B2B website navigation: Structure that guides complex buyers

B2B website navigation: Structure that guides complex buyers
Trajectory; updated 9/29/25 
...  42% of users will abandon your website as soon as they experience issues with functionality or usability. ... When someone can't find basic information quickly, they don't just leave your website. They question your company's competence. ... If [the site visitor] can't find the information category they need within 10-20 seconds, they often assume it doesn't exist and leave. That's not much time to prove you have answers to their complex questions. Your navigation must immediately signal that you understand their needs and have the depth of information they require.
Editor's Note: Though written for B2B, these lessons matter for hospice websites (B2C). Patients, caregivers, healthcare decision makers, and family members of diverse generations need clarity in moments of stress. Review your website’s navigation through their intergenerational eyes—can they quickly find what hospice is and how to begin care? Clear pathways reflect the heart of hospice care: guidance and compassion.