B2B website examples: 11 company sites and what each one gets right

A B2B site is read twice. First by one person in a hurry, who decides in a minute whether to forward the link. Then by a table of people who were not in the first conversation: a finance director, a lawyer, an operations lead, each looking for their own answer. The site that wins is the one that survives the second reading.

We start with Figmatica's own B2B work, with the clips from the cases, because there we can show the whole road from brief to launch. Then nine B2B sites that web design competitions singled out: an executive search firm, a freight operator, an Ethereum treasury company, an underground mining contractor, a maker of rocket-grade materials, an AI transformation firm, software for financial advisors, a maker of ocean drones and a pallet manufacturer. For each, what it does well and what to take into your own brief.

The short version

• 01Show the service working, not described. Acvian's first screen unfolds its logo into a network of people and services; RothFinder puts the client's before-and-after on the first screen.
• 02Three numbers answer the second reader. United Carriers: 2,500+ shipments a month, 98.2% on time. Aspen Search: 500+ placements, offers in the $1M–5M range.
• 03Show the work where it happens. CoMinVi opens with a machine in a dark mine, FMI with a rocket over the Earth, APC with a drone shot of its yard.
• 04Give the team a tool, not a site. Acvian's marketers build articles from CMS blocks themselves; United Carriers' clients track cargo in a live portal.
• 05Design is a reason to be believed. Applica rebuilt its brand and site with Figmatica, and a higher share of visits now ends in a request.

B2B websites by Figmatica

A growth agency for mobile apps, a global HR partner, a software development company, a data analytics startup, a media buying company and a management consultancy in Germany. Six B2B businesses, six different buyers, one job for each site: make a stranger trust a company they have not met. Each card plays the site; below, the two stories told in full.

ApplicaGrowth agency for mobile apps. Brand and website from scratch; a higher share of visits ending in a request.AcvianGlobal HR partner. 30+ pages on Webflow in 60 days, moved from WordPress.HoverlaSoftSoftware development company. Brand and a website with 3D graphics.InvisiblesGlobal media buying company. Website for a team that buys ads across markets.JMHManagement systems consultancy, Germany.Data RhythmLanding page for a data analytics startup.

Agency website: Applica, by Figmatica

Applica helps mobile apps grow revenue, conversions and retention. It came to us for one thing, a presentation. The deck went better than they expected, so we offered UX research next, and within two months all of Applica's design had moved to our team: the brand, the website, marketing materials, a design system.

Today the site says in one line what the agency does: We build growth systems for mobile teams. Right beside it sits proof rather than promise: a case card, How AirHelp launched a global flight tracking app, with 330,000 downloads after launch, a 4.7 average rating and 11+ markets localised; a guide; a call with a strategist. Under the first screen, a row of client apps. Everything here is for the second reader, the one who checks whether an agency that sells growth can show its own.

We began with a discovery phase: interviews and an audit of the old site, then wireframes for every page, then the design and the build on Webflow. After the relaunch, a higher share of visits to Applica's site ended in a request, and the site kept growing with the agency: services split into product growth and product optimisation, each with its own page. The full story, from one deck to a dedicated design team, is in How we became a startup's design team.

HR services website: Acvian, by Figmatica

Acvian helps companies hire people in any country: it takes on the contracts, the payroll and the paperwork that protect both sides. The company had outgrown a WordPress site, and its brief set two roads side by side: a redesign on the same WordPress, or a move to Webflow where marketing builds pages itself. We costed both, won the closed tender, and built more than 30 pages in 60 days.

The first screen grew out of the logo. Acvian's mark is a small tree of dots and lines; on the home page it unfolds into a network: people in circles and, between them, the services a worker passes through on the way to a new company. Three lines type out under the headline: unlock talent, hire within 24 hours, manage and pay your team.

At the first showing we brought seven concepts, from a network of dots to a watercolour landscape, a person on the first screen, a dark planet and digital futurism. Acvian picked the first and the third. Later the client told us three would have been easier to choose from, and since then we show three at most.

The part a B2B team feels every week: articles that marketing builds itself. A marketer opens an article in the Webflow editor, presses the plus and picks a block: a heading of the right level, a gallery, a list, one of three table styles, a banner with a button, a client's quote. The spacing is already set in the design. The full board is in the Acvian case, and the move itself in Redesign or a new website from scratch.

What Acvian's operations director said when we asked when he felt the project was going the right way.

«That moment came at the very start, when we got the first design drafts. We asked you for several visions of our new site, because we needed a view from outside and a designer's approach. We got several options, compared them, you listened to our edits and offered your own ideas. Thanks to that, it all turned out very well.»

Executive search website: Aspen Search

Aspen places software engineers, quantitative researchers and AI/ML scientists in trading firms and technology companies, and the first screen is built like a trading desk: two live clocks in the top bar, New York and Los Angeles, a grid of black, grey and mint panels, the name in huge letters. In the mint panel, the position in one sentence: We don't move volume. We move careers that compound. Under it, Recent hires from, and a row of logos.

Then three numbers for the second reader: 500+ placements, offers in the $1M–5M range, 19+ years inside these hiring rooms. The main button reads Start a conversation, and further down, Talk to a partner.

What to take: dress the page in the client's world. A quant sees clocks and a grid and knows the firm speaks their language before reading a word.

Logistics website: United Carriers

A dark globe lit orange along its routes, and the promise in capitals: One operator, every leg of the journey. Freight forwarding, land transport and customs brokerage across Asia-Pacific under one accountable team. Above the menu, a news ticker about freight rates, and two tools a client uses every day: a carbon calculator and a live tracking portal.

The numbers come right after: 2,500+ shipments a month, a 98.2% on-time delivery rate, 24/7 support by real people. The copy names the pain it removes: no finger-pointing between vendors, no delays lost in handoffs.

What to take: put the client's daily tool in the header. A tracking portal next to the logo says the relationship goes on after the contract.

Investor website: Sharplink

Sharplink runs an Ethereum treasury for investors, and its first screen looks like a sculpture: a silver crystal turning inside a tunnel of white ribbons, three words, Ethereum with an Edge. The small print does the selling: the institutional-grade Ethereum treasury platform, a smarter and more productive access vehicle to ETH. In the bottom corner, Proudly listed on Nasdaq; opposite it, the latest company news.

Under the sculpture, the numbers an investor checks: total ETH holdings and staking rewards, live, with a link to a full ETH dashboard. Then the names: a former digital asset chief of BlackRock and an Ethereum co-founder lead the company, and the partners are named too.

What to take: live numbers and real names. A reader putting money in wants to see the balance and the people behind it on the same page.

Industrial services website: CoMinVi

An underground mining contractor from Guanajuato, and the first screen looks like a film still: a machine with its lights on in a dark cave, dust in the beams, one line, Your trusted partner in underground mining. A small counter floats by the machine: over time, 1,000,000+ linear meters. Two cards in the corner open services and technology; the site switches between English and Spanish.

Further down, the operation in six numbers: 1M linear meters, 20M tons of mineral extracted, 1.7k direct jobs, 5.1k indirect, 7 active projects, 36 delivered. Each of the five services gets one sentence of what the crew does underground, and the minerals are set as cells of the periodic table: Au 79, Ag 47, Pb 82, Cu 29, Zn 30.

What to take: film the work where it happens. A contractor's strongest picture is the place a client never goes.

Manufacturing website: FMI

FMI makes high-temperature composites for rocket motors, re-entry and hypersonic flight, and its first screen shows exactly that: a rocket climbing over the curve of the Earth, the horizon glowing orange. Quality proven in extreme environments. The paragraph next to it could be a slogan on a hangar wall: we don't just manufacture materials; we manufacture certainty. While others are still simulating the stress, we're busy surviving it.

Under the mood, the catalogue an engineer needs: carbon-carbon, ceramic matrix, ablative and RF-transparent composites, each with its property in plain words, then the three industries, space, defense and aerospace, testing services and the AS9100 certification.

What to take: show the harshest use of the product. A material that survives a rocket needs no adjective.

AI consulting website: Anveril

An AI transformation firm that chose heavy industry for its picture: a giant turbine in a test hall under the headline Intelligence Without Limits. The subline says what they sell: from strategy to production, AI ambition turned into measurable business performance across the enterprise. A banner on the photo points to the company's manifesto.

The method is four words, diagnose, structure, engineer, transform. The industries are named, healthcare, insurance, defence, energy, civil, and for each one the site pairs a bottleneck with the system that removes it: defence organisations process intelligence and readiness data in secure environments, so Anveril builds AI workflows that keep sensitive data governed and a human in the approval.

What to take: a bottleneck and a system for each industry. The reader finds their own sector and sees the fix described in their words.

B2B software website: RothFinder

RothFinder sells to financial advisors, and its first screen does what the product does: makes the maths impossible to ignore. Under the headline, a comparison you can switch between three portfolio sizes: $2,082,000 with the RothFinder strategy against $1,240,000 without, $842K of additional after-tax wealth, $310K saved in taxes, 8 years faster to the goal. Two tabs in the corner split the audience: financial professionals and clients.

The testimonials carry numbers too: a $3M+ pipeline generated, 200%+ production growth, each with the advisor's first name, initial and title.

What to take: put the client's result on the first screen. The advisor sees the slide they will show their own client.

B2B hardware website: Seasats

Ocean Autonomy That Works, over drone boats on still water. Then a list that reads like a mission brief: the coordinates of the ghost fleet, the path of hurricanes, the location of smuggling and illegal fishing, the signals of submarines, the status of pipelines. No matter the unknown, we will find it.

The buying objections are answered in four short headings: deploys by hand, one or two people; ships anywhere fast on a commercial or military aircraft; mastered with ease, no multi-week training; priced for scale, affordable enough to buy without extra procurement red tape. Then the specs: 50+ payloads, missions up to 6 months, alerts straight to the phone of a decision maker.

What to take: answer procurement in the headings. The person who signs the purchase order reads the headings, not the paragraphs.

Manufacturing website: APC

A Dutch pallet maker, and the first screen is a drone shot of its yard: stacks of pallets, trucks, green fields to the horizon. Makers van pallets, Makers of pallets. The offer splits into three from the first scroll: new pallets, used pallets, recycled pallets, and further: euro, display, custom and pallet cages.

A small panel sits in the corner of the first screen: Liever snel in contact?, Rather get in touch fast?, with a phone and a mail button. One number carries the mission: 700,000+ pallets get a new life every year.

What to take: show the real place. For a manufacturer, a drone shot of the yard proves scale better than any render.

Eleven B2B websites side by side

B2B website design: what the strongest share

Line the eleven up and the looks have nothing in common: Aspen's trading desk, APC's fields, FMI's rocket. The pieces under the look repeat. If you are writing a brief for a B2B company website, take this list along with the references.

• 01One line of what you do, for whom. Applica: we help apps grow revenue, conversions and retention. United Carriers: one operator, every leg of the journey.
• 02Three numbers for the second reader. Volume, quality, experience: shipments a month and on-time rate; placements and offer range.
• 03The service shown working. An architecture diagram, a before-and-after, a network unfolding from the logo, a dashboard. When the product itself is the service, its screens deserve the same care: product design for SaaS and fintech startups.
• 04The fears named and removed. How you get paid, who is accountable, what happens at audit, what procurement needs.
• 05Named people. A client on video, a partner to talk to, testimonials with a name and a title.
• 06A site the team can run. CMS blocks for articles and case pages, so marketing publishes without a developer.

We design and build B2B websites on Webflow and Next.js: agencies, consultancies, HR and logistics, software products. If your folder of references is already open, send it with the company, and on a call we will go through which of these pieces your site needs first.