Fincent · 2023
Turned a “no busywork” bookkeeping pitch into a peace-of-mind promise.
+23%
conversions
3×
time on page, with bounce halved
$348K
new ARR in the quarter
The challenge
Fincent was a new player in a field where trust was everything. Why would a US-based small business owner let a brand-new company handle their money? The homepage led with "Financial busywork. You have better things to do." and then a dig at the incumbent: "QuickBooks was designed for accountants. Not you."
A pain and an enemy, and that's as far as it got. It showed no proof and gave the business owner no reason to believe the product beyond the swipe at QuickBooks. Our challenge was to show what Fincent actually delivered.
Why it worked
- Discovery reframed the job: owners didn't want to "avoid busywork," they wanted peace of mind and a bookkeeper they trusted, so the hero named the outcome instead of the enemy.
- Social proof replaced assertion: customer testimonials made “peace of mind” a claim the reader could believe.
- Features tied to outcomes: each section led with what the owner got, not what the software did. A visitor understood the value before they saw the pricing page.
- How we count
- Self-reported; the quarter's MQL, pipeline and ARR figures are company-level context, not sole attribution.
- Source
- Internal reports · Wayback Machine