The new GC website is OK (on-trend deliriously happy smiling head in the banner of course
) but it's still aimed 100% at people taking money, not people who have to part with their bank details.
"GoCardless makes it quick and easy to take Direct Debit"... "Add customers in 2 clicks"... "Take payments effortlessly" etc...
Maybe they're focusing on other channels to build awareness and credibility with consumers such as newspaper ads as you say on the assumption that if you've come directly to the website you probably want to use GC to take payments rather than make them, but what about the people who Google GC after being asked by their window cleaner to sign up with them? There's nothing on there that speaks to them, explains what it's all about, why you should trust them etc.
Think I will ask my contact at GC for his thoughts on this
GoCardless definitely is a good thing for both sides but I think they've got a job to do to convince consumers of this.