Case Study

Scaling Startup SaaS from Zero to Sales Machine

Centreviews Case Study

Since 1998, API Outsourcing has been transforming the accounting industry by providing outsourcing services that support front-office and back-office automation. A few years ago, API saw an opportunity to extend their reach and grow their business by creating a software as a service (SaaS).

API first engaged with ArcStone for help creating an identity for their new SaaS. Once that was complete, they enlisted our help with a website, followed by digital marketing services to promote their SaaS and generate leads.

Our Role

  • Branding and Identity
  • Web Development
  • Marketing
Gary Halleen, President & CEO, Centreviews

Gary Halleen

President & CEO, Centreviews

The website is golden! Most of our leads come from our website.

The Challenge:

Centreviews was new to a competitive marketplace that's chock-full of well-known brands like Oracle and Although these brands aren’t direct competitors to Centreviews, they’re well-positioned and take up space in an already crowded industry. Compounding the challenge further was the fact that Centreviews was new and had no brand awareness or website traffic at all.


Our Approach

Since Centreviews was a new brand with literally no visibility or brand awareness, we started with a simple WordPress that we could add onto as their new brand took hold. A few months after the initial site launched, we added a blog. Our plan was to use the blog as a hub for our content marketing efforts.

Centreviews needed content that attracted relevant search traffic from their target audience while also improving brand awareness.

We created content on evergreen topics that resonated and also educated their target persona. Because Centreviews’s SaaS was innovative and changing the way companies approach accounts payable and accounts receivable, the content needed to be educational and show how automation is good for a business’s ROI.

We optimized the content so that it would rank well and we could build organic traffic. We also researched and found other paid channels that would give Centreviews a quick infusion of traffic and leads.


The Results

Since its launch, Centreviews has become an emerging leader in AP and AR process automation.

Year over year, Organic users account for the most popular source and Direct users continue to grow indicating that the brand is gaining traction.


Blog Content Icon

53% Increase

Contact Us Submissions


75% Increase

Website Users


74% Increase

New Users