What do purchasing professionals look for in a website when they are sourcing new products?

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  Anna Plekkenpol: What do purchasing professionals look for in a website when they are sourcing new products? ;
  What does the website need to have? What kind of information do they look for?
  I'm currently changing our B2B website so it better catches the eyes of B2B customers. ;
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  Mike Stetzer: I guess it might be specific to the vertical. Could you provide more information?
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  Anna Plekkenpol:  ; What I was wondering is that when someone goes on to our website, looking for a product, what should I provide on the first page?  ;I assumed contact information, since we are a custom motor company, so extended information is needed.  ;But what do customers want on the first click?  ;Information about quality?  ;Company info?  ;Product info?  ;Features and options?
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  Mike Stetzer: To answer your question of "what do customers want on the first click?", it depends on many factors: did they land on your site via organic search? If so, what keywords did they search when they landed on your site? For example, if I search "chicken sandwiches", I expect to land on a page about chicken sandwiches (obnoxious example, I know). I would expect to find information on what's in the chicken sandwich, how much it costs, etc. I don't expect to land on a page about cheeseburgers if my search query is "chicken sandwiches". ;
  
  Are you using SEM at all? I know this is an SEO forum, but SEM allows you to segment this stuff pretty well. ;