Whole industries are made up of products and services people need, but don’t necessarily get excited about. How are you supposed to make something like accounting services or medical manufacturing products compelling to visitors?

It’s not easy, but it’s not impossible. We dug up a few examples of websites created by companies doing work many of us might consider less than exciting but nonetheless manage to impress. Use these examples to inspire your B2B website redesign.

1. Magnetica

Magnetica helps design MRI technology. When you first land on its website, you can immediately see that it looks great, the menu is on top in an intuitive placement, and its tagline quickly sums up what the company does: “Next Generation MRI Technologies.”


As you scroll down, you learn a little more about what that means. Magnetica works with MRI manufacturers and other partners to make MRIs that “enhance imaging capabilities, increase efficiencies, and provide greater comfort.” I’m neither a doctor nor a medical manufacturer, but that’s language even I can follow.

Scrolling down, you get more important information:

  • An impressive number of patents the company has developed, which shows visitors that its research and work leads to real, quantifiable results.
  • A listing of how their work benefits different key audiences: Administrators get lower purchase costs, physicians get high-quality imaging and patients get non-claustrophobic comfort. In each case, the firm is thinking specifically about what matters to the particular audience.
  • A clear CTA—two, actually—an “Email Us” button, along with an email signup box that follows you as you scroll.


What Magnetica does is complicated, but the company distills it down to its essence on its homepage and clearly encourages visitors to make the next move.

2. DeepSky

What entrepreneur doesn’t love to spend a Saturday settling in, kicking up their feet and getting into the thick of their business accounting? Most of them, obviously. Accounting’s one part of running a business that most entrepreneurs dread.

The first thing DeepSky does on its website is clearly position itself as the “Entrepreneur’s Accounting Department.”


It provides a clear CTA, right away, to play a video that provides the company’s elevator pitch: “We help entrepreneurs use numbers to build a better business.”

The company makes two things clear within a couple of minutes on its website:

  1. It makes entrepreneurs’ lives easier by taking the accounting they dread entirely off their plate.
  2. It goes a step further and adds value by using accounting data to help businesses make better decisions.

And farther down on the page, it provides social proof, which can help push those who are already interested to the point of being ready to take the next step—which is conveniently linked in a CTA button right below.


Accounting isn’t the most interesting of subjects to most of us, but DeepSky’s website makes its accounting solution compelling right off the bat.

3. BambooHR

Like compliance, HR is another part of business that’s focused on things like rules and regulations—not exactly the most exciting of departments. As with most business departments though, HR can benefit from software to increase efficiency.

BambooHR’s homepage uses a clever technique to tell visitors right away what the software does.


You can’t tell it from the screenshot, but the main sentence seen here cycles through a list of all the most common tasks HR must tackle. Starting with “attract candidates” and moving to:

  • onboard new hires
  • organize your data
  • generate reports
  • manage performance

For many HR professionals, that list will cover most of the work they do. In case that’s enough for visitors to take the next step, the company includes two clear CTAs right below their main positioning, one to watch a live demo, the other to start a free trial.

For visitors who still need more to make a decision to move forward, the company goes on to include more information on the product, along with some helpful social proof to further make the case.

social proof.jpg

With one final touch that makes the company seem more human (that’s what human resources is all about, right?), the bottom of the page includes a “thank you.”


The website makes HR, a normally dry subject, feel playful and personal.

You can’t make the general public interested in a dry, rules-driven industry, but you can make a B2B website that takes an interesting, effective approach to reaching the people in your audience.