MARKETING
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.
B2B Website Examples
- Blake Envelopes
- Pixelgrade
- Reputation squad
- Evernote
- Dropbox
- Shepper
- HubSpot
- Orbital Sidekick
- Trello
- Hootsuite
- Yapstone
- Grammarly
- Acme
- Mailchimp
- Packlane
- HireLevel
- Netbase Quid
- Square
With a host of great B2B website examples out there, we’ve curated a list of sites that stand out.
1. 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. 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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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.
How to Build a Better B2B Website
- Make your website about the customer — not about you.
- Emphasize your customers’ outcomes.
- Help customers do what they are on your site to do.
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.
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.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
Get MarTech! Daily. Free. In your inbox.
-
SEO6 days ago
Contact Us Page Examples: 44 Designs For Inspiration
-
SEO6 days ago
Google’s Advice For Ranking: Stop Showing
-
SEARCHENGINES5 days ago
Daily Search Forum Recap: March 22, 2024
-
WORDPRESS6 days ago
WordPress Block Themes Explained in 250 Seconds – WordPress.com News
-
PPC6 days ago
The 8 Best Lead Generation Ideas from Marketing Experts
-
SEO6 days ago
Save Time With Keywords Explorer Tool
-
MARKETING7 days ago
Local Search Developments from Q1 2024
-
PPC5 days ago
Mastering Lead Generation in Paid Search Advertising
You must be logged in to post a comment Login