A good B2B website layout is a short list of page templates, not a long list of pages. On 5 November 2026 we pulled the public sitemaps of 14 B2B SaaS companies, set aside help centres, docs and changelogs, and sorted the remaining 26,950 marketing URLs by template. Seven templates covered a median 84% of each site. Add an eighth, the directory item, and the median rises to 95%.
This guide names the seven, gives the section order we would use for each, and explains which ones belong in the CMS. The sitemap counts are our own; the attention, pricing and buyer figures come from Nielsen Norman Group, TrustRadius, Google's web.dev and Webflow, each named where it is used.
Why a B2B website layout should start from templates
A page map lists every page a site needs. Our B2B SaaS website playbook sets out twelve page types and the job of each. A layout goes one level down: which of those pages share a structure, and in what order the sections run inside each structure.
The reason to think in templates is arithmetic. Most URLs on a mature B2B site are generated from a few designs. When we sorted the sitemaps, articles alone were the largest group on 10 of the 14 sites. A team that designs 40 unique pages and then discovers the blog, the customer stories and the integrations need their own layouts has designed the smallest part of the site first.
| Site | URLs counted | Articles | Customer stories | Product and solution | Directory items | Share in the seven |
|---|---|---|---|---|---|---|
| Amplitude | 4,693 | 3,827 | 57 | 100 | 364 | 85% |
| Deel | 4,729 | 3,702 | 217 | 149 | 540 | 86% |
| Clay | 3,393 | 817 | 33 | 13 | 2,490 | 26% |
| Vanta | 3,262 | 1,873 | 119 | 80 | 744 | 75% |
| Intercom | 1,924 | 1,755 | 44 | 15 | 61 | 94% |
| Close | 1,600 | 1,365 | 15 | 16 | 156 | 88% |
| Gong | 1,482 | 1,161 | 140 | 23 | 0 | 91% |
| Retool | 1,478 | 639 | 45 | 256 | 491 | 64% |
| Airtable | 1,353 | 524 | 66 | 175 | 529 | 57% |
| Brex | 1,070 | 837 | 2 | 67 | 55 | 85% |
| Mixpanel | 837 | 627 | 90 | 43 | 10 | 92% |
| Attio | 516 | 50 | 13 | 21 | 324 | 17% |
| Linear | 509 | 14 | 44 | 21 | 365 | 17% |
| Loom | 104 | 1 | 8 | 74 | 0 | 84% |
Source: Octo Agency count of each site's public sitemap.xml, English URLs only, classified by first path segment, 5 November 2026. Help, docs, changelog, community and programmatic profile pages (27,328 URLs) excluded.
The low scores are not bad sites. Attio, Linear and Clay run large integration or template directories, and Clay also publishes thousands of programmatic pages. For them the directory item is a core template, which is why we count it as the eighth.
The seven templates and what each one is for
| Template | Job | Built as | Median count, 14 sites | Primary action |
|---|---|---|---|---|
| Homepage | Say what you sell and for whom, then route | One static page | 1 | Book a demo or start a trial |
| Product page | Explain one capability with proof | Static, shared layout | About 15 | Demo, or the next product page |
| Solution page | Reframe the product for one industry, role or use case | Static or CMS | About 18 | Demo with the segment preselected |
| Pricing page | Show the price, or its shape | One static page | 1 | Choose a plan or talk to sales |
| Customer story | Prove a result for a named company | CMS Collection | About 45 | Demo, or a related story |
| Article | Answer a research question | CMS Collection | About 830 | Subscribe, or a related product page |
| Conversion page | Take the form fill | Static, or CMS for campaigns | 2 | Submit the form |
Source: Octo Agency sitemap count, 5 November 2026; template jobs are our own definitions.
The counts show where layout effort pays back. Three templates, the homepage, the pricing page and the product page, are seen most by buyers who are close to a decision and are built by hand. Two, the article and the customer story, are built once and repeated hundreds of times, so a flaw in their layout is repeated hundreds of times too.
Section order for the four hand-built templates
Nielsen Norman Group's 2018 eyetracking study, 120 participants and more than 130,000 fixations, found 57% of viewing time above the fold and 74% within the first two screenfuls. That is why the order below puts the claim, the proof and the action in the first two screens of every template, and pushes reference material further down.
| Position | Homepage | Product page | Solution page | Pricing page |
|---|---|---|---|---|
| 1 | Category, audience and outcome in one line, plus the primary action | Capability headline and a product screenshot | Segment headline in the buyer's words | Plans or price bands, with what each includes |
| 2 | Logo row of recognisable customers | Three outcomes, each with a number | The two or three problems this segment names | Plan comparison table |
| 3 | Three to five product areas, each linking to its product page | How it works, in three to five steps | Product capabilities that answer those problems | Questions about billing, contracts and security |
| 4 | One customer story with a result | One customer quote with a result | A customer story from the same segment | Logos or a short quote from a comparable buyer |
| 5 | Segments: industries or roles, each linking to a solution page | Integrations that matter for this capability | Compliance or integration details the segment asks about | Talk to sales for custom terms |
| 6 | Closing call to action | Closing call to action and related products | Closing call to action | Closing call to action |
Source: Octo Agency recommendation, based on Nielsen Norman Group homepage principles (2024) and scrolling research (2018).
Homepage. Nielsen Norman Group's homepage guidance asks the page to say who you are and what you do, show real examples of the offer rather than generic category links, and keep to standard layouts. Our version adds one rule: every block below the hero should link to a deeper template. The homepage is a router, so a block with no link is a dead end.
Product page. One capability per page. When a product page tries to cover the whole platform it competes with the homepage and loses on focus. The screenshot belongs in the first screen, because the buyer is checking that the product exists and looks usable.
Solution page. Same skeleton as the product page, different first two sections. The headline and the problems come from the segment, not from the product. A solution page that only swaps the hero image and keeps the product copy is a duplicate, and buyers notice.
Pricing page. Nielsen Norman Group has argued since 2006 that B2B sites should show sample prices for typical scenarios even when every deal is quoted. If the price cannot be published, show its shape: what drives it, the starting band, what each tier includes. Our guide to the nine B2B website design decisions covers four ways to do that.
The three repeated templates: story, article and conversion page
Customer story. The order we would use is result first, then company, problem, what changed, the numbers, a quote, and a related story. Put the company's industry and size in fields, not in prose, so solution pages can pull matching stories automatically. On Webflow this is the point of the CMS: each Collection item gets its own page from one shared template, and Webflow describes it as designed once and repeated per item.
Article. Title, a one-paragraph answer, a short summary, then the body with descriptive subheadings, then one related product link and two related articles. Nielsen Norman Group's F-pattern research, last reviewed in August 2026, found that readers scanning unformatted text miss content on the right of the column, and that headings starting with the most informative words are what keep them reading. The article template should make that the default rather than leave it to each writer.
Conversion page. The demo or contact page carries the form, three lines on what happens after submitting, and proof next to the form. It is the template with the fewest URLs and the highest value per URL. Our demo request page analysis checked eleven of these and goes through field choices in detail. Campaign landing pages are a variant of this template, usually without the main navigation.
The eighth template, and the pages outside all eight
Directory items appeared on 12 of the 14 sites, with a median of 344 URLs across all 14 sites. Integrations were the most common type, followed by templates and partner listings. If your product connects to other tools, plan this template from day one: logo, one-line description, what the integration does, setup steps, and a link back to the relevant product page.
Company and legal pages, the about page, careers, legal terms and brand assets, were a median 1.8% of URLs. They matter, but they rarely need a layout of their own. In most builds we would run them on a plain text template that shares its typography with the article.
The remaining pages were single-folder URLs our rules could not sort, a median of about 19 per site. On Gong, for example, there were 99 of them, mostly search-led landing pages such as account management software. In practice these are product or conversion pages under a flat URL, which is a reason to decide the URL structure at the same time as the templates.
Layout constraints that apply to every template
Buyers decide early. TrustRadius and Pavilion's 2024 survey of 2,164 technology buyers found shortlists average two or three products and 71% of buyers buy their top choice. Among enterprise buyers, 86% shortlisted a product they already knew before research began. Every template has to help a buyer confirm a shortlist, which is why proof sits in position two or four everywhere above.
Mobile is the majority of web traffic, not of B2B buying. Statcounter put mobile at 59.9% of worldwide page views in October 2026, against 38.51% for desktop. That is all web traffic, not B2B, and B2B sites usually see a larger desktop share. Check your own analytics, but design every template to stack cleanly at phone width, with the primary action reachable without scrolling past a carousel.
Speed is a layout decision. Google's Core Web Vitals call a page good when Largest Contentful Paint is 2.5 seconds or less, Interaction to Next Paint 200 milliseconds or less and Cumulative Layout Shift 0.1 or less, measured at the 75th percentile. Autoplaying hero video, sliders and late-loading logo rows are layout choices that move all three. Nielsen Norman Group's homepage guidance cites Google research that bounce likelihood rises 32% as load time goes from one to three seconds.
Plan limits follow templates. Webflow's Basic site plan, $15 a month billed yearly, allows 300 static pages and no CMS. Premium, $25 a month billed yearly, adds the CMS with up to 20,000 items and 40 Collections. A site that puts articles, stories and directory items in the CMS stays well inside the static page limit; one that hand-builds every solution page may not. Our Webflow CMS Collections model shows how five Collections cover a site of this shape.
How we would build the seven
We build marketing sites in Webflow. As white-label partner to Web Tonic we have shipped more than 20 Webflow sites in twelve months, two to three weeks each, the largest with a CMS of over 1,200 items. On those builds the order is the same: the page map and the template list are signed off before design starts, as set out in our guide to writing the page map first.
In the four-week process we use for marketing sites, the templates would be designed in this order: article and customer story first, because they carry the most URLs; then homepage, product and pricing, because they carry the most buying intent; then solution and conversion pages, which reuse the product skeleton and the form. We would hand the client a page kit at the end: the sections each template uses, and which combinations make a new campaign page without a ticket.
What this means for planning your B2B website layout
Start with the template list, not the page list. Write the seven names down, add the directory item if you have integrations or templates, and check every page in your plan against them. A page that fits none is either a variant of one, or a sign the plan has drifted.
Then decide which templates live in the CMS. On the 14 sites we checked, the CMS templates held the large majority of URLs, so their layouts deserve the first design hours, not the last. Our marketing websites service page explains how we scope a build around those templates.
