> I’m confident that most people in the day-to-day of business will agree — the more expensive the service a B2B company provides, the more incomprehensible its website.

This is 100% accurate. There was a thread on here a few days ago about the 10 most valuable startups, and I was surprised to find that I wasn't at all familiar with several of them. I started googling and was shocked at how difficult it was to understand what the fuck their business is from their home page. It is much easier to just go on wikipedia or read a press release of some sort.

I have to wonder if the conclusion in this article is valid -- the more obscure the web marketing, the more phone calls they will get, and the easier they can do the hard-sale. I feel like most of these businesses are so cryptic and generic that it pushes people away.