The best B2B website examples share one habit: a buyer who lands on the home page can immediately understand what the company does, who it is for and what to do next. Sixteen well-known sites, opened on 22 October 2026, show the different ways of doing that.
This article is for owners and marketing teams who are about to brief a new B2B website design or judge an old one. It explains what each example does, why it works for its buyers, and how a smaller business can adapt it.
Fourteen are software, payments or commerce companies. Two are professional service firms, which matter for any business that sells expertise.
A note on method. Every description below comes from the site’s own page as it stood on the day it was opened, and pages change. Where a figure appears, it is the company’s own claim on its own page, not an independent finding. No screenshots are reproduced; open the sites alongside this article.
The strongest B2B website design examples answer three buyer questions before the first scroll ends
A buyer arriving from search, a referral or a message wants three answers: is this for someone like me, can I trust it, and what happens if I click? The sites below differ in style, but each one answers those three questions in the hero section and the band beneath it.
That is why a good value proposition sits at the top. It is not a slogan. It is a plain statement of what the company does and for whom, written in the words a buyer would use. A clear value proposition should be understood in ten seconds.
B2B buying is rarely one person’s decision. Different stakeholders read the same site: a user, a finance lead, a technical reviewer. Enterprise buyers often check the site before any conversation, so it has to answer their questions without a salesperson. Structured navigation should follow how buyers evaluate solutions, not how your company is organised.
Most buyers will not read every page. They scan for key messages, check whether the company serves their kind of business, and leave if the answer is unclear. Clear positioning is therefore the first job of the page, and everything else supports it.
The examples are grouped by what they teach. Read each one for what it gets right, then for what you can adapt.
Product-led B2B website examples: show the work and keep the words plain
These four sites put the product, or a plain description of it, at the front. Each uses very little decoration to do so.
Linear: a single claim, early proof and a page that doubles as a demo
Linear’s home page opens with one headline: “The product development system for teams and agents.” Beneath it sits a short line saying it is purpose-built for planning and building products. Beside that is a screenshot of the product itself, showing a sample issue with its activity and comments.
Proof arrives almost at once. A heading about the companies building the future sits above a row of customer logos, before any feature is explained. Further down, three quotes from named people at OpenAI, Ramp and Opendoor each link to a full customer story. The page also states that Linear powers over 40,000 product teams.
The navigation is short: Product, Resources, Customers, Pricing, Now and Contact, plus sign in and sign up. The closing band repeats the choice with four buttons, including Get started and Contact sales.
What to adapt. Show the real work early, in place of a stock image. Put logos or named clients above the explanation. Link every quote to a longer story, so a sceptical buyer can check it. Social proof works best when it is specific.
Basecamp: plain language, a named founder and honest pricing signals
Basecamp is the least decorated site here, and the most instructive for a small business. The headline is “Manage projects, coordinate teams, and master your company with Basecamp.” The line beneath calls it famously straightforward. There is a product screenshot and a button, Try Basecamp Free, next to a link to a three-minute tour.
Trust is built differently. A letter from the co-founder and chief executive, Jason Fried, speaks directly to the visitor. A customer video follows, then eight quotes under the heading “What changed for the better”, then a walkthrough that offers a tour with no pitch. Two staff profiles explain the company’s own hardware and customer support.
The home page shows no prices. It describes a free plan with paid upgrades and sends the buyer to a pricing page.
What to adapt. A named person writing in the first person builds trust faster than a company voice. Show who answers the phone. And if you cannot show a price, say how pricing works and link to where it is explained.
Webflow: speaking to marketing teams in their own terms
Webflow’s page opens with “Build for what’s next” and a line promising tools to build, manage and grow a website that drives real revenue. Two buttons sit in the hero section: Get started and Talk to Sales. A strip beneath names companies including IDEO, Monday.com, BBDO, The New York Times, TED and Docusign.
The body is written for marketing teams first, then designers, developers and agencies.
Headings are phrased as benefits, such as building and launching websites without filing a ticket, or publishing content without a developer. Customer stories carry figures that Webflow reports itself, for named companies such as ABM, Lattice and Walker & Dunlop.
The page ends with “Turn your website into a growth engine”, a free Get started button and a Talk to sales link just before it.
What to adapt. Write headings as the outcome your reader wants, not the feature you built. Name the team you are speaking to. Give the buyer who is not ready to talk a free route and the one who is ready a human one.
Slack: four pillars instead of a feature list
Slack’s hero reads “All your people and AI agents working together”, with Get started and Find your plan beneath it. The navigation carries a Request a demo link, and its Solutions menu splits by department and by industry, so an engineer and a finance lead see different entry points.
The body is organised around four words: Knowledge, People, Process and Platform. Each has a short heading in plain language.
Two named testimonials, from Anthropic and Vercel, sit beside customer story videos featuring Anthropic, Box, Notion and Rivian. Figures include a three-year return on investment that Slack attributes to a Forrester study and a count of daily messages.
The closing line is “See all you can accomplish in Slack”, with Get started and Request a demo side by side.
What to adapt. Four pillars are easier to remember than twelve features. Group your offer into a few labelled parts, and give each a one-line promise. Pair a self-serve button with a demo link at the foot of the page, as Slack does.
Platforms that route several buyers: one site, many entry points
When a company sells to more than one kind of buyer, the home page has to work as a switchboard. These five handle it differently.
Stripe: routing different buyers to different places from one page
Stripe sells to several kinds of buyer at once: developers, finance leads, platform builders and start-ups. Its home page opens with “Financial infrastructure to grow your revenue” and two actions, Get started and Sign up with Google. A row of well-known customer logos follows.
The page then splits by audience. Separate bands cover enterprise case studies, with Hertz, URBN, Instacart and Le Monde named, then start-ups, then platforms, then developers. Each band has its own proof and its own links.
A numbers band reports the company’s own totals for payment volume, uptime and currencies supported. Treat these as Stripe’s claims. The point for you is their placement: they sit after the product overview, as reassurance for a buyer who is already interested.
Customer logos and named case studies do the work of due diligence for a cautious buyer, who can see other companies have relied on the product.
The page closes with “Ready to get started?” and two buttons, Start now and Contact sales.
What to adapt. If your buyers differ, give each type a labelled route rather than one page that tries to speak to all of them. That is good information architecture: the structure of the site mirrors the buyers who use it.
HubSpot: a broad product made easy with two clear first clicks
HubSpot’s platform covers marketing, sales, service, content and data. The home page handles that with two actions in the hero: “Get a demo of HubSpot’s premium software” and “Get started free with HubSpot’s free tools”. A buyer who wants to talk and a buyer who wants to try are both served by the first screen.
Product cards follow, each with a short description and a Learn more link. The case study section lets the visitor pick Enterprise, Mid-Sized Business or Small Business, so a reader looks for a company their own size. The navigation also groups solutions by use case and by team size.
The trust bar states more than 306,000 customers and shows five brand logos. As elsewhere, that is HubSpot’s own figure.
What to adapt. If your offer has several parts, do not list them all in the hero. Offer two ways in, one for a buyer ready to talk and one for a buyer still looking. Filter case studies by company size or industry so proof feels close to home.
Asana: naming the problem before the product
Asana’s hero reads “The OS for human-agent teams”, with sign-up through Google or Microsoft built into the first screen. Logos of Amazon, Accenture, Johnson & Johnson, Dell and Merck sit beside a claim that 85 percent of the Fortune 100 choose Asana, which the page footnotes as accurate to December 2023.
The navigation lets a visitor choose by company type (enterprise, small business, nonprofit, agencies), by team and by industry.
Partway down, comes a heading that names a problem in the buyer’s words: why projects slip when work is scattered. Three short statements follow, covering scattered projects, no shared view of progress and status updates that take up the week.
The page closes on “The only platform that can support your company at any scale” with a single Get started button.
What to adapt. Name the buyer’s problem in their words before you explain your solution. Offer navigation by company type and industry, so a reader sees a route that fits them within a click.
Snowflake: three pillars and a customer wall of figures
Snowflake opens with “Bring agentic AI to all your data” and two buttons that name the two products. The navigation includes Contact Sales and a start-for-free link, so a technical buyer and an executive each have a way in.
Industry pages are listed for advertising and media, financial services, healthcare, manufacturing, public sector, retail, telecoms and technology.
The page explains the platform through three pillars, Easy, Connected and Trusted. A customer section follows under the heading “Leading companies lead with Snowflake”.
Customer stories for Under Armour, Novo Nordisk, United Rentals, Booking.com and Fanatics each carry a figure, such as the amount of data unified or the number of self-service users. These are Snowflake’s claims, shown with the customer named.
The closing band, “Where Data Does More”, offers Start for free and Watch a demo.
What to adapt. Put a number beside each client name, and make sure the number says something specific about what changed. A named client with a figure is stronger than a logo alone.
Shopify Enterprise: a separate page for a separate buyer
Shopify’s enterprise page is not its home page, and that is the lesson. A switch in the navigation separates entrepreneurs and small businesses from enterprise, so a large retailer does not land on a page written for a first-time seller.
The page opens with “Enterprise commerce without compromise” and two buttons, Get in touch and Try Shopify.
Its first heading, “Results the board can’t ignore”, speaks to a committee, not a single user. Later cards let the visitor choose B2C, retail or B2B, and a closing section lists analyst recognition. Several figures carry footnotes pointing to the source of the claim.
What to adapt. If a large account buys differently from a small one, give it its own page and its own words. Write one heading for the person who has to justify the spend to their board.
Self-serve and sales-led calls to action: how five B2B websites ask for the next step
Every B2B site has to decide how it asks for action. These five show the range, from a free account to a conversation with a sales team.
Gong: repeating one call to action and naming the buyer by role
Gong’s hero reads “#1 AI OS for Revenue Teams”, which is a ranking the company claims for itself. What matters for design is what surrounds it: a list of outcomes (close deals faster, predict pipeline risk, increase win rates) and two buttons, Book a demo and See Gong in action.
The same Book a demo button sits in the navigation bar.
Directly below, the page states it is trusted by 5,000+ customers. Further down comes a video customer story, with a headline claiming a 64 percent productivity increase for the customer’s revenue team, and a quote from a named person in that team. Again, these are Gong’s own statements, shown with attribution.
Then the page sorts its audience. Cards address the chief revenue officer, revenue operations, sales teams, customer success and enablement, and a second set covers technology, financial services, healthcare and manufacturing. The closing band, “Win more revenue with AI”, carries the demo form on the page itself.
What to adapt. Choose a single call to action and repeat it in the same words from top to bottom. Name your buyers by role so each one sees themselves. Put the enquiry form where the page ends, so a decision maker who has read everything need not go looking.
Zendesk: an email field in the hero and a free trial with no card
Zendesk sells software that helps a business support customers, and it puts the first step inside the first screen.
Under “AI-powered customer service platform” sits an email field with a Try for free button, and a note that the 14-day trial needs no credit card. A View demo link in the header serves the buyer who wants to see it first.
Proof follows quickly: a heading about the service teams that trust Zendesk AI, with logos including Siemens, GitHub, Uber and Vimeo, and four customer stories with their own metrics. The navigation splits solutions by use case and by business type, from startups to government and manufacturing.
Lower down are a pricing section and an FAQ on the home page itself. The closing band, “Launch your first AI agent today”, offers Try for free and Get a demo.
What to adapt. A free account removes the biggest barrier for a buyer who wants self service evaluation. If you sell a service, the equivalent is a short form in the hero that books a call, with the questions buyers ask answered on the same page.
Twilio: a plain admission, then proof by team
Twilio’s hero opens with a human problem: “Reaching a business shouldn’t be a nightmare”. Two buttons follow, Start for free and Explore what’s possible, with three trust labels beneath: free trial, no credit card required and flexible pricing. The middle of the page shows code samples in several languages, which suits its developer buyers.
Proof is sorted by team.
A section on different teams and different stacks shows customer logos, including IBM, Toyota, Lyft and Delivery Hero, each with a result such as a share of fewer escalations or a count of messages sent. The audience menu lists developers, marketing, product and customer experience, and by industry and company size.
The closing heading, “Don’t wait for the next nightmare”, repeats the opening theme with Start for free and View pricing.
What to adapt. Open with the buyer’s frustration, not your credentials, and close on the same idea. Show technical depth where your buyers will check for it, and keep the same promise from the first line to the last.
Intercom: a price signal on the home page
Intercom describes itself as “A complete system for AI and human customer service” and offers Start free trial and View demo.
It is one of the few examples here that puts pricing on the home page. A heading, “Transparent pricing”, sets out a per-seat fee plus a fee for each outcome, with a Contact sales option for larger needs.
Proof sits in testimonials from named customers, and a section listing the tools it works with, such as Slack, Stripe, Salesforce and HubSpot, much like partner logos. The page also claims a resolution rate for its AI agent across thousands of customers, which is Intercom’s own figure.
What to adapt. Showing how you charge, even without exact numbers, removes a worry for potential customers who would otherwise leave to look for it. Explain what drives the price and where to read more.
Datadog: product categories as navigation
Datadog’s hero, “AI-Powered Observability and Security”, offers a free trial and a See the platform button. Its navigation is built around product categories (observability, security, digital experience, software delivery, service management and AI) and a Solutions menu split by industry, technology and use case.
For trust it relies on analyst recognition, naming its placement in two Gartner Magic Quadrant reports, and on customer logos. The page closes with “Try Datadog Today” and a free trial. Little of the copy is aimed at a non-technical reader, which suits an audience that checks technical clarity before anything else.
What to adapt. If your buyers compare you with competitors on specific criteria, build the navigation around those criteria. Put recognised third-party credit where a sceptical reader will see it.
Professional service firms: B2B website examples without a product to show
A consultancy or design firm cannot offer a free trial or a product screenshot. These two show what takes their place.
Bain: a two-question selector in place of a menu
Bain’s home page opens with “We champion the bold to achieve the extraordinary.” Beneath it is a small tool: a visitor chooses an industry, such as retail or technology, then a business need, such as cost reduction or digital strategy, and submits. The content then comes to them.
Four client success stories sit further down, each with a figure and a named client such as NatWest or Hera Group, and a link to see all client results.
The page closes with “What can we help you achieve?” and a button reading “Let’s get to work”. Careers and a newsletter come last, so they do not compete with enquiries.
What to adapt. A service firm can offer relevant content through a short selector instead of a long menu. Put results, with the client named, before the invitation to talk.
IDEO: services described through the work
IDEO’s page opens with “Human-centered design” and a rotating list of words that includes growth, intelligence and leadership. Its three hero buttons all lead to the services page. The page shows featured work with clients including Sephora, Eli Lilly, H&M and Ford, and testimonials from leaders at some of its clients.
Trust is built partly by openness. The page carries an FAQ that asks what makes IDEO different from other design consultancies, and it offers to give references on request. The contact route is simple: a “Say hello” link in the navigation and a Contact button at the foot of the page.
What to adapt. Answer the sceptical question on the page, in public. Offer references. And let service offerings be explained by the work you have done, not by a list of capabilities.
Sixteen sites, one pattern: promise, action, proof, route, repeat
Set side by side, the examples share more than their styles suggest. Each states one promise in plain words, each offers a clear action in the hero and each puts social proof high on the page. The table shows the strongest move at each site and what a smaller business can take from it.
| Site | Strongest move | What a smaller business can take |
|---|---|---|
| Linear | One claim with the product on show | Real work near the top of the page |
| Basecamp | Plain words and a named founder | A personal letter and honest pricing notes |
| Webflow | Headings written as outcomes for marketing teams | Say what your reader gets, not what you built |
| Slack | Four pillars, demo and self-serve side by side | A few labelled parts, each with one promise |
| Stripe | Separate routes by buyer type | A labelled route per audience |
| HubSpot | Two ways in on the first screen | Offer “talk” and “try” separately |
| Asana | Names the buyer’s problem first | Open with the problem in their words |
| Snowflake | Customer stories with a figure beside each name | A number beside every client |
| Shopify Enterprise | A separate page for large accounts | Write for the person who justifies the spend |
| Gong | One repeated action; buyers named by role | The same button wording throughout |
| Zendesk | First step inside the hero | A short booking form in the first screen |
| Twilio | Opens and closes on the buyer’s frustration | One promise, first line to last |
| Intercom | A price signal on the home page | Say how you charge |
| Datadog | Navigation built on product categories | Navigate by how buyers compare |
| Bain | A two-question selector | Relevant content without a long menu |
| IDEO | Answers the sceptic’s question in an FAQ | Offer references and say what makes you different |
Service firms should copy the structure and swap the proof
Bain and IDEO show the principle. A consultancy, law practice or advisory firm cannot offer a free trial. The structure still transfers. Replace “Try it free” with one enquiry action, such as booking a call, and keep it identical wherever it appears.
Replace product screenshots with named client work: a short case study in plain language, naming the client, the problem and the outcome. If you cannot name a client, say why and describe the work without the name. Do not invent results.
Replace logos you do not have with trust signals you do: professional memberships, the people who will do the work, and a clear description of how an engagement starts. A small client base is not a weakness if each client is described honestly.
The Basecamp pattern suits this best. A short note from a named partner, three specific quotes, and one visible next step is a complete home page for many firms.
For a longer list of qualities, see what makes a good website.
Landing pages: the same rules in a smaller space
Several of the sites above also run landing pages for campaigns, and the same logic applies in a tighter form. A page built for one campaign should hold one promise and one single call to action, and drop the full menu so the visitor is not pulled away.
Strong hero images help, but only when they show the offer. A chart, a product view or a named client does more than a stock photograph. Add one or two testimonials near the button. Keep the form short, since forcing visitors through eight fields loses most of them before the offer is judged.
The test for a B2B landing page is whether a stranger can say, in one sentence, what they will get and what they must do. If the page also carries navigation, a news feed and three other offers, it is overwhelming visitors, and the conversion rate will show it.
Interactive tools and self-serve evaluation for buyers who want to look alone
Many buyers prefer to evaluate alone before they speak to a sales team. Interactive tools serve them: a product tour, a calculator, a template or a short assessment. Zendesk’s free trial, Basecamp’s three-minute tour and Bain’s two-question selector are all versions of the same idea.
A service firm can offer interactive tools too: a checklist, a diagnostic or a downloadable guide that lets the buyer judge fit before any call.
Free tools like these also collect an email address in return for something useful, which feeds lead generation without a hard sell. Keep the trade honest. Ask for what you need and no more.
Educational content works alongside these tools. Guides, articles and webinars bring visitors in from search and build trust before any sales conversation, and they let a buyer judge technical depth at their own pace.
Use market research from your own customers to decide which questions to answer. Write specific content for each route, set up in such a way that a visitor only sees what concerns them.
High performing B2B websites are judged on qualified leads, not looks
A site can be admired and still fail. The test of high performing B2B websites is the conversion rate: of the people who visit, how many take the action the site exists for, and how many of those are qualified leads who fit what you sell. Looks matter only where they help that happen.
These design examples all start from customer needs, not decoration. Create a seamless experience from search result to enquiry form, and remove friction wherever a visitor must stop and think. Choose solutions that suit how your users actually buy.
Three habits explain most of the difference. The first is clear messaging: one idea per screen, in the target audience’s own words, with no internal terminology. Clear messaging helps visitors stay, and helps the right ones become qualified leads.
The second is reducing friction: fewer links in the hero, one call to action, and a form that asks only for what you need. This is a trade off, since every field you remove gives you less information. Remove the ones you will not use.
The third is intuitive navigation that follows the user journey, so a buyer can move from “what is this” to “does it work” to “how do I start” without hunting. A clean layout with generous space helps, and so does a bold use of one accent colour for the main action.
Speed and stability count too. Check your core web vitals, which since March 2024 include Interaction to Next Paint in place of First Input Delay, as Google’s web.dev explains.
Check that pages load quickly on a phone, because a slow page loses a visitor before the offer is seen. Aesthetically pleasing pages and good custom graphics help, but they come after the message.
Keep cognitive load low and trust signals visible. Each extra choice costs attention, and each missing proof point costs belief.
Lead generation improves when both are managed across the whole buyer journey, not only on the home page, and a better customer experience on the site tends to carry into the sales conversation.
Operational efficiency and business growth both follow when the site does the early work, so the sales team spends its time on qualified buyers. Track conversion efficiency by route, not only the sitewide average.
Test your own home page against the same six checks
Open your home page on a phone and ask someone outside your team to look at it for ten seconds. Then check six things.
- Can they say what you do and for whom?
- Is there one main action, worded the same everywhere?
- Does proof appear before the visitor has to scroll past three screens?
- Does each type of buyer have somewhere to go?
- Can a decision maker find how you work and what the first step is?
- Is there a way to enquire at the foot of the page?
Fix the first failure before the next. A site that fails the first check loses visitors however good its design is. The website design checklist lists what to decide before you build, and the website design process explains what happens at each step.
The full picture sits in the ultimate guide to B2B website design. Brandesis website design services cover structure, design and build for B2B businesses.
If your site gets visits but few enquiries, the free Website That Sells ebook and workbook shows where visitors drop off and what to fix first.
For a weekly note on what works in practice, join the Ground Truth newsletter, sent on Wednesdays. The website design entry in the Brand Library defines the terms used here.
FAQ
What are B2B websites?
B2B websites are sites built to sell to other businesses. They explain the offer, show proof and give each buyer a next step, usually a demo, a trial or an enquiry. They differ from consumer sites because several people often take part in the decision.
What is a good example of a B2B website?
Linear suits product-led teams, Stripe suits several audiences, Basecamp suits a small team, and Bain and IDEO show how service firms do it. Judge any example by whether it makes the next step obvious to its own buyer.
What are the key elements of a B2B website?
A plain value proposition, one clear action, early proof, a route for each type of buyer and fast pages. Design polish helps, but clarity and evidence do most of the work.
How do I build a B2B website?
Start with the buyer: who decides, what they need to know and what they fear. Write the promise and the first step, then plan the pages that answer real questions. Design comes after the structure is agreed.
Can a service business use the same layout as a software company?
Yes, with different proof. Keep the promise, one action, proof and routes, and swap product screenshots and logos for named client work, the people involved and a clear first step.