---
title: "Case Study: Design Matters for This SaaS Company"
description: See how sleek design coupled with inbound strategy can impact the bottom line with this case study on SaaS company CourthouseDirect.com
image: https://blog.gobonafide.com/hubfs/CHD.jpg
---

[![Share on Twitter](https://blog.gobonafide.com/hs-fs/hubfs/images/share-count-tw.png?width=30&name=share-count-tw.png) ](https://twitter.com/intent/tweet?text=%20&url=https://blog.gobonafide.com/case-study-design-matters-for-this-saas-company&via=) [![Share on Linkedin](https://blog.gobonafide.com/hs-fs/hubfs/images/share-count-in.png?width=30&name=share-count-in.png) ](https://www.linkedin.com/shareArticle?url=https://blog.gobonafide.com/case-study-design-matters-for-this-saas-company&title=&summary=) [![Share on Facebook](https://blog.gobonafide.com/hs-fs/hubfs/images/share-count-fb.png?width=30&name=share-count-fb.png) ](https://www.facebook.com/sharer/sharer.php?u=https://blog.gobonafide.com/case-study-design-matters-for-this-saas-company)

# Case Study: Design Matters for This SaaS Company

 See how sleek design coupled with inbound strategy directly impacted the bottom line for CourthouseDirect.com

[![Shareef Defrawi](https://app.hubspot.com/settings/avatar/eb8ce4510140f6223425b7c03002a0fd)](https://blog.gobonafide.com/author/shareef-defrawi)

 by [ Shareef Defrawi](https://blog.gobonafide.com/author/shareef-defrawi) on March 31, 2017 in [Bonafide](https://blog.gobonafide.com/topic/bonafide)

Share:

[![Share on Twitter](https://blog.gobonafide.com/hs-fs/hubfs/images/share-count-tw.png?width=30&name=share-count-tw.png) ](https://twitter.com/intent/tweet?text=%20&url=https://blog.gobonafide.com/case-study-design-matters-for-this-saas-company&via=) [![Share on Linkedin](https://blog.gobonafide.com/hs-fs/hubfs/images/share-count-in.png?width=30&name=share-count-in.png) ](https://www.linkedin.com/shareArticle?url=https://blog.gobonafide.com/case-study-design-matters-for-this-saas-company&title=&summary=) [![Share on Facebook](https://blog.gobonafide.com/hs-fs/hubfs/images/share-count-fb.png?width=30&name=share-count-fb.png) ](https://www.facebook.com/sharer/sharer.php?u=https://blog.gobonafide.com/case-study-design-matters-for-this-saas-company)

Our client [CourthouseDirect.com](http://www.courthousedirect.com) is an innovative SaaS technology company that provides online access to courthouse documents. Since its founding in 1999, the Houston-based business has built an impressive reputation among real estate professionals across the nation, including abstractors, appraisers, real estate agents and title agents –but they wanted to get their technology solutions in front of more landmen, a potentially lucrative vertical within the oil and gas industry.

*First, a quick intro to what a landman does.*

Before a company can begin drilling for oil or gas, they need to own the rights to the oil and/or minerals the land contains. Landmen are the ones who bridge the gap between these companies and the landowners, effectively serving as the middlemen between stakeholders and landowners.

They are notoriously old school – driving around the country in pickup trucks and researching title and land ownership records at local county courthouses.

CourthouseDirect.com offers real-time access to the very same land records – but online, from the comfort of your home or office. Using their technology, landmen stand to save countless hours and resources conducting the research they do every day.

Our goal was to:

1. Identify the challenges facing the landman industry
2. Capture the attention of landmen across the country
3. Speak to their challenges by introducing them to CourthouseDirect.com’s SaaS solution

Our biggest challenge was that we needed to convince these old school landmen, who have been doing business a certain way for ***decades****, *that there was a better, more efficient way of doing their job.

To ensure the messaging resonated deeply with the target audience, we conducted interviews with many of CourthouseDirect.com’s team members and existing landman customers.

*We learned **a ton** about these guys*.

Our research informed the creation of a detailed customer persona for the landman that spanned history, demographics, business pain points and opportunities for growth through CourthouseDirect.com’s technology.

We combined this insight with keyword analysis, design and a little creativity to develop a series of highly targeted content vehicles geared toward these oil and gas specialists:

- We wrote several articles and blog posts addressing the landman profession and industry as a whole with the goal of building our reach and organic traffic:

![blog.png](https://blog.gobonafide.com/hs-fs/hubfs/blog.png?width=683&height=364&name=blog.png)

- We created an infographic called “***The Evolution of the Landman***” – a visual representation of how the industry has changed and adapted to advancements in technology – a great segue for the introduction of CourthouseDirect.com’s solution:

![evolution-of-landman.jpg](https://blog.gobonafide.com/hs-fs/hubfs/evolution-of-landman.jpg?width=600&height=3414&name=evolution-of-landman.jpg)

- We wrote a 35-page eBook called “***The Landman Survival Guide***” – a comprehensive toolkit for the modern landman – to capture highly relevant leads for the CourthouseDirect.com sales team:

![Landman Survival Guide.png](https://blog.gobonafide.com/hs-fs/hubfs/Landman%20Survival%20Guide.png?width=477&height=600&name=Landman%20Survival%20Guide.png)

**[Download a copy of the eBook here](https://info.courthousedirect.com/download-the-landman-survival-guide)**.

We also used several of the HubSpot tools available to us to make the campaign a success - including email, calls-to-action, and social media - as well as a lot of grunt work to promote the infographic and eBook.

![email-1.png](https://blog.gobonafide.com/hs-fs/hubfs/email-1.png?width=800&height=77&name=email-1.png)![ctas.png](https://blog.gobonafide.com/hs-fs/hubfs/ctas.png?width=800&height=76&name=ctas.png)![social-media-1.png](https://blog.gobonafide.com/hs-fs/hubfs/social-media-1.png?width=800&height=76&name=social-media-1.png)Now for a little data on the results of the campaign.

- The infographic generated ***3245 views*** to the post we used to promote it:

![eBook-numbers.png](https://blog.gobonafide.com/hs-fs/hubfs/eBook-numbers.png?width=800&height=111&name=eBook-numbers.png)

- The eBook and corresponding landing page have generated the following numbers to-date, including ***1,045 never-before-seen new contacts*** and ***22 new customers***:

![landing-page.png](https://blog.gobonafide.com/hs-fs/hubfs/landing-page.png?width=800&height=111&name=landing-page.png)A few months ago we were fortunate enough that our client upgraded to HubSpot Enterprise, so we’ve been taking advantage of the A/B testing tool to further improve the results of the landing page:

![ab-test.png](https://blog.gobonafide.com/hs-fs/hubfs/ab-test.png?width=800&height=590&name=ab-test.png)

One of the most compelling arguments for inbound marketing is how, when done right, it can continue to pay dividends for years on end. And past campaigns can always be revisited, tweaked and improved.

We're fortunate to have clients like CourthouseDirect.com who believe in innovation, awesome tools like HubSpot, and most of all the value of inbound marketing.

![testimonial.png](https://blog.gobonafide.com/hs-fs/hubfs/testimonial.png?width=800&height=124&name=testimonial.png)

 

![lets_talk2.jpg](https://blog.gobonafide.com/hs-fs/hubfs/CTAs/lets_talk_2.jpg?width=795&name=lets_talk_2.jpg)

[![Shareef Defrawi](https://app.hubspot.com/settings/avatar/eb8ce4510140f6223425b7c03002a0fd)](https://blog.gobonafide.com/author/shareef-defrawi)

### [Shareef Defrawi](https://blog.gobonafide.com/author/shareef-defrawi)

President & Founder of Bonafide. Father of 2 adorable little girls. Counterproductive obsession with productivity. And seriously committed to helping other businesses grow.

<https://www.linkedin.com/in/shareefdefrawi> <https://twitter.com/sdefrawi>

## about us

Bonafide is an online / digital marketing agency based in Houston, Texas that works with growth-minded businesses nationwide. We help companies find new customers on the internet using market research, inbound marketing, CRM and sales enablement, search engine optimization (SEO), content marketing, pay-per-click advertising (PPC), social media, PR, technology and more.

## Quick Links

## Questions?

713-568-2364

## Contact us

Bonafide  
5318 Weslayan St # 128  
Houston, TX 77005   
* Mailing address only. 

[Schedule a Call](https://learn.gobonafide.com/schedule-a-call)

[![Bonafide](https://blog.gobonafide.com/hubfs/Bonafide-September2018/Images/logo.png)](https://www.gobonafide.com)

© Copyright 2020. All rights reserved. [Privacy Policy & Terms of Use](https://www.gobonafide.com/privacy-policy-terms/)

[**](https://www.facebook.com/GoBonafide) [**](https://twitter.com/gobonafide) [**](https://www.linkedin.com/company/gobonafide) [**](https://www.instagram.com/gobonafide/) [**](https://www.gobonafide.com/feed/rss/)

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Shareef Defrawi",
    "url" : "https://blog.gobonafide.com/author/shareef-defrawi"
  },
  "datePublished" : "2017-04-01T03:14:33.000Z",
  "headline" : "Case Study: Design Matters for This SaaS Company",
  "image" : [ "https://blog.gobonafide.com/hubfs/CHD.jpg" ],
  "mainEntityOfPage" : {
    "@id" : "https://blog.gobonafide.com/case-study-design-matters-for-this-saas-company",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://blog.gobonafide.com/hubfs/Logos/bonafide_logo_2color_rgb_linkedin.png"
    },
    "name" : "Bonafide"
  }
}
```

```json
{
  "@context" : "https://schema.org",
  "@id" : "https://www.gobonafide.com/#organization",
  "@type" : [ "Organization", "ProfessionalService" ],
  "address" : {
    "@type" : "PostalAddress",
    "addressCountry" : "US",
    "addressLocality" : "Houston",
    "addressRegion" : "TX",
    "postalCode" : "77005",
    "streetAddress" : "5318 Weslayan St # 128"
  },
  "alternateName" : "Bonafide Digital Marketing Agency",
  "areaServed" : {
    "@type" : "Country",
    "name" : "United States"
  },
  "award" : [ "HubSpot Impact Award – Graphic Design (2017)", "BBB Winner of Distinction (2016, 2017, 2019)", "BBB Award for Excellence – Pinnacle Winner (2018)" ],
  "description" : "Bonafide is a digital marketing agency based in Houston, Texas that works with growth-minded businesses nationwide, helping companies find new customers online through inbound marketing, SEO, content marketing, PPC, social media, CRM and sales enablement, and more.",
  "foundingDate" : "2009-06-01",
  "hasOfferCatalog" : {
    "@type" : "OfferCatalog",
    "itemListElement" : [ {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Search Engine Optimization (SEO)"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Pay-Per-Click Advertising (PPC)"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Content Marketing"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Inbound Marketing"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Social Media Marketing"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "CRM & Sales Enablement"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Market Research"
      }
    }, {
      "@type" : "Offer",
      "itemOffered" : {
        "@type" : "Service",
        "name" : "Public Relations"
      }
    } ],
    "name" : "Digital Marketing Services"
  },
  "image" : {
    "@id" : "https://www.gobonafide.com/#logo"
  },
  "knowsAbout" : [ "Digital Marketing", "Inbound Marketing", "Search Engine Optimization", "Content Marketing", "Pay-Per-Click Advertising", "Social Media Marketing", "CRM and Sales Enablement", "Market Research", "Public Relations" ],
  "logo" : {
    "@id" : "https://www.gobonafide.com/#logo",
    "@type" : "ImageObject",
    "caption" : "Bonafide",
    "url" : "https://www.gobonafide.com/hubfs/Bonafide-September2018/Images/logo.png"
  },
  "memberOf" : {
    "@type" : "Organization",
    "name" : "Better Business Bureau"
  },
  "name" : "Bonafide",
  "sameAs" : [ "https://www.facebook.com/GoBonafide", "https://twitter.com/gobonafide", "https://www.linkedin.com/company/gobonafide", "https://www.instagram.com/gobonafide/" ],
  "telephone" : "+1-713-568-2364",
  "url" : "https://www.gobonafide.com"
}
```

```json
{
  "@context" : "https://schema.org",
  "@id" : "https://www.gobonafide.com/#website",
  "@type" : "WebSite",
  "inLanguage" : "en-US",
  "name" : "Bonafide",
  "publisher" : {
    "@id" : "https://www.gobonafide.com/#organization"
  },
  "url" : "https://www.gobonafide.com"
}
```