Make a home page to buy for.
Financial technology home pages exist to take future consumers on a trip through all of the brand's major offerings, serving the end goal of having them buy or utilize services.
Work those action words.
Earn, Do, Support, Join, Launch, Pay, Send, Save: Increase your use of verbs. A home page is all about action, and all of your copy will be short and sweet, so verbs will begin most of the rhetoric employed on your site.
Never lose your appeal.
Many tools are used to appeal to the consumer's logic, build brand trust, and sometimes even tug at their heart strings. Use rhetorical appeals to push readers in the right direction.
Scroll down.
Mock up.
Visual design is highly valued in the industry, so flashy animations, slick visuals, and many, many mock-ups are a staple of fintech homepages. As you scroll, the page changes before your eyes, leaving a lasting impression.
Jot down your can-do list.
To ensure that consumers know why you're special, use this page to brag. Use the homepage as a list of all of your technology's impressive features. No need for instructions, prices, or FAQ's. After all, if they want to learn more, they'll press the button!
Ready to make a home page?
All brand assets of Stripe, Chime, Square, PayPal, Cash App, and Adyen are cited on this page and within a separate downloadable document. Each asset was acquired either through a Creative Commons license or via press kits, allowing permission for editorial/educational noncommercial use. The entire site was created without template, in Webflow, and exists as a visual representation of the patterns identified and analyzed in the aforementioned companies' desktop home pages.
Home is a genre analysis, not a financial technology company.
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Stripe | Financial Infrastructure to Grow Your Revenue. Stripe, n.d., https://stripe.com/.
2
Chime - Banking with No Monthly Fees. Fee-Free Overdraft. Build Credit. Chime, n.d., https://www.chime.com/.
3
Power Your Entire Business | Square, Square, n.d., https://squareup.com/us/en.
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Pay, Send and Save Money with PayPal | PayPal US. PayPal, n.d., https://www.paypal.com/us/home.
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Cash App - Do More with Your Money. Cash App, n.d., https://cash.app/.
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Engineered for Ambition - Adyen. Adyen, n.d., https://www.adyen.com/.
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Geissler, Gary & Zinkhan, George & Watson, Richard. (2001). Web Home Page Complexity and Communication Effectiveness. J. AIS. 2. 0-. 10.17705/1jais.00014.
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Sutcliffe, A., & Namoun, A. (2012). Predicting user attention in complex web pages. Behaviour & Information Technology, 31(7), 679–695. https://doi.org/10.1080/0144929X.2012.692101
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Doty, P. (1997). Selling the Home Page: An Essay on the World Wide Web and Rhetoric. Internet Reference Services Quarterly, 1(3), 99–105. https://doi.org/10.1300/J136v01n03_12
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Geissler, G. L., Zinkhan, G. M., & Watson, R. T. (2006). The Influence of Home Page Complexity on Consumer Attention, Attitudes, and Purchase Intent. Journal of Advertising, 35(2), 69–80. https://doi.org/10.1080/00913367.2006.10639232
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Singh, S. N., Dalal, N., & Spears, N. (2005). Understanding Web home page perception. European Journal of Information Systems, 14(3), 288–302. https://doi.org/10.1057/palgrave.ejis.3000525
Thank you for reading!