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18 Best B2B Website Examples & How to Design a Great B2B Website

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18 Best B2B Website Examples & How to Design a Great B2B Website

The right B2B website makes all the difference when it comes to converting visitors into buyers. In this post, we’ll share the best B2B website examples we’ve ever seen, then dive into three tips for building your site.

By the end, you’ll be able to create a site that drives conversions and keeps buyers coming back. Let’s get started.

With a host of great B2B website examples out there, we’ve curated a list of sites that stand out.

1. Blake Envelopes

b2b website examples: blake envelopes

Are envelopes exciting? Not really, but you wouldn’t know it from the Blake Envelope website. The colors are vibrant, the envelopes are everywhere, and the site manages to convey a sense of movement that makes you want to click through and see exactly what they have to offer. That’s exactly what you want from a B2B website.

2. Pixelgradeb2b website examples: pixelgrade

Pixelgrade makes it clear up front what they’re about: Offering simple WordPress themes to help anyone get their website up and running quickly. There’s no extraneous information here — they state their value proposition and offer a direct link to browse the themes they offer.

3. Reputation Squad

b2b website examples: reputation squad

Reputation management is key to online success for organizations. If companies can’t see what customers are saying about them, they could miss critical opportunities to improve.

Reputation Squad helps companies track their reputation online with a responsive monitoring system. Scrolling through their website gives the feeling they’re operating in the future; backgrounds move and shift as you head down the page and the content is set up in a way that’s easy to view, read, and contextualize.

4. Evernote

b2b website examples: evernote

Evernote isn’t new to the B2B space, but their site continues to make it abundantly clear what they’re good at: Taming your work and organizing your life by making it easy for you to take notes and keep schedules. Even more telling is their aim to help you “remember everything”, which suggests this isn’t just a single-function solution but a multipronged performance tool.

5. Dropbox

b2b website examples: dropbox

The five “S’s” here quickly communicate what Dropbox is all about. Not only can you store and sync files but easily share them and even add eSignatures. That’s it. That’s the value proposition. No fancy graphics, no beating around the bush — just getting straight to the point about how they can help.

6. Shepper

b2b website examples: shepper

Shepper is all about collecting data. And not just any data — the data you tell them you need to collect and analyze. This could be product or advertising information, or data about the overall customer experience. No matter what data you need or where it’s stored worldwide, Shepper can help.

7. HubSpot

b2b website examples: hubspot

We’ll admit it. We’re also pretty great at this B2B stuff. We’re also modest — you’ll notice HubSpot isn’t first on the list — but our site makes it clear what we offer: An easy-to-use CRM than can streamline your current processes and revolutionize the way you work. With both free and premium options, you’re in good hands with HubSpot.

8. Orbital Sidekick

b2b website examples: orbital sidekick

Orbital Sidekick delivers information from space to help government and commercial organizations meet their goals around environmental, social, and governance objectives. Using what’s known as “hyperspectral analysis” from a fleet of satellites, Orbital Sidekick gives companies the data they need to make decisions on-demand.

9. Trello

b2b website examples: trello

Trello is a collaboration tool designed to streamline operations. Given the increasing number of these tools on the market — and the fact that some hinder more than help — Trello makes it clear that no matter where or how teams prefer to work, the solution can help teams move forward.

10. Hootsuite

b2b website examples: hootsuite

Hootsuite’s tagline is simple: “Social is your superpower”. Combined with an image of a woman seemingly taking off into the air and backed by familiar social images and icons, it’s clear right away that Hootsuite is all about helping you get the most of your social media channels.

11. Yapstone

b2b website examples: yapstone

It’s a funny name with a great B2B angle: Local payment for global businesses. Not only does this tagline provide a sense of confidence and familiarity, but also manages to simultaneously suggest that Yapstone can help businesses anywhere power their payment platform.

12. Grammarly

b2b website examples: grammarly

Grammarly cuts right to the chase to showcase what it does best: Detecting and correcting grammar and spelling mistakes. An animated image takes users through a quick demonstration of what Grammarly has to offer, making it clear what users will get when they download and install the app.

13. Acme

b2b website examples: acme

Acme automates industrial warehouse operations. The sepia tones of its website combined with warehouse images and a clear message about what Acme does leave no room for misinterpretation. If you’re their target audience, you’ll click through. If not, you’ll leave.

14. Mailchimp

b2b website examples: mailchimp

Email platform Mailchimp is well-known for its work in marketing emails, and its website makes it clear that the goal of the platform is to grow both business audience and revenues with the help of automated tools and expert advice. With the goal of outperforming your last campaign, it’s a solid pitch for B2B sales.

15. Packlane

b2b website examples: packlane

Consumers don’t just want great products. They want great packaging that is interesting to look at, fun to open, and (ideally) environmentally sustainable. Packlane lets companies create custom packaging and boxes that best suit their products, and provides instant quoting to help companies quickly make a decision.

16. HireLevel

b2b website examples: hirelevel

Aside from making a great pun (higher level — get it?), HireLevel also does a great job of clearly defining what they do. Need a job? They can help. Looking to improve workplace management? They’ve got services to bridge the gap.

17. Netbase Quid

b2b website examples: netbase quid

Netbase Quid is all about consumer and market intelligence. The seven colored tabs on the homepage make it clear exactly how they can help, from tracking brand health to delivering trend analytics to improving crisis management.

18. Square

b2b website examples: square

Square is a payment platform that immediately prompt customers to get started as a first step to entering the site. It’s the first — and nearly only — thing a visitor encounters upon landing on the home page. That information allows Square to offer customers what feels like a much more customized web experience.

1. Make your website about the customer — not about you.

After reviewing hundreds of B2B websites across every major industry, we found only a handful that purposefully invite customers into a conversation. To do that, suppliers need to stop talking so much about themselves.

Rather, they should provide customers with an opportunity to share something about who they are and what they’re looking to do.

Really, it’s no different than common courtesy at a cocktail party. No one wants to be stuck talking to the person droning on about who they are and what they do. Yet that’s precisely what the vast majority of B2B websites do.

Not only is that kind of self-centered approach disengaging, but it also leaves the buyer wondering, “Do they even know who I am? Or what I actually do?” Or worse, “Do they even care?” It’s impersonal at best, and off-putting at worst — fostering questions rather than connections, and distance rather than assistance.

That said, we found a handful of websites that do, in fact, actively invite customers to engage on their terms. One example is vAuto.com. A division of Cox Automotive, vAuto sells enterprise software to auto dealers around world. Among those dealers are both used and new car sellers, along with wholesalers — some franchise-based, and some independent.

b2b website example: vauto

Those distinctions matter — not only for finding the appropriate vAuto solution, but they help to identify how that customer thinks about themselves.

vAuto has designed the front page of its website to allow buyers to self-identify along the dimensions most important to them, prior to going any deeper. The customer’s first choice upon landing at vauto.com is declaring, “I manage new vehicles,” “I manage used vehicles,” “I buy wholesale,” or “I manage reconditioning.”

Notice that even the pronouns are specifically chosen to position the website as a learning and buying tool for customers, rather than a broadcasting tool for the supplier.

Questions to ask yourself:

  • How do our customers define themselves?
  • In their minds, which aspects of their identity most affect the way they look at suppliers like us?

2. Emphasize your customers’ outcomes.

Just as the best websites invite customers into a conversation, they also guide buyers to supplier solutions using the language of customer outcomes — rather than supplier capabilities.

The best companies take the time to understand the specific business objectives customers are seeking to achieve, then organize their sites using language immediately recognizable to customers along those particular outcomes. That way, customers don’t have to translate.

Here’s another place where vAuto excels. The company employs actual customer-articulated business problems as the organizing framework for diving deeper into their broad solution set. It organizes this information around headings like, “Show me how to beat the competition,” and, “Show me to source more profitably.”

At every step, the goal is to make online learning and buying as easy and as resonant as possible — all through an easy-to-follow path of breadcrumbs leading directly to vAuto’s unique solutions.

Questions to ask yourself:

  • What help are customers seeking from a supplier in your category?
  • What specific language would best resonate with your customers to describe that help?

3. Help customers do what they are on your site to do.

Finally, the best websites identify and then facilitate the specific tasks that customers come to your website to complete.

Take something like a cost calculator embedded directly into a website. A tool like that enables customers to independently calculate the costs of (in)action, rather than relying on sales reps to make the case for change. It’s a simple, practical idea, but it’s deployed with single-minded purpose: to allow the buyer to easily progress along the journey, while remaining in her preferred channel of choice.

Questions to ask yourself:

  • What specific buying tasks are your customers coming to your website to complete?
  • How easy is it to find support for those tasks on your site right now?

Building a Better B2B Website

There’s a great deal to be learned from the handful of world-class websites we found. When it comes to building a better B2B site, it’s all about giving buyers an easy entry point, communicating your solutions in language they understand, and making it simple for them to do what they want to do.

Not sure where to get started? Check out the examples above for inspiration and then grab HubSpot’s free ultimate workbook for redesigning your B2B site.

Editor’s note: This post was originally published in January 2018 and has been updated for comprehensiveness.    

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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