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Elite: A Case Study in Messaging... and Pumpkins

Feb 16, 2017

This is a story about a client coming to us for a new website (they thought), when in fact, they kinda needed to rethink the whole direction of their company.

And while we aren't business coaches by trade, we do have quite a bit of experience 1) being a small business ourselves, 2) as students of business growth, and 3) having strategized with a number of businesses on how to grow and thrive in their own competitive market.

Spoiler Alert: This story has a happy ending.

The Client

Elite, formerly known as Elite Tek Services, came to us seeking a new website. Their previous site was super outdated and quite user-UNfriendly. The font was tiny, the stock images were cheesy and not engaging, the messaging was disjointed, and a few pages contained either duplicate content or missing content. A website representing a staffing and IT company definitely needed to be more modern and better organized.

Their previous site was super outdated and quite user-UNfriendly. The font was tiny, the stock images were cheesy and not engaging, the messaging was disjointed, and a few pages contained either duplicate content or missing content. A website representing a staffing and IT company definitely needed to be more modern and better organized.

But there was something else amiss. Something deeper. Something more... menacing.

(Ok, I'm being a little overdramatic here. But still, there was a bigger problem.)

The Problem

Elite Tek Services' owners, an awesome brother-sister team, had a gem in their business, but it was being crowded out by too much other... stuff. Non-essentials. We realized we needed to address this issue before we could really nail down the proper messaging for the company's online presence going forward.

pumpkin planSerendipitous as it was, our team had just finished reading The Pumpkin Plan, an excellent book by Mike Michalowicz (which we highly recommend!) that teaches the value of focusing on cultivating that One. Giant. Pumpkin. ... and (here's the hard part) eliminating all the other pumpkins from the patch.

That's a big ask, especially for small business owners. It's hard to say no to any paying customers, even when they won't bring you much profit, and even when you know they will be nothing but thorns in your side.

But Elite was up for the challenge (we knew we liked them!), and so were we. We worked together diligently to identify their target audience, hone their message, and create concise, compelling content and CTAs. Part of that process included a name change, from Elite Tek Services to Elite. We also helped them select a new URL, staffwithelite.com.

The name change meant they needed a new logo, which we helped them procure from a third party graphic design company we often recommend, 99 Designs.

Side Note: A lot of people don't understand that graphic/logo design can be very pricey. 99 Designs is cool because you basically tell them about your business and what you're looking for, and professional designers from all over the globe take a pass at it, hoping to win the contest. You get the benefit of choosing from a number of designs by different experts, while essentially setting a fixed cost.

Meanwhile, Tyler worked tirelessly on a website design that would complement the new message and resonate with its intended audience. Elite's new site would be clean and modern, well organized, and using great images and headlines and page breaks in all the right places.

The Result

It's amazing the way things fall into place when there's clarity and direction from all sides. To Tyler and me, this project felt like it came together seamlessly and beautifully. We were so happy with the finished product (and we think the client was too!) But most of all, we were really honored to be a part of helping these great people LOVE doing business again.

elite website

Tyree Nelson

Written by Tyree Nelson

Tyree loves writing, and she’s really good at it – but more importantly, she loves getting to know new people and their stories, and retelling those stories on your website. She doesn’t just write about you and your industry. She becomes a mini-expert in your world. Tyree also enjoys reading, running, yoga, and spending time with her boys at home.

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