, 22 of 30 people picked the jar they knew, even when it held the worse one.

Business buyers pay for feelings too. What they pay for is confidence in a choice they will have to defend.

Strategy before look: map what rivals all say, pick one provable difference, then give it one distinctive look.

What happens to a company whose product is years ahead of how it appears. The appearance is not a discount on the price, it decides who calls.

A brand is built inside out and met outside in: strategy, verbal, visual and the touchpoints a buyer actually sees.

SITE TEARDOWN

One line about where you are going is enough. The reply comes back in writing. No call needed.