The best B2B SaaS homepages don’t just look good—they convert. Let’s break down what successful companies do differently and why it works.

Stripe: Radical Clarity

What they do right: “Financial infrastructure for the internet”

Eight words. Zero jargon. Immediately understandable.

Why it works:

  • Technical buyers instantly know if it’s relevant
  • No clever metaphors that require interpretation
  • Follows up with specific use cases (payments, billing, etc.)
  • Developer-focused design matches their ICP

Lesson: Clarity beats cleverness. If you can explain what you do in one sentence, do it.

Notion: Problem-First Positioning

What they do right: Leads with the problem: teams use too many disconnected tools. Then positions as the unified solution.

Why it works:

  • Addresses a pain point every knowledge worker feels
  • Shows the problem visually (scattered tool logos)
  • Demonstrates the solution (everything in one place)
  • Backs it up with impressive customer logos

Lesson: Lead with the problem your ICP actually experiences, not your technology or vision.

Datadog: Specificity Creates Credibility

What they do right: “See inside any stack, any app, at any scale, anywhere”

Specific scope. Clear technical positioning. No ambiguity about capabilities.

Why it works:

  • DevOps engineers immediately understand the comprehensive monitoring promise
  • “Any stack, any scale” addresses key technical concerns upfront
  • Technical specificity (APM, infrastructure monitoring, logs) builds credibility
  • Shows actual product interface, not stock photos

Lesson: Technical buyers reward specificity. Don’t dumb down or generalize.

Salesforce: Multiple Entry Points

What they do right: Caters to different stakeholders with clear navigation: Sales, Service, Marketing, Commerce, etc.

Why it works:

  • Enterprise deals involve multiple personas
  • Each stakeholder can quickly find relevant content
  • Shows breadth without overwhelming the homepage
  • Clear path forward for each role

Lesson: If you serve multiple personas, give each a clear entry point rather than forcing everyone through one generic message.

Figma: Product-Led with Immediate Value

What they do right: “Try Figma for free” is the primary CTA. No barriers. No sales calls required.

Why it works:

  • Design teams want to evaluate the tool hands-on
  • Free access removes friction for individual adoption
  • Product quality speaks for itself
  • Viral loop built in (collaboration requires teammates to join)

Lesson: If your product can sell itself, remove all barriers to trying it.

Slack: Outcome-Focused Benefits

What they do right: Doesn’t talk about “messaging platform”—talks about making work better.

Why it works:

  • Benefits-focused (productivity, connection) not feature-focused
  • Shows real companies using it (trust building)
  • Clear but not technical (accessible to all team members)
  • Bottom-up adoption model reflected in messaging

Lesson: Frame your product around the outcome users care about, not the category you fit in.

Airtable: Visual Product Communication

What they do right: Shows the actual product interface immediately with real-world use cases.

Why it works:

  • People understand spreadsheets/databases visually
  • Reduces “what is this?” confusion
  • Templates show concrete applications
  • Interactive elements let visitors explore

Lesson: If your product is visual, show it. Don’t make people imagine what it looks like.

Intercom: Segmented Messaging

What they do right: Different homepage experience based on company size (startup vs. enterprise).

Why it works:

  • Startups and enterprises have different needs and objections
  • Messaging, case studies, and CTAs match the segment
  • Pricing and implementation details match expectations
  • Reduces one-size-fits-all compromise

Lesson: If your segments have meaningfully different needs, don’t force them through the same experience.

Zoom: Simplicity at Scale

What they do right: “One platform to connect” with three clear use cases (meetings, phone, events).

Why it works:

  • Vast product capabilities distilled to simple positioning
  • Clear segmentation by use case
  • Immediate trust through ubiquity
  • No friction to get started

Lesson: Even complex platforms can have simple value props. Don’t make buyers wade through everything.

Asana: Problem-Solution-Proof Structure

What they do right: Clear three-part structure: Problem (work chaos) → Solution (coordination platform) → Proof (customer results)

Why it works:

  • Follows natural buyer journey
  • Quantified outcomes (team performance metrics)
  • Multiple stakeholder perspectives
  • Clear integration ecosystem

Lesson: Guide visitors through a logical narrative: “You have this problem → We solve it → Here’s proof it works.”

Common Patterns Across Winners

1. Immediate Clarity Every successful homepage answers “what is this?” within 3 seconds. No mystery. No cleverness that obscures meaning.

2. Problem-Solution-Proof Most follow some variation of: recognize the problem, present the solution, prove it works.

3. Appropriate Depth Technical products show technical depth. Business tools show business outcomes. They match their ICP’s sophistication level.

4. Clear CTA Hierarchy One primary action, clearly marked. Secondary actions are visually subordinate.

5. Trust Building Customer logos, metrics, certifications—placed prominently but not overwhelmingly.

6. Designed for Scanning Clear hierarchy, whitespace, visual structure. Nobody reads every word; make scanning easy.

What They DON’T Do

Notice what successful B2B homepages avoid:

They don’t:

  • Lead with company story or founder bios
  • Use vague aspirational language
  • Bury the value prop below the fold
  • Show only stock photography
  • Have unclear or multiple competing CTAs
  • Force reading walls of text
  • Hide pricing or implementation details
  • Use technical jargon without context

They do:

  • Lead with customer value
  • Use specific, concrete language
  • Make key info immediately visible
  • Show real product interfaces
  • Guide visitors clearly
  • Use scannable structure
  • Address likely objections preemptively
  • Speak their ICP’s language

What This Means for Your Homepage

You don’t need Stripe’s budget or Salesforce’s resources to apply these principles:

Start with clarity: Rewrite your headline to pass the 10-second comprehension test.

Show, don’t just tell: If your product is visual, show it. If it’s technical, show the technical details.

Match your ICP: Technical buyers need technical depth. Business buyers need business outcomes. Don’t mismatch.

Guide intentionally: Don’t make visitors guess what to do next. Create clear paths.

Build trust systematically: Use whatever proof you have—customer logos, metrics, certifications—but place it strategically.

The Real Lesson

These successful companies don’t follow templates. They deeply understand their ICP and ruthlessly optimize for those specific buyers.

Stripe works because it speaks developer. Salesforce works because it serves multiple enterprise personas. Figma works because designers want to try tools, not read about them.

Your homepage should be optimized for your ICP, not for a generic “best practices” checklist.

Want expert analysis of your homepage compared to successful competitors? Get a comprehensive teardown that shows specifically what’s working and what needs to change. Learn more at hmpgr.com.