--- title: "B2B Website Examples: 12 Sites and Patterns to Copy — Dardo" description: "12 B2B website examples across industries, read 17 October 2026: headlines, menus, proof, pricing and forms compared, plus a checklist for your own site." url: "https://dardo.studio/en/blog/b2b-website-examples/" language: "en" updated: "2026-10-17T23:22:26.219Z" --- [Blog](https://dardo.studio/en/blog/) # B2B website examples: 12 real sites from different industries and the patterns worth copying 12 B2B websites read on 17 October 2026, from Stripe to GE Vernova: how each says who it's for, where it puts proof and prices, and what to copy. By [Nicolás Cerón](https://dardo.studio/en/nicolas-ceron/) ·October 17, 2026 ![A tailor's workshop at night with paper patterns pinned to the wall and spread on a lamplit table, linked by a single crimson silk ribbon.](https://dardo.studio/_astro/01M562RQJB4941TCP2HGDFQSY5_Z1EoAJM.webp) ## Key takeaways - Of 12 B2B websites read on 17 October 2026, only 2 named their buyer in the main headline; 9 used an industry menu to segment visitors instead. - The 5 sites that publish prices (Stripe, Supabase, CrowdStrike, Gusto and Snowflake) all let buyers sign up or buy without a sales call. - Named customer stories appeared on 8 of the 12 homepages and customer logo strips on 7, while only CrowdStrike showed analyst rankings. - The first step of the main form ranged from 2 fields at Stripe to 9 at Veeva and Snowflake. - Procore shows a middle path for quote-based pricing: a pricing page without numbers that explains the pricing model and qualifies the buyer. ## The short answer We read the websites of 12 B2B companies in 12 different categories on 17 October 2026, from Stripe and Snowflake to a construction-software company, a payroll provider and a gas-turbine maker. This isn't a ranking: each one is here because it shows a pattern clearly, good or bad. What they have in common is more useful than what sets them apart: - **Only 2 of the 12 say who the product is for in the main headline**, and both are vertical specialists. The other ten let the menus do it: 9 have an industry menu, and 4 also organize by role or department. - **Public prices go with self-serve buying.** The 5 sites that publish prices all let you sign up or buy without a call. - **Proof is concrete.** 8 put named customer stories on the homepage and 7 a strip of customer logos; only 1 shows analyst rankings. - **Forms are sized to the deal.** The first step of the main form ran from 2 fields at Stripe to 9 at Veeva and Snowflake. The site-by-site notes come first, then a table of patterns by site and a checklist you can run on your own website. ## The 12 at a glance | Site and category | Says who it's for in the headline | Menus organized by | Public prices | Main path to buy | | ----------------------------------- | --------------------------------- | ----------------------------------- | --------------------------------- | --------------------------- | | Protolabs, manufacturing | No | Service, material, industry | No; instant quotes after signup | Instant quote | | Flexport, logistics | No | Use case, business type, industry | No | Request a demo | | Stripe, payments | No | Company stage, use case, industry | Yes | Sign up | | Supabase, developer tools | No | Skill level, audience, app type | Yes | Sign up | | CrowdStrike, cybersecurity | No | Product, use case, industry | Yes, for small-business bundles | Free trial or buy online | | Thoughtworks, professional services | No | Service, industry | No | Get in touch | | Gusto, HR and payroll | No | Company size, industry, accountants | Yes | Create a free account | | Veeva, healthcare | Yes | Function, industry, region | No | Contact sales | | Procore, construction | Yes, names the category | Firm type, project type | No; quote flow | Request a demo | | Snowflake, data | No | Department, industry | Yes, per credit | Contact sales or start free | | Faire, B2B marketplace | Partly; splits buyers and brands | Product categories | No; wholesale prices after signup | Sign up to buy or sell | | GE Vernova, energy equipment | No | Business unit | No | Contact the business unit | All read on 17 October 2026 from the companies' US English pages. Two of them redirect visitors from Latin America to Spanish, and Faire's copy varied between visits, so a US visitor may see slightly different wording. ## Twelve examples, one pattern each ### Protolabs: certifications next to the quote button [Protolabs](https://www.protolabs.com/), a digital manufacturer, leads with what it makes, from prototypes to production parts, rather than who buys it. The main button is an instant quote: you create an account with eight fields, upload a CAD file and get a price with design-for-manufacturing feedback. A second path sends production programs to a sales team, and that form asks up front whether the parts fall under ITAR export controls. Right under the buttons sit its certifications (ISO 9001, ISO 13485, AS9100D, ITAR registration), then five customer logos and the claim that it works with more than 90% of Fortune 100 companies in its target industries. A four-step "how to work with us" strip explains the process. **Worth copying:** in a regulated industry, put the compliance proof where the buyer decides to ask for a price. ### Flexport: free tools as a top-level menu [Flexport](https://www.flexport.com/)'s headline is a number, saving up to 10% on global logistics, with an email field and a "Request a demo" button that carries the address into a six-field form. The hero image is an interactive mock-up of the logged-in product. Proof follows in layers: more than 13,000 companies, two logo tickers, on-time delivery figures, a network reaching 135 countries and 97% of global GDP, and case tiles with numbers, such as Gerber saving 10% on landed costs and Bombas cutting logistics emails by 90%. A separate Tools menu offers free calculators: a tariff simulator, a tariff refund calculator and an HS code lookup. **Worth copying:** give buyers who aren't ready for a demo something useful to do, and make it a menu, not a blog post. ### Stripe: every claim linked to evidence [Stripe](https://stripe.com/)'s homepage opens with a live counter of the share of global GDP running on Stripe, then sign-up buttons, including Sign up with Google. Eighteen customer logos sit directly under the hero. A statistics band claims USD 1.9 trillion processed in 2025 and 99.999% historical uptime, and the uptime figure links to the public status page. Customer proof is grouped by segment: enterprises (half of the Fortune 100), startups (88% of the Forbes AI 50) and platforms. Prices are public, starting at 2.9% + 30¢ per successful domestic card transaction ([Stripe pricing](https://stripe.com/pricing)), and the sales form's first step asks only for a work email and a country. **Worth copying:** link performance claims to the page that proves them, and sort case studies by the buyer's stage. ### Supabase: menus by skill level, and pages for switchers [Supabase](https://supabase.com/), a developer platform, leads with a promise about speed and scale and a "Start your project" button; "Request a demo" opens a four-field form. Its Solutions menu sorts visitors by skill level (no-code builders, beginners, Postgres developers), by who they are (startups, agencies, enterprise) and by app type, and it includes migration pages for people leaving Firebase or Neon. Pricing is public: free, Pro from USD 25 a month, Team from USD 599 a month and custom Enterprise ([Supabase pricing](https://supabase.com/pricing)). SOC 2, HIPAA and ISO 27001 badges sit in the footer, and the pricing page has links that open ChatGPT or Claude with the page loaded. **Worth copying:** a page for each competitor your buyers are leaving, written for the move rather than as an attack. ### CrowdStrike: analyst proof, plus a cart [CrowdStrike](https://www.crowdstrike.com/en-us/) is the only site of the 12 with a full analyst section, showing two Gartner Magic Quadrants, an IDC MarketScape and two Forrester Waves, followed by video testimonials from named security staff. It shows no customer logo strip. It also sells online. Small-business bundles carry prices on the homepage, from USD 7.99 per device a month or USD 59.99 per device a year for Falcon Go, with an Add to cart button and a 15-day free trial that needs no credit card ([CrowdStrike pricing](https://www.crowdstrike.com/en-us/pricing/)). A buyer who wants a person can book a meeting after giving only a business email and country. An "Experienced a breach?" link sits in the top bar. **Worth copying:** a separate, visible path for the buyer in an emergency. ### Thoughtworks: thought leadership instead of numbers [Thoughtworks](https://www.thoughtworks.com/en-us), a technology consultancy, opens with a slogan about AI and no button. The homepage carries one image of client logos and partner badges, but no figures and no named case studies; its weight is in published thinking, such as the Technology Radar, and in careers, which has its own top-level menu. The only conversion is "Get in touch": you first pick an inquiry type (services, its AI platform, general, careers), then fill seven fields. **Worth copying:** routing the contact form by inquiry type before asking for details. For a services firm, a recognized publication can do the work that a logo strip does elsewhere. ### Gusto: price transparency as the pitch [Gusto](https://gusto.com/)'s headline speaks to a business owner without naming one, and the main button creates a free account. Proof runs from media and review-site logos to "500,000+ businesses" and a named customer story. The pricing claim is the message: the homepage says no proposal or quote is needed, and the pricing page lists Simple at USD 49 a month plus USD 6 per person, Plus at USD 80 plus USD 12 and Premium at USD 180 plus USD 22 ([Gusto pricing](https://gusto.com/product/pricing)). Menus sort by company size and industry, with a separate one for accountants, and a comparison page names ADP, Paychex and Rippling. The interactive demo sits behind a six-field form. **Worth copying:** if your prices are public, say so in plain words; it's an advantage over competitors that hide theirs. ### Veeva: the one that names its buyer [Veeva](https://www.veeva.com/) says exactly who it serves in its first line: life sciences, with R&D, quality and commercial teams named underneath. There are no buttons in the hero; "Contact Sales" and a phone number sit in the top bar on every page. Proof is outcome numbers and an executive quote from Bristol Myers Squibb, and customer stories are tabbed by function. There's no pricing, and the sales form has nine required fields, including an area of interest (clinical, regulatory, safety, quality, medical, commercial and more) that routes the inquiry. **Worth copying:** when you serve one industry, say so in the headline; and let the form route the lead by department. ### Procore: a pricing page without prices that still explains pricing [Procore](https://www.procore.com/)'s headline names its category, construction project management software, and its first button is "See pricing", ahead of "See it in action". Six logos sit under the hero. A role selector (owners, general contractors, specialty contractors) rewrites the capability tabs for each, and the page claims 20+ years, 160+ countries and 3 million users. The [pricing page](https://www.procore.com/pricing) lists no prices. It starts a quote flow that first asks what type of company you work for, and the homepage FAQ explains the model: priced by annual construction volume, with unlimited users. Security badges (SOC 1 and 2, ISO 27001, FedRAMP) link to a trust center. **Worth copying:** if you can't publish numbers, publish the pricing model and what it's based on. ### Snowflake: departments next to industries [Snowflake](https://www.snowflake.com/en/) puts "Contact sales" and "Start for free" side by side in the header. Its Solutions menu lists departments (finance, IT, marketing) next to industries, and its customer carousel is tagged by industry with metrics, such as Booking.com and Under Armour. Prices are public per credit: on its default region (AWS US East), USD 2.00 for Standard, 3.00 for Enterprise and 4.00 for Business Critical ([Snowflake pricing](https://www.snowflake.com/en/pricing-options/)). The sales form has nine fields and says responses typically take one business day. **Worth copying:** state your response time on the form. It costs nothing and answers the question every buyer has after pressing Send. ### Faire: two doors on one homepage [Faire](https://www.faire.com/), a wholesale marketplace, splits its hero between retailers ("Sign up to buy") and brands ("Are you a brand? Sign up to sell"), and repeats the split in the header and footer. The pitch is reducing the buyer's risk: wholesale prices from over 100,000 brands, 60 days to pay, sending back what doesn't sell, and 50% off a first order up to USD 100. There are no logos, analyst badges or case studies; the page is built for browsing, with a category bar and search. The brand sign-up asks five fields in its first step. **Worth copying:** when a site serves two audiences, give each its own button from the first screen; and when buyers fear risk, lead with terms rather than testimonials. ### GE Vernova: where the corporate site isn't the sales site [GE Vernova](https://www.gevernova.com/), which sells power-generation and grid equipment, opens with a brand film and no sales button. The homepage serves investors, press and job seekers as much as buyers; it notes the company is about 85,000 people in about 100 countries. Selling happens one level down. The contact page routes to each business unit's own form. The Gas Power form asks seven required fields, including what you need (new power, service on existing equipment), and promises a reply within one to two business days. **Worth copying:** with long sales cycles and few, known buyers, the business-unit pages carry the sales work; make sure each one has its own clear contact route. ## Patterns across the 12 | Pattern | Sites | Which | | ----------------------------------------- | ----- | -------------------------------------------------------------------------- | | Says who it's for in the headline | 2 | Veeva, Procore (Faire partly) | | Industry menu | 9 | All except Supabase, Faire and GE Vernova's corporate site | | Role or department menu | 4 | Supabase, Veeva, Procore, Snowflake | | Customer logo strip | 7 | Protolabs, Flexport, Stripe, Supabase, Thoughtworks, Procore, Snowflake | | Named case studies on the homepage | 8 | Flexport, Stripe, Supabase, CrowdStrike, Gusto, Veeva, Procore, Snowflake | | Numbers the company claims about itself | 7 | Protolabs, Flexport, Stripe, Gusto, Veeva, Procore, Faire | | Analyst rankings | 1 | CrowdStrike | | Compliance badges on the homepage | 3 | Protolabs, Supabase, Procore | | Pricing link in the main menu | 6 | Stripe, Supabase, CrowdStrike, Gusto, Procore, Snowflake | | Public prices | 5 | Stripe, Supabase, CrowdStrike, Gusto, Snowflake | | Self-serve signup, trial or instant quote | 7 | Protolabs, Stripe, Supabase, CrowdStrike, Gusto, Snowflake, Faire | | Demo or sales contact as the main action | 6 | Flexport, Thoughtworks, Veeva, Procore, Snowflake, GE Vernova | | Resources hub | 10 | All except Faire and GE Vernova, which has news and investor pages instead | What the table suggests: 1. **Menus carry the segmentation.** Headlines stay short and broad; industries, roles and company sizes live one click away. If your headline can't name your buyer, your menu has to. 2. **Prices follow the sales model, not the industry.** Every site with public prices also lets you buy or sign up without a call. Procore shows the middle path: a pricing page that explains the model and qualifies you. 3. **Specific proof beats badges.** Named customers with a number appear on 8 sites; analyst rankings on one. A small company can't buy a Gartner quadrant, but it can publish one detailed customer story. 4. **Both doors work together.** Snowflake, Stripe and Supabase offer self-serve and sales side by side, so a buyer picks the speed they want. For how these patterns apply to software companies in particular, including what 20 SaaS pricing pages do, see our [SaaS website best practices](https://dardo.studio/en/blog/saas-website-best-practices/). ## A checklist for your own B2B website | Check | How to test it | | ------------------------------------------------------------- | -------------------------------------------------------------------------------------- | | A visitor knows who it's for within one screen or one menu | Show the homepage to someone outside the company for five seconds and ask who it's for | | Each industry or role you sell to has a page | Open your menu: is every segment from your sales pipeline there? | | At least one customer story with a name and a number | Search your site for a percentage or a dollar figure tied to a customer | | Proof sits next to the decision | Look at what's within one scroll of your main button: logos, certifications, a number | | Pricing is public, or the pricing model is explained | If a buyer can't see a price, can they see what it's based on? | | One path for buyers in a hurry, one for researchers | A sign-up, quote or booking link, plus a resource worth reading | | The first form step asks only what you need to route the lead | Count the fields; remove any your sales team doesn't use in the first call | | The form says what happens next | Response time, who will reply, what the call covers | | A security or trust page, linked from the footer | Ask your largest customer's IT reviewer what they look for first | | Pages for buyers leaving a competitor | Check which tools your last ten customers replaced | | Resources that help before the sale | A calculator, a guide or a template your buyers would bookmark | | The site works for the buyer's second visit | Changelog, news or product updates show the company is active | Before you brief a redesign, it's worth writing these answers down. Our [website RFP builder](https://dardo.studio/en/tools/website-rfp-template/) turns them into a brief, and our guide to [comparing design studios](https://dardo.studio/en/blog/compare-design-studios/) helps you judge who should build it. ## What to do next Run the checklist on your homepage and two of your most-visited pages, and note where you fall short of the sites above. If the gaps add up to a rebuild, our guide to [website redesign costs](https://dardo.studio/en/blog/website-redesign-cost/) shows what refreshes, redesigns and rebuilds cost. If you want Dardo to design or rebuild the site, see our [B2B website design](https://dardo.studio/en/services/b2b-website-design/) and [web design](https://dardo.studio/en/services/web-design/) services. ## Common questions **What makes a good B2B website?** Across the 12 sites we read, the strongest shared five things: it's clear who the product is for, in the headline or the menu; proof from named customers with numbers sits near the main button; the buying path matches how the company sells; the first form step asks only what's needed to route the lead; and there are resources worth returning for. **Should a B2B website show prices?** Publish them if anyone can buy without talking to sales. In our sample, all 5 sites with public prices also offered self-serve signup or purchase. If every deal is quoted, do what Procore does: explain what the price is based on, such as annual volume or number of users, and let the buyer start a quote. **How many fields should a B2B contact form have?** The sites we read ranged from 2 fields in the first step (Stripe's sales form and CrowdStrike's meeting booking) to 9 (Veeva and Snowflake), and the longer forms belong to companies with long enterprise sales. Ask only what your sales team uses to route and prepare the first call, and say when the buyer will hear back. **Do B2B websites need analyst badges like Gartner or Forrester?** Not to be convincing. Only 1 of the 12 sites, CrowdStrike, showed analyst rankings, while 8 put named customer stories on the homepage and 7 showed customer logos. A detailed story from a named customer, with a number, is proof any company can publish. **Should a B2B site offer a free trial or a demo request?** It depends on how the product is bought. Seven of the 12 sites offered self-serve signup, a trial or an instant quote, and six made a demo or sales contact the main action. Stripe, Supabase and Snowflake show both side by side, which lets each buyer choose their own speed. **How should a B2B website organize its navigation?** By the way buyers describe themselves. Nine of the 12 sites had an industry menu, four also organized by role or department, and several by company size or stage. Gusto added a separate menu for accountants, and Faire splits its site between buyers and brands from the first screen. ## Sources & further reading Sources behind this page, with further detail from the original publishers. - [Protolabs: Homepage](https://www.protolabs.com/) · protolabs.com - [Flexport: Homepage](https://www.flexport.com/) · flexport.com - [Stripe: Homepage](https://stripe.com/) · stripe.com - [Stripe: Pricing](https://stripe.com/pricing) · stripe.com - [Supabase: Homepage](https://supabase.com/) · supabase.com - [Supabase: Pricing](https://supabase.com/pricing) · supabase.com - [CrowdStrike: Homepage](https://www.crowdstrike.com/en-us/) · crowdstrike.com - [CrowdStrike: Pricing](https://www.crowdstrike.com/en-us/pricing/) · crowdstrike.com - [Thoughtworks: Homepage](https://www.thoughtworks.com/en-us) · thoughtworks.com - [Gusto: Homepage](https://gusto.com/) · gusto.com - [Gusto: Pricing](https://gusto.com/product/pricing) · gusto.com - [Veeva Systems: Homepage](https://www.veeva.com/) · veeva.com - [Procore: Homepage](https://www.procore.com/) · procore.com - [Procore: Pricing](https://www.procore.com/pricing) · procore.com - [Snowflake: Homepage](https://www.snowflake.com/en/) · snowflake.com - [Snowflake: Pricing options](https://www.snowflake.com/en/pricing-options/) · snowflake.com - [Faire: Homepage](https://www.faire.com/) · faire.com - [GE Vernova: Homepage](https://www.gevernova.com/) · gevernova.com [Nicolás Cerón](https://dardo.studio/en/nicolas-ceron/) Nicolás Cerón is the founder of Dardo, a brand, web design and development studio in Bogotá, Colombia. ## Related articles - [**SaaS website best practices: what 20 B2B SaaS pricing pages do, and the pages your site needs**We read 20 B2B SaaS pricing pages: 15 offer a free plan and all 12 billing switches open on annual. The patterns to copy and the pages a SaaS site needs.](https://dardo.studio/en/blog/saas-website-best-practices/) - [**How to compare web design studios before you hire one: criteria, questions and red flags**A fair way to tell the studios on your shortlist apart: what to check on their live client sites, what to ask, and the red flags to watch for.](https://dardo.studio/en/blog/compare-design-studios/) - [**How much does a website redesign cost in 2026? Refresh, redesign and rebuild prices in USD**Published 2026 prices for a website refresh, redesign or rebuild in the US, what a redesign adds over a new site, and how to get quotes you can compare.](https://dardo.studio/en/blog/website-redesign-cost/) - [**Bilingual English–Spanish website: how to plan it, what it costs and how to rank in Spanish**When a Spanish version pays off for a US business, how to set up URLs and hreflang, what it costs in 2026 and how to rank in Spanish, with Census data.](https://dardo.studio/en/blog/bilingual-website-english-spanish/) ## Keep exploring. - [Service · **B2B website design for long sales cycles**](https://dardo.studio/en/services/b2b-website-design/) - [Your project · **Start a conversation**](https://dardo.studio/en/contact/)