Does your B2B website reflect how you feel about your company and the widespread usage of your product or service? And does it do so in a way that makes people want to visit your site again and again? B2B marketing and websites don’t have to include boring, conservative design elements — industry professionals are people, too, and wouldn’t you rather navigate through a website that was visually appealing and catered to your user experience?
Websites are often a potential buyer’s first impression of you, and according to HubSpot, traditional B2B websites tell potential customers three things: “who we are, what we do, and how we help.”
Customers in search of a solution don’t want to scroll through websites that don’t get to the point quickly. After helping several B2B clients create websites that have achieved their desired results, we believe successful B2B sites should do the following:
Here are our favorite B2B website designs of 2020 that adhere to the standards above and other design trends we’ve shared in the past.
Kanbanize Software makes the list again in 2020 for its remarkable design, which has been updated since 2019. This company helps manage workflows and projects all in one place. The calls-to-action (CTA) on the website are prominent and well-designed, including a free trial front and center upon arrival.
The site is transparent in terms of plans and pricing available, and they even include customer testimonials describing the success companies experience after implementing Kanbanize. The design is simple, but includes sleek animations, and the colors and background images work well together. It’s easy to navigate this website as well, as the navigation bar scrolls with you and stay at the top of the screen.
NetBase Quid, formerly Quid, is a next-generation consumer and market intelligence platform. The company uses data to identify business trends, connect you with consumers, and understand the story behind competitors and the market. Upon arrival, users are greeted with a user-friendly pop-up that allows several navigation options from exploring NetBase Quid abilities to requesting a demo to current customer logins, making it easy to immediately find what you’re looking for.
Inside the website, NetBase Quid breaks down its specialties depending on the type of data you’re looking for. Trust symbols are prominently displayed, the navigation is simple and a CTA to request a demo follows you throughout.
Proposify is a proposal software designed to help companies stay organized and close more deals. The website takes a humorous approach to solving a classic problem of not knowing what stage a proposal is in. Visitors are met with a video that explains the software in detail in a lighthearted manner and even touches on the pain points prospects experience when a proposal doesn’t come in a timely manner.
The homepage thoroughly explains the software and even discloses the average amount of time it takes to create and send a proposal (18 minutes). Testimonials attest to ease-of-use and connect visitors to case studies to further explain. Proposify also makes great use of CTAs, immediately offering a demo OR a tour of the website if someone isn’t ready to pull the trigger with a demo.
Help Scout is a Software-as-a-Service (SaaS) platform that helps businesses perfect customer service. The minimalist design is refreshing and modern and features an immediate CTA upon arrival. It also prominently displays trust symbols above the fold (before you’re required to scroll down), proving its worth to such customers as Basecamp, AngelList and more.
The use of animation explains how the software works, and the site also explains how it seamlessly integrates with software you may already use.
Hotjar is a heat mapping and analytics tool that helps businesses better understand how consumers are using their website. Kuno uses this tool to improve the user experience on the websites of many of our clients. The website makes good use of whitespace to highlight the important uses of Hotjar, including clickable screenshots of the product and use cases for marketers, product managers and UX designers.
The first CTA is a prominent free demo where users can sign up with their Google account or email. On interior pages, CTAs are clearly visible for a free demo, and they complement the screenshots that clearly explain Hotjar’s capabilities.
Magnetica, a next-generation MRI technology engineering company, makes the list again for its high quality, eye-catching design. The site explains the company’s methodology, MRI products and problem-solving capabilities in easy-to-understand language straight away.
A CTA subscription box follows users throughout every page, but not in a way that blocks a user’s ability to read what’s on the page. And if you have questions about any of Magnetica’s products, there’s a simple “Email Us” button at the end of each product page. It’s a simple, straightforward experience.
While all the sites on this list are beautiful, Reputation Squad takes the cake for creativity. Reputation Squad is an online monitoring management platform, and its website features several interactive elements that change as your mouse hovers over different areas of the page. As users scroll down the homepage, they’re taken to different sections that describe the product, how it relieves pain points, case studies and more. A CTA follows the user down the page.
Your B2B website should accurately reflect your company culture in a way that compels visitors to want to stay and have a look around or return again soon. It’s all part of the brand experience, and when done right, you’ll see an increase in your bottom line.