15 Must-See B2B Website Designs to Inspire Your Next Redesign

If you’re planning to refresh your brand, your website will also probably need a redesign. You’ll want to ensure your website reflects your brand messaging, captures attention, and clearly directs buyers along their journey.  

B2B buyers are busy, so the message must immediately stand out – one that addresses their pain points and lets them know they’ve come to the right place. Map out where a visitor may want to go next with calls to action and accessible links to guide them, wherever they are in the funnel. 

While these practical aspects are key, you also don’t want to look like every other B2B website design. Highlight your unique branding elements and don’t be afraid to get creative. Creativity is often overlooked in B2B marketing, but when brands do focus on it, the results have proven to win out over those taking a dry, solely practical approach.

We’ve collected some of the best examples of B2B websites that bring brands to life and provide a unique, intuitive user experience. Look through these and get inspired!

1. Mailchimp – Signposts Along the Buyer Journey

As one of the leading email marketing tools, Mailchimp makes it easy for buyers to see the benefits and understand exactly what their next steps are. The first thing they’ll notice is the headline “Turn Emails into Revenue.” This shows an understanding of buyers’ needs and goals. The bright yellow “Start Free Trial” CTA under the headline and at the top left of the page instantly captures the eye.

For buyers who want more information, benefits are clearly listed with links to solution pages containing further details. There’s also a chatbot so prospects can instantly get answers to any questions they have.

Another helpful feature is the detailed, interactive pricing table that allows buyers to enter their number of contacts to calculate exactly what each plan would cost. The “Sign Up Free” button is disabled if the number of contacts exceeds a certain number so users understand the free trial isn’t available for an organization that size. Features are laid out for easy comparison, so buyers can select what’s best and make a case to request a budget for the solution.

2. IBM – Interactive Content for a Range of Industries

IBM provides its users with a streamlined experience with plenty of interactivity. With such a wide range of products, it can’t boil everything down into one pain point like businesses offering a single solution. However, its tagline encompasses the message of what it does, and engaging videos draw users in to see examples of what’s possible.

Solution pages are a must-have for businesses offering a range of services to different industries. IBM’s are a good example of what these should include: engaging diagrams, ratings for social proof, statistics to prove value, along with video and downloadable content. These provide buyers with what they need to know and arm them with support to champion a decision.

3. Trello – Vibrant Branding and Clear CTAs

Project management software Trello’s website is visually appealing with a vibrant gradient and easy-to-read font with the value statement: “Trello brings all your tasks, teammates, and tools together.” Website visitors understand the solution’s versatility and are drawn to see how it applies to their business. The clear CTA emphasizes that Trello is free, and the mini signup form allows users to enter their email address directly on the first page, with no extra steps. Those who need more information before signing up see the option to watch a video.

When users scroll down, there’s an educational introduction to the basic features. As users click on each feature, they can see the relevant screenshot and a description of how to use it.

Another feature used to drive conversions is pairing customer testimonials with survey results. Visitors have the option to read the case study from the testimonial or read the report to understand the scale at which Trello has benefited businesses.

4. Avontus – Letting Users Speak for the Brand

Scaffolding software provider Avontus aims to transform the scaffolding industry from manual design and management to a completely digital experience. The message comes through loud and clear, and the images show what that experience looks like, including the figures at the bottom of the banner, representing the scaffold professionals who are at the heart of what Avontus does.

To further strengthen this message, Avontus lets those professionals speak for themselves with user-generated content. For two years, Avontus held a popular contest to highlight the best designs created by its product users.

The best entries were then used to create customer success stories, which feature prominently on the website. This builds social proof, allowing website visitors to see their peers enjoying success with the product. 

5. Miro – Screenshots Display Use Cases

Visual presentation software Miro leads with images showing buyers what the platform looks like and demonstrating how it can be used across devices. These are displayed alongside the tagline and CTA. Note that below the CTA, Miro includes GetApp and Capterra ratings for strong social proof.

It includes a display of use cases, so website visitors can click on the use case they’re interested in and see a screenshot with its brief description. A “Learn more” button sends them to a dedicated page for the use case.  A layout like this means users don’t have to scroll to find what they’re looking for, and directions are clearly indicated.

6. Voluum – Interactive Comparison Tools

Campaign tracking tool Voluum is a great example of combining branding with practical buyer enablement tools. The tagline instantly says what the company does and, to make it even more obvious, the product is highlighted in the brand’s characteristic purple. Screenshots and award badges provide transparency and increase confidence.

Once website visitors have the basics, they’re asked a simple question: How much are you paying? This not only gathers information about their budget but also answers whether they’re using a competitor or not using any tracking software.

The comparison pages provide information both for prospects using competitors as well as those using other solutions or not using a solution.

7. Reputation Squad – Creative Branding

Unlike standard B2B websites, influence agency Reputation Squad takes a more creative approach. It uses a design style called storytelling, which leads visitors to follow a narrative about the company.  The images capture attention; yet, the company doesn’t forget to keep the value statement front and center, making the purpose clear.

Animated clouds provide a transition as users scroll and are then directed to drag as 3D figures move across the screen. Concise text makes strong points to spark readers’ attention.

8. Forcepoint – Forceful Tagline and Rich Content

With the large font, there’s no missing what cybersecurity company Forcepoint has to offer. CTAs are in two places with slightly different wording “Schedule a demo” and “Request a demo” to increase the chance of conversion, and there’s a chatbot to answer any questions. 

Scrolling down further takes buyers to a list of featured content, carefully selected to pique readers’ interest. Note the range of content types to showcase what’s available. At the top of the page is a link to a resource library with a plethora of content of each type.

9. H2O.ai – Staying True to Brand Values

It’s important that your website reflects what your brand stands for, and AI platform H2O.ai does that well with its AI 4 Good page. It collaborates with NGOs and uses those as case studies to show how the solution does groundbreaking work for good causes.

In addition, on the main site, it highlights its ideal that AI solutions are for all so that businesses of all types understand what types of solutions are possible for their industry. Visitors who may not have even been aware of or considered H2O as an option are drawn to the stories about what it’s doing for good and then realize that it’s actually applicable to their business.

10. Federated Wireless – Driving Buyers to a Goal

Private wireless innovator Federated Wireless’s website combines a clean, simple design with futuristic imagery to convey its tagline, “Connecting you to the future.” Every page uses its brand colors, dark blue and green, to maintain a consistent feel.

Under the solutions tab, it’s easy to find which industries Federated Wireless serves and get information on use cases for each.

When users continue to scroll down the page, the color changes to keep their attention. Each tab provides additional information and offers the option to learn more. For a detailed overview of the website’s design process, check out our case study.

11. Evernote – Clean and Simple

With its clean, simple design, note taking and task management tool Evernote’s website gets straight to the point. The tagline “Tame your work, organize your life” captures the eye right away, letting visitors know just what it does. The CTA in the brand’s signature green indicates the obvious next step. The image of the mobile and desktop version conveys the message that the app works seamlessly across all devices.

For those interested in learning more about the features, the dropdown menu at the top lists them with intuitive icons for clarity.

12. ACT – A Standout Message

Business solutions provider ACT leads with the message that it provides a complete solution in customer care. ACT initiated the Total Experience model to stand out from the competition and demonstrate that it’s more than just a call center. The aspects of total experience are emphasized across the website.

Nearly any type of customer-facing industry can benefit from ACT’s solutions, and it’s easy to see the use cases by selecting the industry from the solutions menu.

13. Panic – Outside the B2B Box

Panic is an excellent example of outside-the-box creativity in B2B marketing. No one would expect to see such fun videos on a B2B site. This versatile animation company designs videos for both B2C and B2B brands, doing everything from dog food ads to crypto finance to scientific research organizations.

Panic’s stunning work is the main focus of the site, and it keeps a consistent, energetic brand voice in the descriptions of its projects. The irreverent tone doesn’t take away from its professionalism as it goes into detail on the research it conducts to market complex products.

14. Beyond Gravity – Purpose-Driven

Space technology organization Beyond Gravity has a mission – to make technological advancements for the benefit of humankind. That mission is reflected across its site in its content and inspiring visuals.

The space images allow visitors to imagine the world of the future. With CTAs in every section, it’s also easy to find out more about what Beyond Gravity offers.

15. Gong – Leading with Insights

Revenue intelligence platform Gong opens with examples of insights to back up the claims in its message. The changing words in the tagline come with a sample fact that pops up below. For example, “Turn customer interactions into deal insights” shows “Engage the CFO to improve win rates by 46%.”

“Turn customer interactions into strategic insights” shows “Only 23% adoption of new messaging.” Website visitors are drawn in when they understand the types of data they can glean from the platform. Below the interactive display, options for next steps are given so buyers can continue their journey.

Start Designing a Website that Engages and Resonates Now

Have these sites inspired you to undertake your own website redesign? A website is one of the most important reflections of your brand and message, and it takes time, planning, and creativity to get it right.

You’ll want to ensure your web design is in line with your brand messaging and is not only visually attractive to visitors but also serves to guide them through the next steps in their buyer journey.

If you’d like a free consultation on kickstarting your web design process, contact us today.