How Monday Uses the Elements of Messaging

Welcome to TouchPoints! This is a very special week because we are changing up our format & annotations quite a bit. For this special issue, we are doing our first TouchPoints Deep Dive on Monday.com’s homepage.

We’re also launching our all-new annotation style, which is much more accessible to anyone with color blindness or visual perceptive disabilities.

About Monday

Monday, often stylized as “Monday.com” is a project management software suite for businesses from SMB to enterprise. They are well known in the industry for one of the most bold and high budget paid media plays in the last 10 years in the SAAS space.

They are also known for expanding across the chasm of project management into CRM, which has been criticized by their competitors.

• Project Management & CRM
• Founded 2012
• 1000-5000 employees

HomePage - Full Breakdown

Hero Section Breakdown

Additional Section Highlights

Social Proof

Capabilities

Observations

How to Think About Your Homepage

As far as Homepages go, Monday is a great example of following the “formula”. I wrote a piece on the Demand Myths blog recently about what this formula is, why it became a standard, and why you should follow it, but most of these lessons can be learned just by looking at Monday’s homepage.

Why Call it a Hero?

Like with so many marketing efforts, homepages follow the Pareto principle. This means that 80% of your results come from 20% of the page itself. That 20% is the Hero section. The hero section should introduce the primary elements to be explored in the rest of your homepage. The hero section is just the first frame of your homepage. Many people call this “above the fold” meaning the part of your homepage people see before they start scrolling. As you can see in other issues of touchpoints, the hero section often contains the following key elements of messaging:

• Social proof
• Capabilities
• Outcomes
• Call to Action

The ideal use case for these sections is to get someone to sign up without even scrolling down through the rest of the page. The runner up goal is to ensure that you have piqued the reader’s interest and that they do scroll down for more information.

Any Questions?

Looking for more explanation about the elements of copy that I highlight? Check out my guide here.

Anything further? I'm happy to take a break from scrolling linkedin & eating chocolate chip cookies to address your questions.

Email me here.

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Acknowledgements

I would like to extend our thanks to the following companies for providing examples and insights that made this edition of Touchpoints possible:

• The Ad Professor Newsletter
• Marketing Examples
• Milled.com - For their marketing intelligence platform identifying trends.
• Peer Signal - For using data to showcase high performance digital growth strategies.
• Crunchbase - For their database of innovative companies to learn from.
• Linkedin - For their great transparency in their ad library, and company information
• Beehiiv - For being an awesome provider of newsletter creation and delivery services.

I sincerely appreciate these companies for providing great tools for research. It's collaborators like them that allow us to deliver the best of modern SaaS marketing to you, our subscribers, every week in TouchPoints.oments