Welcome to TouchPoints, the newsletter that breaks down marketing collateral from top SAAS brands for inspiration and analysis.

This week we’re looking at Okta’s homepage, plus Linkedin ads from CallRail and Alexi.

Okta

Full Homepage

Homepage Hero

Your Homepage Should Make What You Do Clear

I think this goes without saying at this point, but your homepage should be clear about what you do. 

There is an ongoing debate about how important this is for larger more established brands, and Okta is fairly well known in their space, so maybe they don't need it. 

That being said, I think this is one of the most vague home page hero sections I have ever annotated. 

The header? 

Could be for almost anything. 

The only word that gives you a clue is "identity". 

"Everything starts with Identity" could be the headline for: 

• A self-help course

• An HR tool

• A history book

And probably more that I haven't thought of. 

"We've got your back no matter your stack" is, again, just so vague. 

I think this would make sense for someone like Zapier. 

And, this large fluffy text is taking up the space where I would heavily recommend they put social proof. 

Call me old fashioned, but I think it helps to win people's trust before they even decide whether or not they will keep scrolling.

Callrail

Linkedin Ad

Compare Your Solution to Hiring 

This ad has a few issues, but I love the comparison to hired help they draw for Convert Assist. 

Is it actually as effective as hiring a sales coach, a writer, and an assistant? 

Probably not. 

But getting the AI simulacra of that functionality for just $1/day? 

Makes it seem worth it. 

I would put this right near that very effective technique of framing your pricing in terms of coffee. 

In CallRail's case, Convert Assist costs significantly less per day than a tall drip brew from starbucks.

Alexi

Linkedin Ad

Show Prospects How Their Life Will Change With This Easy Technique 

This ad is basically all text, but what it does visually is very effective. 

Alexi have taken a description of the issues that litigation firms and departments are going through, and edited it to demonstrate their product's capabilities and outcomes. 

This is something anyone can employ. 

Here's how: 

1. Describe the current experience your prospect has without your tool.

2. Cross out the pain your tool addresses.

3. Replace the pain with your product's benefits.

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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:

• Adfolio - For their awesome repository of B2B ads, with excellent commentary.

• Founderway.AI - An awesome resource that helped me better figure out how to run this newsletter, and forever friends of TouchPoints.

• Concise Copy - Pavlo is an absolute expert at homepage copy. Check out his value prop canvas for a super useful resource.

• Growth Therapy - Amanda is more B2C than me, but her insights about paid media and growth marketing are always welcome.

I sincerely appreciate these folks for providing great content and inspiration. It's great thinkers like these that allow me to deliver the best of modern SaaS marketing to you, our subscribers, every week in TouchPoints.