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Customer Service Intelligence, Inc.
Business Development Center
Website redesign sets the foundation for scale.
CSI has a stellar reputation and a glowing resume. 38 years in business, thousands of clients, served millions of people... it's safe to say they've earned their stripes. Lead by a female founder and president, CSI has withstood the test of time, pushing through recessions, pandemics, and the evolution of the internet. This award-winning company has not only survived - but has dominated their niche for nearly 4 decades. However, their website told a different story...
Looking at their website, you'd see a tired, outdated company stuck in the early 2000's. It lacked a clear offer, alignment, and credibility. It was impossible to tell who CSI was, what they did, and how they could help businesses. There were no service pages, no clear steps for a visitor to follow, and very little content overall. To put it simply, this website was not reflecting an "industry leading" or "award winning" company.
CSI came to me frustrated. When we first connected, they told me they were looking to scale their business. Before meeting with me, they had reached out to a 3rd party marketing agency looking for help with advertising. After reviewing CSI's website, the marketing agency told CSI that they needed to redesign their website and optimize it for conversions if they wanted to see any results from their advertising campaigns. Their current website simply wouldn't convert on traffic directed to it. They needed to lay the foundation to scale first.
In this particular situation, my expertise fit their needs perfectly. My approach to web design is a strategic one, focused on growing my clients' businesses and achieving their goals. Design and strategy go hand and hand, but my design philosophy is strategy first, design second. An effective design can impress prospective clients, but it can't close the deal on its own. So I developed a strategy tailored to CSI's needs and challenges.
See the exact strategy and step by step process I used to put an end to their frustration and help them begin to scale.
About the Business
Customer Service Intelligence (CSI) is a customer service focused business development center. CSI builds and delivers customer follow-up programs for businesses across a variety of industries. Their goal is to help their clients grow their business by improving customer retention and increasing word of mouth referrals.
The Objective
CSI desperately needed to set a foundation to scale their business. They needed a high-converting website ready to capitalize on traffic from ads. The goal was to build a high performing website that accurately reflected the brand, its values, and objectives.
The Challenge
CSI needed to find a way to clearly communicate their offer and show how they can help their clients. However, they lacked the ability to convey what they did, how they did it, and the value they provide their clients. We needed to overcome this challenge in order to meet CSI's goals for this project.
The Strategy
Step 1: Reposition
CSI's original branding didn't display the world-class quality service that set them apart for decades, and most of all, they lacked a true identity. It quicky became clear that CSI needed a makeover. They needed to establish an identity and reposition themselves in the market. Rather than appearing as a small, family-owned business who cares about making customers happy, we needed CSI to be bold. It was time for them to show who owns the space and be the dominant, world-class industry leader they've been for decades. They needed to establish authority and command respect.
Step 2: Optimize
The old website lacked a clear path for site visitors to follow. It had weak CTA's with non-existent conversion rates. CSI's main goal of the website was to convert visitors into leads. We needed to carefully structure the design in a way that orchestrated results and guided the visitor to engage with the content.
Step 3: Provide Value
One of the biggest issues with the previous website was the overall lack of content. Not only was their offer not clearly communicated, there was very little value provided across the site as a whole. Visitors left the site more confused than when they got there. That needed to change. We had to find ways to educate the visitor and provide value. We needed to give people a reason to stick around on the site and engage with CSI.
The Execution
Clearly Defined Ideal Customer Profile (ICP)
A key aspect of this project was aligning CSI's new identity with their Ideal Customer Profile. CSI didn't have a clearly defined ICP, making ICP development the first natural step of the process. To do this, we looked at key decision makers at companies in their target market. We conducted thorough research, gathering demographic and psychographic data to put together CSI's ICP accordingly. This gave us a north star to follow for the rest of the project.
Clarified Offer and Unique Selling Points (USP's)
There's no doubt that delivering a quality product and service was one of CSI's biggest strengths. But their biggest weakness was their ability to communicate the value they provide to their clients. With our new messaging, we needed to answer what I call the Big 6. The 6 most important questions we need to answer for any website visitor. Who they are, what they do, who they do it for, how they do it, how it helps, and what sets them apart. Together, the CSI team and I were able to answer these questions and implement this messaging onto the new site.
Repositioned The Brand Identity
As I got to know more about CSI, it became very clear to me that they had a world-class product priced at the top of the market. But their old website showed a small, timid, family owned business with happy customers. If they want to scale to the potential they're capable of, they needed to establish authority, credibility, and respect in the marketplace. Their ICP values quality, reliability, and prestige. CSI needed to finally act like the high quality, industry leading company they've been for years. So, we made sure to show it.
Established Credibility
CSI already had the accolades and credibility of a world-class company, they just needed to tell the world about it. We made it known that CSI has done their thing at a high level for a long time. They've been in business nearly 40 years, boasting an award winning resume, maintaining 3 national industry associations for more than 3 decades, and expanding their business internationally. They've helped thousands of clients and served millions of customers. These are all credentials the world needs to know about.
Optimized Site Structure For Conversions
One of this project's primary objectives was to optimize the site to convert website visitors into leads. I strategically structured the content of the site to nudge visitors to a desired outcome, depending on their current stage of awareness. The site's wireframe was constructed in a careful and calculated manner to push site visitors to engage with CSI, or move themselves into the next stage of awareness. We accomplished this in many different ways, but one major fix was adding more new ways for users to engage.
Built a Lead Magnet
One of the most effective ways to get new leads is a lead magnet (hence the name). The CSI team and I worked side by side to build and launch a brand new info product we could give away for free. The goal is to give the user an immense amount of value in exchange for their email address - effectively capturing the lead. We sprinkled CTA's all across the site, more specifically targeted towards solution aware visitors.
Created an Educational Blog
One of the major problems with their original website was their overall lack of content on the site. To gain the trust of people in the marketplace, we needed to find a way to provide the audience with more value. Adding an educational blog was an excellent way to leverage their expertise to provide educational value, and hit some key SEO objectives at the same time.
Installed a Hiring Funnel
A less flashy, but important goal of the project was to implement a way for new candidates to apply for a job. With an increasing employee turnover rate and a growing sales staff, CSI wanted a way to attract new, qualified candidates. We installed a fully functioning funnel that got candidates to apply online and insert themselves into internal hiring workflows. (The results from this were both immediate and shocking)
The Results
First leads generated from organic traffic.
First newsletter opt-in submissions.
First internal hires from hiring funnel.
In the first 30 days without running any ads...
276%
Increase in organic site traffic
231%
Increase in organic google search impressions
5
Employment Applications
4
Newsletter Subscriptions
3
Lead Magnet opt-ins
How we smashed the objective and exceeded expectations.
We were able to clearly define CSI's ICP and tailor the website's messaging to them. We successfully overcame CSI's biggest challenge in clearly communicating CSI's offer and value. Which they can undoubtedly use to improve their sales and marketing efforts. We established an identity for their brand that'll gain the trust of their prospective clients. With a lot of careful planning, they now have a high performing site optimized to convert web traffic into leads, setting the foundation for CSI to scale with ease. They can now feel confident their branding accurately represents who they are and can rest assured that their prospects get serious value out of their site. And most of all, they now feel proud of who they are and how they appear online.
Old Outdated Low Performance Site
New Modernized High Performance Site
New Brand Identity
Thorough Content Rich Design
Foundation Set For Scale
Improved User Experience
Optimized For Conversions
SEO Foundation Set
"It's a good feeling... feeling confident that your website is up to speed with the rest of the businesses out there."
Becky, Founder & President of CSI
From Unknown to Industry Leader
Thousands of companies around world struggle to get the digital branding right in their business. A business's online presence has a huge impact on its success. In the modern business world, digital branding is only going to become more and more important in scaling and setting yourself apart in the marketplace. And getting it right isn't easy. It takes a unique and niche skillset to properly construct a brand. Companies like CSI, who are bold enough to take on the challenge, will find themselves with a monumental advantage over everyone else in the game.
With a revamped website and refreshed brand identity, CSI has effectively gone from a small, outdated, family owned business, to a world-class industry leading company ready to scale to new heights. Although very little has changed in their business, CSI is now an A-player and the go-to in their niche, through the eyes of their customer.
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