CASE STUDY: DeLeon & Stang Branding & Marketing

Website Redesign turned Total Rebrand

How We Helped DeLeon & Stang, CPAs Capture their Firm’s Unique Persona and Boost Business

Client: DeLeon & Stang, CPAs

Executive Summary

Professional services firm DeLeon & Stang had an incredible closing rate but often found their prospects saying, “Wow, you are so different than your website.” Our team was brought in to help update their website, but we found the problem ran deeper. After extensive research, we crafted an updated brand encompassing the firm’s unique persona. The brand was implemented with a fully redesigned website and a new marketing strategy proven effective through multiple metrics.

GOALS

  • Accurately communicate DeLeon & Stang’s value and uniqueness to their clients and prospects

  • Increase leads

RESULTS

  • 23.8% increase in new users to the site in the first year (2019-2020)

  • 54% increase in new users to the site in the second year (2020-2021)

DELIVERABLES

  • Branding, Messaging, and Positioning Strategy

  • Marketing Strategy

  • Website

  • Traditional, Content, and Digital Marketing Campaigns

Background

DeLeon & Stang is a professional services firm focused on helping clients succeed in every meaningful way—from complying with relevant tax laws to optimizing their core business processes.

Our team was initially brought on back in 2019 to help the firm update its website after receiving feedback that they were not what prospects expected. Where their online presence and materials seemed dated and generic, people were surprised to find the firm was fresh and authentic.

After hearing this, we knew the problem ran deeper than a website. DeLeon & Stang needed to define and communicate who they were clearly.

The How

DISCOVERY

To effectively communicate DeLeon & Stang’s persona to their clients, we had to understand what makes them different at the deepest level. We started the engagement with research.

Through internal and external research, we saw a recurring theme. DeLeon & Stang was practical. We found that the firm’s straightforward, understandable, honest approach to its work made them unique. With this information in mind, we got to work updating their brand.

PUTTING IT INTO ACTION

Rebranding

After our research phase, we crafted a new brand strategy. Since a brand is intangible, we started with core elements that could be fleshed out to become deliverables in the future.

We mapped out three elements, positioning, messaging, and visual identity, that would function together to capture the essence of DeLeon & Stang and achieve communication goals.

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Website Redesign

Once the updated branding pillars were in place, we got to work on the website. Our goal was to redesign the website to make it faster and easier to use.

Marketing Strategy

After the redesigned website was up and running, we executed a series of content marketing campaigns. These campaigns provided the DeLeon & Stang audience with useful information through webinars, lead magnets, and insights articles.

Once the content was created and published, we then executed a series of digital marketing campaigns to create a buzz around the content and drive traffic to the site. We deployed these campaigns using email and social media.

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The Results

The firm received overwhelmingly positive feedback on its updated brand. At ANA•LITK, we are about more than just hearsay. Analytics are the primary way we measure results for our work. This allows us to pinpoint exactly how a specific marketing element performed and if it needs to be tweaked.

Since we were driving visitors to the website, we looked at the website’s traffic numbers before versus after our work. We began working with Deleon & Stang in late 2019, and by the end of 2020, the website had a 23.8% increase in new users.

Continuing our marketing strategy, we multiplied that result for the following year. The firm saw a 54% increase in new users from 2020-2021.

Where Are They Now

Thanks to our efforts, DeLeon & Stang began bringing in so many new leads that they needed to expand their team. We are now focusing on helping the firm recruit top talent to grow as an organization and take on more client work.