Analyzing websites

The difference between a good webdev and a great one is that the great one can not just make sites, but also reason about ways to get more sales.
I will mainly be focussing on hosting and IT websites because that is my area of expertise, but you will see these things everywhere. I plan on writing another article on business models, writing, and maybe talks. But i’ll see how far i can get.

Example: DigitalOcean

Digitalocean is one of those sites that every web developer should have looked at.
I’ll point out a few things that they do right, in no particular order:

  • Colors and design stick out. The blue sticks out, and together with the modern design makes for a pleasant page to look at.
  • The subtitle instantly shows some examples of their most common customers, and is kept very generic. People who want to host an application that fits one of these categories is immediately ensured that they’ve come to the right place.
  • One-click sign-on with the two platforms that are most commonly used (and ofcourse a normal email signup). The barrier of entry is very low.
  • Sales button on the bottom right for questions, and bigger businesses that may need more convincing but bring in more value.
  • The numbers at the bottom of the page show that this is no small company and can probably be trusted.

Some other things done well on the DO website from a business perspective:

  • Case study – While i would argue that these are not very useful for most people, they absolutely help in convincing other people that a similar business is already using them and thus it should be good.
  • Free credits. The cloud hosting market is competitive but with limited-time free credits people can start deploying their app without any risk, and will likely stay if it just works.
  • Digitalocean has a very large knowledgebase of non-do related help articles for almost anything related to system administration. This helps both their marketing with increased brand awareness and gives an enormous boost to their SEO.



Salesforce is a b2b CRM company. While i do not enjoy their design so much, they got a lot right in regards to selling.

  • 2 big buzzwords and their product type, right as the first thing you see. This site is obviously more targetted towards business decision makes and will immediately get them interested.
  • They offer a free trial, and a demo video so you can get in without any excuses.
  • The header also contains a “industries” button where they lay out how different industries use their product. This gives them a sense of having experience and shows examples of how your company can be improved by their product.
  • Also; a plain old phone number. Pick up the phone and you’re right there talking to their sales team. They also offer a livechat, but it’s a bit more hidden for some reason.



While the salesforce site was relatively plain, the tesla website again sticks out. You are instantly dropped into a video of a tesla car driving through harsh conditions and a man enjoying the speed – probably recognizable for their target audience.

They put a lot of attention into getting a demo drive. I presume because their cars are mostly sold from their website so that the usual demo drive at the dealer is less of a thing.

One thing that sticks out is the big 7500$ tax credit banner. People *love* free money and this makes it feel like it is both time-bound and a very good deal, even though teslas are quite expensive.

The product page is also something different. You instantly see the car in a nice view, the most important stats and the option to choose a predetermined model or custom order (on a consumer car?! what?!)

Some of the most common concerns are also instantly addressed on the product page. An image shows the safety structure of the car (americans…), the thousands of charging stations and a visualization of the range

The tesla site is surely a source of inspiration:


Alright, let’s try it for yourself. What design and business choices can you pick out from this website?


There are many good other examples of well-executed websites, but showing more would mean a lot of repetition of the previous examples. Do you have site that you really like or has some novel ideas? let me know and i might add it to the article.

Have a good day!
– Luc

Marketing a B2B company

These are some things to try when it comes to b2b marketing.


Referrals are everything in B2B. The largest amount of jobs comes from previous employers or friends. This is even more true for government jobs.

Social media

Make social media accounts, linkedin, facebook, twitter, instagram. Respond to posts of other companies and post your own content that may help other people so your posts get shown to more people that will recognize your name and may convert.


Build tutorials

Build a blog with tutorials, this helps greatly with SEO but also just people knowing your company. Digitalocean does an awesome job with this.


Well. the above. Find long-tail keywords without too much competition and start with those.


paid ads suck but might be worth a try. Think google’s banner ads. Search engine ads, facebook/insta. Or maybe one of your niche’s forums. Retargeting also makes this quite a bit more useful.

Sponsor popular projects.

If your niche has projects that are used by a lot of people that might also be interested in your product, pay for their needs and offer them your infrastructure. Referrals from a project owner or banners on popular projects are a great way to gain more clients.

Linkedin marketing

Linkedin is still he home of businesses, post messages, connect with others and learn about the market and demands.

Build a mailing list

Email is dead… But still useful. As long as you deliver emails that people actually read they can be a great way to keep an audience in on your company. Make these emails entertaining and full of information. Keep in mind most people don’t care about your company, they care about their own.

Already have forgotten it by the time they get to the next mail in their mailbox.

For the love of god please don’t just send e-mails whenever you do an acquisition or seeding round. Yes bigger companies might gain slightly more trust if you have the funds but will already have forgotten it by the time they get to the next mail in their mailbox. Get someone’s interest and make them memorable.

Advertise on more niche platforms.

Be active on platforms like discord if your target demographic is mainly younger audiences or make sure you are active on forums in your area. Think of hosting forums, electrical support, etc etc. These people have demands in your area and helping them increases your brand awareness and trust by a lot. Even when someones comes across your post x years in the future.

Do you have more tips that worked for your company? Please suggest them in the comments so i can improve this guide.