Site Strategy

Overview Page

A Morningstar product overview page showcases a single offering. It explains what the product does, who it’s for, and how it delivers value—either as a standalone tool or as part of one or more platforms. Pages follow the URL pattern /business/products/product-name. Use this product page template [.docx] to format copy.

Product pages feature a:

• Hero module that briefly introduces the product and communicates its value proposition to new users. It may also offer a quick way to contact sales for returning users.
• Benefits module that communicates the “why” behind our product’s advantages. Why do our features matter? How does this help our client? How will using this product change the client’s work?
• Use case module that conveys all of the jobs to be done within a Morningstar product offering. It refers to something our clients can do in the product and should be a verb, not a noun.
• Feature module that shows components of a product that can’t be accessed on its own or without the product. This is something you “see” in a product and should be a noun, not a verb.

Feature pages help users understand the functionality that powers the broader product value. These pages add detail on complex or differentiating capabilities within a product, which is especially useful for high-consideration buyers and onboarding teams.
Feature pages should use visuals, examples, or workflows that bring the product experience to life. It includes:

• A hero module that introduces the feature and how to use it to create business value.
• Attributes that explain what users can do in a feature to produce meaningful results. Focus on clarity over cleverness.
• A thrasher with a call-to-action that allows users to talk to sales or request a free product demonstration.
• Related features that highlight connected workflows or benefits.
• A footer module that offers a final call-to-action for users who scroll to the bottom of the page.

Campaign pages aren’t linked to the overall navigation structure because they drive to conversions tied to specific efforts. Each page pattern serves a different stage of the marketing funnel.

• Consideration
• Interest
• Awareness

If you’re not sure which pattern is the most appropriate, the Creative Services team can make a recommendation based on your goals. 

This page type showcases thought leadership from Morningstar analysts, executive leaders, and clients in a variety of formats.

Blog Posts

The Morningstar blog connects original investment research to actionable takeaways for professionals. To get started, use this blog post template [.docx] for drafting copy.

• The hero section is the only content that appears when readers first open a new blog post. Copy and visuals have to grab the reader’s attention and entice them to scroll to the article itself.
• The article body presents Morningstar’s take on investment topics backed by long-term, independent research.
• Optional images, quote blocks, statistics, and videos can call out important data points.
• The footer offers a related next step for readers who finish the full article.

Client Success Stories

Client testimonials tell the story of Morningstar’s benefits from the perspective of our users. To get started, use this client success story template [.docx] for drafting copy.

Success stories present the challenge the client faced and the solution they reached. Make the client, not Morningstar, the hero of the story. The story should focus on their success with the help of our product.

Direct quotes should be a maximum of two sentences long. Always attribute quotes to a speaker and use the past tense. After the first instance, we can use the client’s first name. We can correct grammatical errors and remove vocal tics from quotes with the client’s review and approval.

“Morningstar is an industry leader in investment data,” DJ Moore said. “I love working with their team.”

Do include a dialogue tag after the first complete sentence or clause, near the beginning of the quote.

“Morningstar is an industry leader in investment data... I love working with their team,” said DJ Moore.

Don’t use ellipses or brackets. Don’t include the dialogue tag at the end of the quote.

Client success stories follow this structure:

1. The challenge frame the client and their need (200-250 words). What industry trends or goals led them to look for a solution?
2. The solution – frame implementation (100-150 words). What was the onboarding and training process like?
3. Explain the results (200-250 words). How does Morningstar help them serve clients and add business value? Include a link to related product and feature pages with descriptive anchor text.
4. Set up what’s next (100-150 words). Are there other features they hope to use in the future?
5. In closing (100-150 words). Why should others in their role consider this product?

The segment page targets specific audiences based on their roles, helping visitors quickly identify the solutions most relevant to them.

Segment pages include a:

• Hero module that briefly introduces the segment and communicates Morningstar’s brand promise to this group of people.
• Trends module that establishes expertise and credibility by sharing our related insights and research.
• Product list module that lists related products for the target segment with enough context to distinguish between them.
• Flexible module that can spotlight a product or marketing campaign. This content should rotate regularly.
• Footer module that presents a final CTA, disclosures, and additional navigation interactions for users who make it to the bottom of the page.