In my subjective opinion, and with a limited data set of what I encountered, the following are some great B2B sites. They excel in design, positioning, and communicating the core message. Agree? Disagree? Do you have other favorites? (There may be hundreds that I have not seen or heard.)

Top B2B Websites

1. Sisense

Website: Sisense

What Makes It Great:

• Design & Aesthetics: Use vibrant colors and geometric shapes that align with the dynamic nature of data analytics.
• Core Message: “Make Better Decisions with Analytics” is communicated through real-time dashboard snapshots and customer testimonials.
• User Experience: Fast load times and clear CTAs (Call to Action) that guide visitors toward trials and demos.

2. Notion

Website: Notion

What Makes It Great:

• Design & Aesthetics: Minimalist layout focusing on function over form.
• Core Message: “All-in-one workspace” is prominently displayed, with the product’s flexibility highlighted throughout.
• User Experience: Simple navigation and interactive features, such as built-in tool demos.

3. Figma

Website: Figma

What Makes It Great:

• Design & Aesthetics: Visually appealing, reflects what a design tool should exemplify.
• Core Message: “Where teams design together” illustrates the platform’s collaborative edge.
• User Experience: Seamless integrations, quick demos, and direct CTAs for various user types.

4. Asana

Website: Asana

What Makes It Great:

• Design & Aesthetics: Bright colors, easy-to-read fonts, and simple layouts.
• Core Message: “Help your team achieve its goals” is addressed through comprehensive case studies.
• User Experience: Offers a plethora of resources including webinars, tutorials, and blogs right on the homepage.

5. Drift

Website: Drift

What Makes It Great:

• Design & Aesthetics: Corporate yet modern look, highlighting its focus on B2B chat services.
• Core Message: “Conversational Marketing & Sales Platform” is communicated succinctly through customer logos and quotes.
• User Experience: AI-driven chatbot on the landing page exemplifies what they sell, serving as a live demo.

6. Outreach

Website: Outreach

What Makes It Great:

• Design & Aesthetics: Professional, with an eye-pleasing color scheme.
• Core Message: Focuses on “Sales Engagement Platform”, communicated via compelling data points and client testimonials.
• User Experience: Streamlined navigation and abundant resources.

7. TransferWise for Business (Wise)

Website: Wise

What Makes It Great:

• Design & Aesthetics: Clean layout with a focus on simplicity.
• Core Message: “International Banking, without the Bank” is portrayed through currency conversion examples.
• User Experience: Speedy load times and mobile responsiveness.

8. Gusto

Website: Gusto

What Makes It Great:

• Design & Aesthetics: Human-centric design focusing on the SMB market.
• Core Message: “Simplify your HR operations” is conveyed via relatable employee and employer stories.
• User Experience: Clear CTAs and intuitive navigation.

9. Slack

Website: Slack

What Makes It Great:

• Design & Aesthetics: Bright and engaging.
• Core Message: “A better way to communicate” is exemplified through interaction demos.
• User Experience: Multiple CTAs based on visitor intent—whether exploring or ready to purchase.

10. ZoomInfo

Website: ZoomInfo

What Makes It Great:

• Design & Aesthetics: Business-oriented, with a focus on data-driven strategies.
• Core Message: “Go-to-Market with Confidence” is demonstrated via statistics and success stories.
• User Experience: Offers a range of resources like webinars, guides, and databases.

Each of these startups has aligned its website design with its core messaging and positioning, offering an exceptional user experience while remaining visually appealing. These are great examples for any startup aiming for web design and user engagement excellence.