Website Design
Website Design
Website Design
Insights
Insights
Insights
August 29, 2025
August 29, 2025
August 29, 2025
15 High-Converting Website Design Examples (With Real Results)
15 High-Converting Website Design Examples (With Real Results)
15 High-Converting Website Design Examples (With Real Results)
Looking for inspiration to redesign your website? Check out these 15 website design examples from the top brands & learn how to stand out in crowded markets.
Looking for inspiration to redesign your website? Check out these 15 website design examples from the top brands & learn how to stand out in crowded markets.
Looking for inspiration to redesign your website? Check out these 15 website design examples from the top brands & learn how to stand out in crowded markets.
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4 minutes
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75% of people judge a business’s credibility purely on its website. That means long before anyone interacts with your product or signs up for a demo, they’re already making decisions about whether they can trust you. In today’s hyper-competitive market, a polished website isn’t just nice to have—it’s a critical business tool.
The best websites don’t just look attractive; they guide users toward the next step, build confidence in the brand, and clearly show what problem they solve. A great homepage feels like a handshake—it should be welcoming, professional, and reassuring. With the right mix of visual design, messaging, and user experience, even small businesses can create websites that convert at enterprise-level.
Let’s walk through 15 examples where design goes beyond aesthetics and actually drives measurable growth. These examples use bold headlines, intuitive navigation, purposeful visuals, and persuasive calls to action to turn visitors into paying customers.
Why Website Design Matters in 2025
Image Source: Emerge Digital
Website design today isn’t just about looks—it’s survival. In 2025, most interactions happen online, so your site is your business. A strong design impacts leads, trust, and revenue.
First impressions happen fast—about 50 milliseconds. Nearly all are based on design, not text. If your site looks dated or cluttered, people leave. Clean, simple layouts and balanced visuals make users feel confident to stay and explore.
The SaaS world is growing rapidly, with AI shaping design workflows. Most designers now use AI tools, and clients expect personalized experiences. A generic website feels outdated, while tailored design builds engagement.
The essentials that matter most are clarity, visuals, structure, simplicity, and speed. A site that loads in one second converts far better than one that drags. Great design today means simple navigation, useful content, easy readability, and smooth performance all working together.
Common Website Design Mistakes to Avoid
Image Source: Blogs Web Marlins
Even great-looking sites can tank conversions if the basics slip. Here are the five biggest killers—and what to do instead:
Cluttered layouts → Overwhelm visitors. Show less above the fold, use generous white space, one clear message per section.
Skipping data → Guesswork misses clicks. Use heatmaps/session replays to find “dead zones,” move CTAs, simplify nav.
Heavy motion & slow loads → Cool but costly. Cap animations, compress assets, aim for sub-3s mobile load times.
No differentiation → Looks like everyone else. Lead with unique value, sharp positioning, and proof (logos, case results).
Vague CTAs → No next step. One primary action per page, strong contrast, and repeat CTAs where intent peaks.
ClickUp
Image Source: ClickUp
ClickUp's shows how good design naturally boosts user adoption and satisfaction. The platform stands out with excellent website design that blends visual appeal and powerful features to deliver real business results.productivity platform
ClickUp design highlights
The platform uses a unique hierarchy system to organize work into logical levels. Users can create the perfect framework that grows with their needs. Clean layouts with plenty of white space make the complex features more accessible. The Everything view gives users a complete bird's-eye view of all tasks they can filter and sort based on their needs.
Unlike its competitors who patch new features together, ClickUp naturally integrates new capabilities. A consistent color scheme, typography, and visual elements run throughout the platform. This builds user trust and makes everything easier to process.
ClickUp user experience
The platform's reliable collaboration features make it shine. Team members can comment on tasks, share links, add attachments, and turn comments into action items. Live chat lets people talk to teammates without switching apps.
Users can customize almost everything - from 35+ ClickApps for task management to 50+ automation actions that make routine work easier. Learning all these features takes time, but people who become skilled at using the system see huge productivity gains.
ClickUp conversion strategy
ClickUp's website converts users by highlighting a 52-day annual productivity saving. The platform achieves this through visual dashboards, goal-tracking, AI (ClickUp Brain) for content suggestions, and custom templates. These features combine ease of use with rich functionality, attracting and retaining users with measurable efficiency gains. SaaS companies can emulate ClickUp's balanced website design.
Airbnb
Image Source: Medium
Airbnb's platform success shows how smart design can turn visitors into paying customers. The company's design choices help people overcome their natural hesitation about staying in a stranger's home.
Airbnb homepage design
Airbnb's homepage makes your next step crystal clear. A clean, minimalist design puts the search function at the center, which helps users focus on finding their next stay. The uncluttered layout with plenty of white space and stunning images builds instant credibility.
The platform maintains its brand identity through signature colors, fonts, and logo across all pages. This consistent look helps build recognition and trust. High-quality destination photos do more than showcase properties - they spark dreams of travel and create emotional connections with potential stays.
Airbnb user flow
The platform makes booking simple so users complete their reservations. Quick sign-up options through Google, Facebook, or Apple accounts reduce effort, while clear buttons guide users at each step. Regular customers benefit from saved details that make future bookings quick and easy.
Airbnb breaks down the booking process into smaller, manageable steps. They use to separate guest details, payment, and verification. This approach, combined with instant booking markers showing immediate availability, makes the process less overwhelming.progressive disclosure forms
Airbnb trust-building elements
Trust sits at the heart of Airbnb's business model, so their design actively tackles our natural wariness of strangers. Users see three key right away: reviews from similar guests, real host photos, and overall ratings.trust signals
The platform cleverly shows how long reviewers have been active. Seeing "This person has been using Airbnb since 2018" builds immediate trust. Research shows that trust levels stay low with just 1-3 reviews, but jump sharply once hosts reach 10 reviews.
Airbnb's thoughtful design turns what could feel risky - sleeping in someone else's home - into something normal and appealing. This transformation drives their impressive booking rates.
Dropbox
Image Source: toption.org
Simplicity speaks volumes in web design, and Dropbox proves this with a website that converts through strategic minimalism. Dropbox's remarkable growth has reached over 700 million registered users today (from just 100,000 in 2007), thanks in part to its carefully crafted user interface.
Dropbox visual design
Dropbox welcomes a "less is more" philosophy that perfectly complements its cloud storage service. The brand's identity incorporates elements from their typeface, Sharp Grotesk, and uses a distinctive mix of round and square corners for icons and visual elements. This creates a uniquely recognizable esthetic while maintaining visual harmony.
The interface skips flashy elements and chooses subtle design touches that let functionality take center stage. This approach makes sense for a service that focuses on simplicity and support. A clean interface reduces distractions and allows users to focus on their main task—managing files.
Dropbox CTA placement
Dropbox's conversion success comes from smart CTA placement. The team positions CTAs prominently using their logo's blue, which creates an automatic mental connection between the brand and action. This visual consistency builds trust and guides users toward conversion.
Dropbox's A/B testing showed interesting results: "Find your plan" performed better than "Start for free" as a CTA. The latter might generate more initial clicks, but the former sets proper expectations and potentially pushes users toward immediate purchase rather than starting with a free trial—crucial since Dropbox's trial conversion rate sits at only 2.4%.
Dropbox layout simplicity
A clean, uncluttered layout creates breathing room around key elements, making the interface user-friendly and reducing cognitive load. This simplicity lets CTAs stand out naturally "so that only a blind wombat won't be able to figure out what it means".
Dropbox's user-focused design extends to their collaboration features. The organization creates well-laid-out folders and subfolders for brand elements that enable teams to work together efficiently. Their immediate collaboration tools aid simultaneous review and refinement, ensuring all stakeholders can contribute effectively without confusion.
Freshbooks
Image Source: FreshBooks
Clarity and availability go hand in hand with conversion rates. Freshbooks proves this through its well-designed accounting platform. The company stands among the top cloud-based accounting solutions for small businesses and freelancers. Their straightforward design shows how good design leads to better user experience.
Freshbooks homepage clarity
The homepage delivers value through a minimalist approach. A simple beige background with smart use of white space prevents visual clutter. This helps visitors focus on what truly matters. The color contrast really works - blue and green CTA buttons stand out against the neutral background and draw eyes to key actions.
Freshbooks keeps their copy short but meaningful. Their main headline "Accounting software that makes the hard part easy" tells you exactly what they do. They build trust quickly with statements like "Customers and experts recommend FreshBooks" without overwhelming their visitors.
Freshbooks navigation structure
The navigation shines with well-organized sections and clear menu labels. We organized options under user-friendly categories like "Tools to support your type of business." This makes it easy for visitors to find solutions that match their needs. Their approach shows they understand what different users want.
Users can reach any function with just two mouse clicks. Their mobile app takes this smooth experience further. Busy entrepreneurs can manage finances on their smartphones or tablets. This flexibility gives users full control of their business finances from anywhere.
Freshbooks accessibility features
Freshbooks shows a real dedication to inclusivity. Their accessibility pledge aims to "provide services in a way that respects the dignity and independence of people with disabilities". They back this up with a complete accessibility plan.
The team follows WCAG guidelines. They started with Level A compliance and plan to reach Level AA standards. This means they check and update content for accessibility, offer accessible formats when asked, and think about accessibility in their hiring.
Freshbooks combines visual clarity with inclusive design principles. This creates a welcoming experience for all users while making complex accounting tasks simple. It shows how smart design choices improve usability and boost conversions.
Shopify
Image Source: Shopify
Shopify guides the way in mobile-optimized ecommerce, showing how 58% of global web traffic now comes from smartphones and tablets. Their platform proves that responsive design directly converts to higher sales.
Shopify responsive design
Shopify themes automatically adapt to different screen sizes and create smooth experiences on all devices. The platform goes beyond simple responsiveness and adopts a mobile-first approach. Merchants can preview mobile layouts before desktop versions during design. This focus makes sense since mobile transactions now make up 60% of global digital sales. Responsive themes like Dawn, Impulse, and Minimal give store owners lightweight foundations that minimize code bloat while maximizing adaptability.
Shopify mobile UX
Shopify excels at thumb-friendly design elements that users can easily reach on mobile devices. Chubbies' accessibility toggle sits perfectly at the top right for one-handed navigation. Allbirds improves mobile search by using clear hint text instead of just a magnifying glass icon. The platform shines in form optimization with address autocomplete, specialized keyboard layouts for different input types, and mobile wallet integration.
Shopify CTA optimization
Smart CTAs power Shopify's impressive conversion rates. The platform promotes distinctive verb-based buttons like "Start a Free Trial" above the fold. Merchants use contrasting colors effectively - Bruvi's orange "Add to Cart" buttons stand out against their site's color scheme. Button size plays a crucial role, with Shopify suggesting a minimum height of 44px for easy tapping.
Slack
Image Source: Slack
Slack's easy-to-use messaging platform reflects a design philosophy that puts human connection first in digital communication. The platform now serves over 750,000 businesses because its design feels more like a tool made for people rather than typical enterprise software.
Slack brand personality
Well-thought-out design choices make Slack stand out in workplace communication. Their brand speaks to users like real people and avoids Silicon Valley buzzwords and jargon. Slack strikes the right balance between character and content so style never overshadows substance. Their illustrations use negative space and depth to create a bold, dimensional look that users recognize instantly. This approach extends to their photos, which include relatable avatars and lifestyle images that connect with users emotionally.
Slack responsive layout
The team rebuilt slack.com with a focus on responsive design that cut CSS payload by nearly 70% in some cases. Their UI framework Spacesuit created reusable components to standardize marketing pages and boost performance. The pricing page loaded 53% faster. The site now combines Flexbox and CSS Grid to adapt naturally across devices. This approach removes extra markup and focuses on semantic HTML.
Slack mobile-first design
Luke Wroblewski's mobile-first method shaped how Slack's design team handled breakpoints. They started with the smallest screen and scaled up. This made them ask key questions - if content seemed extra on mobile, did desktop really need it? Developers and designers worked together to refine layouts. The result? A website that moves naturally between devices while keeping Slack's unique personality, whatever the screen size.
IBM Harmonic State
Image Source: Awwwards
IBM's groundbreaking "Harmonic State" project shows how businesses can present complex AI capabilities through immersive web experiences. The project launch at IBM Think 2021 got an impressive 84% engagement rate—the highest among all sixteen digital experiences at the event.
IBM immersive storytelling
The Harmonic State turns technical AI concepts into a compelling narrative. Business challenges become dissonant tones while successes transform into harmonious ones. Players dive into three distinct client stories: Humana's voice agent for customer service, The Weather Channel's COVID-19 chatbot, and ESPN's fantasy football insights. The game lets players restore harmony by capturing Watson's insights. This represents how AI solutions transform business operations. The project resonated globally and generated 134 requests for follow-up action from visitors in the US, France, and Japan.
IBM interactive visuals
The visual design changes as players advance through each level. The environments first show tension through dissonant elements. These gradually transform into harmonious landscapes as players use Watson's capabilities. Each stage comes with unique game mechanics and soundscapes. The levels become easier to move through—a deliberate choice that shows how Watson's insights create clarity and order. This creative approach earned recognition as an FWA (Favorite Website Awards) site of the day and Awwwards site of the month.
IBM CTA and layout
Strategic call-to-action elements appear throughout the experience. Players see data visualizations of their performance after completing each level. They can then explore the client story further, pick another game, schedule a meeting with an IBM expert, or share their experience on social media. The experience runs on WebGL technology and works smoothly across desktop, mobile, and tablet devices without losing visual quality. This versatility helps reach more users while keeping the immersive storytelling elements that make the experience engaging.
Superlist
Image Source: Toolfolio
Superlist's award-winning website shows how animation plays a vital role in user experience beyond mere decoration. The website design earned Site of the Month honors from Awwwards in April 2021. Their productivity tool connects personal and team management effectively.
Superlist animation use
The website creates a dynamic experience right from the start. Everything moves around you as you browse. Each motion serves a purpose through a balanced mix of hover-triggered and automatic animations. Users interact with WebGL 3D buttons that come with sound effects and text animations that appear letter by letter. These animations do more than look good—they explain Superlist's core concepts without revealing specific product features. The team chose to show their value through motion instead of lengthy text.
Superlist scroll experience
A book opening animation in the hero section shows how Superlist helps users organize their lives. The 3D assets change based on scroll position to tell an engaging story that makes complex ideas simple. The technical team built a custom Houdini tool to optimize performance. This tool removes invisible faces in 3D models, which leads to smaller files and cleaner geometry. The combination of baked-in animations and light texture files keeps scrolling smooth across all devices.
Superlist brand identity
The team spent a year developing Superlist's visual identity. They started by setting brand foundations—the story, mission, purpose, values, personality and voice. The final design shows Superlist as a "fast, flexible, highly customizable general purpose tool" that improves workflows naturally. Designers and developers worked together to perfect layouts and interactions. This teamwork created a unified visual system that strengthens Superlist's position as a productivity tool connecting personal and team management.
OpenAI (ChatGPT)
Image Source: OpenAI
ChatGPT's interface shows how easy access and openness shape modern AI platforms. OpenAI's flagship product has become one of the fastest-growing apps ever, showing how smart design builds user trust and encourages people to participate.
OpenAI dark mode design
ChatGPT's dark mode uses more gray than pure black, which makes it easier on your eyes during long sessions. You can turn it on with just a few clicks. Click your profile icon, go to "Settings," then "General," and pick "Dark" from the theme options. This design choice makes sense - research shows dark screens can reduce eye strain and make text easier to read. Users who want a completely dark look can customize it further through Chrome flags or special browser add-ons.
OpenAI transparency elements
OpenAI builds trust through design that shows their dedication to being open. Their system has active detection tools, ways for users to report issues, and human reviews that watch platform activity. These safety features blend naturally into the main experience. Users know when content gets moderated, which helps them understand how decisions are made. The platform's design also shows where search results come from, giving proper credit and background for information sources.
OpenAI product access flow
The platform keeps things simple - users can get right to work without extra steps. ChatGPT gives you a clean space to talk with minimal distractions. This approach carries over to their mobile version, which works the same way but fits touch screens better. The interface gently points users toward proper use through visual hints and responses.
WealthSimple
Image Source: BetaKit
WealthSimple revolutionizes financial services design through its warm approach in an industry known for coldness. The investment platform excels with a design strategy that puts human connection first. This proves that financial websites can remain sophisticated while being approachable.
WealthSimple visual tone
Traditional financial websites use cold blues and greens, but WealthSimple chooses a warmer color palette with rich yellows and warm reds. This thoughtful decision creates an inviting atmosphere that makes them stand out. Bold and clean typography, combined with generous white space, boosts readability. Orange call-to-action buttons stand out against the neutral background and draw attention to conversion points. The visual approach reflects their mission "trying to build the most human financial services company in the world" without doubt.
WealthSimple layout structure
Clean, uncluttered layout gives content room to breathe. Users can participate through interactive elements, including immediate sliders that show potential investment returns while updating content below. This creates an educational experience that truly immerses users. The company's rebuilt website boosts desktop trading capabilities to match their mobile app's sophistication. Desktop trading becomes "as fast, sophisticated, and complete as it is in our app".
WealthSimple brand differentiation
WealthSimple speaks like a real person, unlike traditional banks' institutional tone. Their communication stays direct, honest, and free of jargon. Young users trust this approach because it matches their language expectations. The design philosophy goes beyond looks to focus on accessibility.
Leica
Image Source: leica-camera.com
German camera maker Leica masterfully combines tradition with breakthroughs in their website designs. Their work stirs deep emotions among photography enthusiasts. The digital presence perfectly mirrors their physical products—timeless, precise, and unmistakably premium.
Leica nostalgic design
Heritage stands at the heart of Leica's design strategy. The brand's iconic "M" rangefinder esthetic runs through their digital presence and creates an emotional bond with photography purists. Black and white colors dominate the site, much like classic film photography. This takes visitors back to a different era while showcasing innovative technology. The nostalgic approach serves as a smart marketing strategy. Leica stands out as a unique brand that charts its own course in camera design.
Leica product storytelling
Rich stories about their 100-year legacy drive the website's success, rather than mere specification lists. The brand explains their limited editions, like the anniversary M11 cameras with their "highly sought-after glossy black paint finish." This creates desire through exclusivity. Stories go beyond products to showcase German craftsmanship and attention to detail in manufacturing. Potential customers become brand enthusiasts who connect with Leica's values before they make a purchase.
Leica user-centric layout
A well-laid-out website sits beneath the nostalgic esthetics. The user-friendly interface features plenty of white space that lets stunning photography shine—exactly what you'd expect from a camera company. Clear product categories make navigation simple for both collectors and practical photographers, despite the premium positioning. The refined experience stays consistent across all devices without losing its visual impact.
Hyer
Image Source: Stuurmen Branding Agency
Hyer's aviation platform shows how a single eye-catching image can boost conversions better than complex design elements. This private flight booking service exemplifies the power of visual simplicity. The design grabs attention and guides users toward booking actions naturally.
Hyer visual storytelling
Hyer engages visitors with a striking illustration that moves smoothly across the screen during scrolling. A sleek private jet glides from left to right, telling a story without overwhelming users. The subtle motion adds visual interest without becoming distracting. Hyer believes visuals should show value without lengthy explanations. Their approach shows how good visual storytelling gets people interested in your homepage while keeping some mystery. Users feel compelled to explore more, which creates an engaging experience beyond the landing page.
Hyer minimalist layout
The website's strength lies in its thoughtful restraint—a perfect example of "less is more" design philosophy. Strategic use of white space prevents visitor overwhelm. This breathing room makes it easier for users to focus while highlighting key elements naturally. Their clean, crisp look matches their transparent, straightforward service model. A perfect balance between form and function creates an easy-to-use experience that appeals to customers at every stage of buying.
Hyer navigation clarity
Beyond first impressions, Hyer masters navigation basics. The site combines two clear CTAs with an easy-to-find navigation bar. This text-based navigation proves that good user guidance doesn't need fancy graphics or complex interfaces. Users find their way around naturally without getting lost. Brands looking for conversion-focused design ideas can learn from Hyer. The most effective approach often turns out to be the simplest one.
Gemnote
Image Source: Gemnote
Gemnote's website sets a new standard in swag management by striking the perfect balance between unique design and practical use. The site looks nothing like typical corporate merchandise platforms, showcasing the same creative energy they bring to branded products for Reddit, Google, and Sephora.
Gemnote esthetic uniqueness
Their clean, user-friendly design points visitors straight to project creation. The site's memorable visual style works beautifully without getting in the way of usability. You won't find this distinctive look anywhere else online. Custom illustrations and smart use of white space create a digital space that shows their dedication to high-quality, brand-aligned merchandise.
Gemnote scroll experience
Pages "unfold" smoothly as you move through the site, creating a natural path that shows exactly where to look next[621]. This thoughtful design keeps a clear visual order that draws eyes toward key action points. A scrolling banner of customer logos builds trust as visitors explore the site. The smooth scrolling adds style without slowing down performance.
Gemnote conversion flow
Starting a merchandise project takes just minutes - simplicity at its best. Product examples appear throughout the site to show clients exactly what their items will look like. The website reflects their service approach perfectly. From curated decks and mockups to ensuring client approval before production, Gemnote turns complex processes into simple steps.
Conclusion
Your business's online success depends heavily on website design. These 15 examples show how smart design choices boost conversion rates and user engagement. Good design does more than look pretty—it guides visitors to take action while building trust and showing value.
ClickUp's structured hierarchy makes its productivity tools accessible. Airbnb excels at building trust elements that help users feel safe about staying in strangers' homes. Dropbox shows how minimal design can work well, especially with well-placed CTAs.
Mobile optimization stands out as crucial for website success. Shopify uses responsive design and thumb-friendly elements because most people browse on their phones. Slack takes a mobile-first approach that makes us think about what content really matters on all platforms.
The best insight from these examples shows how unique brand personality leads to more conversions. Wealthsimple brings warmth to financial services and Leica uses nostalgic design to create memorable experiences. Websites with a human touch perform better than corporate-feeling ones.
75% of people judge a business’s credibility purely on its website. That means long before anyone interacts with your product or signs up for a demo, they’re already making decisions about whether they can trust you. In today’s hyper-competitive market, a polished website isn’t just nice to have—it’s a critical business tool.
The best websites don’t just look attractive; they guide users toward the next step, build confidence in the brand, and clearly show what problem they solve. A great homepage feels like a handshake—it should be welcoming, professional, and reassuring. With the right mix of visual design, messaging, and user experience, even small businesses can create websites that convert at enterprise-level.
Let’s walk through 15 examples where design goes beyond aesthetics and actually drives measurable growth. These examples use bold headlines, intuitive navigation, purposeful visuals, and persuasive calls to action to turn visitors into paying customers.
Why Website Design Matters in 2025
Image Source: Emerge Digital
Website design today isn’t just about looks—it’s survival. In 2025, most interactions happen online, so your site is your business. A strong design impacts leads, trust, and revenue.
First impressions happen fast—about 50 milliseconds. Nearly all are based on design, not text. If your site looks dated or cluttered, people leave. Clean, simple layouts and balanced visuals make users feel confident to stay and explore.
The SaaS world is growing rapidly, with AI shaping design workflows. Most designers now use AI tools, and clients expect personalized experiences. A generic website feels outdated, while tailored design builds engagement.
The essentials that matter most are clarity, visuals, structure, simplicity, and speed. A site that loads in one second converts far better than one that drags. Great design today means simple navigation, useful content, easy readability, and smooth performance all working together.
Common Website Design Mistakes to Avoid
Image Source: Blogs Web Marlins
Even great-looking sites can tank conversions if the basics slip. Here are the five biggest killers—and what to do instead:
Cluttered layouts → Overwhelm visitors. Show less above the fold, use generous white space, one clear message per section.
Skipping data → Guesswork misses clicks. Use heatmaps/session replays to find “dead zones,” move CTAs, simplify nav.
Heavy motion & slow loads → Cool but costly. Cap animations, compress assets, aim for sub-3s mobile load times.
No differentiation → Looks like everyone else. Lead with unique value, sharp positioning, and proof (logos, case results).
Vague CTAs → No next step. One primary action per page, strong contrast, and repeat CTAs where intent peaks.
ClickUp
Image Source: ClickUp
ClickUp's shows how good design naturally boosts user adoption and satisfaction. The platform stands out with excellent website design that blends visual appeal and powerful features to deliver real business results.productivity platform
ClickUp design highlights
The platform uses a unique hierarchy system to organize work into logical levels. Users can create the perfect framework that grows with their needs. Clean layouts with plenty of white space make the complex features more accessible. The Everything view gives users a complete bird's-eye view of all tasks they can filter and sort based on their needs.
Unlike its competitors who patch new features together, ClickUp naturally integrates new capabilities. A consistent color scheme, typography, and visual elements run throughout the platform. This builds user trust and makes everything easier to process.
ClickUp user experience
The platform's reliable collaboration features make it shine. Team members can comment on tasks, share links, add attachments, and turn comments into action items. Live chat lets people talk to teammates without switching apps.
Users can customize almost everything - from 35+ ClickApps for task management to 50+ automation actions that make routine work easier. Learning all these features takes time, but people who become skilled at using the system see huge productivity gains.
ClickUp conversion strategy
ClickUp's website converts users by highlighting a 52-day annual productivity saving. The platform achieves this through visual dashboards, goal-tracking, AI (ClickUp Brain) for content suggestions, and custom templates. These features combine ease of use with rich functionality, attracting and retaining users with measurable efficiency gains. SaaS companies can emulate ClickUp's balanced website design.
Airbnb
Image Source: Medium
Airbnb's platform success shows how smart design can turn visitors into paying customers. The company's design choices help people overcome their natural hesitation about staying in a stranger's home.
Airbnb homepage design
Airbnb's homepage makes your next step crystal clear. A clean, minimalist design puts the search function at the center, which helps users focus on finding their next stay. The uncluttered layout with plenty of white space and stunning images builds instant credibility.
The platform maintains its brand identity through signature colors, fonts, and logo across all pages. This consistent look helps build recognition and trust. High-quality destination photos do more than showcase properties - they spark dreams of travel and create emotional connections with potential stays.
Airbnb user flow
The platform makes booking simple so users complete their reservations. Quick sign-up options through Google, Facebook, or Apple accounts reduce effort, while clear buttons guide users at each step. Regular customers benefit from saved details that make future bookings quick and easy.
Airbnb breaks down the booking process into smaller, manageable steps. They use to separate guest details, payment, and verification. This approach, combined with instant booking markers showing immediate availability, makes the process less overwhelming.progressive disclosure forms
Airbnb trust-building elements
Trust sits at the heart of Airbnb's business model, so their design actively tackles our natural wariness of strangers. Users see three key right away: reviews from similar guests, real host photos, and overall ratings.trust signals
The platform cleverly shows how long reviewers have been active. Seeing "This person has been using Airbnb since 2018" builds immediate trust. Research shows that trust levels stay low with just 1-3 reviews, but jump sharply once hosts reach 10 reviews.
Airbnb's thoughtful design turns what could feel risky - sleeping in someone else's home - into something normal and appealing. This transformation drives their impressive booking rates.
Dropbox
Image Source: toption.org
Simplicity speaks volumes in web design, and Dropbox proves this with a website that converts through strategic minimalism. Dropbox's remarkable growth has reached over 700 million registered users today (from just 100,000 in 2007), thanks in part to its carefully crafted user interface.
Dropbox visual design
Dropbox welcomes a "less is more" philosophy that perfectly complements its cloud storage service. The brand's identity incorporates elements from their typeface, Sharp Grotesk, and uses a distinctive mix of round and square corners for icons and visual elements. This creates a uniquely recognizable esthetic while maintaining visual harmony.
The interface skips flashy elements and chooses subtle design touches that let functionality take center stage. This approach makes sense for a service that focuses on simplicity and support. A clean interface reduces distractions and allows users to focus on their main task—managing files.
Dropbox CTA placement
Dropbox's conversion success comes from smart CTA placement. The team positions CTAs prominently using their logo's blue, which creates an automatic mental connection between the brand and action. This visual consistency builds trust and guides users toward conversion.
Dropbox's A/B testing showed interesting results: "Find your plan" performed better than "Start for free" as a CTA. The latter might generate more initial clicks, but the former sets proper expectations and potentially pushes users toward immediate purchase rather than starting with a free trial—crucial since Dropbox's trial conversion rate sits at only 2.4%.
Dropbox layout simplicity
A clean, uncluttered layout creates breathing room around key elements, making the interface user-friendly and reducing cognitive load. This simplicity lets CTAs stand out naturally "so that only a blind wombat won't be able to figure out what it means".
Dropbox's user-focused design extends to their collaboration features. The organization creates well-laid-out folders and subfolders for brand elements that enable teams to work together efficiently. Their immediate collaboration tools aid simultaneous review and refinement, ensuring all stakeholders can contribute effectively without confusion.
Freshbooks
Image Source: FreshBooks
Clarity and availability go hand in hand with conversion rates. Freshbooks proves this through its well-designed accounting platform. The company stands among the top cloud-based accounting solutions for small businesses and freelancers. Their straightforward design shows how good design leads to better user experience.
Freshbooks homepage clarity
The homepage delivers value through a minimalist approach. A simple beige background with smart use of white space prevents visual clutter. This helps visitors focus on what truly matters. The color contrast really works - blue and green CTA buttons stand out against the neutral background and draw eyes to key actions.
Freshbooks keeps their copy short but meaningful. Their main headline "Accounting software that makes the hard part easy" tells you exactly what they do. They build trust quickly with statements like "Customers and experts recommend FreshBooks" without overwhelming their visitors.
Freshbooks navigation structure
The navigation shines with well-organized sections and clear menu labels. We organized options under user-friendly categories like "Tools to support your type of business." This makes it easy for visitors to find solutions that match their needs. Their approach shows they understand what different users want.
Users can reach any function with just two mouse clicks. Their mobile app takes this smooth experience further. Busy entrepreneurs can manage finances on their smartphones or tablets. This flexibility gives users full control of their business finances from anywhere.
Freshbooks accessibility features
Freshbooks shows a real dedication to inclusivity. Their accessibility pledge aims to "provide services in a way that respects the dignity and independence of people with disabilities". They back this up with a complete accessibility plan.
The team follows WCAG guidelines. They started with Level A compliance and plan to reach Level AA standards. This means they check and update content for accessibility, offer accessible formats when asked, and think about accessibility in their hiring.
Freshbooks combines visual clarity with inclusive design principles. This creates a welcoming experience for all users while making complex accounting tasks simple. It shows how smart design choices improve usability and boost conversions.
Shopify
Image Source: Shopify
Shopify guides the way in mobile-optimized ecommerce, showing how 58% of global web traffic now comes from smartphones and tablets. Their platform proves that responsive design directly converts to higher sales.
Shopify responsive design
Shopify themes automatically adapt to different screen sizes and create smooth experiences on all devices. The platform goes beyond simple responsiveness and adopts a mobile-first approach. Merchants can preview mobile layouts before desktop versions during design. This focus makes sense since mobile transactions now make up 60% of global digital sales. Responsive themes like Dawn, Impulse, and Minimal give store owners lightweight foundations that minimize code bloat while maximizing adaptability.
Shopify mobile UX
Shopify excels at thumb-friendly design elements that users can easily reach on mobile devices. Chubbies' accessibility toggle sits perfectly at the top right for one-handed navigation. Allbirds improves mobile search by using clear hint text instead of just a magnifying glass icon. The platform shines in form optimization with address autocomplete, specialized keyboard layouts for different input types, and mobile wallet integration.
Shopify CTA optimization
Smart CTAs power Shopify's impressive conversion rates. The platform promotes distinctive verb-based buttons like "Start a Free Trial" above the fold. Merchants use contrasting colors effectively - Bruvi's orange "Add to Cart" buttons stand out against their site's color scheme. Button size plays a crucial role, with Shopify suggesting a minimum height of 44px for easy tapping.
Slack
Image Source: Slack
Slack's easy-to-use messaging platform reflects a design philosophy that puts human connection first in digital communication. The platform now serves over 750,000 businesses because its design feels more like a tool made for people rather than typical enterprise software.
Slack brand personality
Well-thought-out design choices make Slack stand out in workplace communication. Their brand speaks to users like real people and avoids Silicon Valley buzzwords and jargon. Slack strikes the right balance between character and content so style never overshadows substance. Their illustrations use negative space and depth to create a bold, dimensional look that users recognize instantly. This approach extends to their photos, which include relatable avatars and lifestyle images that connect with users emotionally.
Slack responsive layout
The team rebuilt slack.com with a focus on responsive design that cut CSS payload by nearly 70% in some cases. Their UI framework Spacesuit created reusable components to standardize marketing pages and boost performance. The pricing page loaded 53% faster. The site now combines Flexbox and CSS Grid to adapt naturally across devices. This approach removes extra markup and focuses on semantic HTML.
Slack mobile-first design
Luke Wroblewski's mobile-first method shaped how Slack's design team handled breakpoints. They started with the smallest screen and scaled up. This made them ask key questions - if content seemed extra on mobile, did desktop really need it? Developers and designers worked together to refine layouts. The result? A website that moves naturally between devices while keeping Slack's unique personality, whatever the screen size.
IBM Harmonic State
Image Source: Awwwards
IBM's groundbreaking "Harmonic State" project shows how businesses can present complex AI capabilities through immersive web experiences. The project launch at IBM Think 2021 got an impressive 84% engagement rate—the highest among all sixteen digital experiences at the event.
IBM immersive storytelling
The Harmonic State turns technical AI concepts into a compelling narrative. Business challenges become dissonant tones while successes transform into harmonious ones. Players dive into three distinct client stories: Humana's voice agent for customer service, The Weather Channel's COVID-19 chatbot, and ESPN's fantasy football insights. The game lets players restore harmony by capturing Watson's insights. This represents how AI solutions transform business operations. The project resonated globally and generated 134 requests for follow-up action from visitors in the US, France, and Japan.
IBM interactive visuals
The visual design changes as players advance through each level. The environments first show tension through dissonant elements. These gradually transform into harmonious landscapes as players use Watson's capabilities. Each stage comes with unique game mechanics and soundscapes. The levels become easier to move through—a deliberate choice that shows how Watson's insights create clarity and order. This creative approach earned recognition as an FWA (Favorite Website Awards) site of the day and Awwwards site of the month.
IBM CTA and layout
Strategic call-to-action elements appear throughout the experience. Players see data visualizations of their performance after completing each level. They can then explore the client story further, pick another game, schedule a meeting with an IBM expert, or share their experience on social media. The experience runs on WebGL technology and works smoothly across desktop, mobile, and tablet devices without losing visual quality. This versatility helps reach more users while keeping the immersive storytelling elements that make the experience engaging.
Superlist
Image Source: Toolfolio
Superlist's award-winning website shows how animation plays a vital role in user experience beyond mere decoration. The website design earned Site of the Month honors from Awwwards in April 2021. Their productivity tool connects personal and team management effectively.
Superlist animation use
The website creates a dynamic experience right from the start. Everything moves around you as you browse. Each motion serves a purpose through a balanced mix of hover-triggered and automatic animations. Users interact with WebGL 3D buttons that come with sound effects and text animations that appear letter by letter. These animations do more than look good—they explain Superlist's core concepts without revealing specific product features. The team chose to show their value through motion instead of lengthy text.
Superlist scroll experience
A book opening animation in the hero section shows how Superlist helps users organize their lives. The 3D assets change based on scroll position to tell an engaging story that makes complex ideas simple. The technical team built a custom Houdini tool to optimize performance. This tool removes invisible faces in 3D models, which leads to smaller files and cleaner geometry. The combination of baked-in animations and light texture files keeps scrolling smooth across all devices.
Superlist brand identity
The team spent a year developing Superlist's visual identity. They started by setting brand foundations—the story, mission, purpose, values, personality and voice. The final design shows Superlist as a "fast, flexible, highly customizable general purpose tool" that improves workflows naturally. Designers and developers worked together to perfect layouts and interactions. This teamwork created a unified visual system that strengthens Superlist's position as a productivity tool connecting personal and team management.
OpenAI (ChatGPT)
Image Source: OpenAI
ChatGPT's interface shows how easy access and openness shape modern AI platforms. OpenAI's flagship product has become one of the fastest-growing apps ever, showing how smart design builds user trust and encourages people to participate.
OpenAI dark mode design
ChatGPT's dark mode uses more gray than pure black, which makes it easier on your eyes during long sessions. You can turn it on with just a few clicks. Click your profile icon, go to "Settings," then "General," and pick "Dark" from the theme options. This design choice makes sense - research shows dark screens can reduce eye strain and make text easier to read. Users who want a completely dark look can customize it further through Chrome flags or special browser add-ons.
OpenAI transparency elements
OpenAI builds trust through design that shows their dedication to being open. Their system has active detection tools, ways for users to report issues, and human reviews that watch platform activity. These safety features blend naturally into the main experience. Users know when content gets moderated, which helps them understand how decisions are made. The platform's design also shows where search results come from, giving proper credit and background for information sources.
OpenAI product access flow
The platform keeps things simple - users can get right to work without extra steps. ChatGPT gives you a clean space to talk with minimal distractions. This approach carries over to their mobile version, which works the same way but fits touch screens better. The interface gently points users toward proper use through visual hints and responses.
WealthSimple
Image Source: BetaKit
WealthSimple revolutionizes financial services design through its warm approach in an industry known for coldness. The investment platform excels with a design strategy that puts human connection first. This proves that financial websites can remain sophisticated while being approachable.
WealthSimple visual tone
Traditional financial websites use cold blues and greens, but WealthSimple chooses a warmer color palette with rich yellows and warm reds. This thoughtful decision creates an inviting atmosphere that makes them stand out. Bold and clean typography, combined with generous white space, boosts readability. Orange call-to-action buttons stand out against the neutral background and draw attention to conversion points. The visual approach reflects their mission "trying to build the most human financial services company in the world" without doubt.
WealthSimple layout structure
Clean, uncluttered layout gives content room to breathe. Users can participate through interactive elements, including immediate sliders that show potential investment returns while updating content below. This creates an educational experience that truly immerses users. The company's rebuilt website boosts desktop trading capabilities to match their mobile app's sophistication. Desktop trading becomes "as fast, sophisticated, and complete as it is in our app".
WealthSimple brand differentiation
WealthSimple speaks like a real person, unlike traditional banks' institutional tone. Their communication stays direct, honest, and free of jargon. Young users trust this approach because it matches their language expectations. The design philosophy goes beyond looks to focus on accessibility.
Leica
Image Source: leica-camera.com
German camera maker Leica masterfully combines tradition with breakthroughs in their website designs. Their work stirs deep emotions among photography enthusiasts. The digital presence perfectly mirrors their physical products—timeless, precise, and unmistakably premium.
Leica nostalgic design
Heritage stands at the heart of Leica's design strategy. The brand's iconic "M" rangefinder esthetic runs through their digital presence and creates an emotional bond with photography purists. Black and white colors dominate the site, much like classic film photography. This takes visitors back to a different era while showcasing innovative technology. The nostalgic approach serves as a smart marketing strategy. Leica stands out as a unique brand that charts its own course in camera design.
Leica product storytelling
Rich stories about their 100-year legacy drive the website's success, rather than mere specification lists. The brand explains their limited editions, like the anniversary M11 cameras with their "highly sought-after glossy black paint finish." This creates desire through exclusivity. Stories go beyond products to showcase German craftsmanship and attention to detail in manufacturing. Potential customers become brand enthusiasts who connect with Leica's values before they make a purchase.
Leica user-centric layout
A well-laid-out website sits beneath the nostalgic esthetics. The user-friendly interface features plenty of white space that lets stunning photography shine—exactly what you'd expect from a camera company. Clear product categories make navigation simple for both collectors and practical photographers, despite the premium positioning. The refined experience stays consistent across all devices without losing its visual impact.
Hyer
Image Source: Stuurmen Branding Agency
Hyer's aviation platform shows how a single eye-catching image can boost conversions better than complex design elements. This private flight booking service exemplifies the power of visual simplicity. The design grabs attention and guides users toward booking actions naturally.
Hyer visual storytelling
Hyer engages visitors with a striking illustration that moves smoothly across the screen during scrolling. A sleek private jet glides from left to right, telling a story without overwhelming users. The subtle motion adds visual interest without becoming distracting. Hyer believes visuals should show value without lengthy explanations. Their approach shows how good visual storytelling gets people interested in your homepage while keeping some mystery. Users feel compelled to explore more, which creates an engaging experience beyond the landing page.
Hyer minimalist layout
The website's strength lies in its thoughtful restraint—a perfect example of "less is more" design philosophy. Strategic use of white space prevents visitor overwhelm. This breathing room makes it easier for users to focus while highlighting key elements naturally. Their clean, crisp look matches their transparent, straightforward service model. A perfect balance between form and function creates an easy-to-use experience that appeals to customers at every stage of buying.
Hyer navigation clarity
Beyond first impressions, Hyer masters navigation basics. The site combines two clear CTAs with an easy-to-find navigation bar. This text-based navigation proves that good user guidance doesn't need fancy graphics or complex interfaces. Users find their way around naturally without getting lost. Brands looking for conversion-focused design ideas can learn from Hyer. The most effective approach often turns out to be the simplest one.
Gemnote
Image Source: Gemnote
Gemnote's website sets a new standard in swag management by striking the perfect balance between unique design and practical use. The site looks nothing like typical corporate merchandise platforms, showcasing the same creative energy they bring to branded products for Reddit, Google, and Sephora.
Gemnote esthetic uniqueness
Their clean, user-friendly design points visitors straight to project creation. The site's memorable visual style works beautifully without getting in the way of usability. You won't find this distinctive look anywhere else online. Custom illustrations and smart use of white space create a digital space that shows their dedication to high-quality, brand-aligned merchandise.
Gemnote scroll experience
Pages "unfold" smoothly as you move through the site, creating a natural path that shows exactly where to look next[621]. This thoughtful design keeps a clear visual order that draws eyes toward key action points. A scrolling banner of customer logos builds trust as visitors explore the site. The smooth scrolling adds style without slowing down performance.
Gemnote conversion flow
Starting a merchandise project takes just minutes - simplicity at its best. Product examples appear throughout the site to show clients exactly what their items will look like. The website reflects their service approach perfectly. From curated decks and mockups to ensuring client approval before production, Gemnote turns complex processes into simple steps.
Conclusion
Your business's online success depends heavily on website design. These 15 examples show how smart design choices boost conversion rates and user engagement. Good design does more than look pretty—it guides visitors to take action while building trust and showing value.
ClickUp's structured hierarchy makes its productivity tools accessible. Airbnb excels at building trust elements that help users feel safe about staying in strangers' homes. Dropbox shows how minimal design can work well, especially with well-placed CTAs.
Mobile optimization stands out as crucial for website success. Shopify uses responsive design and thumb-friendly elements because most people browse on their phones. Slack takes a mobile-first approach that makes us think about what content really matters on all platforms.
The best insight from these examples shows how unique brand personality leads to more conversions. Wealthsimple brings warmth to financial services and Leica uses nostalgic design to create memorable experiences. Websites with a human touch perform better than corporate-feeling ones.
75% of people judge a business’s credibility purely on its website. That means long before anyone interacts with your product or signs up for a demo, they’re already making decisions about whether they can trust you. In today’s hyper-competitive market, a polished website isn’t just nice to have—it’s a critical business tool.
The best websites don’t just look attractive; they guide users toward the next step, build confidence in the brand, and clearly show what problem they solve. A great homepage feels like a handshake—it should be welcoming, professional, and reassuring. With the right mix of visual design, messaging, and user experience, even small businesses can create websites that convert at enterprise-level.
Let’s walk through 15 examples where design goes beyond aesthetics and actually drives measurable growth. These examples use bold headlines, intuitive navigation, purposeful visuals, and persuasive calls to action to turn visitors into paying customers.
Why Website Design Matters in 2025
Image Source: Emerge Digital
Website design today isn’t just about looks—it’s survival. In 2025, most interactions happen online, so your site is your business. A strong design impacts leads, trust, and revenue.
First impressions happen fast—about 50 milliseconds. Nearly all are based on design, not text. If your site looks dated or cluttered, people leave. Clean, simple layouts and balanced visuals make users feel confident to stay and explore.
The SaaS world is growing rapidly, with AI shaping design workflows. Most designers now use AI tools, and clients expect personalized experiences. A generic website feels outdated, while tailored design builds engagement.
The essentials that matter most are clarity, visuals, structure, simplicity, and speed. A site that loads in one second converts far better than one that drags. Great design today means simple navigation, useful content, easy readability, and smooth performance all working together.
Common Website Design Mistakes to Avoid
Image Source: Blogs Web Marlins
Even great-looking sites can tank conversions if the basics slip. Here are the five biggest killers—and what to do instead:
Cluttered layouts → Overwhelm visitors. Show less above the fold, use generous white space, one clear message per section.
Skipping data → Guesswork misses clicks. Use heatmaps/session replays to find “dead zones,” move CTAs, simplify nav.
Heavy motion & slow loads → Cool but costly. Cap animations, compress assets, aim for sub-3s mobile load times.
No differentiation → Looks like everyone else. Lead with unique value, sharp positioning, and proof (logos, case results).
Vague CTAs → No next step. One primary action per page, strong contrast, and repeat CTAs where intent peaks.
ClickUp
Image Source: ClickUp
ClickUp's shows how good design naturally boosts user adoption and satisfaction. The platform stands out with excellent website design that blends visual appeal and powerful features to deliver real business results.productivity platform
ClickUp design highlights
The platform uses a unique hierarchy system to organize work into logical levels. Users can create the perfect framework that grows with their needs. Clean layouts with plenty of white space make the complex features more accessible. The Everything view gives users a complete bird's-eye view of all tasks they can filter and sort based on their needs.
Unlike its competitors who patch new features together, ClickUp naturally integrates new capabilities. A consistent color scheme, typography, and visual elements run throughout the platform. This builds user trust and makes everything easier to process.
ClickUp user experience
The platform's reliable collaboration features make it shine. Team members can comment on tasks, share links, add attachments, and turn comments into action items. Live chat lets people talk to teammates without switching apps.
Users can customize almost everything - from 35+ ClickApps for task management to 50+ automation actions that make routine work easier. Learning all these features takes time, but people who become skilled at using the system see huge productivity gains.
ClickUp conversion strategy
ClickUp's website converts users by highlighting a 52-day annual productivity saving. The platform achieves this through visual dashboards, goal-tracking, AI (ClickUp Brain) for content suggestions, and custom templates. These features combine ease of use with rich functionality, attracting and retaining users with measurable efficiency gains. SaaS companies can emulate ClickUp's balanced website design.
Airbnb
Image Source: Medium
Airbnb's platform success shows how smart design can turn visitors into paying customers. The company's design choices help people overcome their natural hesitation about staying in a stranger's home.
Airbnb homepage design
Airbnb's homepage makes your next step crystal clear. A clean, minimalist design puts the search function at the center, which helps users focus on finding their next stay. The uncluttered layout with plenty of white space and stunning images builds instant credibility.
The platform maintains its brand identity through signature colors, fonts, and logo across all pages. This consistent look helps build recognition and trust. High-quality destination photos do more than showcase properties - they spark dreams of travel and create emotional connections with potential stays.
Airbnb user flow
The platform makes booking simple so users complete their reservations. Quick sign-up options through Google, Facebook, or Apple accounts reduce effort, while clear buttons guide users at each step. Regular customers benefit from saved details that make future bookings quick and easy.
Airbnb breaks down the booking process into smaller, manageable steps. They use to separate guest details, payment, and verification. This approach, combined with instant booking markers showing immediate availability, makes the process less overwhelming.progressive disclosure forms
Airbnb trust-building elements
Trust sits at the heart of Airbnb's business model, so their design actively tackles our natural wariness of strangers. Users see three key right away: reviews from similar guests, real host photos, and overall ratings.trust signals
The platform cleverly shows how long reviewers have been active. Seeing "This person has been using Airbnb since 2018" builds immediate trust. Research shows that trust levels stay low with just 1-3 reviews, but jump sharply once hosts reach 10 reviews.
Airbnb's thoughtful design turns what could feel risky - sleeping in someone else's home - into something normal and appealing. This transformation drives their impressive booking rates.
Dropbox
Image Source: toption.org
Simplicity speaks volumes in web design, and Dropbox proves this with a website that converts through strategic minimalism. Dropbox's remarkable growth has reached over 700 million registered users today (from just 100,000 in 2007), thanks in part to its carefully crafted user interface.
Dropbox visual design
Dropbox welcomes a "less is more" philosophy that perfectly complements its cloud storage service. The brand's identity incorporates elements from their typeface, Sharp Grotesk, and uses a distinctive mix of round and square corners for icons and visual elements. This creates a uniquely recognizable esthetic while maintaining visual harmony.
The interface skips flashy elements and chooses subtle design touches that let functionality take center stage. This approach makes sense for a service that focuses on simplicity and support. A clean interface reduces distractions and allows users to focus on their main task—managing files.
Dropbox CTA placement
Dropbox's conversion success comes from smart CTA placement. The team positions CTAs prominently using their logo's blue, which creates an automatic mental connection between the brand and action. This visual consistency builds trust and guides users toward conversion.
Dropbox's A/B testing showed interesting results: "Find your plan" performed better than "Start for free" as a CTA. The latter might generate more initial clicks, but the former sets proper expectations and potentially pushes users toward immediate purchase rather than starting with a free trial—crucial since Dropbox's trial conversion rate sits at only 2.4%.
Dropbox layout simplicity
A clean, uncluttered layout creates breathing room around key elements, making the interface user-friendly and reducing cognitive load. This simplicity lets CTAs stand out naturally "so that only a blind wombat won't be able to figure out what it means".
Dropbox's user-focused design extends to their collaboration features. The organization creates well-laid-out folders and subfolders for brand elements that enable teams to work together efficiently. Their immediate collaboration tools aid simultaneous review and refinement, ensuring all stakeholders can contribute effectively without confusion.
Freshbooks
Image Source: FreshBooks
Clarity and availability go hand in hand with conversion rates. Freshbooks proves this through its well-designed accounting platform. The company stands among the top cloud-based accounting solutions for small businesses and freelancers. Their straightforward design shows how good design leads to better user experience.
Freshbooks homepage clarity
The homepage delivers value through a minimalist approach. A simple beige background with smart use of white space prevents visual clutter. This helps visitors focus on what truly matters. The color contrast really works - blue and green CTA buttons stand out against the neutral background and draw eyes to key actions.
Freshbooks keeps their copy short but meaningful. Their main headline "Accounting software that makes the hard part easy" tells you exactly what they do. They build trust quickly with statements like "Customers and experts recommend FreshBooks" without overwhelming their visitors.
Freshbooks navigation structure
The navigation shines with well-organized sections and clear menu labels. We organized options under user-friendly categories like "Tools to support your type of business." This makes it easy for visitors to find solutions that match their needs. Their approach shows they understand what different users want.
Users can reach any function with just two mouse clicks. Their mobile app takes this smooth experience further. Busy entrepreneurs can manage finances on their smartphones or tablets. This flexibility gives users full control of their business finances from anywhere.
Freshbooks accessibility features
Freshbooks shows a real dedication to inclusivity. Their accessibility pledge aims to "provide services in a way that respects the dignity and independence of people with disabilities". They back this up with a complete accessibility plan.
The team follows WCAG guidelines. They started with Level A compliance and plan to reach Level AA standards. This means they check and update content for accessibility, offer accessible formats when asked, and think about accessibility in their hiring.
Freshbooks combines visual clarity with inclusive design principles. This creates a welcoming experience for all users while making complex accounting tasks simple. It shows how smart design choices improve usability and boost conversions.
Shopify
Image Source: Shopify
Shopify guides the way in mobile-optimized ecommerce, showing how 58% of global web traffic now comes from smartphones and tablets. Their platform proves that responsive design directly converts to higher sales.
Shopify responsive design
Shopify themes automatically adapt to different screen sizes and create smooth experiences on all devices. The platform goes beyond simple responsiveness and adopts a mobile-first approach. Merchants can preview mobile layouts before desktop versions during design. This focus makes sense since mobile transactions now make up 60% of global digital sales. Responsive themes like Dawn, Impulse, and Minimal give store owners lightweight foundations that minimize code bloat while maximizing adaptability.
Shopify mobile UX
Shopify excels at thumb-friendly design elements that users can easily reach on mobile devices. Chubbies' accessibility toggle sits perfectly at the top right for one-handed navigation. Allbirds improves mobile search by using clear hint text instead of just a magnifying glass icon. The platform shines in form optimization with address autocomplete, specialized keyboard layouts for different input types, and mobile wallet integration.
Shopify CTA optimization
Smart CTAs power Shopify's impressive conversion rates. The platform promotes distinctive verb-based buttons like "Start a Free Trial" above the fold. Merchants use contrasting colors effectively - Bruvi's orange "Add to Cart" buttons stand out against their site's color scheme. Button size plays a crucial role, with Shopify suggesting a minimum height of 44px for easy tapping.
Slack
Image Source: Slack
Slack's easy-to-use messaging platform reflects a design philosophy that puts human connection first in digital communication. The platform now serves over 750,000 businesses because its design feels more like a tool made for people rather than typical enterprise software.
Slack brand personality
Well-thought-out design choices make Slack stand out in workplace communication. Their brand speaks to users like real people and avoids Silicon Valley buzzwords and jargon. Slack strikes the right balance between character and content so style never overshadows substance. Their illustrations use negative space and depth to create a bold, dimensional look that users recognize instantly. This approach extends to their photos, which include relatable avatars and lifestyle images that connect with users emotionally.
Slack responsive layout
The team rebuilt slack.com with a focus on responsive design that cut CSS payload by nearly 70% in some cases. Their UI framework Spacesuit created reusable components to standardize marketing pages and boost performance. The pricing page loaded 53% faster. The site now combines Flexbox and CSS Grid to adapt naturally across devices. This approach removes extra markup and focuses on semantic HTML.
Slack mobile-first design
Luke Wroblewski's mobile-first method shaped how Slack's design team handled breakpoints. They started with the smallest screen and scaled up. This made them ask key questions - if content seemed extra on mobile, did desktop really need it? Developers and designers worked together to refine layouts. The result? A website that moves naturally between devices while keeping Slack's unique personality, whatever the screen size.
IBM Harmonic State
Image Source: Awwwards
IBM's groundbreaking "Harmonic State" project shows how businesses can present complex AI capabilities through immersive web experiences. The project launch at IBM Think 2021 got an impressive 84% engagement rate—the highest among all sixteen digital experiences at the event.
IBM immersive storytelling
The Harmonic State turns technical AI concepts into a compelling narrative. Business challenges become dissonant tones while successes transform into harmonious ones. Players dive into three distinct client stories: Humana's voice agent for customer service, The Weather Channel's COVID-19 chatbot, and ESPN's fantasy football insights. The game lets players restore harmony by capturing Watson's insights. This represents how AI solutions transform business operations. The project resonated globally and generated 134 requests for follow-up action from visitors in the US, France, and Japan.
IBM interactive visuals
The visual design changes as players advance through each level. The environments first show tension through dissonant elements. These gradually transform into harmonious landscapes as players use Watson's capabilities. Each stage comes with unique game mechanics and soundscapes. The levels become easier to move through—a deliberate choice that shows how Watson's insights create clarity and order. This creative approach earned recognition as an FWA (Favorite Website Awards) site of the day and Awwwards site of the month.
IBM CTA and layout
Strategic call-to-action elements appear throughout the experience. Players see data visualizations of their performance after completing each level. They can then explore the client story further, pick another game, schedule a meeting with an IBM expert, or share their experience on social media. The experience runs on WebGL technology and works smoothly across desktop, mobile, and tablet devices without losing visual quality. This versatility helps reach more users while keeping the immersive storytelling elements that make the experience engaging.
Superlist
Image Source: Toolfolio
Superlist's award-winning website shows how animation plays a vital role in user experience beyond mere decoration. The website design earned Site of the Month honors from Awwwards in April 2021. Their productivity tool connects personal and team management effectively.
Superlist animation use
The website creates a dynamic experience right from the start. Everything moves around you as you browse. Each motion serves a purpose through a balanced mix of hover-triggered and automatic animations. Users interact with WebGL 3D buttons that come with sound effects and text animations that appear letter by letter. These animations do more than look good—they explain Superlist's core concepts without revealing specific product features. The team chose to show their value through motion instead of lengthy text.
Superlist scroll experience
A book opening animation in the hero section shows how Superlist helps users organize their lives. The 3D assets change based on scroll position to tell an engaging story that makes complex ideas simple. The technical team built a custom Houdini tool to optimize performance. This tool removes invisible faces in 3D models, which leads to smaller files and cleaner geometry. The combination of baked-in animations and light texture files keeps scrolling smooth across all devices.
Superlist brand identity
The team spent a year developing Superlist's visual identity. They started by setting brand foundations—the story, mission, purpose, values, personality and voice. The final design shows Superlist as a "fast, flexible, highly customizable general purpose tool" that improves workflows naturally. Designers and developers worked together to perfect layouts and interactions. This teamwork created a unified visual system that strengthens Superlist's position as a productivity tool connecting personal and team management.
OpenAI (ChatGPT)
Image Source: OpenAI
ChatGPT's interface shows how easy access and openness shape modern AI platforms. OpenAI's flagship product has become one of the fastest-growing apps ever, showing how smart design builds user trust and encourages people to participate.
OpenAI dark mode design
ChatGPT's dark mode uses more gray than pure black, which makes it easier on your eyes during long sessions. You can turn it on with just a few clicks. Click your profile icon, go to "Settings," then "General," and pick "Dark" from the theme options. This design choice makes sense - research shows dark screens can reduce eye strain and make text easier to read. Users who want a completely dark look can customize it further through Chrome flags or special browser add-ons.
OpenAI transparency elements
OpenAI builds trust through design that shows their dedication to being open. Their system has active detection tools, ways for users to report issues, and human reviews that watch platform activity. These safety features blend naturally into the main experience. Users know when content gets moderated, which helps them understand how decisions are made. The platform's design also shows where search results come from, giving proper credit and background for information sources.
OpenAI product access flow
The platform keeps things simple - users can get right to work without extra steps. ChatGPT gives you a clean space to talk with minimal distractions. This approach carries over to their mobile version, which works the same way but fits touch screens better. The interface gently points users toward proper use through visual hints and responses.
WealthSimple
Image Source: BetaKit
WealthSimple revolutionizes financial services design through its warm approach in an industry known for coldness. The investment platform excels with a design strategy that puts human connection first. This proves that financial websites can remain sophisticated while being approachable.
WealthSimple visual tone
Traditional financial websites use cold blues and greens, but WealthSimple chooses a warmer color palette with rich yellows and warm reds. This thoughtful decision creates an inviting atmosphere that makes them stand out. Bold and clean typography, combined with generous white space, boosts readability. Orange call-to-action buttons stand out against the neutral background and draw attention to conversion points. The visual approach reflects their mission "trying to build the most human financial services company in the world" without doubt.
WealthSimple layout structure
Clean, uncluttered layout gives content room to breathe. Users can participate through interactive elements, including immediate sliders that show potential investment returns while updating content below. This creates an educational experience that truly immerses users. The company's rebuilt website boosts desktop trading capabilities to match their mobile app's sophistication. Desktop trading becomes "as fast, sophisticated, and complete as it is in our app".
WealthSimple brand differentiation
WealthSimple speaks like a real person, unlike traditional banks' institutional tone. Their communication stays direct, honest, and free of jargon. Young users trust this approach because it matches their language expectations. The design philosophy goes beyond looks to focus on accessibility.
Leica
Image Source: leica-camera.com
German camera maker Leica masterfully combines tradition with breakthroughs in their website designs. Their work stirs deep emotions among photography enthusiasts. The digital presence perfectly mirrors their physical products—timeless, precise, and unmistakably premium.
Leica nostalgic design
Heritage stands at the heart of Leica's design strategy. The brand's iconic "M" rangefinder esthetic runs through their digital presence and creates an emotional bond with photography purists. Black and white colors dominate the site, much like classic film photography. This takes visitors back to a different era while showcasing innovative technology. The nostalgic approach serves as a smart marketing strategy. Leica stands out as a unique brand that charts its own course in camera design.
Leica product storytelling
Rich stories about their 100-year legacy drive the website's success, rather than mere specification lists. The brand explains their limited editions, like the anniversary M11 cameras with their "highly sought-after glossy black paint finish." This creates desire through exclusivity. Stories go beyond products to showcase German craftsmanship and attention to detail in manufacturing. Potential customers become brand enthusiasts who connect with Leica's values before they make a purchase.
Leica user-centric layout
A well-laid-out website sits beneath the nostalgic esthetics. The user-friendly interface features plenty of white space that lets stunning photography shine—exactly what you'd expect from a camera company. Clear product categories make navigation simple for both collectors and practical photographers, despite the premium positioning. The refined experience stays consistent across all devices without losing its visual impact.
Hyer
Image Source: Stuurmen Branding Agency
Hyer's aviation platform shows how a single eye-catching image can boost conversions better than complex design elements. This private flight booking service exemplifies the power of visual simplicity. The design grabs attention and guides users toward booking actions naturally.
Hyer visual storytelling
Hyer engages visitors with a striking illustration that moves smoothly across the screen during scrolling. A sleek private jet glides from left to right, telling a story without overwhelming users. The subtle motion adds visual interest without becoming distracting. Hyer believes visuals should show value without lengthy explanations. Their approach shows how good visual storytelling gets people interested in your homepage while keeping some mystery. Users feel compelled to explore more, which creates an engaging experience beyond the landing page.
Hyer minimalist layout
The website's strength lies in its thoughtful restraint—a perfect example of "less is more" design philosophy. Strategic use of white space prevents visitor overwhelm. This breathing room makes it easier for users to focus while highlighting key elements naturally. Their clean, crisp look matches their transparent, straightforward service model. A perfect balance between form and function creates an easy-to-use experience that appeals to customers at every stage of buying.
Hyer navigation clarity
Beyond first impressions, Hyer masters navigation basics. The site combines two clear CTAs with an easy-to-find navigation bar. This text-based navigation proves that good user guidance doesn't need fancy graphics or complex interfaces. Users find their way around naturally without getting lost. Brands looking for conversion-focused design ideas can learn from Hyer. The most effective approach often turns out to be the simplest one.
Gemnote
Image Source: Gemnote
Gemnote's website sets a new standard in swag management by striking the perfect balance between unique design and practical use. The site looks nothing like typical corporate merchandise platforms, showcasing the same creative energy they bring to branded products for Reddit, Google, and Sephora.
Gemnote esthetic uniqueness
Their clean, user-friendly design points visitors straight to project creation. The site's memorable visual style works beautifully without getting in the way of usability. You won't find this distinctive look anywhere else online. Custom illustrations and smart use of white space create a digital space that shows their dedication to high-quality, brand-aligned merchandise.
Gemnote scroll experience
Pages "unfold" smoothly as you move through the site, creating a natural path that shows exactly where to look next[621]. This thoughtful design keeps a clear visual order that draws eyes toward key action points. A scrolling banner of customer logos builds trust as visitors explore the site. The smooth scrolling adds style without slowing down performance.
Gemnote conversion flow
Starting a merchandise project takes just minutes - simplicity at its best. Product examples appear throughout the site to show clients exactly what their items will look like. The website reflects their service approach perfectly. From curated decks and mockups to ensuring client approval before production, Gemnote turns complex processes into simple steps.
Conclusion
Your business's online success depends heavily on website design. These 15 examples show how smart design choices boost conversion rates and user engagement. Good design does more than look pretty—it guides visitors to take action while building trust and showing value.
ClickUp's structured hierarchy makes its productivity tools accessible. Airbnb excels at building trust elements that help users feel safe about staying in strangers' homes. Dropbox shows how minimal design can work well, especially with well-placed CTAs.
Mobile optimization stands out as crucial for website success. Shopify uses responsive design and thumb-friendly elements because most people browse on their phones. Slack takes a mobile-first approach that makes us think about what content really matters on all platforms.
The best insight from these examples shows how unique brand personality leads to more conversions. Wealthsimple brings warmth to financial services and Leica uses nostalgic design to create memorable experiences. Websites with a human touch perform better than corporate-feeling ones.
Author:
Unforgettable Website & UX Design For SaaS
We design high-converting websites and products for B2B AI startups.
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