Rebuilding the Local MSP: New Design Leads to Renewed Brand Visibility
Background
Birdseye Technical Services Inc. is an MSP based in Mauldin, South Carolina, dedicated to serving the specific needs of Upstate businesses. Led by President Mike Windey, the firm specializes in supporting small to mid-sized organizations.
Unlike national competitors that rely solely on remote support, Birdseye differentiates itself through a strict “local-first” approach. They limit their client base to a one-hour driving radius (covering Greenville, Spartanburg, and Anderson), ensuring they can provide rapid, onsite assistance whenever critical issues arise.
Despite this high level of service, their digital presence had remained stagnant for years, relying almost exclusively on word-of-mouth referrals rather than inbound digital growth.
Stagnant Growth & Local Invisibility
For years, Birdseye Technical Services had relied almost exclusively on word-of-mouth to acquire new business. Their digital presence had fallen behind, becoming a static brochure rather than a lead generation engine. As President Mike Windey noted, they hadn’t updated their site in a long time and were receiving virtually no inbound traffic or inquiries.
Birdseye’s website before and after the relaunch
Despite being a well-established local firm, they felt invisible in their own backyard. When potential clients in Mauldin or Greenville searched for IT support, Birdseye’s competitors dominated the rankings, while they were often buried at the bottom of the map results.
Attracting The Wrong Client
Perhaps the most critical issue was a misalignment between their website messaging and their business goals. The legacy site prominently featured “data cabling” — a service they had largely moved away from. Consequently, the few cold leads they did generate were for low-value, one-off cabling jobs rather than the recurring revenue Managed IT contracts they needed to grow.
“I don't think we're getting anything through the website right now. The only thing we get calls for is data cabling, which we don't even do anymore... I never get an 'out of the blue' call saying, 'Hey, can you help me with my IT?'"
To scale, Birdseye needed to completely overhaul their digital identity, shedding the “cabling guy” image to position themselves as a strategic technology partner for professional sectors.
Pronto Marketing executed a comprehensive Website Build and marketing setup designed to establish a distinct digital identity and drive local lead generation.
Strategic Design & Branding
To break the mold of the typical “white background” MSP site, the design team embraced a bold “dark/blue” aesthetic that aligned with the client’s preference for a modern, professional look.
- Visual Identity: The site incorporates the company’s “Michigan-inspired” brand colors and creatively integrates the bird-themed logo into key visual elements, such as the service area map.
- Dynamic Elements: Modern web typography and animated statistics were used to make Unique Selling Propositions (USPs) stand out and capture visitor attention immediately.
Content Pivot & Targeting
The content strategy was re-engineered to attract high-value contracts rather than one-off repairs.
- Service Refinement: All mentions of “cabling services” were removed from the primary navigation, focusing the user journey entirely on Managed IT Services.
- Seamless Migration: Existing blogs and resources were carefully migrated to preserve historical data and SEO value.
Local SEO & Marketing Integration
The build was not just about aesthetics; it was laid as a foundation for immediate growth.
One of four locations pages developed to help local search rankings
- Geographic Expansion: An SEO review led to the creation of specific location pages for neighboring counties and towns — including Greenville, Spartanburg, and Anderson — to capture search traffic from the wider Upstate area.
- Growth Stack: The launch included the immediate activation of a Local SEO plan and Google Ads management, ensuring that the new site would begin generating data and leads from day one.
“Really excellent design, everything turned out great! The team made it look and sound very professional!”
Results
A Professional Transformation
The new website went live on August 29, 2025, delivering an immediate upgrade to Birdseye’s public image. The shift to a modern, dark-themed aesthetic successfully differentiated them from the generic “white-background” styles of competitors, providing the “distinct digital identity” the client sought.
Strategic Realignment
Most importantly, the redesign achieved the primary business objective: pivoting the firm’s narrative. By removing the emphasis on “cabling” and deploying dedicated location pages, Birdseye effectively repositioned itself as a strategic Managed IT partner rather than a vendor for one-off wiring jobs.
Search Visibility & Early Wins Within six months of launch (August 2025 – February 2026), the foundational SEO strategy has delivered significant organic growth across the target region. Despite starting with a new digital footprint, the site has secured dominant positions for high-intent keywords:
- #1 Ranking for “Managed IT Services Hendersonville NC”.
- Top 5 Rankings for “Managed IT Services Spartanburg” (#5) and “IT Company South Carolina” (#5).
- Page 1 Visibility for “IT Support Anderson SC” (#10).
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