Most people think that B2B websites are not as dynamic as B2C ones. If dynamic here refers to constant activity that results in a lot of pages for the casual web visitors to explore, then yes – B2B websites won’t have that. That doesn’t mean that they are no less well-designed than their B2C counterparts, though. Here are some of the most prominent B2B players showing you that just because your customers are businesspeople doesn’t mean you can’t get creative with your homepage.
When you open Slack’s homepage, you are immediately greeted by their bold message: Welcome to your digital HQ. And is there a better way to introduce your product than that – especially with the rise of remote-working? As an added bonus, we get a clear preview of Slack’s features just from a single image showing the interaction between two co-workers collaborating on the same project.
What makes Slack’s homepage modern website design especially compelling is that it offers a straightforward customer journey – from the app preview to the list of clients who use them, and a clearly highlighted call-to-action button: Try the app for free, which appears three times in just this single page.
No-code development is one of the newest incarnations of user-directed web development, and Webflow is one of the most popular services out there. And just by visiting their homepage, you can tell that Webflow definitely knows their value proposition – their service is perfect for web designers who want to create custom websites despite not having web programming skills.
Although the website is filled with autoplay videos, it loads incredibly quick, and for those with keen eyes, a little floating box on the right tells you exactly why that’s noteworthy: Webflow’s official website is built entirely on the same no-code platform that their service is known for. Who needs a preview when you can get your potential customers to experience your product firsthand?
This cloud storage and file management service may no longer need any introduction, but that doesn’t mean the company doesn’t continuously innovate. When you head over to their homepage, it’s clear that Dropbox wants you to use their service not just while you’re at the office but also for stuff that matters in your everyday life. And they show you exactly how these features work, not just through text content but also by showcasing images that describe them well.
Their testimonials also help reaffirm the message that Dropbox is not just about traditional office settings, with a revolving endorsement from people working in creative industries, universities, plus a few highlights on how families benefit from having Dropbox in their household.
Why do people visit Shopify’s website? We can assume that they want to know more about the service. Shopify certainly believes so, and you can see it directly in how they frame their homepage to generate leads by putting a free trial registration box at the forefront. Shopify also knows their value – they have a lot of businesses that use their platform worldwide, and they highlight this message on their homepage.
Shopify also knows that the best way to prove your value is by showing how well your existing customers are doing. They display this information on the webpage through statistics as well as featured websites in various industries.
Mailchimp is almost synonymous with email marketing – and you can see from their homepage that they’re trying to let people know that Mailchimp is now more than that. That doesn’t mean they’re leaving behind their state-of-the-art marketing analytics platform; they’re just adding a new service offering that would greatly benefit people who have already used their services.
And you can see that they’re trying to sway existing customers – they highlighted their past clients who have been with them for over a decade, such as Vimeo and TED. From the multi-device previews of a product in an online store to the contrast between the bold and pastel colours that make their call-to-action buttons pop out – you can see that Mailchimp certainly hasn’t lost its touch. And there’s one aspect that makes Mailchimp’s homepage unique compared to others we’ve mentioned on the list – theirs is the only one that has an omnipresent feedback button, and just that simple design choice tells you exactly how much they value their customers’ opinion.
B2B companies’ websites may not be as dynamic as those intended for B2C, but that doesn’t mean it is any less interactive. A good B2B website knows how to highlight its brand, whether it is undergoing a change or remaining as it ever was.