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Crescendo Trade Risk: Driving Results with a Strategic Website Redesign

“The new website completely changed how prospects view us. It’s not just a website—it’s a sales tool that’s transforming our business.” – John Cornell, Crescendo Trade Risk President

Client Introduction

Building Trust in Trade Credit Risk Management

Crescendo Trade Risk specializes in providing innovative trade credit risk solutions tailored to operational leaders, sales directors and CFOs. They’re known for their unique approach to business: incorporating relationship-building activities like barbecue tours and a strong focus on charitable initiatives. Crescendo’s personalized strategies and commitment to client success set them apart in the trade credit risk industry.

Screenshot of the About page on Crescendo Trade Risk's new website, designed by Keystone Click.

The Challenge

Overcoming Credibility Barriers in a Competitive Market

Crescendo Trade Risk faced a significant challenge: their outdated website made them appear like a small, one-man operation. This perception hurt their credibility with prospects, leading to lengthy sales cycles and missed opportunities. Three core objections regularly arose during the sales process, creating roadblocks Crescendo needed to address:

  1. Uncertainty about their organizational size and professionalism
  2. Doubts about their ability to serve international markets
  3. Skepticism about the simplicity of their offerings

They needed a website that could build trust, address these objections and act as a communication tool to drive engagement and close deals faster.

The Objectives

Elevating Credibility and Closing Deals Faster

Crescendo envisioned a professional, streamlined website that would:

  • Replace their outdated appearance with the look and feel of a larger, established organization
  • Address the top objections prospects had during the sales process
  • Simplify messaging for clarity and impact
  • Serve as a resource that prospects could share internally to facilitate discussions

Ultimately, the goal was to shorten their sales cycle, increase their close rate, and attract high-value clients.

The Strategy

Simplifying and Targeting for Maximum Impact

Keystone Click implemented a focused and research-driven approach to solve Crescendo’s challenges:

  • Analysis: We conducted an in-depth review of Crescendo’s target audience, identifying the key decision-makers (operational leaders, sales directors, and CFOs) and understanding the role of “wild card” influencers within their organizations. Special attention was given to tailoring content to resonate with finance professionals, particularly the increasing number of women CFOs.
  • Insights: Our research revealed that “less is more” when it comes to messaging. Prospects were more engaged when Crescendo presented their services in a simplified and direct manner. We also found that visually emphasizing Crescendo’s global reach would alleviate doubts about its international capabilities.
  • Strategy:

    • We designed a modern, professional website with clear navigation and clean design.
    • Targeted content addressed Crescendo’s three core objections.
    • Interactive features, like a map showcasing anonymized client locations, demonstrated Crescendo’s extensive reach and credibility.
    • The website was integrated with a barbecue tour campaign, tying in their charitable focus and driving engagement through COVID-friendly donations.

Screenshot from Crescendo Trade Risk's new website, designed by Keystone Click, about their charity BBQs.

The Results

Accelerated Sales and Boosted Confidence

The new website delivered transformative results for Crescendo Trade Risk:

  • Faster Sales Cycles: Time to close deals decreased from 18 days to 13 days.
  • Higher Close Rates: Close rates improved from 20% (2 in 10 prospects) to 30% (3 in 10 prospects).
  • Enhanced Credibility: Crescendo landed its second-largest client directly due to the website’s professional look and targeted messaging.
  • Perception Shift: Prospects no longer questioned Crescendo’s capabilities. Instead, they assumed Crescendo could handle complex, international projects seamlessly.

“We’ve never had a sales tool like this before. Prospects now come to the table ready to work with us.” John Cornell, Crescendo Trade Risk President

Screenshot of the homepage on Crescendo Trade Risk's new website, designed by Keystone Click.

Ready to Transform Your Digital Presence?

Your Future Could Look Like Crescendo’s Success

If your business faces similar challenges in building credibility and closing deals, Keystone Click can help. Our strategic approach and expertise in website redesigns deliver results that matter. Let’s start a conversation about how we can address your unique challenges and unlock your potential.

Contact Keystone Click today to learn more!