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In an era where artificial intelligence is reshaping every industry, one fourth-generation family-owned septic business is proving that even the most "down and dirty" trades can lead the way in digital innovation.
Courtney Van Delden Supplee, co-owner of Van Delden Wastewater Systems, recently joined CI Web Group on the Catalyst for the Trades podcast to share how her 88-year-old company is embracing AI, digital marketing, and proactive leadership to stay ahead in a rapidly changing landscape.
Van Delden Wastewater Systems has been in operation since 1937. Now owned by Courtney and her brother—the fourth generation in the family business—they provide complete septic services: from design and installation to maintenance and pumping.
While deeply rooted in tradition, Courtney made it clear that standing still is not an option. "We want to stay on top of our competition," she shared. "What was relevant eight months ago is no longer enough today"
After 12 years with a previous marketing provider, Courtney realized the company's online presence had become outdated and stagnant. The turning point? Discovering CI Web Group through the ServiceTitan Masterminds Facebook group.
"It felt like we were on autopilot. Our old provider wasn’t bad, but we weren’t moving forward," she explained. After one discovery call and a candid website audit, she made the leap to CI Web Group, launching a new site built for performance, conversion, and AI-readiness.
But the innovation didn’t stop there.
Just a year after their website launch, Van Delden Wastewater Systems upgraded again—this time to Webflow, fully optimized for AI discovery and future search trends.
Why rebuild so quickly?
Because Courtney understands that agility is key in today’s digital world: “We knew that if we waited, we’d be behind. We didn’t love spending more money, but it was the right decision. It was about staying ahead, not playing catch-up”.
Through CI Web Group’s Cortex Pulse platform, Van Delden now publishes daily AI-generated blog posts linked to trending keywords and customer search behavior—customized specifically for how people talk to AI tools like ChatGPT.
And Courtney didn’t stop there. She used Manus AI, a multi-agent content creation platform, to transform those blog posts into a 30-day social media calendar—complete with images, hashtags, calls to action, and keywords—linked back to their website.
The entire process took just an hour.
"There's no way I have time every day to manually post, link, and write content. AI helps me do it all in a fraction of the time," she said. "Now I know that even if someone doesn't use the 'right' terminology, they can still find us and we get the call".
Since partnering with CI Web Group and embracing AI-driven marketing:
And perhaps most impressively, Courtney and her team are now piloting AI agents to audit 40+ work orders per day—saving time, reducing human error, and building the foundation for full automation in the near future.
Courtney’s advice to fellow contractors and home service pros?
“Just start. Something is better than nothing. You don’t have to go all in from day one, but you can’t stay stagnant”.
Whether you're running a multi-generational septic company or a brand-new HVAC business, the message is clear: AI isn’t just for big tech. It’s for anyone willing to lean in, learn, and lead.
And if Courtney's results are any indication, the future belongs to the early adopters.
If you’re ready to learn and discover the best tools built for the AI era, Just Start AI is here to help.
Let’s start where you are—and build where you want to go.
If you’re ready to learn and discover the best tools built for the AI era, Just Start AI is here to help.
Let’s start where you are—and build where you want to go.
👉Join the Just Start AI community
👉Watch the full podcast episode
👉Follow Van Delden Wastewater Systems
Jennifer Bagley
Jennifer Bagley is the CEO and founder of CI Web Group, an AI-enabled marketing agency helping home service businesses achieve exceptional growth. With over 15 years of experience, she has led companies to significantly increase their leads and revenue through innovative strategies and emerging technologies. Her 12 Step Roadmap to Accelerated Results is a trusted framework for HVAC, plumbing, and electrical companies looking to expand their markets and achieve lasting success.
Chuck Staszkiewicz
Chuck is an accomplished entrepreneur and growth strategist, renowned for scaling All Hours Plumbing into a $20 million industry leader before its successful sale in 2023. A co-founder of The Opus & Golds Group, he helps companies grow through innovative strategies and operational excellence. Through his work, Chuck continues to inspire entrepreneurs to achieve their highest potential.
The trades industry is moving fast. If you’re not learning, you’re losing. Catalyst for the Trades gives you real strategies from real experts. No fluff, just what’s working.
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