stripe.com
Strong infrastructure and brand. Generic hero and missing urgency / offer specificity hold back immediate conversion.
Browser & accessibility metrics
Captured in a real Chrome session via Google Lighthouse and axe-core. The same numbers Google uses to rank you.
12-dimension breakdown
Each dimension scored 0–10 with a comment that references concrete elements on your page.
Top 5 highest-impact fixes
Ranked by expected impact. Each fix has the issue, why it matters, how to fix it, and copy-paste replacement.
Hero headline is too generic — no clear differentiation
H1 'Financial infrastructure to grow your revenue' could be any payment processor. Visitors don't grasp why Stripe beats Adyen, PayPal, Square. A headline that names a measurable advantage raises perceived relevance and cuts bounce.
Rewrite the H1 to lead with a measurable competitive advantage; rewrite the subhead to name the target. Example: 'Accept payments in 135+ currencies with industry-leading approval rates.'
Zero urgency or incentive to act today
With no urgency, visitors defer indefinitely. A temporal incentive ('first 3 months no fees') or immediate benefit ('Live in 10 minutes') creates pressure to convert today instead of 'later'.
Insert a single urgency line directly above or inside the primary CTA. Example: 'Live in 10 minutes. No setup costs, no credit card.'
Pricing invisible in hero — visitors don't know what it costs to start
Lack of pricing transparency creates friction: visitors assume hidden costs or 'enterprise-only'. Showing indicative pricing or a 'See pricing' secondary CTA reduces uncertainty and qualifies leads faster.
Add a pricing line beneath the subhead or as a tooltip on the CTA. Alternative: change the secondary CTA from 'Contact sales' to 'See pricing' so self-service buyers self-select.
Two primary CTAs compete for attention in the hero
Two equal-weight buttons in the hero dilute focus and increase decision paralysis. Self-service visitors get confused. A clear hierarchy (primary vs. secondary) or removing "Contact sales" from the hero improves clarity.
Keep 'Get started' as primary (solid colour, large). Convert 'Contact sales' to a text link or ghost button beneath the primary, or move it to the sticky nav. Optionally re-copy to 'Talk to sales'.
Logo carousel without quantified outcome context
OpenAI, BMW, Amazon logos build trust but communicate no outcomes. Adding a brief metric below each ('Amazon | Infrastructure for billions in transactions') turns the carousel from passive recognition to active proof — important for visitors who don't recognize all brands.
Add a one-line caption below 2–3 key logos with an outcome metric. Alternatively, link each logo to its case study with a hover 'See case study' CTA.
Hero rewrite — current vs. proposed
Financial infrastructure to grow your revenue.
Accept payments, offer financial services and implement custom revenue models — from your first transaction to your billionth.
Accept payments in 135+ currencies with industry-leading approval rates.
From startups to 50% of the Fortune 100, companies of every size scale their revenue with Stripe's financial infrastructure. Live in 10 minutes. No setup costs.
The current H1 is generic and doesn't differentiate Stripe from competitors. The new H1 leads with two concrete advantages: global reach (135+ currencies) and performance (industry-leading approval rates). The rewritten subhead adds quantified social proof (50% Fortune 100) and clearly segments the audience (startups → enterprise), removing the ambiguity of “from your first transaction to your billionth.” The final line adds urgency and removes objections (setup time, hidden costs). This hero communicates specific value instead of a category description.
Three CTA variants
Drop-in replacements for your primary call-to-action, ranked by expected impact.
Emphasizes implementation speed (immediate benefit) rather than a generic action. Reduces the "this will take weeks" objection. Ideal for self-service and startups that prioritize time-to-market.
SHIP THISRemoves the initial-cost objection and adds temporal urgency ("today"). Works if Stripe has no setup fee or a free tier. Attracts price-sensitive SMBs comparing freemium alternatives.
Uses quantified social proof as motivator (FOMO). Positions Stripe as the industry standard. Effective for consideration-stage visitors comparing multiple processors and seeking market validation.
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