Lettermen's Energy

Each dealer site was built and maintained separately on a closed vendor platform. A template change meant editing every site individually. Every dealer's data sat in its own silo, so leadership had no way to see performance across the network or compare one dealer against another. Ad accounts, analytics history and call-tracking numbers were held by the vendor. None of them would move with Lettermen's if it left. Spend stayed flat month to month in a business where demand follows the weather. And with acquisitions arriving every few months, the company needed to onboard a new dealer in weeks.

One codebase, many brands.

We built a WordPress multisite with one parent theme and child themes. Each dealer maintains its logo, colors and voice on a shared component library. New sites are built from the template, which keeps a new acquisition's onboarding to weeks.

A pilot, then a playbook.

We launched a single pilot dealer site first, in July 2026. What we learned there became a dealer onboarding playbook and a seven-phase launch checklist. The remaining dealer sites launched in overlapping waves through the following months.

Data Lettermen's owns.

Every dealer has its own GA4 property, that feeds a portfolio roll-up through a shared Tag Manager container. Adding a dealer is a configuration step; not a new build.

For a propane dealer, the phone is the front door. We implemented CallRail across the network with local-area-code numbers, so leadership sees which searches, ads and pages make the phone ring at each dealer. Calls separate new-customer inquiries from service and billing requests to show where marketing dollars win new households, and gives dealers a clearer read on the service needs that keep existing customers loyal. Lettermen's now owns its Google Ads accounts, under a corporate manager account.

"Our folks are going to be excited to get this kind of visibility, and it gives us a lot of credibility, to boot. I'll be interested to see this reporting grow over time."

Jim Saladin, Chief Digital Officer, Lettermen's Energy

Spend that follows demand.

Paid search budgets are sized from measured local demand for new propane service, dealer by dealer, and a dealer gets no more budget than its market can absorb.

AI agents with human approval.

Each dealer site has a dedicated SEO agent and paid media agent. The SEO agent runs daily site-health checks, fixes broken links, maps redirects and writes biweekly reports. The paid media agent monitors the dealer's Google Ads account, makes optimizations and reports on performance. Both propose larger changes for a strategist to approve, and the strategist decides what goes live. That pairing gives every dealer site and ad account daily attention, a level of coverage that would not be feasible with a human team across a network this size. Strategists spend their time on the decisions that move the business, and every significant change still gets a person's sign-off.

• Dealer #1's average Google position improved from about 20 to about 10 in its first three months.
• Across the network we tracked 549 calls and quote requests in the first month. It was the first time Lettermen's could see leads from every dealer in one place.
• Dealer #2's search-driven leads more than doubled, from 11 to 28, between back-to-back two-week reports in October.

Local brands, central control.

We audited 14 competitor sites. None of the multi-location operators kept their dealers' local identity. Lettermen's now does, and corporate controls every page.

Measurement before marketing.

We had tracking, call attribution and a shared lead definition in place before any ad ran. A form counts as a lead only when it's a quote request. A call counts only when it comes from a new customer and lasts long enough to matter.

"I've been nothing but impressed with everyone I've met from LimeLight. It's become a very valued partnership for me, my team, and everyone at Lettermen's."

Jim Saladin, Chief Digital Officer, Lettermen's Energy