Consulting

Brand Storytelling and Web Execution for Small Businesses

I was the sole marketing lead at Climb So iLL for ten years, growing the brand to 100,000+ customers, 50,000+ email subscribers, and 40,000+ social followers. I built the brand from identity to execution: defining its voice and positioning, then telling its story consistently and compellingly across web, email, and social channels. Since leaving, I have applied the same approach to client websites: uncovering a business’s story, building a brand that tells it, and developing tools a small team can maintain.

The Pattern

Each of the following businesses had a real story and a website that buried it. Perma Jack had 50 years of credibility hidden in text. Baxter Gardens had a premium service with a commodity look. Vertical Voyages had three program lines and one blurred identity.

Perma Jack

Homeowners with a foundation problem and contractors weighing a franchise opportunity were both routed through the same text-heavy site. I separated the paths. Homeowners get a searchable dealer map instead of a state-by-state list. Prospective dealers get a dedicated page with a clear pitch and an inquiry form. The brand’s credibility is now carried by illustrations, photos, and easily digestible points.

Baxter Gardens

The firm wanted larger projects, but its site looked like every smaller competitor. I rebuilt the brand story around three pillars: Design, Manage, Care. That positioned the firm as a long-term partner, not a one-time vendor, and the message carried through color, typography, and visuals. Behind the scenes, I turned decades of plant knowledge from scattered spreadsheets into a searchable reference of nearly 1,000 plants, giving the sales team a reliable online resource for clients.

Vertical Voyages

Three program lines needed to read as one organization. I gave every program page the same structure, so visitors can compare options and register without hunting. Candid photography, instructor bios, and partner credentials let the people behind the programs tell the brand's story, and a location map shows how far that reach extends. Programs, registrations, and waivers now live in one system, so the small internal team publishes updates in minutes.

The Approach

Story first: Each client had a story to tell: a foundation company's 50 years of credibility, a landscaping firm's long-term partnership, a climbing organization's people. I told each through design, copy, and photography.

Audience-led structure: Each page is built for one visitor and one next step: find a dealer, book a consultation, register for a program.

Sustainable ownership: I built admin tools around real workflows, so teams can publish updates and keep their brands consistent after launch.

Outcome

Ten years of brand building taught me that a story only works if it’s told consistently. These three organizations now have the story, the site, and the tools to keep it that way.