Before & after website design for Zinance

Hey there. Happy Saturday! This week in FDC (Founder Design Clinic), I’m sharing a before/after redesign we did for Zinance, a Finance-as-a-Service platform helping ambitious companies stay on top of bookkeeping, CFO, and tax—without the stress. After a quick review with the founder/team, we created a new hero experience that makes the value clearer in the first 5 seconds.

The “before” page looked clean, but the hierarchy was unclear.
The redesign wasn’t about making it flashier—it was about tightening the narrative so the first screen signals trust and reduces decision friction.

Now, let’s look at the before and after from various perspectives.

Design changes

Before: The original hero felt more like a clean interface than a designed experience. The headline — “One team for all your financial needs” — was broad and familiar, which made the value proposition feel generic. Meanwhile, the page presented multiple conversion paths at the same time:

• a top banner CTA: Schedule free consultation call

• a nav CTA: Get Instant Quote

• a hero CTA: Get Started (+ “30 Days Risk-Free trial”)

Each CTA implies a different funnel (sales-led vs pricing-led vs product-led). When these appear at the same priority level, the hierarchy becomes unclear. Users have to decide how to engage before they’ve decided whether they trust Zinance — which quietly increases friction.

Visually, the page was polished, but the hero didn’t “frame” the message strongly. It looked like components placed cleanly, rather than a deliberate story with one clear center of gravity.

After: The redesigned hero reframes the experience with a sharper promise: “Expert financial solutions, stress-free.” This shift matters because it moves the message from a category claim (“financial needs”) to a founder outcome (“stress-free”). It’s not just telling users what Zinance is — it’s telling them what life feels like after they choose it.

The layout becomes more intentional and editorial: centered typography, calmer spacing, and fewer competing elements. The CTA remains Get Started, but the overall composition makes it feel like the obvious next step, not one option among several. The design also leans into a more premium tone that matches Zinance’s positioning — AI-driven, top talent, built for ambitious companies.

Message changes

Before: The “before” headline was easy to agree with — but hard to remember. Many services can claim they cover “all your financial needs,” so founders are left asking:
Why Zinance instead of a local accounting firm, a fractional CFO agency, or another startup finance platform?

The page had the specifics (bookkeeping, CFO, tax), but they showed up as supporting details rather than the main hook.

After: The “after” design leads with a single, emotionally legible outcome: stress-free. That’s the real product founders are buying — clarity, confidence, and less mental load. The service list still matters, but it now supports a stronger core promise instead of carrying the meaning on its own.

This approach also better matches premium positioning. High-trust brands don’t try to win by listing everything. They win by making a clear promise, then backing it up.

Feeling differences

Before: The “before” page felt functional and slightly transactional — not because anything was wrong, but because the page asked users to evaluate too early. Multiple CTAs create subtle uncertainty, and uncertainty is expensive in finance. Even when users are interested, they may default to scrolling and postponing action until they “understand more.”

After: The new design feels calm, premium, and confident. It reduces perceived risk by removing visual competition and presenting a clear point of view. Instead of making users work to interpret the funnel, it guides them. For a finance brand, that calmness is not just aesthetic — it’s part of the value proposition.

Behavioral impact

Before: This design encouraged hesitation. When users encounter multiple entry points at the same time, they often delay action and look for more confirmation. That increases cognitive load in the moment where you want speed and confidence. A broad headline also slows down understanding, especially for cold traffic.

After: By tightening the hierarchy — promise → scope → proof → action — the redesign reduces decision friction. Users can understand the offer faster and click sooner because the experience feels coherent and intentional. Instead of asking “which CTA should I choose?”, users are nudged toward thinking:
This looks safe. This feels premium. I’ll start.

Overall, the “after” changes the mental model: Zinance shifts from “a finance service website” to “a premium finance partner built for founders.”

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