How Zero Eight Helped CSS Achieve Marketing Success
Introducing CSS
Corporate Settlement Solutions (CSS) is a settlement services company providing mid-sized lending institutions valuation and title solutions.
CSS was founded in 1992 in Traverse City, MI, with a production office located in Cleveland, OH, and an administrative office located in Austin, TX.
The problem
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NO INBOUND MARKETING – EVER
CSS had never produced a single marketing lead. It was concluded by the client that it was a “sales led” organization.
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ANTIQUATED TECHNOLOGY
The previous website was created in the early 2010s using Concrete5, a complex CMS system that few developers have experience in.
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UNCLEAR MESSAGING
Their messaging didn’t convey what they did/who they did it best for. Visitors to the website were often confused.
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NO VALUE PROPOSITION
Client didn’t clearly identify their WHY and the benefits of using their products and services.
The goal
The strategy
We aren’t interested in a one-size-fits-all solution. We go a little further.
First, we understand not only the brand we’re working with, but also the people behind it. We interview the sales department, the customer support team and current customers.
We investigate how the brand has been trying to attract/retain new customers. We also look at what drives their client’s buying decision. After that, we develop, and implement, several different strategies to improve what’s working, and to let go of what’s holding them back.
Value Proposition – Identified
Our Solution Was Data Driven
We compiled data and made sure to display it front and center. Showing prospective clients exactly what they were looking for.
Brand Hit Refresh
Previously, their homepage banner, ‘Your Partner for Improved Results’, was unclear, failing to define their services to visitors or website crawlers. Their focus, ‘real estate settlement solutions’, was only stated at the end of the intro.
After the refresh, the homepage specifies ‘Real estate settlement solutions’. CSS highlights title and valuation options for home equity and first mortgages. Their four core products contrast the former ‘Your Partner for Improved Results.
Final result
CSS was able to attract more interested buyers, and our marketing efforts connected with them, helping them understand our services. Our efforts enabled the sales team to elevate their results and achieve more sales, as highlighted by the testimonials from the CEO and Sales Director on the homepage.
In addition to these efforts, we refreshed the client’s visual identity without a full redesign. We created new compositions and elements to populate their digital and printed assets. See the examples below for more details.
