Best Startup Websites: 20 Homepage Examples
- Charley Arrigo
- Oct 17, 2025
- 9 min read
Updated: Dec 18, 2025
First impression? Or only impression? That's the difference between a website you love and a website you hate.
The best take product, mission, and brand and wrap them together into one distinguishable portrait.
In fact, if your customer were walking into an art gallery and saw your homepage on the wall, there'd be no confusing your Mona Lisa with the millions of imitations.
Because when it comes to positioning your product, building brand magic, and making your marketing messaging stand alone—there's nobody that can match who you truly are.
The best startup brand homepages do four things:
They address the elephant in the room: answering the big question relevant to their product category.
They rewrite their positioning statement into a marketable website tagline.
They position against the competition with a differentiator that speaks to underserved audiences.
They let prospects know if they're number one. If not, they stake their claim as a beloved brand.
If successful, a good startup homepage can help set the standard for the entire marketing program.
Keep reading for 20 great homepages.
20 great startup homepages from the world's hottest startups.
Jump to a homepage
1. Who Gives A Crap
When it comes to the Who Gives A Crap homepage, they have marvelous marketing messaging.
They're a toilet paper brand who prioritizes memorability over jargon. For example, they could've talked about their two main RTBs (reasons to believe):
100% bamboo & recycled toilet paper helps reduce deforestation.
50% of profits are donated to help build toilets.
Instead, Who Gives A Crap gets their brand promise across without compromising messaging memorability. "A really easy way to do good," says their feature header.
There's a bit a juxtaposition here that makes this concept pop. Most people wouldn't associate doing good with wiping your bum. Great branding tends to have that unexpectedness.
2. Seapoint
I love when a startup screams to its audience from the rooftops. It's like that hero in the rom com leaving it all on the line.
"Your startup's financial home," is Seapoint's poignant line.
Unlike millions of marketing headlines, Seapoint's isn't just homepage fodder. Something to be cut or replaced when the marketing seasons change. It's their forever positioning: the same message that can be found in all of Seapoint's marketing, on every channel, for every customer.
If you want simplify. If you want to bring your marketing team together on one page. Ask yourself like Seapoint, "How can I turn my startup positioning statement into a marketable tagline?"
3. Ritual Zero Proof
Ritual knows that leaders gotta lead.
After all, if you hope to be a true market leader, someone who wants to earn respect and command the attention of the marketplace, your startup brand marketing must never leave doubt about who's steering the wheel.
Or in Ritual's case, about who's zero-proofing the alcohol.
This is a great example of a market leader homepage. But on top of that, even small things like Ritual's sub headline, "Your favorite cocktails made non-alcoholic," is smart marketing.
Because instead of starting from scratch, Ritual hijacks the nostalgia of what came before. After all, sober drinkers don't want Ritual as much as they want the taste of what they used to have.
That's great brand self-awareness.
4. Policygenius
You can always do this Policygenius homepage approach. Or what I call the When-All-Else-Fails-Just-Say-This website strategy.
For example, "The simple way to buy insurance," says Policygenius. They're saying what they do in layman's terms. This works because they're in a very traditional product category (insurance shopping). So it's a refreshing juxtaposition.
But keep in mind, you don't want to just describe what you do. Any homepage can do that. Your job is to layer your messaging with product positioning.
In the case of Policygenius, they're contrasting against what buyers hate about insurance: the complicated shopping experience.
5. Heura
In the case of the plant-based meat brand, Heura, when an entire industry goes one way, it's time to go the other.
"Alternatives. Successors."
That's brilliant.
The marketing team at Heura has pretty much put themselves in a league of 1 with this new category-creating line. Enough said.
(Did I say this was brilliant?)
6. ClickUp
ClickUp is playing the "How can we be as relevant as possible?" game. I'd say it's working.
This is a great example of a brand homepage consciously choosing the most universal, ambitious problem affecting its customer base.
A more corporate, less savvy team of ClickUp marketers would've gone the other way. But they, by way of a marketing miracle, have resisted tech's great temptation to vomit from the mouth about software, trending tech buzzwords, or pivoting to AI (like the other cyborgs).
This ClickUp line: "Maximize human productivity," is a way to make your product as relevant as possible.
7. DASH Water
DASH Water is a sparkling water startup. If you go to their homepage, you can feel a century's worth of sugary soda disappointment evaporating into thin air. All you had to do was read their headline.
"Finally, a drink to feel good about."
It's also their slogan. It's a great example of how seven words can put you into the shoes of an underserved audience. In the case of DASH Water, that's the anti-coca-cola, health-conscious consumer.
Whenever a brand moves into a category dominated by giant establishments such as Big Soda, opportunity is massive when choice isn't available. The success of DASH comes from meeting that lack head-on with their marketing messaging.
This website is proof of that.
8. Anthropic
Always address the elephant in the room. That's Anthropic's homepage in a nut shell. It'd be easy for them to talk about how AI will change the world. But most people are aware of that fact.
Anthropic's positioning protects against the one thing that threatens the adoption of most new technology: fear.
"AI research and products that put safety at the frontier," says Anthropic's homepage header.
World-changing impact is nearly a given for Anthropic. But confronting the dangers of AI as it relates to humans? That brings calm to cautious consumers.
9. Ramp
Ramp's doing what we call "The You Talkin' To Me Principle."
It's one of our original principles of Startup COMMS & Marketing where you take a famous line in pop culture and you turn it on its head, reframing it in a way that's relevant to the product.
"Time is money. Save both," says Ramp's headline.
The former sentence everyone has heard four billion times. The latter is how you pay it off in a new way distinctive to Ramp.
If you want to hack messaging memorability. I suggest trying "The You Talkin' To Me Principle."
10. Whatnot
You can consider this a first-mover homepage. Whatnot is an example of a product being first-to-market. When you're first in your category, you have the luxury of ignoring the competition completely as you simply sell the category.
"The Live Shopping Marketplace," is how Whatnot sells it. Because this appeals to a big, broad audience base, keeping everything universal is best.
"Shop, sell, and connect around the things you love," says the subhead.
Meanwhile, showing proof of concept with Whatnot screen grabs. As well as including the QR code is a great way for the marketing team not to overthink this.
If you ever feel you've over explained your concept, come back to this Whatnot example.
11. Glean
Here's 14 seconds of what Glean's doing with their homepage. It's great.
Glean is positioning as "Work AI." They double down here by making it clear that their AI Assistants and Agents work for EVERY employee.
The animated visual is an ideal way to pull this off from a design perspective. For buyers shopping around in this space, this homepage develops strong brand distinction for Glean.
12. Givebutter
Givebutter's marketing team deserves a raise. If you want to talk about knowing your audience. If you want an example of what it means to inspire the dreams of your customer, look no further.
"Your home for changing the world," is all-world copywriting.
It doesn't matter who you are. Whether a founder, fundraiser, or marketer, Givebutter makes you feel like the hero in your nonprofit story.
This positioning could've been a lot less exciting. But Givebutter's decision to lead with such charisma and emotional appeal is what makes this homepage so undeniably memorable.
13. Lumos
If you're moving into a new category. If you're staking your flag in a niche industry. Voila. This Lumos homepage is for you.
Just like Whatnot (#10), they're a first-mover product. Therefore, Lumos can ignore the competition and simply sell the category.
"The Autonomous Identity Platform," says the feature header.
But look close. It's the simple word - "The" - which shouldn't be underestimated. In a tagline like this, it's important subtext. It's communicating Lumos autonomous identity as 'the one, the only, the original standard of the industry.'
This is a charismatic example of how to confidently communicate your position as market leader.
14. Just
Just's homepage is a masterclass in startups COMMS discipline.
But can we "Just" take a second to admire this three word positioning? Seriously. Just has committed to plant-based eggs as the lead product in their vegan portfolio.
In a young category, with many competitors, and many diverse products, it's best to find your slice of the plant-based pie. Just is an example of this double-down positioning strategy.
As the number one selling egg alternative, their slogan is an iteration of this homepage tagline: Eggs from plants → Really good eggs, from plants.
This is one of the best examples of fanatically focused messaging.
15. Calm
Calm is now a mature company, but I wanted to include them because of their marketing's play on their name (brand distinction).
If you count the logo, their name "Calm" appears five times. Apple is famous for this, too. If you have a great universal name, make it part of the marketing.
Case in point, their slogan: "Calm your mind. Change your life," is a great example.
And on a finer copywriting note, what makes this tagline really hit is its contrasting effect.
"Calm your mind" is a simple act.
"Change your life" is a profound result.
Great marketing messaging is all in the details.
16. Whiny Baby
Whiny Baby was just acquired by Gallo (one of America's major wine portfolios). Their founder, Jess Druey, is doing big things.
Her brand. Her homepage. Her vibe. It feels so very, very, very Gen Z. And that's exactly the purpose of Whiny Baby.
The goal of Druey's brand is to introduce the "next gen" to what's always been a traditionally uptight, intimidating category. "Do I really have to hold the glass by the stem?" says the Gen Z-er.
Hell. To. The. No.
Whiny Baby is a progressive example of how important it is to shatter branding barriers if you want to make your audience feel comfortable.
17. Too Good To Go
This is the kind of easy explainer headline that plays on loop in your mind after you've left the website. "Save good food from going to waste," says Too Good To Go.
Whenever you have a chance to bring alliteration into your marketing messaging, you can give your prospect's brain something to latch onto. It's like a shortcut to memorability.
An inexperienced marketer easily could've opted for a harder-to-remember descriptor line, putting more work on the reader. This memorable message helps set the standard for Too Good To Go's marketing program.
18. Planet A Foods
Plant A Foods is speaking to food conglomerates. A very traditional, very corporate audience.
If Planet A Foods want big players, like 100-year-old food brands, to walk with them into the future, they must speak, look, and act like a major food supplier.
That's not surrendering to the status quo. That's knowing your audience so you can sell your product.
For example, "Future-proof, resilient food ingredients," maintains that corporate tone and impact corporate buyers are looking for.
19. Magic School
If you've read all these examples, and you're like "Sh*t... I still don't what to write on my homepage." Mimic Magic School.
They answer the big question. The one teachers and parents have been seeking since cavemen-and-women decided it was time to get their little runts out of the cave: How do we unlock student potential?
To this audience, that's like saying "bomb" on an airplane. You'll have everyone's attention.
Magic School's homepage also uses "The Elephant In The Room Principle." They address the one thing that comes to mind when the conversation turns to school and AI. And that's student safety.
A+ for Magic School.
20. Stupid For Startups Favorite: Light Phone
Light Phone is taking on big tech. Especially, Apple.
With marketing messaging that proclaims "less features, more life," they're positioning as the alternative to the smart phones taking over our lives.
This minimalistic homepage captures the product's essence perfectly. All you see is blue skies, cotton candy clouds, and a customer testimonial which states "I love this phone. It will make you a happier, more present person."
Light Phone is a standout example of a brand finding the gap in a market. But what makes their marketing memorable is their strategic choice to design branding that doubles down on their 180-degree solution.
It's beautiful.
How to make your startup's homepage great?
Remember our "four core" for a great startup homepage:
Address the elephant in the room. Answer the big question relevant to your product category.
Adapt your positioning statement into a marketable tagline.
Always position against the competition with a differentiator that speaks to the underserved.
If you're number one, let prospects know. If not, stake your claim as a beloved brand.
DON'T FORGET: If there's concerns about your new technological advancement pillaging villages, destroying humanity, and taking over the world. Address it, and get ahead of it in your startup COMMS & marketing.
Dear John, that's all she wrote.
Until next time.
Don't hate my Stupid For Startup content?
Connect with me personally on — My LinkedIn.
