With 252,000 new websites popping up on Google every day, making your brand stand out is no easy feat. This is especially true in the B2B world, where design often gets sidelined in favor of endless corporate jargon, bland stock photos, and "innovative solutions" that tell us absolutely nothing.

The year is almost over. You would think more B2B website design companies would have figured this out by now. Yet here we are, still struggling to find good examples of B2B sites that actually work.

But it's not all doom and gloom, thankfully!

Some B2B brands are breaking the norm with websites that combine stellar design, clear messaging, and actual personality. They're proof that B2B doesn't have to mean boring-to-boring. 

We've analyzed hundreds of these success stories to bring you the absolute best of the lot - real examples you can learn from to level up your own site.

Why B2B Website Design Matters More Than Ever

A well-designed website is the very foundation of your brand’s credibility. It’s an engine that drives your potential customers through a long, complex sales cycle. Here’s why exceptional design is non-negotiable for B2B brands.

1. First Impressions Make or Break Deals

Guess what? You have only about 50 milliseconds to make a first impression on your visitors. In that instant, they’re deciding whether to stay and explore or click away. Use that time wisely because it’s clearly not a lot. 

In a world where million-dollar decisions start with a Google search, you can't afford to look anything less than exceptional. That first click needs to scream, "We know what we're doing."

2. Your Website is Your Best Sales Rep

While your team sleeps, your website handles the heavy lifting. It answers questions, showcases case studies, and moves prospects through the funnel. With the help of strategic positioning and personalized messaging, you can cut your sales cycle in half by educating buyers before they ever talk to your team.

3. SEO is Your Competitive Edge

Your brilliant solutions mean nothing if nobody finds them. Smart B2B website design bakes in SEO from the ground up – from lightning-fast loading times to content that actually answers your buyers' questions. Search engines rank well-optimized sites higher, which means better visibility for your business. 

4. Trust Drives Decisions

B2B purchases often involve significant risk and investment. Your website needs to build trust through every element – from clear navigation to compelling case studies. When (according to Stanford University) 75% of buyers judge your credibility based on your website, every pixel matters.

5. The Stakes Are Higher Than Ever

Most B2B solutions require multiple touchpoints before a sale. Your website needs to support this journey, providing different layers of information for everyone – from the initial researcher to the final decision-maker.

Okay, but… (and there is always a but)

How Do You Design an Engaging B2B Website?

Don’t worry. We won’t beat around the bush. Here are 5 tried-and-tested principles to help you design a B2B website that actually delivers results.

1. Cut the Fluff

"We leverage synergistic solutions to optimize cross-functional paradigms." - Please, no!

B2B buyers don't have time to decipher cryptic messaging. Design loses its meaning without proper content to support it. 

Your visitors are likely CTOs, department heads, and decision-makers who can see through this jargon instantly. They are smart people trying to solve real problems. Scratch the wordy marketing speak and clearly define your value proposition. 

Ideally, the headline at the top of your website homepage should make your key offering crystal clear. Like this:

Each page should answer: What is it? Who is it for? How does it help? If your audience needs to read a paragraph three times to understand it, you've already lost them.

💡Pro Tip: Test your content's clarity with the "elevator pitch" challenge. Can someone in your target audience explain what you do to a colleague in one sentence after reading your homepage? If not, it's time to simplify. Remember, complexity in your product is fine – complexity in explaining it isn't.

Keeping the above in mind, lead with statements like: "Our AI-powered analytics platform helps manufacturing companies reduce equipment downtime by 40%." Boom! In just one sentence, you've told them what you offer, who it's for, and the concrete benefit.

2. Use Success Stories and Case Studies to Build Trust

Case studies are your proof that you can deliver. But forget those boring PDF downloads. Build interactive success stories that highlight specific outcomes, ROI, and implementation details. Let your happy clients do the talking.

Here's how to structure case studies that people would love to read:

• Client Background: Start with "Company X was losing $2M annually to supply chain delays" instead of "Company X needed a logistics solution." Make it real and relatable.
• Highlight Their Pain Point: Clearly outline the exact problems your client faced. "Their legacy system took 48 hours to process orders" hits harder than "they faced efficiency challenges."
• Break Down Your Solution: Don't just say you "implemented a solution." Detail your approach. For instance, you could say, "We rolled out our AI platform in three phases, starting with inventory management."
• Numbers or It Didn't Happen: "Revenue jumped 47% in 90 days" beats "significant improvement in business outcomes" every time. Give them stats they can take to their boss.
• Real Words from Real People: End with a punchy quote from the client's decision-maker. Something like "Finally, a solution that delivered exactly what was promised – and then some."

3. Write for Readers, but Design for Scanners 

Surprise! Nobody reads everything they see online. Like it or not, your most important messages should pop out even during a 10-second scan. Some of the most effective ways to make maximum impact on your visitor within seconds include:

A. Consistent Branding Across Pages

Use cohesive color schemes, typography, and imagery that reflect your brand identity on every page. This builds trust and makes your site memorable. 

💡Bonus tip: Stick to 2-3 main colors and fonts to avoid overwhelming your visitors.‍

B. Whitespace Isn’t Wasted Space

Don’t underestimate the power of whitespace. It gives your content room to breathe and makes your website feel clean and organized. Smart spacing between sections, images, and text keeps the user focused on what’s important.

C. Use of Animations

Subtle, purposeful animations can guide users, draw attention to key areas, and make your website feel dynamic. Use hover effects, transitions, or animated icons to create visual interest without overwhelming the user. 

For example, animated CTAs can gently prompt users to take action, while smooth transitions between sections improve the overall flow.

💡 Pro Tip: Use SVG animations to create lightweight, high-quality visuals that grab attention without slowing down your site. They’re perfect for illustrating processes, showcasing features, or adding subtle movement to icons and graphics. 

D. Crystal-clear product descriptions above the fold

Your main offering and its value should be obvious as soon as the page loads. Don’t make users scroll to understand what you do. Keep your headline sharp, followed by a short description and a clear CTA.

E. Visual hierarchy and cohesion

Use size, color, and spacing to create a natural flow from your main message to supporting points. Highlight key information and make CTAs visually stand out to drive action faster. Try using contrasting colors that differentiate them from the rest of the page while aligning with your brand palette. Make sure the font is bold and large enough to catch the eye and surround the button with ample whitespace to draw attention.‍

F. Scannable content blocks with clear takeaways

Break down your content into digestible sections with bold headings, bullet points, and visuals. Make it easy for users to skim and find the info they care about quickly.

💡Good-to-have: Test your website layout with the "5-second rule." Can someone grasp your core offering and one key benefit in just 5 seconds? If not, restructure. That's the level of clarity and organization your B2B website design needs to achieve.

Curious to find out which B2B brands are putting all the above-mentioned tips and theories into practice? 

Check out:

13 Best Examples of B2B Website Designs in 2024

Here’s our lineup of standout B2B website designs that hit the mark. We looked at user experience, conversion optimization, loading speed, mobile responsiveness, effective use of elements like CTAs, and most importantly, how well these sites serve their B2B audience's needs.

1. Beetle Beetle: Because We Are Good!

We are solid stuff too, and low-key proud of it. We aren't your average agency - and our website doesn't follow the typical mould either. When it came time to build our digital home, we knew we had to practice what we preach, crafting an experience as captivating as it is conversion-focused.

First, we set out to reflect our brand's confident, modern personality through the design. Minimalism meets bold pops of our signature red, black, and white palette - a look that's bold without sacrificing sophistication.

We have also tried highlighting our key services and capabilities in a way that's easy to scan and digest. No need to sift through dense paragraphs - our punchy, benefit-driven headers communicate the Beetle Beetle difference at a glance.

And we didn't stop there. This website is built to perform, with search-optimized content, crystal-clear CTAs, and integrated analytics to track user behavior. After all, design without strategy is just decoration.

We don’t do that here. 

Image source: https://www.beetlebeetle.com/

2. Viostream: Vibrant, Dynamic, Focused

When enterprise video platform Viostream came to us, they knew their website wasn't living up to their industry-leading capabilities. 

Viostream is an enterprise-grade live and on-demand video platform, serving clients across a wide range of industries. Their previous website felt disjointed and outdated, failing to communicate the sophistication of their offering. We knew we had to change that.

Leaning into Viostream's brand identity, we crafted a clean, minimalist design anchored by a soothing blue-and-white color palette. We also made sure that every design element served a purpose. Simple animations and smooth transitions provide much-needed visual breaks. 

The generous use of whitespace keeps the layout uncluttered, bringing the key messages into focus. CTAs are smartly placed, action-oriented, and impossible to miss without feeling pushy. 

But design is only one piece of the puzzle. Our team also rewrote Viostream's key messaging to highlight its unique value proposition and capabilities in a clear, compelling way.

The results speak for themselves. Since launching the new website, Viostream has seen a 230% spike in monthly conversions. But more than that, they've elevated their brand to better reflect their status as an enterprise-grade video platform of choice.

 It's proof that great design, paired with strategic copywriting, can transform a website from just another pretty face into a powerful business driver.

Image source: https://www.viostream.com/

3. MailReach: A Clutter-free, Conversion-focused Design

MailReach is all about helping businesses land emails in the inbox, not the spam folder. When we took on the project to design their website, we wanted to create a streamlined experience that explains a highly technical service in an accessible manner. 

The design doesn’t just tell you what MailReach does—it shows you how. The site is structured to educate and convert, leading visitors through its features without overwhelming them. 

We came up with a design that feels both intuitive and actionable. MailReach’s audience ranges from seasoned marketers to business owners dipping their toes into email deliverability, so the site needed to balance technical depth with accessibility. 

The site embraces whitespace as a core design principle, which makes the value proposition stand out. Each section is spaced thoughtfully, drawing attention to important content like benefits, testimonials, and CTAs. This minimalistic approach reduces distractions and keeps visitors focused on MailReach’s core offering.

Image source: https://www.mailreach.co/‍

4. Spendflo: Simple, Stylish, Cohesive

Spendflo’s website design reflects Spendflo’s commitment to clarity and efficiency. The color scheme mirrors the hues of Spendflo’s logo—a combination of soothing blues and vibrant purples. 

This creates a cohesive visual identity while also reinforcing a sense of trust and professionalism. Spendflo uses custom illustrations and icons to break down complex processes like procurement automation and vendor management. 

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We chose a modern, easy-to-read typography to capture attention and smaller supporting text that explains features in more detail. Generous white space is used throughout the site to facilitate a distraction-free experience. 

The menu is simple and direct, with clearly labeled sections like “See how much you can save” and “Talk to us”. The navigation flows smoothly with breadcrumb links and carefully positioned CTAs that encourage further exploration. Visitors can easily jump between pages without feeling lost or overwhelmed.

Image source: https://www.spendflo.com/

5. Close: Laser-focused on Speed and Simplicity

Close is designed to make CRM tools accessible and effective for small businesses, and its website reflects that ethos perfectly. The powerful messaging and streamlined layout work together to create a user experience that’s not just visually appealing but also functional.

The website makes a terrific first impression with its hero section. The bold, attention-grabbing headline is paired with a bright blue accent, instantly bringing the platform’s value proposition to focus. The subtext clarifies the benefits in simple terms, emphasizing speed, automation, and focus on customer relationships. With a well-placed “Try for free” CTA button, the website encourages users to act without delay.

Close’s menu is compact yet comprehensive. It’s easy for visitors to find key sections like Product, Pricing, Blog, and Resources without feeling overwhelmed. 

The page structure follows a natural flow, moving from benefits to features and then into client testimonials. Visual aids like screenshots of the CRM interface, icons, and demo sections work to explain key features without the need for heavy text. The result is a balance between text and imagery that keeps visitors engaged.

Image source: https://www.close.com/

6. Stripe: Unique, Modern, Colorful, and Fun

With their newly designed homepage, Stripe has set the bar really high, not just for the brands but also for the B2B website design companies. Their signature mix of gradients, floating elements, and diagonal sections create a movement that guides visitors through complex information. 

It’s so influential that website designers have coined the term “The Stripe Effect”. It’s a term for websites that imitate its dropdown menu style. Those little SVG animations create the perfect visual interest. Plus it also goes on to show the designer’s attention to detail. 

But what really sets them apart is how they make payment infrastructure – arguably the dullest topic in tech – feel dynamic and approachable. Every scroll reveals a new animation or interaction that makes you want to explore more.

Image source: https://stripe.com/

7. Asana: No-nonsense and Engaging

Asana's website is a masterclass in showing, not telling. The web layout cuts to the chase with perfectly placed CTAs and interactive elements. 

Their split-screen hero section is a power move, simultaneously showing your current chaos and their organized solution. As you scroll, elements transform, demonstrating how Asana turns complex workflows into seamless processes. 

Moreover, every inner page feels like its own homepage, complete with custom animations and interactive elements that actually showcase features instead of just listing them. 

Even their footer (usually a desert of links) is a masterclass in information architecture, turning a typically ignored space into a conversion tool.

Image source: https://asana.com/

8. Blake Envelopes: Laser-focused on the Quality of the Product

Envelopes are boooooring, only until you visit Blake Envelopes’ website. On the surface, envelopes seem like a pretty mundane B2B product. However, the team at Blake Envelopes understood that smart design can make even the most everyday products come alive. 

With a versatile color palette, bold imagery, and a layout that feels full of movement, this site instantly grabs your attention and keeps you clicking. What's most impressive is how Blake manages to spotlight their core products in an engaging way. 

The creativity doesn't stop at listing envelope sizes and features - they showcase the quality, versatility, and visual appeal of these everyday items. The end result is a website that doesn't just sell envelopes but sells a premium brand experience. 

Image source: https://blake-envelopes.com/

9. Zapier: Clean, Clear, and Focused

Zapier is the go-to automation platform for connecting all your business apps, and its website design reflects this user-friendly approach. What works so well is how they emphasize simplicity and clarity, making it easy for even non-technical visitors to grasp the power of their service.

The homepage immediately explains Zapier's core function – "Automate without limits" – with concise messaging and visuals that showcase how their workflow automation works. 

Eye-catching animations demonstrate the concept of connecting apps, guiding users through the process without requiring technical expertise. 

We also liked how the website highlights the tangible benefits for users, such as saving time, increasing productivity, and streamlining workflows. 

Image source: https://zapier.com/

10. HubSpot: Engaging, Informative, and User-Centric

HubSpot needs no introduction. What they've done with their website is textbook B2B design done right. The homepage immediately shows you what they offer and where to find it. There is no room for guesswork on this site. 

Their resource section is both super helpful and more importantly, neatly organized. Everything's where it should be – pricing is crystal clear, demos are one click away, and the whole site adapts to whoever's browsing it.

Refer to their website to learn how to make complex marketing tools feel approachable. Every page loads fast, works perfectly on mobile, and guides you exactly where you need to go. The high-contrast toggle is a brilliant touch. It's proof that B2B websites don't need to be complicated to be effective.

Image source: https://www.hubspot.com/

11. Forethought: Meaningful of Whitespace and Animations 

Forethought is built to simplify customer service with AI agents that handle routine tasks, letting human agents tackle the complex stuff.  Their website puts a lot of emphasis on design clarity. 

The moment you land, you understand what they do – thanks to a hero section that wastes no time getting to the point. 

What catches your eye immediately is their smart use of animations. Each animated element demonstrates a product feature in action. Moreover, the generous use of whitespace makes complex AI concepts digestible. 

Navigation is intuitive, with clear sections for different industries and use cases. Their product pages strike the perfect balance between technical capabilities and business benefits.

Image source: https://forethought.ai/

12. Trello: Logical Use of Content and Imagery 

If you are unsure about how to use content and imagery to communicate its value on your B2B website, get inspired by Trello. It’s a perfect example of how to explain a workflow tool without drowning visitors in text. 

Instead of lengthy explanations, they use interactive visuals that actually show their drag-and-drop interface in action. 

The feature previews are bite-sized and purposeful. The imagery is both decorative and educational, showing real boards, cards, and workflows that potential users can relate to.

What's clever is how they've structured their content hierarchy. Key features are presented through visual stories rather than bullet points. The purpose of their layout is to give you just enough information to understand each feature before moving to the next.

Just as it should be. 

Image source: https://trello.com/tour

13. Craft: Visual Symphony at Play

Craft is a productivity app designed for creating and organizing documents, notes, and to-do lists. Their website gets the fundamentals of design absolutely right. Here’s why:

Their website makes documentation – typically a yawn-inducing topic – feel fresh and exciting. The design flows like their actual product: clean, intuitive, and delightfully minimal. 

You'll spot their genius in how they stack content blocks with breathing room between sections, making complex features easy to digest. 

What’s even better is that they have used typography as a tool for storytelling. Their font choices and spacing reflect how your documents would look in Craft. The product screenshots answer "but how?" before you even ask.

Image source: https://www.craft.do/

These examples only scratch the surface. There are countless B2B brands doing exceptional work with their websites. That said, for every site that ticks all the boxes, there are hundreds that miss the mark.

So how do you stay on the innovative side of things? With shrinking attention spans and rising user expectations, standing out isn't getting any easier.  But it could be, for you. 

Turn Those Insights Into Action With Beetle Beetle!

While designing a great B2B website isn’t rocket science, it does demand laser focus on what matters. You need to combine sharp, jargon-free messaging, and data-backed success stories that showcase real impact, along with an intuitive user interface. 

Get these right, and you've got a lead-generating powerhouse that works 24/7. But let's be real. Implementing all of this is a painstaking process. With your team already juggling multiple priorities, the website revamp task will likely end up in the "important but not urgent" folder.

Enter Beetle Beetle. We restructure, rebrand, and revive underperforming B2B websites with custom product visuals and content that both define and redefine your SaaS brand.

Our team consists of talented artists and illustrators who specialize in creating compelling designs that help reduce bounce rates and drive conversions. Beyond visual improvements, we also prepare style guides to ensure your brand stays consistent and cohesive across all platforms.

Want us to turn your B2B website into your best-performing sales asset? Hire Beetle Beetle for Website & Visual Design services today!