B2B website design: best practice and examples.

B2B websites have a bad rep. They’re often cluttered, hard to navigate and full of jargon. The branding is similar to every other B2B website. And users sometimes leave a site none the wiser as to what a company actually does.

Compared to glossy B2C websites, B2B sites can feel like the poor cousin. So why is this the case? The truth is, B2B website design is challenging. B2B sales cycles are long, purchase decisions involve whole teams of people and there’s lots of complex product info to share. That’s a lot to pack into a single website.

The good news? With the right design strategies, B2B websites can be every bit as polished, engaging and effective as the best B2B sites. They can deliver the clarity and credibility buyers need to make confident decisions.

So what does good B2B website design look like in 2025? Here, we explore some of the best examples of B2B websites on the internet right now and break down the characteristics they have in common.

8 of the best B2B websites in 2025

Having a good B2B website matters more than ever. Research from Gartner shows that B2B buyers prefer digital self-service over contact with sales reps for much of the buyer journey. It’s up to your website to build relationships, showcase your products or services and demonstrate your expertise.

Need a new B2B site — or want to redesign an old one? Then take a look at these B2B website examples for inspiration.

1. Black Pear Software

The Black Pear Software website is a Radical design and a standout example of clean, user-focused B2B web design. Black Pear provides healthcare software for the NHS. So building trust and conveying the team’s professionalism were top priorities.

The site uses a restrained colour palette, bold typography and lots of white space — so it’s easy for users to find their way around. A hero section featuring an animated explainer video also helps website visitors learn about the company quickly and easily.

2. Mailchimp

Mailchimp’s website shows that B2B design doesn’t have to be free from personality. Bright, playful pops of yellow, a rounded typeface and stylised imagery make the brand feel warm and approachable, without harming its credibility.

We particularly like how this website breaks down its product benefits, and provides information related to specific audience segments, including e-commerce, agencies and developers. It’s really easy for a user to find content that answers their questions — and to contact the sales team via a sticky call to action when they need to.

3. Todoist

A B2B software website that feels dynamic and engaging? Todoist’s website does the trick. It shares easy-to-digest info on platform benefits, linking these benefits to everyday workplace tasks. It also incorporates videos that show just how easy it is to complete tasks using Todoist software.

Another of our favourite features is the “Start for free” call to action. It appears at the top and bottom of the website homepage. But there’s also a button in the menu header that travels with you as you scroll. This means the call to action is always right there, ready whenever a user decides they want to give Todoist a try.

4. Pont Packaging

The Pont Packaging website is an example of a B2B e-commerce website. It combines e-commerce website best practices (like product filters and an easy checkout process) with great B2B features.

Scroll down the page and you’ll find options for different sectors, including pet care, sports nutrition and pharmaceuticals. There are also some reassuring stats detailing the number of years Pont Packaging has been in business, and the number of patents and innovation certificates the company holds.

5. Perkbox

Perkbox provides software for companies, helping them manage employee benefits and develop a culture of recognition. Over on the brand’s website — another great B2B website example — there’s an engaging hero section with micro-animations, lots of award badges, key company stats and case studies.

We particularly like the menu bar. It features links to targeted content based around each key platform benefit. It also provides links to content for different stakeholders, including business leaders, employees, managers and HR.

6. Claremont

Claremont is a company that designs and builds office spaces. Its website packs a punch from the off with a sweeping hero section video. Scroll down the homepage and you’ll find lots of trust-builders, too, including stats on the employee retention and productivity benefits you get when you improve your workspace.

This website also sets a high bar for case studies. Featured case studies include testimonials, high-quality images, a video tour of each office space and video interviews with the project team and clients.

7. Reed

Over at recruitment company Reed, we find another excellent B2B website example. While appealing to both candidates and employers, Reed makes it easy for each segment of its audience to find relevant content.

The website also features lots of educational content, including tools, templates, podcasts and guides for employers. This helps to position the brand as a trusted partner and makes it more likely that potential customers will get in touch.

8. Estate Research Learning Hub

Another B2B web design from Radical, this website was created for a company that provides online training in probate genealogy.

A hero section video gives potential customers insight into the team and what they do. The website also outlines the easy sign-up process and puts a figure on the number of online webinars and speakers that customers can access.

How are B2C and B2B website design different?

Some web design principles apply to all websites. But there are a couple of key differences between B2C and B2B web design. Understanding these differences helps you (and your B2B web design agency) create a website that delivers business results.

So how exactly are B2B sites different from B2C?

Appealing to logical decision-makers

B2C purchases often rely on emotional triggers. Consumers might buy a product on impulse because they connect emotionally with your branding — or because they’re worried about missing out on a time-limited offer.

B2C websites use emotive language, high-impact visuals, storytelling and scarcity tactics to drive customer action.

Web design for B2B is different. Buyers are typically more rational and analytical. With bigger budgets and lots of team members involved, decisions aren’t made impulsively. So a good B2B website provides the facts, data and resources that decision-makers need to feel confident about choosing a solution.

Clear statistics, case studies and details of other brands you’ve worked with can help persuade both the website visitor and their wider team that your offering is the right choice.

Offering customised products

Most B2C websites offer standardised products. So users can make an instant purchase. They can select an item, add it to their cart and check out — all in a couple of clicks.

B2B services and products, however, are often tailored to a client’s needs. You might offer a range of standard packages (this gives customers a ballpark figure and can be useful in securing a sale). But most B2B websites need to persuade visitors to get in touch for a personalised proposal, demo or consultation.

The website has to communicate how potential clients can start a conversation and explore bespoke solutions.

Building long-term relationships

B2C websites aim for a quick conversion. Of course, B2C business owners want consumers to return to their site. But these websites are often built to secure a single purchase, sign-up or subscription.

B2B website design is different. It has to nurture relationships over a longer period. Sales cycles can span weeks or months, and prospects often engage with lots of touchpoints before making a decision.

A good B2B website has to provide repeated opportunities for engagement — like reports, newsletters, podcasts and demos — to keep potential clients interested and informed.

Complex products or services

Many B2B offerings are technical or complex. So a B2B website has to act as an educational tool in a way that a B2C website often doesn’t. It’s a place to provide in-depth explanations to help prospects understand the features and benefits of your solution.

Explainer videos, feature breakdowns, technical specifications, how-to guides, calculator tools, webinars and demos can all help your audience understand the value your solution provides.

Lots of audience segments

B2C consumers often make purchasing decisions alone. But a typical buying group for a complex B2B solution involves six to ten decision makers, potentially from different parts of the business. And each stakeholder comes to the table with their own priorities.

A strong B2B website is built to serve multiple audiences. For example, you may have pages that outline features and benefits suited to marketing, sales, IT and finance. Messaging is targeted and structured to address different buyer requirements.

Your product or solution may also have custom features for different industries or different company sizes. So again, it’s important that users can find information relevant to them, right from the menu bar.

What do the best B2B websites have in common?

When we look at the B2B website design examples above, we see that certain best practices appear again and again. A good B2B web design agency will create websites that include the following as standard.

Easy navigation

If visitors can’t find what they need quickly, they leave your website. The best B2B websites have clear navigation menus that guide users straight to the most relevant information. Menu items and categories show that your brand fully understands buyer needs.

Clear calls to action

Whether it’s booking a demo, downloading a guide or contacting your sales team, calls to action need to be prominent and persuasive. They should also be relevant to the stage a buyer is at in their journey. They don’t push people to sign on the dotted line at the first interaction.

Fast page speeds

Just like B2C buyers, B2B buyers are used to speedy internet experiences. The best B2B sites are fast to load, benefitting the user experience and website SEO.

SEO

There are lots of other B2B businesses out there. To get seen on Google and other search engines, the best B2B websites have a strong SEO strategy. They use optimised content and follow web development best practices to drive organic traffic.

Distinctive branding

B2B customers are people, just like B2C customers — and they’re more likely to remember a brand that stands out from the crowd. The best B2B sites go beyond those corporate blues and greys. They use strong colours, typography and imagery to create distinctive website branding.

Responsive design

Decision makers revisit your site repeatedly before they make a buying decision. And they don’t always use a desktop computer. A good B2B web design looks great and works well across all devices, thanks to responsive design.

High-quality images

Finding the right images and video content for a B2B website design can feel tricky. There’s rarely an aspirational angle or an amazing lifestyle shot you can include. But the best websites showcase high-quality, custom imagery — and they avoid trust-eroding stock photos at all costs.

Trust signals

Client testimonials, star ratings, case studies, logos of clients and industry certifications all build credibility and reduce perceived risk. The best B2B websites showcase these trust signals. They also help buyers quantify the benefits of a product or service for their organisation — with stats on solution performance, ROI or money saved.

Clear copy

A good B2B website understands that clear, easy-to-digest language is the best option for any audience. It avoids industry jargon and vague words like “solutions” and “stakeholders”. It describes a product or service in terms everyone can understand.

High-quality content

Thought leadership, guides, white papers and blogs support the long B2B sales cycle. Some websites also host webinar content and useful tools — like calculators and virtual tours. This high-quality content demonstrates expertise and keeps leads warm.

Easy-access support

A lot of the B2B buyer journey takes place online. But when they want to clarify information with a real-life human, the process needs to be easy. The best B2B website design incorporates a chatbot or live chat option, and clearly listed contact details.

Web design for B2B: FAQs

What is B2B website design?

B2B website design is business-to-business website design. It’s the process of designing a website that helps a business sell products or services to another business. A B2B site focuses on clarity, audience segmentation and building long-term trust rather than driving quick sales.

What are the key elements of a good B2B website?

The essentials of a good B2B website include easy navigation, fast website speeds, clear CTAs, strong branding, trust signals, case studies and lots of high-quality educational content.

How is web design for B2B different to web design for B2C?

B2B buyer journeys tend to be long, and they often involve multiple stakeholders. Web design for B2B takes this into account. A good B2B site provides content for all segments of a brand’s audience. It also showcases the trust signals, statistics and educational content that guide logical decision-makers towards a demo, sign up or purchase.

Do B2B websites need SEO?

Absolutely. While some customers may come through word-of-mouth or marketing campaigns, a solid SEO strategy helps new customers find you online.

What does B2B website design cost?

The cost of a B2B website depends on design and functionality requirements. A B2B web design agency will usually ask for details of your project before providing a quote.

Time to raise your B2B website game?

The examples above prove that B2B website design doesn’t have to be bland. With the right design, a B2B site can be a powerful sales and marketing tool — building trust, supporting long sales cycles and helping your brand stand out.

If your site feels outdated, slow or confusing, it’s time for a rethink. Here at Radical, we design and build B2B websites for companies in Manchester and throughout the UK. Our sites look the part and deliver measurable business results.

Ready to upgrade your B2B website? Contact the Radical team today to chat about your project.