How professional, attractive, and functional it is has a massive impact on how prospects perceive your brand. And considering that it takes most visitors just half a second to form an opinion, it needs to wow them instantly. 

Do that, and a good chunk of visitors will explore your site further, allowing you to efficiently move them through the sales funnel and set the stage for eventual conversions. If you’re wondering what exactly constitutes a great homepage, I’ve got you covered. 

Here are the best of the best B2B homepage examples that will show you what to focus on, which elements to include, and which techniques to use. 

Table of Contents

1. Zendesk

2. New Relic

3. MeisterTask

4. Reflektive

5. HireDNA

1. Zendesk

Zendesk is one of the world’s premier customer service platforms and currently has over 200,000 users. 

A lot of factors have contributed to their success, but one of the most obvious is simply the caliber of their website. 

And it all starts with this super concise UVP—“Champions of customer service.”

With just four words, visitors know exactly what Zendesk offers and why they should take them seriously. 

I can’t stress enough just how important having a crystal clear UVP like this is because it quickly helps visitors get their bearings and generates enough interest to compel them to explore your site further. 

Just below that, Zendesk features this well-written copy that does into more detail and establishes why visitors should care. 

This platform handles all aspects of customer service, and it’s a breeze to set up and use. 

And just below that, there are two outstanding CTAs that give leads the option to try Zendesk for free or view a demo to learn the ins and outs of the software. 

So, with just a glance and without having to scroll whatsoever, visitors know Zendesk’s UVP, the benefits of using it, and are prompted to take action.

And further down the homepage, they include plenty of other helpful information on their customer support products,…

…a basic overview of product options…

…how the best customer experiences are built with Zendesk…

…social proof, and more. 

All the while, their homepage has a very clean, uncluttered feel that’s simple and seamless to navigate. 

2. New Relic

This company “develops cloud-based software to help website and application owners track the performance of their services.”

Let’s start with the obvious. 

New Relic has an incredible UVP of “Observability made simple,” which perfectly encapsulates what they do in just three words. 

Then, the sub-header and paragraph underneath elaborate on this, which gets visitors up-to-speed in a hurry. 

And that’s really the name of the game when it comes to above-the-fold content. 

You’re looking to quickly familiarize visitors with what you’re offering and what makes you different from competitors. 

It’s all about giving them enough to pique their interest so that they feel compelled to learn more. 

To the right of the screen is this dead simple CTA that lets visitors know exactly what they need to do. 

Enter their name and email address and click on “Get Started.”

Scroll down just a bit, and visitors find this video, providing them with an overview of New Relic and lets them see what it looks like in action. 

It’s incredibly well done and answers most of the burning questions that people have about New Relic’s products.

And research has found that 97 percent of marketers agree that video increases visitor understanding of their product or service, and consumers are 64 percent more likely to make a purchase after watching a video.

Below that there’s this section that succinctly offers a breakdown of New Relic’s features like applied intelligence, full-stack observability, and that it’s a telemetry data platform. 

And below that are a few more videos that go in-depth into New Relic features.

If you have a really complex product where the features and benefits are hard to articulate with copywriting, using multiple videos like this is a smart move. 

Finally, there are some high-level testimonials from recognizable brands like Ancestry.com that sing New Relic’s praises.

That’s big because “personal recommendations or testimonials can increase conversions by 34 percent. 

Everything visitors could possibly want is on this B2B homepage, and all of their questions are answered without being overwhelmed by any extraneous information. 

3. MeisterTask

Here’s a B2B company that offers an intuitive task management and collaboration tool for modern teams. 

MeisterTask’s above-the-fold content on their homepage is about as straightforward as it gets. 

It kicks off with a simple, catchy, and informative UVP of “Manage Less. Do More. Task management for teams.”

So, without having to give it much thought, visitors know what’s up and how MeisterTask can help their business. 

The CTA located right below the UVP prompts visitors to enter their work email so they can get started for free, which is always appealing. 

And the eye-popping image below not only serves as an effective attention grabber but also gives prospects an idea of how the product looks and operates. 

Next, there’s this section that goes deeper into how MeisterTask works and offers some excellent social proof like the platform being an editor’s choice on the iOS App Store and receiving 4.7 stars on the Google Play Store.  

Then, the homepage discusses exactly what prospects can expect when using MeisterTask. 

For example, they learn about its simplicity and customizability. 

They also learn that it uses the Kanban approach (one of the most popular task management systems) and it’s perfect for improving collaboration.

Besides that, MeisterTask highlights the core features of their product like task relationships, automations, multiple checklists, and so on. 

This, in turn, helps flesh everything out and gives prospects a bird’s eye view without forcing them to sift through any long-winded copy. 

And notice how they use an easy to digest bullet format for presenting the information. 

The last thing I want to point out is the case studies they offer toward the bottom of the homepage. 

Here prospects get testimonials from satisfied customers, giving instant credibility to MeisterTask. 

And a quick click on the “Real full story link” gives them the full scoop.

Here’s the one from Virgin Hyperloop. 

This is a strategy that we also use here at Sleeknote with our customer success stories. 

So I can say from experience that this is definitely an effective way to get prospects on board and take you seriously. 

4. Reflektive

Reflektive is an employee performance platform and is one of the crispest B2B homepage examples I’ve seen recently. 

Here’s why it works. First of all, check out the aesthetics. It looks incredibly professional with a distinct color scheme that helps prospects identify their brand. 

I especially love how they incorporated a video as the hero image. 

Whenever a visitor clicks on it, it launches into this explainer video which provides a nice overview of the product in just 40 seconds. 

This is a clever technique that I haven’t seen a lot of B2B brands use, but I could definitely see it catching on.  

As for the UVP, it’s rock-solid with, “Keep your people and your business continuously improving.”

This gives visitors a basic idea of what Reflektive’s purpose is, and the brief paragraph below elaborates letting prospects know they help businesses achieve results “through goal alignment, engagement, and continuous improvement.”

They also nail the CTAs as well and include two of them above the fold with each aimed at prospects at different stages in the sales funnel. 

“Let’s Talk” goes after prospects who are lower in the sales funnel and ready to discuss product details and pricing. 

“See Our Customers” goes after those who are higher in the sales funnel and want to see how Reflektive has helped existing customers take employee performance to the next level.

Scroll down just a bit, and visitors get some concrete numbers on precisely how big of an impact this platform can have. 

For example, brands that use Reflektive experience 1.9x more productivity, 2x more engagement, and 1.3x better retention. 

They also go over some specific solutions such as the “Performance Solution”…

…and the “People Analytics Solution.”

These sections are complete with testimonials from actual users and screenshots so prospects can see Reflektive in action. 

Lastly, there’s a section that mentions some of the better-known customers that use Reflektive, including giants like Airbnb, Comcast, and Squarespace. 

So, there’s a lot you can take away from this B2B homepage example. 

5. HireDNA

Here’s a technology sales recruiting platform that uses a predictive hiring system to match companies with top salespeople. 

Right off the bat, HireDNA uses a standout UVP to establish what prospects can accomplish by using their software.

They can “Hire Better Sales Talent, Faster.”

This is one of the first things that a visitor’s eyes gravitate to and helps them get their bearings when arriving on the HireDNA homepage. 

The paragraph below that then goes into more detail, giving visitors a glimpse into what makes this product special. 

The CTA is well-placed and features a drop-down menu, allowing visitors to select whether they’re an employer, recruiter, or candidate. 

This efficiently directs visitors to the correct sales page and allows HireDNA to customize their offer.

If for example, the visitor was an employer, they would land on this page that explains how they can build a stronger sales team with HireDNA. 

Also, the visual on the right side of the screen does a great job of showcasing what the product looks like and gives visitors a quick sense of what it would be like to use HireDNA. 

A little further down the homepage, there’s this section that goes into more detail. 

Here prospects can learn about the benefits for employers, candidates, and recruiters.

Given that this company has three demographics, this is crucial for breaking their homepage down to cater to each one without eating up a ton of real estate. And the “Learn more” link in each bullet allows prospects to easily get more information. 

Also, notice the unmistakable social proof they use in this section by mentioning they were ranked as a top recruiting firm in 2020 by Clutch, a “leading ratings and reviews platform for IT, marketing, and business service providers.”

This is a nice way to establish credibility, and it incorporates an eye-catching visual that a visitor’s eyes can’t help but be attracted to. 

And I really like this section below that asks the question, “Why Take a Chance on Hiring the Wrong Reps?”

It starts off by offering quantitative data, like:

• “Fifty-seven percent of sales reps fail to hit their quota each year.”
• “Fifty-five percent should be in a different career entirely.”

This quickly paints a picture of how tricky it is to find legit salespeople and the sentences below touch on the potential consequences that can arise as a result. 

But then, HireDNA promptly explains how they have an effective solution to this pain point and the specific approach they take. After that, they go into some of the key benefits of using their product and offer more data to illustrate the impact it can have.

For instance, they point out that “92 percent of recommended candidates reach the top of the sales force within their first year.”

They then explain how new customers can get started step-by-step. 

And finally, they throw in some additional social proof with testimonials at the bottom.

HireDNA covers all of the bases, making this an extremely well-crafted B2B homepage example. 

Conclusion

Your homepage is usually the most important page on your site and can basically make or break you. It’s often the first impression a prospect will get of your business.

And as Snap Marketing puts it, “Users will stay on this page for only a few seconds before deciding whether to investigate further or navigate to a more interesting or competing site.”

That’s why it’s so critical to understand homepage best practices and optimize it to establish instant trust with visitors and captivate them enough to want to explore more. 

The B2B homepage examples I’ve listed here do just that and illustrate firsthand the techniques you can use to create a superb visitor experience right from the start. 

What do you think is the single most important element of a B2B homepage?