A B2B homepage serves the widest audience on your site: first-time visitors from search, prospects returning after a sales call, existing customers looking for the login, candidates, analysts, partners. It cannot close any of them, so its real job is to tell each one, quickly, that they are in the right place and where to go next. This gallery looks at 11 live homepages from well-known B2B software companies and breaks down how each one handles that job.
We visited each homepage in October 2026 and describe only what was on the page at that time. Homepages change often, especially hero copy, so treat the specifics as a snapshot and the patterns as the lesson. Each example links to the live site.
How We Read Each Homepage
For every example we checked five things, in the order a visitor experiences them:
- Hero headline and subhead: does it say what the product is and who it is for?
- Primary and secondary CTA: what do they ask for, and do they fit different buyer stages?
- Proof: logos, customer counts, named quotes, analyst recognition, and where they sit.
- Routing: how the page sends different roles, teams or company sizes to the right content.
- Depth below the fold: product sections, pricing teasers, resources.
If you want to adapt these patterns per segment instead of copying one version, our guide to homepage personalization for B2B covers which of these elements to change first.
1. HubSpot: Two CTAs for Two Kinds of Buyer
The HubSpot homepage leads with a platform statement ("Build demand, win deals, and delight customers, all on one platform") and a subhead about aligning marketing, sales and service around customer data. Two buttons sit side by side: one for a demo of the premium software and one to start with the free tools. The pair repeats further down. A customer count appears right after the hero, then a section for each product hub. Further down, a case study carousel has tabs for small, mid-sized and enterprise businesses, and the navigation offers routes by team size.
The CTA pair matches HubSpot's two acquisition motions exactly. A small business owner self-serves, a marketing director at a larger company books a demo, and neither has to hunt.
What we would test: the hub-by-hub section is long. We would test a short "what team are you on" chooser above it that jumps to the relevant hub.
2. Stripe: Show the Product Working
The Stripe homepage opens with "Financial infrastructure to grow your revenue" and a subhead that spans a startup's first transaction to a large company's billionth. A "Global GDP running on Stripe" counter sits in the hero, and the page uses product graphics, including a mock checkout screen, rather than abstract illustrations. The CTAs are "Get started" and "Sign up with Google"; "Contact sales" lives in the header and in a section near the bottom.
The strength here is showing rather than telling: instead of describing payments, the page shows what a Stripe checkout looks like. A developer or a product manager can picture it inside their own product without reading a feature list.
What we would test: the hero offers two self-serve buttons and no sales path. We would test swapping the Google sign-up for a "Talk to sales" link for visitors identified as large companies.
3. Slack: Plan Finder Next to Get Started
The Slack homepage headline is "All your people and AI agents working together," followed by a two-line subhead: "Slack connects your team. Slackbot multiplies what they can do." The CTAs are "Get started" and "Find your plan." Below are tabbed product examples (ask Slackbot, plan launches, run projects, chat with clients, automate tasks), a "What's new" feed, and sections grouped under knowledge, people, process and platform.
"Find your plan" is a smart secondary CTA for a product this well known. A visitor who already uses Slack at work may only be deciding which plan to buy, and this sends them straight there instead of through a pitch they do not need.
What we would test: the "What's new" block sits high on the page. It serves existing users well, but for new business visitors we would test swapping it for a customer story from their industry.
4. Notion: Use Cases as Links, Proof From Named Leaders
The Notion homepage opens with "Where teams and agents think together" (the verb is styled separately and may rotate) and two CTAs: "Get Notion free" and "Request a demo." Three short blocks follow: capture knowledge, find answers and automate busywork. A list of concrete use cases follows as links ("Triage product feedback," "Resolve support tickets in Slack," "Automate weekly reporting"). The proof section uses quotes from named leaders at companies such as Cursor, Faire and Ramp, with their titles, plus a row of adoption claims such as a G2 ranking and Fortune 100 usage.
What we like: the use-case links are written as jobs, not features. A support lead clicks "Resolve support tickets in Slack" because it describes their week.
What we would test: the use-case links are generic to all visitors. This is a natural slot to personalize by industry or department once you know who is visiting.
5. Linear: The Hero Is the Product
The Linear homepage headline is "The product development system for teams and agents," with the subhead "Purpose-built for planning and building products. Designed for the AI era." The hero visual is a rendition of the product: an issue created from Slack, labelled by AI, picked up by an agent and moved to In Progress, with a draft pull request waiting for review. The page then walks through the workflow in stages: intake and integrations, planning and monitoring, AI and automations, build and review, followed by a changelog preview, customer quotes and a closing sign-up section.
For a technical audience, a realistic product view is more persuasive than any claim. The walkthrough is ordered like the buyer's own process, from intake to shipping.
What we would test: there is little for a non-technical approver such as a COO or finance lead. A short section on security, admin and pricing model would help the second person in the buying committee.
6. Gong: Outcome Words in Rotation, Then a Named Customer Result
The Gong homepage hero pairs a category claim ("#1 AI OS for Revenue Teams") with a rotating line: "Revenue AI built to" followed by outcomes such as close deals faster, predict pipeline risk, automate handoffs and predict churn. The CTAs are "Book a demo" and "See Gong in action." A customer count appears right below, then a named customer story with productivity figures and a quote from that customer's enablement lead. Lower sections cover the platform, a wall of named customer quotes, review-site ratings and analyst recognition.
The rotating outcomes let one hero speak to sales leaders, RevOps and customer success without three separate pages. The named customer result arrives within one scroll, so the claim is backed before the visitor has to ask.
What we would test: rotating text can be missed or read mid-change. We would test a static headline for each segment instead, chosen by the visitor's role or company type.
7. Atlassian: One Product in the Hero, Collections Below
The Atlassian homepage hero was a rotating carousel when we visited. The product slide reads "Unleash your teams and their agents" and focuses on a single product, with "Get started with Jira" and "Contact us"; other slides promoted its Team Europe event with "Watch now" buttons. Below, the page introduces collections of apps grouped by job: teamwork, strategy, service, software and product. The navigation offers routes by use case, team, company size and industry.
A company with many products should pick one entry point for the hero instead of listing them all, and Atlassian does that on its product slide. The collections section then catches visitors who came for something else.
What we would test: visitors from IT service teams may not want Jira in the hero, and a first-time visitor may land on an event slide that says nothing about the products. We would test a fixed product hero, with the product chosen by referrer or industry and Jira as the default.
8. Intercom: Signup in the Hero, Pricing on the Homepage
The Intercom homepage opens with "A complete system for AI and human customer service," a line about its five-star review count, and an email field with a start button directly in the hero. The page then explains its two products, the helpdesk and the Fin AI agent, shows a "Works with the tools you already use" section, and includes a "Transparent pricing" section on the homepage itself.
Putting a pricing section on the homepage answers the question many B2B visitors arrive with, and it signals that the vendor is comfortable being compared. Each product section also carries a "View demo" link, so the visitor can see the product before committing an email.
What we would test: an email field in the hero suits small teams. For enterprise visitors, we would test replacing it with a demo CTA.
9. monday.com: Department Tabs Above the Fold
The monday.com homepage headline is "People and agents working as one team," with the subhead "The AI workspace where people and agents drive business results together." Directly under it is a row of departments (marketing, operations, product, sales, PMO) and a "Get Started" button. A line about Fortune 500 adoption follows. The page then shows agent use cases with the same department tabs, so the content changes when the visitor picks their team.
The department row asks the visitor to self-identify in the hero, and the following sections respond to that choice. This is a manual version of what visitor segmentation does automatically.
What we would test: preselecting the department tab based on known visitor data, so a marketing team lands on marketing examples without a click.
10. Snowflake: An Event Banner and Both Paths in the Nav
The Snowflake homepage carries a banner for an upcoming free virtual event at the top. The navigation holds both "Contact sales" and a self-serve start button, with a language selector beside them. The hero promotes new AI products, then a platform section with "Why Snowflake" and "View pricing" links, followed by customer stories and the partner ecosystem.
Keeping both the sales and self-serve paths in the persistent navigation means they are available on every scroll position, not only in the hero.
What we would test: the hero promotes product launches, which serves existing customers and analysts. New visitors may need a plainer statement of what Snowflake is. We would test a split by new vs returning visitor.
11. Zendesk: Email Field With Consent Text in the Hero
The Zendesk homepage headline is "AI-powered customer service platform," with a subhead built around an automation claim for its AI agents. A work email field and a start button sit in the hero, with an opt-in line for marketing communications and a link to the privacy notice directly under them. A row of usage figures follows, then sections on standalone AI agents, an analyst report, "Built for businesses of all sizes" with customer stories, integrations, resources and a pricing section.
The opt-in line next to the email field is honest about what happens to the address, which matters to buyers in markets with strict consent rules such as the EU. The pricing section near the bottom catches visitors who scrolled the whole page looking for cost.
What we would test: the hero claim is a large "up to" automation figure. Support leaders know their own ticket mix, so we would test adding a short qualifier on which kinds of interactions it refers to and watch whether demo and sign-up clicks from larger teams change.
Patterns Across These B2B Website Examples
- Two CTAs for two buying motions. HubSpot, Notion and Atlassian pair a self-serve action with a sales action, and Gong pairs a demo with a product tour. The pair is the homepage equivalent of routing.
- Self-identification near the top: monday.com's department tabs, Notion's use-case links and Atlassian's collections all ask the visitor "which one are you" early.
- Proof within one scroll. Customer counts, named results and logos appear directly after the hero in most examples.
- Stripe and Linear show the product instead of describing it, with realistic product views near the top.
- Pricing is not hidden. Intercom and Zendesk include pricing sections on the homepage; Slack and Snowflake link to pricing from the hero or nav.
- One page for everyone. Apart from manual tabs, none of these homepages visibly adapts to the visiting company. The hero, proof and CTA are the same for a startup and an enterprise.
That last point is the opportunity. The elements these companies make visitors choose by hand (department, product, company size) are exactly the ones you can preselect when you know who is visiting. Our post on landing page vs homepage explains which traffic should land on the homepage at all, and B2B website design for buying committees covers the page structure behind these choices.
Homepage Checklist for B2B Websites
- The headline names the category or the job, not only a slogan.
- The subhead says who the product is for.
- Primary and secondary CTAs match your two main buying paths (self-serve and sales, or demo and resource).
- Proof appears within one scroll and matches the audience (logos from similar companies, a named result).
- There is a visible way to self-identify by role, team, industry or company size.
- The product is shown in a realistic state, not as abstract illustration only.
- Pricing is linked from the hero or navigation.
- Security, integrations and admin content are one click away for the second person on the buying committee.
- Returning customers can find login and support without scrolling.
- Every section has a reason to exist for a first-time visitor, or it moves lower.
For other page types, see our companion galleries of SaaS pricing page examples and demo request page examples, plus B2B landing page examples broken down by page type. If you want to see a homepage adapt per visiting company, our use cases page shows how that works with Markettailor.
Frequently Asked Questions
What should a B2B homepage include?
A headline that names the category or job, a subhead that says who it is for, two CTAs that match your buying paths, proof within one scroll, a way for visitors to self-identify by role or company type, a realistic product view, and links to pricing, security and integrations. The examples above show each of these in practice.
How is a B2B homepage different from a B2C homepage?
A B2B homepage speaks to several people in a buying committee and to buyers at different stages, so it routes more than it sells. It usually offers a sales path alongside self-serve, carries proof aimed at companies rather than individuals, and links to content that technical and financial approvers need.
Should a B2B homepage have one CTA or two?
Two, in most cases. One for visitors ready to act on their own (sign up, start, see pricing) and one for visitors who need a conversation (book a demo, contact sales). HubSpot, Notion and Atlassian all use a self-serve plus sales pair. A single CTA works only when you have one buying motion.
What are good examples of B2B websites?
HubSpot, Stripe, Slack, Notion, Linear, Gong, Atlassian, Intercom, monday.com, Snowflake and Zendesk are useful examples because each solves a specific problem well: dual buying paths, showing the product, self-identification, proof placement or pricing transparency. Study the decision behind each page rather than copying its look.
How often should you change your homepage?
Change the hero and proof when your positioning or main audience changes, and test smaller changes continuously. Big redesigns without a hypothesis make it hard to learn what worked. Measure the homepage on clicks to key paths (pricing, demo, product pages), not only on form fills.