Appearances do matter, especially when it comes to websites.
Think of your website as the digital front door to your business. Is it welcoming and easy to navigate, or does it make visitors want to turn around? Even if your products and customer service are top-notch, a dated, confusing website can hurt that perception. If visitors are met with clunky navigation, outdated design, or an overall frustrating experience, they may quickly peace out before you get a piece of their business.
The good news? You don’t need to reinvent the internet or the very principles of graphic design to improve your website. A few strategic updates can go a long way toward making it feel fresh, modern, and user-friendly. Below, we’ve rounded up B2B website examples and practical ideas you can use as inspiration for your next website redesign.
A strong website balances a positive user experience (UX), valuable content, and clear paths that help visitors easily find what they need and take the next step. When evaluating your B2B website design, there are a few key criteria to keep in mind.
If you’re ready to take a closer look at your B2B website design, download our checklist below:
Here are four strong examples of B2B websites that meet the above criteria. Each features a dynamic, eye-catching hero section, or banner at the top of the homepage, that uses clear messaging and engaging video to quickly communicate what the company does. These elements capture visitors’ attention and encourage them to scroll or click to continue exploring the site.
COMTEC’s website provides a seamless user experience as visitors move down the page from the main banner. It starts with a concise introduction to the company, followed by clear sections highlighting its capabilities, products, and the industries it serves. The page ends with a prominent contact section, making it easy for visitors to take the next step. Each section also features a clear, easy-to-spot CTA that guides visitors through the site.
WHP's modern website design gives visitors a strong visual look at its products, with videos incorporated throughout the homepage to showcase the excitement of them in action. The company’s two main building types are clearly distinguished, making it easy for visitors to understand their options and find where to learn more about each one.
From the moment you visit JV Manufacturing’s website, it’s clear what the company stands for: quality, family, and community. Its capabilities and core values are prominently featured, while clear calls-to-action make it easy for visitors to get in touch or submit a request for a quote.
Pem-Air’s website gets right to the point by highlighting why customers should choose it. Its two main service areas – engines and components – are clearly defined, while the company’s values reinforce the quality and standards behind its work.
Do you use dedicated landing pages on your website?
Landing pages are designed to capture information from prospective customers. In exchange for something valuable (whitepaper, free consultation, etc.) Calls-to-action on your landing pages should be clear and easy to find. Visitors should also understand exactly what they will receive before submitting their information.
The following two examples demonstrate how effective landing pages can encourage visitors to convert.
The page layout keeps the form and CTA prominently displayed. The left side explains what the guide includes and why it’s valuable, while the right side features a simple form and clear button, making it easy to download the resource.
SPLI’s landing page encourages visitors to explore a potential partnership by completing a simple form to request a custom quote and tailored proposal. A concise list highlights the benefits of working with SPLI, while supporting statistics provide social proof and reinforce the company’s value.
When customers arrive at your website ready to buy online, the purchasing process should be simple and intuitive. If products are difficult to find or the shopping experience is confusing, visitors may quickly leave and purchase from a competitor instead.
The following two websites feature easy-to-navigate product pages that provide shoppers with the information they need to make confident purchasing decisions.
DAHLSTROM makes it easy for visitors to explore its products and take the next step toward a purchase. As users scroll down the homepage, they’ll find buttons to submit an RFQ, browse the product catalog, or visit the online shop. The show page further improves the user experience by displaying key product specifications when visitors hover over each item.
This example is not pure B2B, but Smokin’ Ugly sells to distributors as well as end users, so it still offers some valuable lessons.
A quick scroll down Smokin’ Ugly’s homepage introduces visitors to its featured products, with a direct link to the online shop. The shop is organized into clearly labeled, image-based categories, helping customers quickly find what they need. It’s also easy to access from the homepage through a dedicated dropdown menu in the main navigation bar.
A B2B Website Before-and-After ExampleManufacturers often seek outside help when their website no longer reflects the quality of their business. They’ve put in the work behind the scenes and want their website experience to match. One of our longtime powder metallurgy clients wanted to strengthen its online presence and generate more leads through digital marketing. However, its website was 20 years outdated, lacked valuable content, and couldn’t be found by search engines. Without clear messaging or conversion paths, visitors often left the site without taking action or providing their information. After partnering with protocol 80, we created a strategy to modernize their web presence and improve online visibility to generate qualified leads. This included implementing SEO best practices, creating relevant content for its target audience, updating the website design, and supporting those efforts with additional marketing tactics. The results speak for themselves. Within 2 years, the manufacturer’s website was pulling in visitors like never before:
The improvements went beyond website traffic. Lead quality and sales also increased, helping the B2B strengthen its position as a top competitor in the industry. |
As you begin your B2B website redesign, start by identifying what’s working and where there's room for improvement. You may already have some of the key elements in place. Use the examples above as a reference, then work through the following checklist to identify any gaps:
Highlight any of the questions that you answered “No” to and use those areas as a starting point for your redesign.
Great B2B websites aren’t just prettier. They serve as an educational resource, making it easier to understand what the business does, trust the business as a leader in the industry, and take next steps to become a customer.
How does your current website compare to the examples above? Identify where there’s room for improvement, then explore p80’s guide for planning a stronger B2B website.