Selected Client Work

Assess. Build. Activate.
Here's what that looks like.

Start with a Free Assessment

A look inside the full marketing systems we've built for two very different businesses — website, SEO, content, video, advertising, and lead generation, produced in-house and built to keep working.

Two engagements  ·  two industries  ·  one approach
The Approach

One system, applied end-to-end.

We don't sell video, web, and marketing as separate line items. We diagnose what a business actually needs, build only those assets, and put them to work — the same method behind everything below.

01/ ASSESS

Find what's working, what's broken.

A read on the current digital presence — where credibility, clarity, or leads are slipping away.

02/ BUILD

Create only what's needed.

The specific assets that matter — designed for clarity, credibility, and reuse across channels.

03/ ACTIVATE

Put the assets to work.

Deploy and market what we build so it generates attention, inquiries, and momentum.

Engagement — Boutique Instruments

Beyond Tone Instruments

Boutique & custom instrument resaleSerious players & collectors · NationalBrand · 
Web · Strategy

Beyond Tone Instruments is more than a gear shop; it's a curated source for boutique guitars, amps, effects, and rare pieces, led by Nicholas Moy, a lifelong musician who hand-selects the inventory. We defined that position, built the site to match, and mapped how a niche, high-trust dealer competes without relying on the big marketplaces.

Brand & Positioning/ 01

  • Positioned BTI as a boutique / custom instrument source — "Buy · Sell · Trade," collector-focused

  • About and business copy casting Nick as a musician and curator, not a reseller

  • Tone, craftsmanship, and rarity established as the buying drivers

Website/ 02

  • Full Squarespace redesign — structure, layout, and shop organization

  • Category shop for guitars, amps, effects, and rare/custom gear, plus a "Latest Arrivals" presentation

  • E-commerce structure, trust/testimonial sections, contact pathway, and social integration

Launch & SEO/ 03

  • Took the live site to launch — domain and publishing issues resolved

  • Shop-page metadata and titles, e.g., "Shop Custom Boutique Guitars, Amps & Instruments"

  • Keyword strategy around boutique, custom, rare, and collector instruments and buy/sell/trade intent

Inventory Presentation/ 04

  • Shop page and inventory presentation strategy for collector-grade gear

  • Framing for rarity, visual trust, and category organization

  • Lead qualification flow so serious buyers reach Nick directly

Sales-Channel Strategy/ 05

  • Digital strategy for reaching collectors and serious players

  • Competitive positioning against Reverb and boutique/vintage dealers

  • A designed 30-day Facebook Marketplace pilot — listings and lead qualification, with clear fulfillment and liability boundaries

“Charles was instrumental in helping us get our business off the ground. From building our website to guiding us through the early stages of establishing our online presence, he brought a level of professionalism, creativity, & attention to detail that honestly exceeded expectations. He didn’t just make us a website. He helped create a strong foundation for how our brand is presented to the world. What stood out most was how invested he was in the process. He was responsive, knowledgeable, patient, & genuinely cared about making sure everything looked right & functioned the way it should. His insight & execution made a huge difference for us, and I can confidently say we would not be where we are without his help.”
— Nicholas Moy - Beyond Tone Instruments

Content Direction/ 06

  • Founder-led and product content direction

  • A video/podcast growth strategy using Nick's expertise to build buyer trust

  • Turning inventory into media — showing tone and story, not just specs

Engagement — HR Consulting

Total Circle HR

HR consulting for small & mid-sized businesses Nationwide · NYC-based 
Full marketing operator role

Total Circle HR had deep expertise and real credibility, but its services needed clearer digital packaging. We stepped in as the marketing operator: rebuilding the site around business pain points, turning HR knowledge into searchable content and video, and building a lead-capture system that gives the company a reason to follow up.

Website & Positioning/ 01

  • Full site audit and page-structure review

  • GoDaddy → Squarespace migration support

  • Service pages repositioned around HR pain points — hiring, onboarding, offboarding, employee relations, investigations, compliance, risk

  • Cleanup of confusing sections and unclear language

SEO/ 02

  • Ongoing SEO management and refinement

  • Page titles, meta descriptions, and service-keyword strategy

  • Geographic targeting built to broaden reach beyond a single market

  • JSON-LD structured-data direction · monthly SEO reporting

Content/ 03

  • HR authority articles, including "Job Descriptions That Actually Help Your Business"

  • A workplace-trust piece on communication and conflict resolution

  • Long-form content converted into an email-gated lead resource, with a tighter on-site version

Video & Creative/ 04

  • Logo animation

  • A slate of short-form service-video scripts and concepts — "Trust Break," "Revolving Door Effect," "Someone Should Handle This Syndrome"

  • Animated and short-form assets that make abstract HR services concrete

Social & Advertising/ 05

  • LinkedIn content and strategy, captions, banners, and formatted social posts

  • "Compliance Made Easy" campaign direction

  • Google & Facebook ad strategy — retargeting and geographic campaign structure with lean test-budget plans

Lead Generation & Strategy/ 06

  • The HR Health Snapshot — a lead magnet and intake tool

  • Automated internal alerts to Penny plus branded confirmation emails to prospects

  • Ongoing funnel, reporting, and marketing direction

Let's Work Together

Your business could be the next one on this page.

It starts the same way every engagement here did — with a free, honest read on where your digital presence stands today.

Step 01 — Assess

Free digital presence assessment

A clear look at what's working, what's broken, and where growth is slipping away. No obligation.

Start Here