Home Pages Don’t Get Enough Attention

5+ tips from five fintech home page breakdowns and why they’re underwhelming

There are thousands of fintech companies in the world, and it feels like a dozen new ones are getting founded every day.

So one would expect them to spend some time on positioning and converting new customers.

Yet a look at some websites of emerging and established fintech companies shows that there’s a lot of work to be done.

In this five-by-five breakdown, I highlight five elements of fintech home pages that are great, promising, or unbelievably bad. To my surprise, it’s mostly the latter — some part-time newsletter creators even do better.

1. GoCardless

Let’s start with the best home page.

There’s some room to improve the CTAs, but GoCardless does a great overall job with full hero section.

The biggest pro is, without a doubt, the short and clear explainer video. However, they could’ve made it more prominent so more people watch it.

The most disappointing parts here are the call-to-action buttons. They’re generic and have a lot of friction.

• I’d use the color purple for the news and the green color for the button, so it stands out more.
• It’s not clear what’s going to happen after I click sign up.
• There’s no social proof or other way…