Typically when a startup reaches a certain stage of size and renown, it's copywriting devolves into corporate-jargon-speak. Thankfully, Stripe has mostly eluded that: their headline being a prime example of a straightforward description of what they offer customers. "Payments infrastructure for the internet" is a total of 5 words and gives everything visitors need to know to keep scrolling.

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.

No matter what size or stage you are, 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, who are one of Stripe's primary target customer segments.

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.

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.

"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.

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.

I'm actually not sure why more companies don't include a "Why [NAME]" section on their site, so kudos to Stripe. 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. Technology-first is the hill that Stripe is choosing to defend.

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 like API requests, demographics, currency support, and country support.

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!"

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."

Overall, places they obviously excel 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. 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.