Selected work / Public product story

BTCPay Server

When an open-source payments project has strong capability but no clear public story, the risk is that new users cannot see why to try it or how to start. Flat18 built and evolved the BTCPay Server site so the project could explain itself, support global users and turn adoption proof into trust.

View live site Read the build story

0% feesPromise

The first screen makes the no-middleman model clear straight away.

MultilingualReach

Language switching and translation support make the project feel borderless.

Selected workProof

Adoption stories and contributor visibility now support the product story.

Delivery evidence

What a BTCPay Server maintainer said.

Responsive website and integrations interface for BTCPay Server

Ah much needed! Look at this, isn't it beautiful

Development journey

From a first website to a mature, community-shaped product story.

BTCPay Server did not start with a web presence. The first job was to create that presence from scratch, then keep evolving it as the project became more international, more visual, and more evidence-led.

2018-12 / Foundation

The first site gave BTCPay Server a public front door.

BTCPay Server existed before the public story did, so the first job was to create a site from scratch and explain the self-hosted, open-source payment model without making it feel technical or obscure.

2019 / Explanation

Video and stronger hero messaging made the product easier to grasp.

The homepage stopped behaving like a static project page once motion, stronger calls to action, and a clearer visual hierarchy were added. Visitors could understand the payment flow faster and spend less time decoding the page.

2020 / International reach

Translations, language switching, and responsiveness made it feel global.

As the project grew, the website had to serve a wider audience. Language support, RTL handling, and mobile fixes made the site more usable for a distributed community of merchants, developers, and contributors.

2024-2025 / Proof

Selected work and contributor visibility turned the website into evidence.

The latest phase made the site more narrative and more modular. Selected work, community signals, and reusable sections now show adoption in the real world instead of leaving the homepage to do all the work.

Product surfaces

Designed around the moments where the story needs to move faster.

The website has to do more than advertise the software. It needs to explain the model, show how to start, and prove that the ecosystem around BTCPay Server is real.

Homepage

Start with the promise and the path to try it.

The current homepage blends a clear value proposition with live demo and getting started calls to action, so newcomers do not have to hunt for the next step.

Video

Use motion to explain the flow quickly.

HTML5 video made the website easier to understand at a glance, which matters when the product itself is about direct, self-hosted payments.

Integrations

Show the ecosystem, not just the product.

E-commerce integrations and API support make BTCPay look implementable rather than ideological, which helps merchants trust the rollout.

Launch page

Keep the first version simple and direct.

The earliest page established the brand, explained the no-fee model, and created a home for the project before the bigger storytelling work arrived.

Early BTCPay Server homepage with a plain hero, live demo call to action, and an explanatory donation panel — Launch era

BTCPay Server homepage with HTML5 video in the hero and a clearer donate flow — Video explainer

BTCPay Server homepage showing checkout flow, integrations messaging, and multilingual navigation — Integrations layer

Current BTCPay Server homepage showing the updated hero, live demo call to action, and modular proof sections — Current homepage

Why it works

BTCPay Server is an open-source project, not a company. The site therefore has to do three jobs at once: explain the product, guide people into the docs, and show the community and project stories behind the software.

LiveDiagnosis: the product needed a public story as much as a homepageSolution: a modular site with proof, docs, and community signalsOutcome: a clearer path from first visit to first payment

The BTCPay Server website grew in step with the project itself. Flat18’s role was to keep the public story readable as the product moved from a simple launch page to a richer, international front door.

Problem found

The project had a strong product story, but no public front door to explain it in a calm and approachable way.

Flat18 diagnosis

The site needed to function as landing page, documentation gateway, and community showcase without making any one of those jobs feel overloaded.

Solution shipped

The homepage, integrations, video, translations, and supporting proof modules were shaped into a single communication system that could keep growing.

Customer value

Merchants and contributors can understand the model quickly, then move into the docs or the live demo with less friction.

What Flat18 handled

Created the first website from scratch around the self-hosted payments story
Refined the hero, calls to action, and video treatment into a clearer landing page
Added support for translations, language switching, and RTL-friendly presentation
Reworked integrations, community proof, and supporting stories into reusable modules

Key ideas

Self-hostedVideoTranslationsIntegrationsSelected work

Need a website that grows with the product behind it?

Flat18 can shape the story, structure, and proof so a technical project stays clear as it scales.

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