The right B2B website makes all the difference when it comes to converting visitors into buyers. In this post, we鈥檒l share the best B2B website examples we鈥檝e ever seen, then dive into three tips for building your site.
By the end, you鈥檒l be able to create a site that drives conversions and keeps buyers coming back. Let鈥檚 get started.
With a host of great B2B website examples out there, we鈥檝e curated a list of sites that stand out.
Are envelopes exciting? Not really, but you wouldn鈥檛 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鈥檚 exactly what you want from a B2B website.
Pixelgrade makes it clear up front what they鈥檙e about: Offering simple WordPress themes to help anyone get their website up and running quickly. There鈥檚 no extraneous information here 鈥 they state their value proposition and offer a direct link to browse the themes they offer.
Reputation management is key to online success for organizations. If companies can鈥檛 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鈥檙e operating in the future; backgrounds move and shift as you head down the page and the content is set up in a way that鈥檚 easy to view, read, and contextualize.
Evernote isn鈥檛 new to the B2B space, but their site continues to make it abundantly clear what they鈥檙e 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 鈥渞emember everything鈥, which suggests this isn鈥檛 just a single-function solution but a multipronged performance tool.
The five 鈥淪鈥檚鈥 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鈥檚 it. That鈥檚 the value proposition. No fancy graphics, no beating around the bush 鈥 just getting straight to the point about how they can help.
Shepper is all about collecting data. And not just any data 鈥 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鈥檚 stored worldwide, Shepper can help.
We鈥檒l admit it. We鈥檙e also pretty great at this B2B stuff. We鈥檙e also modest 鈥 you鈥檒l notice 探花精选 isn鈥檛 first on the list 鈥 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鈥檙e in good hands with 探花精选.
Orbital Sidekick delivers information from space to help government and commercial organizations meet their goals around environmental, social, and governance objectives. Using what鈥檚 known as 鈥渉yperspectral analysis鈥 from a fleet of satellites, Orbital Sidekick gives companies the data they need to make decisions on-demand.
Trello is a collaboration tool designed to streamline operations. Given the increasing number of these tools on the market 鈥 and the fact that some hinder more than help 鈥 Trello makes it clear that no matter where or how teams prefer to work, the solution can help teams move forward.
Hootsuite鈥檚 tagline is simple: 鈥淪ocial is your superpower鈥. Combined with an image of a woman seemingly taking off into the air and backed by familiar social images and icons, it鈥檚 clear right away that Hootsuite is all about helping you get the most of your social media channels.
LearnUpon enables businesses to easily create and manage learning programs for every audience - employees, customers, partners, and members - within a centralized hub. By championing simple, learner-centric experiences and results-focused support, LearnUpon gives your teams the tools to deliver learning that impacts what matters 鈥 performance, retention, and growth.
It鈥檚 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.
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.
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鈥檙e their target audience, you鈥檒l click through. If not, you鈥檒l leave.
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鈥檚 a solid pitch for B2B sales.
Consumers don鈥檛 just want great products. They want great packaging that is interesting to look at, fun to open, and (ideally) environmentally sustainable. Packlane lets companies that best suit their products, and provides instant quoting to help companies quickly make a decision.
Aside from making a great pun (higher level 鈥 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鈥檝e got services to bridge the gap.
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.
Square is a payment platform that immediately prompt customers to get started as a first step to entering the site. It鈥檚 the first 鈥 and nearly only 鈥 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.
Building a website from scratch is time-consuming and could cause a cacophony of errors if not managed correctly. That's why we recommend using a .
Image Source
Website builders like 探花精选 come with website themes, page templates, and other features to get published and ranking faster. You can easily collect visitor information through forms and lead capture tools to start generating revenue sooner than later.
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鈥檙e looking to do.
Really, it鈥檚 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鈥檚 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, 鈥淒o they even know who I am? Or what I actually do?鈥 Or worse, 鈥淒o they even care?鈥 It鈥檚 impersonal at best, and off-putting at worst 鈥 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 . 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 鈥 some franchise-based, and some independent.
Those distinctions matter 鈥 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鈥檚 first choice upon landing at vauto.com is declaring, 鈥淚 manage new vehicles,鈥 鈥淚 manage used vehicles,鈥 鈥淚 buy wholesale,鈥 or 鈥淚 manage reconditioning.鈥
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.
Just as the best websites invite customers into a conversation, they also guide buyers to supplier solutions using the language of customer outcomes 鈥 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鈥檛 have to translate.
Here's another place where 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, 鈥淪how me how to beat the competition,鈥 and, 鈥淪how me to source more profitably.鈥
At every step, the goal is to make online learning and buying as easy and as resonant as possible 鈥 all through an easy-to-follow path of breadcrumbs leading directly to vAuto鈥檚 unique solutions.
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鈥檚 a simple, practical idea, but it鈥檚 deployed with single-minded purpose: to allow the buyer to easily progress along the journey, while remaining in her preferred channel of choice.
There鈥檚 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鈥檚 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 探花精选鈥檚 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.