Function Health Website Teardown: What Every B2B Healthcare Marketer Should Steal

Function Health Website Teardown: What Every B2B Healthcare Marketer Should Steal

Function Health has built one of the best B2B healthcare websites I've reviewed all year. The brand just hit a $2.5 billion valuation, and their homepage tells you exactly why.

I look at hundreds of healthcare websites every week. Very few clear the bar Function set. Most look like insurance paperwork. This one feels like a magazine.

This breakdown walks through what they got right, what they still need to fix, and what every healthcare marketing director should take back to their own site this quarter.

Why Function Health matters for B2B healthcare marketers

Function Health is technically a direct-to-consumer brand. But the principles powering their website apply across the entire B2B healthcare space.

They sell a premium product into a skeptical, regulated market. They have to overcome trust objections before earning the click. They have to defend price. They have to prove credibility without sounding like a startup.

Those are the same problems most B2B healthcare marketers solve every day. Function just solves them better than almost anyone.

Here's the playbook.

Four things Function Health gets right

1. Social proof scattered across the entire site

Function doesn't drop one testimonial section and call it done. They layer social proof across the whole homepage.

Mark Hyman, MD sits at the top of the page. He's a co-founder, and his face alone is a high-trust signal in the health space.

Below that, short quotes from high-status names like Andrew Huberman and Jay Shetty. Influential companies and individuals appear in the same section. Real video testimonials show up further down. The bottom of the page hits you with logos, certifications, and a deep medical board that includes doctors from Harvard, Stanford, Memorial Sloan Kettering, and the Cleveland Clinic.

The pattern is scatter, repeat, layer. And every quote is short. Brief and powerful beats long and detailed every time.

If you're rebuilding a B2B healthcare website this quarter, copy this structure exactly.

2. Premium design that builds trust on first scroll

Most healthcare websites confuse "professional" with "boring." Function doesn't.

The color palette is warm, trustworthy hues that make the visitor feel welcome. The product mockups are futuristic but real, showing the actual member dashboard. That gives the visitor a peek behind the curtain without forcing them to sign up first.

The typography is a legible serif. Premium feel, accessible reading. The brand colors, fonts, textures, and background elements stay consistent across every page on the site.

Consistency is the glue. Most teams nail one page and lose the thread on the others. Function holds the standard from the homepage to the FAQ.

3. Marketing fundamentals working under the hood

A beautiful site means nothing if the marketing infrastructure is broken. Function's isn't.

Open the homepage source code and search for "schema." You'll see multi-level schema markup linking the brand to its domain, social profiles, and contact information. That's how AI engines understand what Function is and rank them accordingly.

They also run a chatbot that doesn't ambush you on page load. It sits in the bottom right corner, waiting. That's the right pattern for a high-consideration healthcare purchase. Pop-ups feel desperate. A quiet chat icon feels confident.

4. Cookie consent done compliantly

This one is easy to miss. Most healthcare sites get it wrong.

Open Function Health in an incognito browser. Pull up DevTools and the network tab. Filter for Google. Refresh.

The only scripts that load before consent are fonts and CSS. No Google Analytics. No tracking pixels. Nothing fires until the visitor clicks accept.

That's full GDPR and US state-level privacy compliance. Most healthcare sites still load tracking scripts before consent, which is a real legal liability. Function isn't taking that risk.

Four things Function Health could still improve

Nothing is perfect. Here's where I'd push them if they were a client.

1. Build out competitor comparison pages

Function has a great comparison section on the homepage that shows them next to a standard checkup. That's a smart play. But it stops there.

There are several other premium lab testing brands competing for the same buyer. A CMS collection of comparison pages, Function versus each direct competitor, would do two things. It would help buyers move through their decision faster. And it would feed AI engines the exact content they pull when someone asks ChatGPT or Perplexity to compare brands.

Competitor comparison pages are some of the highest performing AI search content right now. Function is leaving this on the table.

2. Fix the navigation accessibility

The current navigation uses a horizontal dropdown that opens across the full page width. When a keyboard user tabs through it, the focus state moves through hidden links inside the dropdown before reaching the next top-level item.

That's tough for screen readers. It also makes the nav feel cluttered to anyone navigating without a mouse.

A better pattern is to put each dropdown under a single clearly labeled top-level link, opening straight down from there. If they want a mega menu, the trigger needs to be descriptive enough that the visitor knows what's behind it before they click.

3. Add FAQ schema to money pages

Function has one big FAQ directory page. It's organized, but it's the wrong structure for search visibility.

The pages doing real conversion work, pricing, scans, what we test, all answer common questions. Right now those answers don't carry FAQ schema, which means AI engines and search engines can't pull them into rich results.

Move the FAQs onto the money pages. Add FAQ schema to each one. That's the markup that gets answers into AI Overviews and ChatGPT responses. Low lift, high payoff.

4. Move pricing into the top navigation

For B2B buyers, pricing is one of the first three questions. Function's pricing currently lives in the footer, only internally linked from a few sections.

Put pricing in the top nav. Or surface it on the homepage with a clear path to the full pricing page. Hiding pricing feels evasive even when you have nothing to hide.

This is the easiest fix on the list. It would also help every other section of the site convert better.

The Webflow takeaway

Function Health is built on Webflow. Same platform we build on every day at MMG Studio.

This is worth noting because the most common objection to Webflow in B2B healthcare is "we need something more custom." A $2.5 billion brand chose Webflow for their marketing site. The platform is more than capable.

What separates a premium Webflow site from a generic one isn't the platform. It's the discipline behind the design and the strategy behind the build.

What to take back to your own healthcare website

If you're a marketing director at a B2B healthcare company, here's the short list to act on this quarter.

Layer social proof across the entire site, not just one block. Make sure the design feels premium and consistent on every page, not just the homepage. Audit your schema markup and cookie consent setup. Build comparison pages against your direct competitors. Move FAQs onto your money pages with FAQ schema. Put pricing in the navigation.

That's six fixes most healthcare websites need. Function nailed most of them. The ones they missed are the same ones almost every other healthcare brand misses too.

Get those right and you'll be in the conversation with brands valued in the billions.

Frequently asked questions

What makes Function Health's website different from other B2B healthcare brands?

Three things. They scatter social proof across the entire site instead of placing it in one block. They invest in premium design that stays consistent on every page. And they run real marketing fundamentals under the hood, including schema markup and proper cookie consent.

Is Function Health built on Webflow?

Yes. Function Health, valued at $2.5 billion, runs their marketing website on Webflow. The platform is fully capable of supporting premium B2B healthcare brands at scale.

What's the most overlooked element on most B2B healthcare websites?

FAQ schema on money pages and proper cookie consent setup. Both are technical, both have outsized impact on search visibility and legal compliance, and both get skipped on most healthcare sites.

How important is social proof on a B2B healthcare website?

Critical. Healthcare buyers are skeptical by default. The site needs to layer credibility signals across every page, not just one testimonial section. Function Health does this better than almost any brand in the space.

What should a B2B healthcare marketing director do first to improve their site?

Start with social proof and schema markup. Both are high-leverage moves that take a few weeks to implement and pay back for years. From there, audit the navigation for accessibility and surface pricing more aggressively.

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