The goal was simple: modernize the marketing experience without losing the character and values that set Chaney apart. Through brand strategy, design, digital marketing and connected systems, Seafoam helped build a foundation to support both their customers today and their growth in the years ahead.
Chaney wanted their digital presence to better reflect the expertise and personality their customers already experienced in person. Their website and ads were in place, but not delivering the results they hoped for. Their CRM also wasn’t fully integrated with the marketing tools they needed, making tracking and follow-up more time-consuming.
As more competitors entered the market with polished branding and modern digital experiences, Chaney’s leadership team recognized the opportunity to update their own systems in a way that would serve their customers more effectively while staying true to their family values.
We began with a brand workshop to help the Chaney team clarify their mission, vision, values, buyer personas and brand persona—with this, we created a framework to guide both marketing and day-to-day communication.
With strategy in place, we rebuilt the website with clearer navigation, stronger mobile performance and updated copy that reflected Chaney’s voice. We refreshed the visual identity, developed a brand guide and produced a polished brochure to ensure their digital presence matched their in-person interactions.
To strengthen the sales process, we connected lead forms directly to their CRM, added conversion tracking and set up automated confirmations. We also guided the team on follow-up email campaigns to simplify communication with prospects. Finally, we restructured their Google Ads strategy and launched Performance Max campaigns aligned with the new website, driving higher-quality leads.
We were able to extend our CX work beyond the first conversion by creating print assets that help the team close deals by giving homeowners clear, branded information about next steps. These materials were paired with specialty landing pages that reinforce this messaging and allow customers to explore product details and service options online.
To enhance the post-sale experience, we developed an email marketing campaign designed to guide customers through installation and answer common questions. We also helped the team establish a system for collecting and responding to reviews to reinforce Chaney’s reputation for care and service while strengthening their online presence.
