Design Process

As one might expect, the commercial loan modification industry is dominated by large financial and
corporate entities. Our client, who had years of experience within this industry, came to us as he was just
forming his own, new company – Commercial Loan Solutions, LLC. While his business focus would be on
providing better and more personalized service than those larger entities, his marketing focus was on establishing an image of experienced professionalism.

Together we determined that his company’s website would have two primary purposes – to accurately brand his business, and to generate quality leads. The latter purpose required that we develop an overall marketing strategy to fit our client’s goal and budget timelines. The strategy we developed included a combination of SEO and PPC advertising, as well as a back-end database management system to give our client the ability to manage the content on his site, to write blog articles, to distribute leads and build his customer database, to email market, and much more.

With an overall plan in place, we began the process by developing the logo, starting with the text and font.
Our goal was to present something professional and established without being gimmicky or “salesy”. From
here we developed the logo icon to create immediate brand recognition – commercial buildings resting on
an upward arrow. The upward arrow opposes the more obvious perspective lines of a city block, and the
effect was intended to draw attention, to create an upward (and positive) sense of movement, and finally to
hint at a residential roof – because our client was also interested in handling residential loan modifications.

With the logo complete, we began designing the site – and as we often do, focusing on the layout and color
palette first. We chose a palette of dark blues to feel professional without being cold or impersonal. We
knew that red would provide an excellent accent against this palette, but our intention was to be subtle and
delicate about its use. Anything too “salesy” was definitely out of the question, and would contradict the
otherwise professional, experienced and established image our client was going for. The layout was
designed like most of our layouts – to provide immediate understanding and intuitive navigation, while
funneling attention to the most important function of the website – in this case, generating leads. Hence,
we chose to have a lead capture form built into the left navigation of every page, and to use the largest red
accent to draw attention to it.

“After consulting with our client, we determined that his company’s website would have two primary purposes – to accurately brand his business, and to generate quality leads.”

From there it was a matter of choosing photographs to give the site a more personalized image to reflect
the client’s business, advising our client on content writing, and finally integrating the design with the
back-end database system and training our client on its use. Today, Commercial Loan Solutions
is a thriving and rapidly growing business. And while the credit goes the great service
provided by the excellent staff at Commercial Loan Solutions, we like to think at least some of their
success can be attributed to their online presence and the leads it is still generating!

About the Company

Commercial Loan Solutions consists of seasoned real estate professionals and attorneys, who will represent you in the dealings with your lender in order to achieve your financial goals. We pride ourselves on our customer service and our sustaining results. We have a much more personal approach to our interaction with our clients and their lenders, which has become the gold standard in the industry. In order to maintain that personal approach, we only take on a limited number of cases at any given time. We want to ensure that we can focus all our energy on the cases at hand. Our agents are standing by, happy to assist you any time.