BIS
A B2B brand, website and custom CRM built from nothing.
The problem
Where it started.
The business was well known with consumers and invisible to businesses. It had no brand for business buyers, no website, and no credibility when consultants approached executives.
Leads and the sales pipeline lived in Excel spreadsheets. With over 20 stores and complex internal processes, nobody had a single view of what was happening.
Why this approach
The decision behind the work.
Everything was built from scratch, because starting clean beats fixing fixes, and because a business buyer judges you in seconds on how you look and how clearly you speak.
The CRM came from how the team actually sells, gathered across departments, rather than from a generic template.
The solution
What was built.
A brand identity and market research, Google accounts set up from nothing, and a conversion-built website with 8 solution pages, case studies, insights and 3 interactive lead tools.
A custom CRM with role-based access enforced in the database, automatic lead capture from the website, email alerts to the right consultant, and a phone-friendly interface. It started with a small test group and is rolling out to consultants, then stores.
A later one-week SEO fix found why 39 pages were not indexed: one site-URL setting sending Google three conflicting answers. It was fixed, analytics tracking restored, and free backlink monitoring set up.
Design and psychology
Why it looks the way it does
Colour
Ink navy signals stability and authority to cautious business buyers. Electric blue adds clarity and a sense of technology without turning loud.
Type and voice
A geometric heading face with a plain body face, and copy in a plain-spoken, authoritative voice. Business buyers read to decide, so the words do the persuading.
Motion
Movement is used to signal care and quality, never to slow a page. Clients noticed it, and said it made the site feel premium.
Stack of delivery
What it was built and measured with.
What changed
The numbers that moved.
Solution pages and interactive lead tools
Products live from a monthly catalogue sync
Articles rewritten and published
Pages unblocked from Google's index
In their words
“The site looks and feels premium, and the CRM took real pressure off our consultants and executives. We would not know what to do without you.”
The BIS team
Next project
Larkspur Outdoor Living
Ready to break ground?
Start with the free audit, or book a 30-minute call. Either way you leave with something useful.