Some companies have the most impressive client list in the room and the weakest first impression online. It’s more common than it should be — particularly in B2B services, where the business has grown entirely through relationships and referrals, and the website has never needed to do any heavy lifting.
Cross Country Installations is exactly that company. A nationwide installation and service firm with 25+ years of experience and a client roster that includes McDonald’s, Walmart, Memorial Sloan Kettering, Planet Fitness, and some of the most recognized brand names in the country. They deploy sanitation and facility equipment at scale, across the entire United States, for organizations that cannot afford installation partners who get things wrong.
Their website didn’t communicate any of that. The online presence that national procurement teams and facility managers were finding when they searched didn’t reflect the size, the track record, or the caliber of the client relationships CCI had built over 25 years.
Splash Creative built the new CCI website from scratch. Here’s how.
The Challenge: A National Operation That Looked Like a Local One
The gap between what Cross Country Installations actually was and how their web presence represented them was significant. National procurement teams and facility managers evaluating installation partners have specific requirements: proven scale, relevant client experience, operational reliability, and geographic reach. A website that looks like a small regional contractor communicates none of those things — regardless of how strong the actual track record is.
The new site had to accomplish two things:
- Communicate scale immediately. National reach, major brand clients, 25+ years of operational experience — all visible within the first scroll.
- Earn trust fast. Procurement teams evaluating vendors for large-scale rollouts are risk-averse by definition. The site had to remove every reason to doubt CCI’s capability before the visitor had a chance to form one.
The Approach: Lead With the Proof
The most powerful thing about Cross Country Installations isn’t their process or their team — it’s their client list. McDonald’s. Walmart. Memorial Sloan Kettering. Planet Fitness. These names do more work in a procurement evaluation than any amount of marketing language.
Splash Creative built the CCI website around that proof — leading with the evidence of the firm’s capability rather than describing it. The client relationships are front and center. The geographic reach is demonstrated visually. The scale of the operation is communicated through specifics, not claims.
Website Architecture
The site architecture was built around how a national procurement team actually evaluates a vendor: what do you do, who have you done it for, how do you operate nationally, and how do we start a conversation?
Each service area is clearly defined. The geographic coverage is explicit. The process for engaging CCI — how a project starts, what the relationship looks like — is laid out clearly so that a facilities director evaluating multiple vendors can quickly determine that CCI is the right fit and know how to move forward.
Copywriting
The CCI copy was written for the specific people making vendor decisions in national procurement and facilities management — people who are evaluating multiple options, have been burned by contractors who overpromised, and respond to specificity and directness over marketing language.
No vague claims about “quality” or “excellence.” Specific capabilities, specific client types, specific operational model. Copy that makes it clear within the first paragraph that this is a firm that operates at national scale and has done it for the most demanding clients in the country.
What This Project Demonstrates
Cross Country Installations is the clearest example of a project where the work wasn’t creating something new — it was finally making visible what already existed. The track record, the client relationships, the operational capability — all of it was there. The website just wasn’t telling the story.
For B2B service companies that have built their business through relationships and results, the website’s job is simple: when a prospect finds you, they should immediately feel like they’ve found exactly what they were looking for. CCI had earned that feeling through 25 years of work. The new site makes sure they get credit for it.
Frequently Asked Questions
Does Splash Creative work with B2B services and facilities companies?
Yes. B2B companies are a significant part of our practice — professional services, facility services, logistics, and industrial businesses that need to communicate credibility to procurement teams and institutional buyers. The branding and web design requirements are different from consumer brands, and we understand how to build for a B2B audience that evaluates on trust and track record rather than lifestyle aspiration.
How do you communicate a B2B company’s scale without overstating it?
By leading with specifics rather than superlatives. “We’ve worked with McDonald’s, Walmart, and Memorial Sloan Kettering” is more convincing than “We’re a trusted national partner.” The clients tell the story better than any marketing claim. The job is to put the right proof in the right places — early, clearly, and without the hedging language that makes credibility claims feel uncertain.
How long does a B2B website project take?
A focused B2B marketing site — strategy, design, development, and copywriting — typically takes 8–12 weeks. Timeline depends on content availability and how many service lines need to be covered. We scope it specifically before any work begins.
If your B2B company has a stronger track record than your website suggests, let’s talk. That gap is worth closing.
