Case Study — Industrial Services & Software

The Kinsmen Group: Transformation for Growth

Clear positioning, a unified narrative, and a systemized web + sales stack built with the ICON Method™.

+25%

ICP-fit meetings (MoM)

↓ 40%

Time to ship pages

Positioning map → ICP use cases → competitive stance → proof library.

CMS component library: hero, stats, proof, offers, and CTA modules for speed.

CRM hygiene: lifecycle stages, field discipline, and automated follow-ups.

Client

The Kinsmen Group

The Challenge

High-value buyers, complex offerings, and long cycles. Early materials were feature-heavy, visually inconsistent, and changed voice by author—slowing trust and confusing value.

Symptoms we found

Inconsistent story across site, sales, and proposals.
Feature-first copy, unclear outcomes, thin proof.
Ad-hoc CMS blocks, slow page production, little reuse.
CRM noise: fields, stages, and follow-ups lacked discipline.

Approach

We ran an ICON sprint to lock positioning and narrative, build a reusable component library for the site, and install analytics + CRM hygiene—so pages ship faster, proof is front-and-center, and sales moves with clarity.

What we implemented

Identity: Positioning map, ICP use cases, expert voice, and a consistent visual kit.
Communication: Messaging playbook, offer ladders, and conversion-first page patterns.
Optimization: CMS component system, analytics events, and reporting cadence.
Navigation: KPI dashboard, monthly experiment plan, and closed-loop handoffs.

ICON Method framework applied to Kinsmen

Solution

A unified story and systemized execution. We standardized voice and proof, created reusable CMS modules, and enforced CRM/analytics discipline to speed up production and tighten feedback loops.

Positioning & Narrative System: claims, objections, proof matrix.
Reusable Components: hero, stats, proof, offers, CTAs, resource tiles.
Sales Enablement: executive one-pager, deck shell, proposal template.

Results — Early signals

Replace with verified numbers when finalized.

Time to Ship Pages

ICP-Fit Meetings

Time to First Tech Call

Why choose us

Clarity starts here

We don’t just design brands—we transform them. Through the ICON Method, we align strategy, identity, and execution to spark measurable growth. More than a studio, we’re partners in building clarity, consistency, and momentum.