There’s a specific credibility gap that long-established B2B companies run into: decades of real work, serious clients, and national scale — and a web presence that looks like it was built in 2009 and hasn’t been touched since. The gap between what a company has actually accomplished and how it presents itself online costs real business every year. National procurement teams and facility managers Google vendors before they pick up the phone. What they find shapes whether that call happens at all.
Cross Country Installations has been deploying sanitation and facility equipment for 25+ years. Their client roster includes McDonald’s, Walmart, Memorial Sloan Kettering, and Planet Fitness — some of the most operationally demanding organizations in the country. Their web presence reflected none of it.
Industry: Facility Services / B2B | Location: Hackensack, NJ | Deliverables: Web Design & Development, Copywriting
The Challenge: A Company That Had Outgrown Its Digital Presence
CCI had everything a national facility services company needs: the experience, the infrastructure, the client relationships, and the track record. What they were missing was a site that could communicate the size and credibility of their operation to a procurement professional evaluating vendors in 60 seconds.
In B2B facility services, the stakes of the wrong vendor choice are high. A company that botches a national installation rollout across hundreds of locations creates operational chaos for their client. Procurement teams know this — which is why they evaluate vendors carefully and lean heavily on signals of scale, experience, and professionalism. CCI had all three. Their site communicated none of them.
The Approach: Let the Track Record Do the Work
The CCI engagement started with a simple strategic insight: the best thing we could do for this company was get out of the way of their actual story and present it clearly. Twenty-five years of national deployments. A client list that reads like the Fortune 500. The kind of operational capability that only comes from doing this at scale, repeatedly, without failure.
That story didn’t need to be invented or embellished. It needed to be organized and presented with the professionalism that matched its content.
Site Architecture Built for the Procurement Audience
Splash Creative designed the CCI site architecture around how a national procurement team actually evaluates a facility services vendor: capabilities first, client evidence second, process and reliability third, contact fourth. No unnecessary friction, no buried information, no making the visitor work to find the thing that would convince them.
The client logos are front and center. The scope of work is clearly defined. The geographic coverage is immediately legible. A facility manager at a regional chain should be able to determine in under 90 seconds whether CCI can handle their situation — and the answer should feel obvious.
Copywriting Built for Trust
B2B copywriting for a company like CCI has one job: make the reader feel confident. Not excited, not inspired — confident. Confident that this company has done this before, at their scale, for clients whose standards are as high as theirs.
Every line of copy was written to that standard. Direct, specific, evidence-based. The kind of language that a procurement professional reads and thinks: yes, these people know what they’re doing.
What This Project Demonstrates
The CCI engagement demonstrates something Splash Creative believes strongly: the best creative work for an established B2B company usually involves less invention and more clarity. The company already has the story. The job is to present it in a way that matches the quality of the work itself.
For companies with 25 years of national experience and a client list that includes McDonald’s and Memorial Sloan Kettering, the brand problem isn’t awareness. It’s credibility signaling — making sure that when the right procurement team finds you, they immediately recognize you as a serious option rather than sorting you into the pile of vendors that need more research.
Frequently Asked Questions
Does Splash Creative work with B2B and industrial companies?
Yes. B2B web design and copywriting is a significant part of what we do — specifically for companies where the website’s primary job is to support a sales process rather than drive direct ecommerce conversion. Facility services, professional services, financial services, logistics, and industrial companies all have specific requirements for how trust is built online, and we understand those requirements.
How do you design a B2B website for a procurement audience?
By starting with what that audience needs to believe before they’ll make contact, and designing the information architecture to deliver that belief as efficiently as possible. Procurement professionals are busy, skeptical, and risk-averse. The site needs to answer their most important questions fast, provide credible evidence rather than marketing claims, and make next steps obvious. Anything that doesn’t serve those objectives is friction.
Our company has been around for decades but our website is outdated. Where do we start?
With an honest audit of what your website is currently communicating versus what your company has actually accomplished. For most established B2B companies, there’s a significant gap — and closing it doesn’t require reinventing the brand. It requires presenting the existing story with the professionalism it deserves. That’s often faster and less expensive than companies expect.
If your B2B company’s web presence doesn’t reflect the scale of what you’ve actually built, let’s fix that.
