Good conversion funnels are attention-grabbing, simple, and informative. Their purpose is to inform and engage users, and ultimately lead them onto signup and pricing pages, and other calls to action.

However, it isn’t just about getting a visitor to sign up. It’s also about building trust and credibility with your user base.

From effective website copy to eye-catching landing pages, there are a variety of ways to connect with your customer base and leave them feeling wonderful.

Here are five B2B websites that have excellent conversion funnels.

1. Marketo

Marketo’s website features floating call-to-action buttons that can be found on virtually every page.

Marketo has a simple, beautiful, effective page design that really pops, partly in thanks to the rich purple highlights against the light background.

From their elegant flat design logo to their straightforward copy, their website is designed to help users find what they’re looking for quickly (and that’s saying a lot, because they have a lot of content).

One of the most ingenious things about their website is that they have three floating buttons (each with a different color) labeled ‘free trial’, ‘4 min demo’ and ‘contact us’ on all of their pages. As you scroll down any page on their website, these buttons remain at the bottom of your browser window until you reach the footer section.

Every link opens a unique landing page in a new browser tab.

Marketo’s landing pages are concise and to-the-point.

From beautifully designed graphics and page layouts to richly detailed content, their website quickly builds credibility and trust with the end user. A simple navigation structure and a visually pleasing esthetic is something every B2B site should aspire to.

Main takeaway: build trust with your customer.

2. HubSpot

These gorgeous flat graphics are begging to be clicked on.

The HubSpot website interface is simply beautiful. If you want to see an example of a company that is at the top of their game, you can learn a lot just from skimming their homepage, which includes feedback from their customers, brief descriptions for their services, links to resources (e-books, videos, webinars, etc.), social proof (follower numbers), calls to action, and more.

Presentation matters. Every element on their homepage is given its own space, making it easy to scan. It would be weird to scroll down to the bottom of the page without feeling compelled to click on something.

Even if a visitor does little more than download one of their resources, users are required to enter their data before getting access to their download. This enables HubSpot to keep in touch and nurture their leads.

Every B2B business should have calls to action at the bottom of their homepage, enticing visitors to engage with them.

HubSpot also knows the importance of content, and their blog is regularly updated with fresh, relevant, frequently shared posts. Each post also has a tailored call to action, which usually directs users to download one of their pertinent resources.

In short, HubSpot is doing an amazing job, and simply taking the time to analyze their site is both inspiring and educational.

Main takeaway: create great content that your target demographic will be searching for.

3. HootSuite

HootSuite visitors can quickly create a new account for free using their Twitter, Facebook or Google profiles.

The HootSuite homepage is perhaps one of the least copy-heavy of any on this list. While it does feature a list of their most prominent clients and explains their service in some detail, its main purpose is to get visitors to dive in and give their service a try.

Though many sites are now allowing their users to sign in using one of their social accounts, this is definitely a welcome and useful feature on their homepage, and it expedites the signup process considerably.

Clicking on any of these buttons expands it to fill all four sections. By clicking again, you can choose from one of the four divisions again.

Perhaps the coolest thing on their homepage is the four buttons marked ‘Engagement’, ‘Collaboration’, ‘Analytics’, and ‘Security’. When you click on any of these four buttons, the section expands and outlines some of the relevant benefits. When you click again, the information minimizes, and the primary buttons appear again.

Like HubSpot, the HootSuite homepage features call to action buttons just before the footer.

Though the HootSuite site isn’t quite as beautiful as Marketo or HubSpot’s, it is effective at getting users to start using their platform quickly.

Main takeaway: get your visitors using your product or service as soon as possible. If applicable, create a free version that they can try.

4. DOOR3

Creating a single-line call to action at the top of the page is clever use of space.

DOOR3’s website is one of the most simple and straightforward of any website on this list.

Their main page prominently features previous clients, their services and business solutions, as well as their team, blog and ‘about us’ sections.

Clicking on the prominent ‘Learn More’ button brings you to a page that lists their various services. These service pages feature a link that either reads, “Follow the road to success” or “Unravel your most challenging knots”, which is great copy. These links lead to their contact page.

Clever copy and the effective use of photography can’t help but pique your curiosity.

DOOR3 has quite a bit of content on their website. If not for their effective use of space and page layouts, it would be hard to present this much information effectively.

Main takeaway: use photos to engage and pay attention to the layouts of your pages.

5. PGi

Green buttons stand out within the context of a blue-and-gray color scheme.

PGi’s homepage may very well be the sparsest of any site mentioned to this point. It includes the link to their new iMeet product, a couple of accompanying videos, and four larger call-to-action buttons before the footer.

Graphically, however, their website is quite eye-catching, and this is all the more apparent when you view their interior pages.

Product descriptions are enhanced by the appealing graphical content.

PGi also has some appealing offers for their user base, including an e-book called the Presentation Playbook that explains the do’s and don’ts of winning presentations. Similar to HubSpot resources, users are prompted to fill out the forms before receiving access to their download.

Leads can be generated in a variety of different ways, and PGi’s website clearly reflects this fact.

Main takeaway: use appealing visuals to engage your visitors.

Conclusion

If you are in the B2B marketing space, it’s always important to have an end goal in mind. Specifically, what do you want your visitor to do?

Without a clearly defined strategy, your conversion funnels won’t do you any favors. People come to your website for different reasons, and it is crucial to identify those motives. When you know what your users are interested in, you can create content and offers and landing pages that actually convert.