Lance Surety Bonds Website on Laptop


About Lance Surety Bonds

Lance Surety helps entrepreneurs from different industries in the US to get licensed and bonded in order to legally operate their business. As such, a big part of their target customers are startup owners.

The Challenge

As part of our content marketing strategy, we wanted to improve the brand awareness for Lance Surety among young entrepreneurs and build their backlink portfolio. Since infographics are some of the most engaging and highly shareable type of content on the web, we decided to design, publish, and promote a high-quality infographic on a topic related to the startup community.

What we did

1. Topic

Initially, we decided to write an article on the topic of “Top X tips for startup success”.
However, after a short research, we found countless articles and infographics online on the same topic. To be more precise, there were more than 20 million results in Google. The competition was too big and there was a high chance our infographic would get lost among all the articles trying to solve common startup problems. That is why we decided to give the topic a different spin. Since the greatest fear of startups is the fear of failure, we decided to emphasize on the fear factor. This tactic was also supposed to help us stand out from the crowd.

2. Research

We found a great research done on the topic by CB Insights based on analyzing 101 startup failure post-mortems. The insights were relevant and useful, plus, there were no visual assets on the website to accompany the results. This looked like a great opportunity for us.

3. Conceptualizing

We started off by conceptualizing each reason of failure. We wanted the graphics to clearly depict the reasons to fail and, at the same time, to be catchy, fun, and shareable.

4. Content creation

We wanted the text in the infographic to be very short and to the point. The main idea of visualizing data/analysis is to remove the need for users to read long and detailed explanations.

5. Publishing

We wanted to publish the infographic on high-quality websites, where our target audience of startups and aspiring business owners hangs out the most. We got in touch with a few influential authors and editors, pitched the idea and they loved it.

6. Promotion

Eventually the infographic was published on and republished across a number of influential domains, including We actively promoted it across a number of online startup communities.


Since we started working with Lance Surety Bonds:

Embedded on



  • Backlinks

  • LinkedIn shares

  • Shares across other social media channels


What our client says:

Vladimir and his team at Presitely take a creative approach towards developing marketing strategies that are customized to the individual needs of his clients. We would not be where we are today without his guidance and hard work. I give Vladimir and Presitely my strongest possible recommendation for their online marketing services.

Victor J. Lance
Victor J. Lance
President/Owner of Lance Surety Bonds

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