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Stripe published its new homepage.
SO BEFORE YOU COPY IT
...you might as well know what you're getting into?
Here's why it's a great example in some ways, but ultimately a bad example in others because they can use their brand and renown like no one else can
SO BEFORE YOU COPY IT
...you might as well know what you're getting into?
Here's why it's a great example in some ways, but ultimately a bad example in others because they can use their brand and renown like no one else can
There's an ugly truth about it: It's impossible for Stripe to create a bad page, which is exactly why startups shouldn't try to emulate them.
Design/aesthetic? Sure, go for it. But, copy and page elements? Probably can't pull it off like Stripe can.
Still some valuable lessons!
Design/aesthetic? Sure, go for it. But, copy and page elements? Probably can't pull it off like Stripe can.
Still some valuable lessons!
Typically when a startup reaches a certain stage of size and renown, it's copywriting devolves into corporate-jargon-speak.
Thankfully, Stripe has mostly alluded that: their headline being a prime example of a straightforward description of what they offer customers.
Thankfully, Stripe has mostly alluded that: their headline being a prime example of a straightforward description of what they offer customers.
Now we get a bit more specific about who they serve, what they provide, and what they enable.
Social proof is also cleverly woven into the description of who they serve, promoting their sheer size.
Social proof is also cleverly woven into the description of who they serve, promoting their sheer size.
It's still best practice to include a primary CTA and secondary CTA in the header.
"Start now" appeals to visitors with high intent, who are ready to create an account, whereas
"Contact sales" appeals to enterprises with a much more lengthy vetting process.
"Start now" appeals to visitors with high intent, who are ready to create an account, whereas
"Contact sales" appeals to enterprises with a much more lengthy vetting process.
Their most famous customer logos are showcased to create familiarity and credibility.
In this first body section of the page, they focus on illustrating the product offering by showing many of the end-user experiences.
Personally, I believe it's much more effective to actually show the product instead of using artsy illustrations or mockups.
Personally, I believe it's much more effective to actually show the product instead of using artsy illustrations or mockups.
Here's their first and most important value proposition: the platform.
Stripe's advantage over competitors is the breadth of products and combined value of using multiple products in the suite.
Stripe's advantage over competitors is the breadth of products and combined value of using multiple products in the suite.
"Why do I care about a unified platform?" a visitor is unconsciously wondering.
And then with one swift sentence that avoids all jargon and tech-speak, the question is answered.
And then with one swift sentence that avoids all jargon and tech-speak, the question is answered.
One of Stripe's leading value propositions and the reason why they got to where they are today is their focus on catering to developers.
This is introduced and supported in the next section by mainly playing into pain avoidance.
This is introduced and supported in the next section by mainly playing into pain avoidance.
There's also something subtle going in the background here.
Stripe is communicating that companies who choose Stripe value and prioritize technology.
There are many different fights to pick in payment processing, one of them namely being pricing.
Stripe is communicating that companies who choose Stripe value and prioritize technology.
There are many different fights to pick in payment processing, one of them namely being pricing.
An increasing focus for Stripe has been global expansion, especially as alternatives have put more emphasis on that aspect.
I think Stripe does a good job here of showing that they do have a global emphasis and can back it up with some impressive numbers.
I think Stripe does a good job here of showing that they do have a global emphasis and can back it up with some impressive numbers.
Again, pandering to companies who care deeply about technology.
They're making a subtle, not-so-subtle comparison between themselves and the internet as a whole.
"We know you love that the internet is simple, borderless, and programmable... we are too!"
They're making a subtle, not-so-subtle comparison between themselves and the internet as a whole.
"We know you love that the internet is simple, borderless, and programmable... we are too!"
In best practice fashion, the primary and secondary CTA are repeated.
Some additional resources like pricing and API documentation are also included to encourage action and move visitors "down funnel."
Some additional resources like pricing and API documentation are also included to encourage action and move visitors "down funnel."
Overall, places they obviously accel at are design, social proof, using straightforward copy, linking out to all the right pages and places a visitor would want to explore after the homepage, and highlighting their primary value propositions.
A few critiques: much of the copy is pretty generic and lifeless, alternatives and specific competitive advantages could be exposed more, and it's actually a bit brief considering all that they do.
All that considered, they really can do no wrong at their size and renown.
All that considered, they really can do no wrong at their size and renown.
The design and highlights pointed out here serve as good examples, but in general, it's not a good page to emulate because 99% of companies can't leverage their brand like Stripe can.
The rest of us have to do a lot more work & leverage more direct response copy to be effective!
The rest of us have to do a lot more work & leverage more direct response copy to be effective!
Thank you for coming to my Ted Talk.
Here's a link to my SoundCloud: http://swipefiles.co/latest/file
You can buy me a coffee here: http://swipefiles.co/join
Here's a link to my SoundCloud: http://swipefiles.co/latest/file
You can buy me a coffee here: http://swipefiles.co/join
There's also a pretty sweet easter egg you can have fun with https://twitter.com/avstorm/status/1280367397279608833?s=21
https://twitter.com/avstorm/status/1280367397279608833?s=21
