Discover the Evolution of NPS Design Studio with Christy Smith

The Journey of NPS Design Studio

As the founder and president NPS Design Studio in Springfield, Missouri, Christy Smith has spent nearly two decades helping businesses large and small grow through creative branding, strategic marketing, and expert Wix and WordPress web development services. In this Q&A, we spoke with Christy about the history and evolution of NPS, the changing digital marketing landscape, and where the industry is headed next.

Q. Let’s start at the beginning. Can you share a little about the history of NPS Design Studio and what inspired you to start the business?

A. NPS Design Studio opened its doors in 2008 after my family’s business shut down following 30 successful years. The closure was largely due to the economy at the time and major changes in our industry. I had worked there for 22 years, serving as VP of Marketing and Design, and when it came to an end, I decided to take everything I had learned and launch a business focused on graphic design, website design, and outstanding customer service.

To set myself apart from large agencies (and I say “myself” because it was just me in the beginning), I offered competitive, cutthroat pricing on my services. Right out of the gate, I landed a major account designing and coding email creatives for an internet marketing company in Kansas City. It went so well that they offered me a full-time job… which I accepted. I worked there for about a year and a half while continuing to grow my business, and I learned a ton about internet marketing during that time.

Over the years, my services expanded to include web development, branding, search engine optimization (SEO), reputation management, social media, print marketing, and digital marketing services, along with compliance policies and accessibility services (which I’m certified in).

My team also grew. Around 2010, I started collaborating with my friend Steve Scearce, who specializes in content strategy and SEO. We’ve worked on countless projects together, and to this day, he manages all of our on-page SEO services, blog writing, social media content, SEO reporting, and more.

In 2018, I added Google Ads services to our offerings by partnering with Jubilant Digital. In 2023, I hired Gretchan Pudliner as our Admin/Marketing Manager (she’s taken so much off my plate!). We also work with Brent Edwards, a fantastic web developer. He’s currently a contractor, but I hope to bring him on full time by the end of the year.

Seventeen years later, as of April 2025, we’re stronger than ever, and now when I say “we,” it’s real!

Meeting Client Needs

Q. How has NPS evolved to meet the changing needs of your clients, especially small businesses and startups?

A. That's a great question! NPS has honed in on services most appreciated by our clients. What works for one business may not work for another, so I focus on what I excel at and collaborate with others for additional needs. For instance, I don’t enjoy running paid social media campaigns, but I know a fantastic partner who does!

Website development is constantly evolving. When I built my first website in 1994, I used NetObjects Fusion. We then moved to custom-coded sites with ColdFusion and PHP, which now powers WordPress. Nowadays, website builders and content management systems like Wix, Squarespace, and WordPress dominate the market.

Recently, we’ve focused on building dynamic sites that generate pages from database templates. This saves time and enhances functionality.

The Changing Face of SEO and Digital Marketing

SEO has evolved significantly. Initially, it centered on keyword placement, but it now prioritizes user experience through high-quality content and site architecture. Keywords have shifted toward long-tail and location-specific terms. Metadata is essential for both static and dynamic pages.

Social media marketing can be a double-edged sword. Businesses that don’t engage consistently risk losing market presence. As platforms like Facebook become saturated, others rise in popularity—who knows what the future holds for marketing strategies?

Tailoring Services

Q. What’s your approach to helping clients choose the right mix of services for their goals?

A. Listening is vital. My father, a successful salesman, taught me to be more interested than interesting. By carefully listening, clients reveal their needs. From there, I map out solutions to help them succeed.

We prioritize educating our clients. Our Discovery Meetings, recorded with AI, allow us to outline both what clients think they want and what they truly need. The final proposal often reflects collaborative evolution, adapting to changes in strategy over time.

Building Partnerships with Other Agencies

Q. What kind of support do you offer to other marketing and design agencies?

A. Collaborating with agencies is enjoyable! We provide the support they need based on their requirements. Other agencies often outsource SEO and digital marketing, and we help fill those gaps.

Our services include SEO, UI/UX design, graphic design, business branding and logo design, website development, and reputation management. This allows agencies to focus on their strengths while we assist with their needs.

Overcoming Digital Marketing Overwhelm

For business owners overwhelmed by digital marketing, I advise taking small steps towards building momentum. Many clients come to us unsure where to begin after launching their websites.

Commonly, they've skipped essential steps like verifying their site with Google Search Console or setting up Google Analytics. Learning the importance of metadata—such as meta-titles, descriptions, and clean URLs—can enhance visibility.

Working with a professional ensures that SEO and accessibility checks are performed correctly. If you're using Wix, collaborating with a Wix Partner can be beneficial. Similarly, WordPress users should seek compliant and secure site assistance. Regardless of the platform—be it Webflow or Shopify—experts are available to provide guidance.

Reaching out to an agency is an investment in your business, enabling you to concentrate on your core competencies.

Branding Missteps and Solutions

Q. What common mistakes do small businesses make with branding or web presence, and how does NPS help fix them?

A. A prevalent misconception is the “build it and they will come” mentality. While this may work in movies, reality differs. Your brand and website form the visual identity of your business and must evolve alongside it.

Without a marketing strategy, you hand opportunities to your competition. Successful businesses are strategy-focused and often monitor rivals. At NPS, we help ensure consistent branding across social media, blogs, and websites. We work collaboratively with clients to set schedules, define goals, and build effective strategies.

Celebrating Growth

Q. What part of your growth makes you most proud?

A. I take pride in our consistent growth while focusing on what works best. We've eliminated some services that didn't fit well due to bandwidth constraints. Concentrating on repeat services that drive client satisfaction is our primary focus.

Achieving residual income is essential for any business. This year is already exceeding last year's performance, and our redesign has facilitated that growth.

The Role of AI

Q. What role do you think AI will play in the future of digital marketing, and how is NPS adapting to that shift?

A. AI is here to stay. It automates tasks and increases efficiency. At NPS, we use AI for responding to reviews and automating outreach emails.

Our AI webchat has revolutionized customer interaction. It can answer basic queries, direct visitors to appropriate services, and help clients find solutions conveniently.

The NPS Difference

Q. What distinguishes NPS from freelancers or large agencies?

A. Freelancers can sometimes leave projects unfinished due to competing demands. In contrast, NPS provides stability, delivering agency-level services at a more accessible price. Our new tagline captures our essence: “Design and Conquer.” We enable clients to start with exceptional design and conquer their respective markets!

Looking Ahead

Q. What’s next for NPS Design Studio?

A. Looking ahead, we plan to expand our AI-powered reputation management services. We aim to strengthen our client's Google presence with our innovative tools. Upcoming developments include automating reviews, social media posting, and improving lead tracking.

We’re excited about the surprises in store, especially some new service offerings tailored toward specific industries we frequently work with. Stay tuned for our developments!

Want to learn more about how NPS can support your business? Reach out to NPS Design Studio and set up a discovery meeting. We’d love to hear from you!

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