Stripe crams in a lot of information but never feels busy, since it leans hard on whitespace and a really clear type hierarchy: one headline, then short supporting lines. I want that same restraint for my instructions so they don't turn into a wall of text.
Mailchimp somehow feels both casual and buttoned-up at the same time. There's a bold, friendly headline up top, then everything below is broken into short, easy-to-scan sections. That balance of personality and clarity is close to the tone I'm going for.
Kinfolk barely uses any text. It's almost all big, quiet photography on a plain background. It's a good reference for the mood I want in my own taco photos: simple, warm, not overstyled.