Key Takeaways
- Repositioned an Illinois-based MSP as a national provider serving regulated organizations
- Expanded the site from ~10 pages to nearly 50 service-driven, SEO-focused pages
- Introduced transparent pricing to improve lead quality and sales efficiency
- Mapped services directly to the NIST Cybersecurity Framework to support compliance-driven buyers
- Led on-site video and photography to supplement stock assets with real people and real proof
- Reanchored the project after staffing changes to regain momentum and successfully launch
Project Overview
This project involved a full website redesign for a managed service provider (MSP) headquartered in Illinois, with clients across the United States.
While the organization had grown significantly in sophistication, service depth, and geographic reach, its website no longer reflected who they were or how they operated.
The goal was to fundamentally reposition the company online, clearly communicating the scope of its services, the industries it serves, and its role as a national MSP supporting regulated entities.
From initial concept to launch, the project spanned approximately 14 months—we developed it in concert with other ongoing marketing initiatives like cold email outreach and webinar campaigns, for example.
The Challenge
Two significant challenges of this project were an aging website and project manager hot potato.
Our agency had last redesigned this client’s website in 2020.
Since then, the business had evolved substantially, but the site had not kept pace.
Key challenges included:
- Outdated positioning: The site implied a local, break-fix IT shop rather than a mature MSP serving clients nationwide.
- Incomplete service representation: Many core services were not mentioned at all, limiting SEO performance and sales enablement.
- No pricing guidance: Prospects had no way to self-qualify before contacting sales.
- Limited industry focus: Only two industries were highlighted, despite the MSP actively targeting four.
- Project continuity issues: Midway through development, I was out for two months on parental leave. Another project manager took over, then left the company while I was still out.
When I returned from leave, the project lacked clear strategic direction.
At that point, I re-anchored the project, realigning internal teams, re-establishing priorities with the client, and ensuring the website reflected the long-term vision of the business rather than a collection of disconnected deliverables.
The Solution
The solution centered on clarity, depth, and credibility, both for search engines and for human decision-makers.
Service-First Sitemap And Content Strategy
I developed a new sitemap that gave each major service its own dedicated page, rather than grouping offerings into high-level summaries.
This approach:
- Is expected to improve organic search visibility for high-intent queries
- Gave sales reps direct links they could use during sales conversations
- Validates the MSP’s expertise during the evaluation process
Each service page was written as a true deep dive, explaining what the service is, who it’s for, and how it fits into a broader security and compliance strategy.
Video And Photography Featuring Real People
To strengthen trust and authenticity, we replaced stock-heavy visuals with original video and photography.
I spent a full day on site with the client and our photo & video team to capture:
- An employee testimonial video to support recruiting efforts
- A client testimonial video to reinforce credibility and ease of doing business
- B-roll footage used as a silent header background video for the home page
- A custom photo library highlighting real employees and real environments that can be used for other marketing materials we produce for this client.
I coordinated closely with our video and photography contractor, conducted interviews, and worked through asset selection and refinement to ensure the visuals supported the site’s positioning.
Transparent Pricing Strategy
We introduced a dedicated pricing page, which represented a meaningful shift for the client.
While many MSPs prefer to hide pricing behind a contact form, our approach was intentional:
- High-level pricing (“starts at $X per user”) allows prospects to self-select
- Fewer inbound leads, but better-qualified ones
- More productive early sales conversations
For prospects needing additional clarity, we integrated a pricing cost estimator that we had previously built, allowing users to explore scenarios without immediately engaging sales.
Alignment With The NIST Cybersecurity Framework
A key differentiator of this MSP is how tightly its services align with the NIST Cybersecurity Framework.
We explicitly connected service offerings to NIST domains so that regulated organizations could:
- Understand how security controls map to compliance requirements
- Justify investments internally
- View the MSP as a strategic compliance partner instead of just an IT vendor
This framework-driven approach became a unifying theme across the site.
The Results
The final site represents a substantial expansion in scope and clarity:
- Growth from approx. 10 pages to nearly 50 pages
- Individual deep-dive pages for each core service
- Clear mapping of services to NIST Cybersecurity Framework domains
- Visibility into all four target industries, instead of just two
- Practical tools for sales and recruiting teams
While the project management transition contributed to a launch delay of roughly one month, re-anchoring the project ensured the site launched with a clear strategy and strong internal alignment.
Both the client and internal teams were confident in the final result.
The Impact
The redesigned website now clearly positions this organization as a national-level MSP serving regulated entities with complex security and compliance needs.
Key impacts include:
- A shift from local-provider perception to national authority
- Confident, transparent pricing presented for the first time
- A clearer service structure that forced more intentional packaging and messaging
Client feedback reinforced the success of the project:
“The site’s pretty freaking awesome,” said the chief revenue officer, adding the positive feedback his team had provided to him.
“I think the project went great, and your team’s awesome,” he added. “Our website looks great.”
Final Thoughts
This project was as much about strategy and leadership as it was about design and development.
By expanding the site’s structure, introducing pricing transparency, and aligning services with a recognized compliance framework, the client now has a digital presence that reflects the true maturity of their business.
Despite its length and complexity, the project delivered a website built to support growth, sales, recruiting, and long-term credibility.