Based on prior research, we identified seven factors that customers might consider important in a business-to-business website. Using a rigorous scale development procedure and a field study with 606 business customers, we developed valid and reliable scales for measuring these factors. Results revealed that organization is the most important factor in a website. This is followed by nontransaction-related interactivity, privacy/security, and informativeness. The other factors (transaction-related interactivity, personalization, and entertainment) were found to be relatively less important. Managerially useful differences were found in the importance ratings of these factors for those who use the web for purchase versus those who use the web for nonpurchase activities.This research was conducted with support from a large power tool company in the midwest region who wishes to remain anonymous. An earlier version of this paper won the Best Paper Award for the Emerging Business and Technology Track at the American Marketing Association's Winter Marketing Educator's Conference 2002. The authors acknowledge helpful comments and suggestions from Mark Gavin, Ajay Sukhdial, an anonymous reviewer from the Journal of Advertising Research, and two anonymous reviewers from the AMA Winter Marketing Educator's Conference.