Are you doing everything you can think of for your website?
Since you’re here, we gather you’re still missing something, so you could probably use some inspiration or guidance.
And we get it. It’s slim pickings out there when you look at the majority of underwhelming sites and lukewarm marketing sentiments. You’re right not to strive towards that!
But the thing is, a good online presence is super important for your company’s health if you’re selling professional services:
So what’s it like when a website is done right?
We’ve prepared some professional services website examples that nailed the assignment to get you brainstorming about yours.
But first, let’s talk about what exactly makes them work.
What are professional websites?
We’d say they’re not the kind that make people go: huh, looks like I’m on a professional website.
Instead, they make people feel like they’re in the right place at the right time.
A professional website sits at the intersection between attractive, functional, and original. These are the essential components that we talk about in spades on our blog because they help create an amazing website experience:
There’s nothing worse than a frozen loading screen when you’re looking for quick info.
It’s annoying for your customers, and by extension, bad for your website. If your loading time exceeds 1 second, your bounce rate increases by 123%.
Companies that have slow loading times lose around $2.6 billion in revenue per year!
Improving your loading speed is one of the quickest ways to improve your site.
Most people access your site from their phones and 85% think that your mobile UX should be as good as or better than desktop.
That means you can’t have things like broken links or horizontal mode only.
If you’re not mobile-friendly, you’re automatically losing a big portion of your audience.
Nothing says cheap like an outdated site with low-resolution imaging. While we’re at it, overused stock images gotta go, too.
You can do much better.
Remember that your website design needs to be beautiful as well as easy to use.
Less is often more when it comes to conversion copywriting.
Great websites manage to say exactly what their audience needs to hear to relate to them, without crowding all the white spaces or casting a wide net.
We can’t tell you exactly what to write. But we can tell you this: You’ll figure it out by listening to what your clients focus on and how they talk about it.
Sorry to be the bearer of bad news, but if your customers can’t quickly find what they’re looking for on your website, they’ll leave it and go straight to your competitors.
That’s just a fact.
The best websites feature messaging that doesn’t make sharp turns week by week and isn’t vague. Customers love personalized marketing and prefer brands that “get them.”
And this applies across the board, proven by research, demonstrated by our favorite professional services website examples.
That’s why they’re our favorites.
But before we get into it, we need to be on the same page about the different goals of the four industries we’ll cover.
If you know this part, feel free to skip down to the first example section.
| Industry | Website goals |
| 1. B2B |
|
| 2. Small Business |
|
| 3. Non Profit |
|
| 4. Constructing / engineering / architecture |
|
So now you know what you’re looking for across the board and in specific industries.
But as promised, we’ll show you examples of companies that are already nailing it to help you visualize your end goal.
Don’t replicate everything they’re doing.
But do jot down great ideas and concepts you can play with later.
B2B can be tricky. You want to come across as professional, but you definitely don’t want to be as robotic as the majority of B2B sites out there.
We get this this can be a struggle.
Very few brands walk this line successfully. Below are two of the best ones that focus on the right stuff, speak the peoples’ English, and naturally get the results everyone in B2B wants:
To be recognized as a leader and outperform competitors.
CMS: Next.js
Asana immediately stands out with its gorgeous, dynamic presentation that isn’t stuffed with text or images.
Its website demonstrates a lovely use of colors, super clear navigation, and high-quality images. Then there’s the copy that isn’t too formal or weird sounding, which is often the case with most business=to-business websites.
Everything is easy to understand and relatable to their target audience. “Finally.”
Plus, a lot of the visuals they use come directly from their app because they know that’s something any potential client will want to see more of.
Asana makes it super simple for its users.
And for a project management company with a strong point of keeping your workflow neat and well-organized, this is exactly how web design should look.
Our impressions?
Talk: walked. Values: embodied. Customers: sold.
Top tip: Be strategic about your visual and video site components. They need to be high-quality, but above all else, they need to support your overall website design and messaging.
CMS: WordPress
Full-disclosure: Pinnacle is an example from our portfolio.
Its visitors never need more than three clicks to find what they’re looking for.
Here’s why we’ve included it here:
Look at this short Employees section for an example.
The copy is clearly focused on the value for the client and written to point out specifically how Pinnacle makes things work better.
No lazy jargon or client confusion. Take notes!
Top tip: To learn how your target clients talk about their problems, consult with your sales team and incorporate their phrases and sentiments into your marketing.
It’s a tough world for small businesses.
Seriously. It takes a lot to get started in a market that’s already so saturated and competitive, and a lot of businesses succumb to the pressure.
Many of them believe they’re too small to even have an online presence.
It takes time, resources, and skill to position yourself the way you imagine it without help, so we can understand their worries. But website design doesn’t have to be ultra-expensive or complex to work.
For the needs of your average small biz, a little strategic effort goes a long way.
Take it from a web design agency. Because, you know, we do this for a living.
Simple things like crisp images and smart, community-oriented wording can get you further than you think.
Something like this.
CMS: Webflow
The People VS Coffee can confirm that excellent web design doesn’t have to be too fancy or hard on your wallet to work.
Look at its site and tell us you don’t believe that it’s not a wholesome community you’d like to participate in. We dare you.
But seriously, it absolutely smashed all the most important elements.
Gorgeous website, clear navigation, community building, leans into the local and sustainable values, and has a clean design that reflects that.
It’s got the personal touch and clean-but-cozy-feel down to a science.
Top tip: Lean into the unique characteristics and position of your small biz. A personal touch like your own photography can be enough to make you stand out to your customers and help with community building.
CMS: Shopify
Shwood eyewear had us at hello.
Literally. Look at that targeted welcome message. Here’s why we love it:
How many times have you had to search far and wide on a website for basic information?
How often do you waste time reading clever copy that sells you on the product, only to find out later you can’t actually get it because of a technicality?
It’s frustrating. Shwood is a breath of fresh air customers can really appreciate.
This simple pop-up can make all the difference. But besides the way Shwood says hello, it also demonstrates a few other web design good practices we’ve talked about:
Top tip: Think of your client first. A small but clever effort from your side can mean the world of difference for the user experience and make them fall in love with your site.
Even more so than for other industries, it’s essential for non-profits to gain readers’ trust and clearly explain what their mission is all about.
You have to be concise… but also convincing.
Your process needs to be totally transparent end-to-end, and your readers need to know exactly how they can contribute soon after they land on your page.
It can be tricky to balance all of that. But these examples show it can be done, so take a look at them before you start planning your website.
CMS: Squarespace
PL+US is a great example of clever but clear copy.
If you scroll down its homepage for a second, it takes you on a little journey and tells you everything you need to know, in order:
All you have to do is take action.
PL+US really makes web design look super simple with clean but beautifully arranged blocks of content, mindful use of color and images, and compelling use of data to create urgency.
And it works because it doesn’t sacrifice ease of use.
Top tip: Drive your points home by showing the data behind them and using beautiful visuals to make them stand out.
CMS: WordPress
Full disclosure: Rogers Family Foundation is a State Creative client.
Its website puts transparency and ease of use first.
Because who has the time to waste on an opaque, difficult to navigate site?
As a result of our work together, the Rogers Family Foundation site flawlessly loads on mobile, offers plenty of resources, and posts regular news and updates.
The Rogers Family Foundation reduced the number of pages it needs to explain how its organization works. And instead of walls of text or gritty details, it leverages a more straightforward approach.
Here’s the strategy. This is why it matters. It brings these results.
Get involved here and continue learning there.
Honestly, that’s the only way to do business.
Top tip: There’s a reason your non-profit exists. You can ignite that same spark in other people by showing them the difference they could make and then providing them the easiest way to do it.
Okay. So we’ve gone through a lot of construction website examples looking to handpick the best ones for you, and too many of them fell into a pattern that needs to be addressed.
The deal with construction websites is they often don’t have the usual issues of low-quality imagery or outdated web design elements.
But they seem to have the opposite problem, meaning they emphasize being modern and cutting-edge at the cost of clarity.
So many of them prioritize artistic dynamic elements that load slowly and only have a decorative purpose. Or put up entire galleries of interior design with zero information about it like what they’ve done there or how it helped anyone.
Or they don’t put a single CTA in sight, so the user is left wondering what they’re supposed to do next.
An overwhelming amount of construction websites never actually explain what kind of services they offer, like that one friend of yours who says they have a problem then refuses to say what it is, as if they expect you to read their mind.
So we’ve chosen the ones that show you can be cool without sacrificing crucial information and ease of use.
CMS: WordPress
Codus Construction shows you can display your expertise in a way that’s not pretentious or needlessly complicated. Its website is short and sweet:
All of this gives the impression that Codus is a very efficient, no-fuss, to-the-point company that would communicate well and deliver on its promises.
And that’s really all you need.
Top tip: You clients are already coming to you with a problem. Learning what you do shouldn’t be another hurdle on their way to get help. Keep it simple with UX in mind.
CMS: WordPress
GFI Partners do a great job on a couple of fronts:
This is a great way to center your impact by focusing on real data and not just words:
And this detailed case study is an amazing example of how you can leverage short videos to tell a story and support your points.
All in all, this is a well-rounded website that puts dynamic elements to good use without needlessly overwhelming their users.
Top tip: Use visuals and videos strategically to help your storytelling and highlight your focus points.
While there are plenty of horrible professional websites out there, rest assured there are plenty of good ones as well.
Hopefully, these examples help you realize one important thing:
Your professional services website can be an absolute conversion machine. If it’s not, you’re probably missing something that a web design agency could pinpoint for you.
(If that’s the case, feel free to reach out!)
And if you got anything out of this resource, we’ve got some other website design blogs you might like.
You should probably check this one out first.
