Avalanche Creative

08/29/2026

We launched a new site for a landscaping company in Southwest Michigan and it produced three leads in the first week, before SEO had time to do anything.

The traffic was already showing up. What changed was the experience.

Visitors could tell what the company did, find the service they wanted, and see how to get in touch.

Lance uses a cake analogy to describe this. The design is the frosting. The experience is the bite.

Two layers to check on your own site:
- Does it look like a company people can trust?
- Can someone understand, find, and buy without stopping to think?

Follow our page for a marketing moment every week.

08/27/2026

A client sent Lance a screenshot a few weeks ago with one line: "This isn't true."

Google's AI Overview had told a searcher that a service was available at every one of the company's 2,000+ locations, at any time.

It is available at a handful of locations, and you need a referral. Nobody at the company wrote that. No competitor published it. Google filled a gap and guessed.

Here is what usually creates the gap:
- A service page that explains what you do but never says where
- An FAQ that answers "do you offer this" without the conditions
- An old blog post describing how you operated three years ago
- A directory listing you forgot existed

There is no one at Google to call about this. The lever you control is your website.

Full episode linked in the comments.

08/20/2026

Meet the panel for Websites and Apps for Real People:

Mia Merrell | VP, Integrated Business Solutions, Helen
Rayanne Beaudry | Co-Owner, Avalanche Creative
Taryn Hulst | Senior Product Manager, Progyny

Moderated by Jory Grooters, Senior Digital Strategist at .

Wed, Sept 16 from 3:00-4:30 PM at the Grand Rapids Chamber

Register today: https://hubs.ly/Q04tLLWL0

08/19/2026

Help us welcome Ashton, our new Content Strategist!!

As a natural storyteller and a self-proclaimed marketing bard, Ashton brings a lot of creativity to his writing and especially loves building website content that feels interesting, thoughtful, and human.

Outside of work, you can find him playing D&D, working on digital illustrations, or snapping some cool photos.

We’re excited to have you on the team, Ashton! 💙

08/18/2026

If you run a home service company and want more visibility in the Google Map Pack, Aaron recommends these two things.

1. Reviews. They carry more weight for home services than most owners expect, and a consistent review generation campaign is the fastest lever you have.

2. Activity. Adding photos, posting to the profile, and listing out your services shows Google the business is active and gives customers a reason to trust you before they call.

Neither one costs anything. Both get skipped constantly.

08/14/2026

We have a Slack channel called -brags, and it might be the most valuable channel we have.

Anytime someone gets a great result or gets praised by a client, it goes in that channel.

This week, Nick deserves a shoutout.

This is the kind of thing that never leaves an email thread unless somebody shares it.

08/13/2026

Ever wondered what it would be like to actually work with us?

Craig Attkisson, the owner and GM of Green Side Up shares what made Avalanche Creative stand out from the first meeting, what it's like working with a team that ties their success to yours, and why he sleeps well at night knowing his marketing is handled.

Check out the full video ⬇️⬇️

Craig Attkisson didn't just want an agency. He wanted a partner who...

08/12/2026

AI is changing how people search. But real humans still land on your site, open your app, and decide whether or not to stay.

Join us for Websites and Apps for Real People, a Tech Week Grand Rapids panel from Grey Matter Group and Avalanche Creative.

Wed, Sept 16 | 3:00–4:30 PM Grand Rapids Chamber | Steelcase Conference Center

Panelists:
Mia Merrell | VP, Integrated Business Solutions, Helen
Rayanne Beaudry | Co-Owner, Avalanche Creative
Taryn Hulst | Senior Product Manager, Progyny

Moderated by:
Jory Grooters | Senior Digital Strategist, Grey Matter Group

Free to attend. Link in comments to register 🔗

08/11/2026

A ranking report can look great while your sales stay flat. We have seen it happen.

Jennie explains what we track instead.

Traffic is the first step. Conversions are the second. Then we ask the question most reports skip: did those leads get followed up with, and did they close?

Here is what we watch for every client:
- Organic traffic growth
- Lead conversions on the site
- Follow-up on those leads
- Closed sales that move the business

08/08/2026

Nick was our July Core Value Award winner!

He launched our first AI assisted website last month. He used Claude Design to speed up the parts that usually take up a lot of time. The judgment about what belonged on the site was still his.

Great job!