Podcast: Embed
From Art School to Agency Owner
April Edwards didn’t begin her career in marketing. She started in art school, eager to design and create for a living. During the internet boom, however, she learned how to code—and that changed everything. Her early work included designing emoticons for MSN Messenger at American Greetings Interactive. After bouncing through contract and freelance roles, she eventually launched her own web design agency.
The Frustration of Being a Generalist
Although her agency produced beautiful websites, they often failed to generate results. Clients weren’t getting traction, and the work felt hollow. April realized she needed to do more than design—she needed to drive growth. So, she moved deeper into marketing. But like many agency owners, she made the mistake of serving too many different types of clients. Without a niche, she couldn’t scale or build predictable systems.
Finding Direction with Seven Figure Agency
That changed when she discovered the Seven Figure Agency. After reading the book and joining the program, she quickly saw her blind spots. She began reviewing past clients and spotted a clear trend: deck builders consistently succeeded with her system. One client, in particular, grew rapidly using her approach. That success became the framework for a new offer—the Deck Builder Marketing System.
Why Deck Builders Became the Perfect Fit
Despite having no background in construction, April resonated deeply with the deck builder audience. They were skilled craftsmen but lacked time, clarity, and marketing support. Just like her, they were creative, driven, and overwhelmed. By helping them grow their businesses, she realized she could impact entire families. It gave her work deeper meaning and a greater mission.
Turning Project Work into Recurring Revenue
Before finding her niche, April’s agency made between $18,000 and $20,000 per month. However, the work was mostly hourly, with no recurring structure. After niching down and building systems, her monthly recurring revenue climbed above $100,000. At one point, she reached $112,000 MRR. Although revenue dipped slightly, she stayed confident. Systems, structure, and a clear message gave her long-term stability.
Her Three-Phase Growth System
April packages her services into three clear phases that match each client’s growth stage:
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Foundation – SEO, website, lead management, and reputation-building tools
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Growth – Everything in Foundation, plus Google Ads and campaign optimization
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Dominate – Omnipresent marketing with Facebook Ads, funnels, email, and heavy content
She charges a $4,500 setup fee. Monthly retainers begin at $1,500 and grow based on the program level. Clients are guided through these phases with clarity and consistency.
How She Won Her First Niche Clients
April didn’t rely on referrals. Instead, she used cold outreach. She followed deck builders on social media and actively engaged with their posts. By commenting on their projects and starting conversations, she planted seeds. Additionally, she joined NADRA, the industry’s top association—not to sell, but to listen and learn. That genuine approach helped her build trust quickly.
What Drives Leads Today
Lead flow now comes from several sources. About 44% stems from brand awareness, referral links, and association involvement. Roughly 30% comes from organic traffic through SEO and consistent content. She also contributes to Deck Specialist Magazine and runs a website pulling in 2,500 monthly visits—a strong showing in a niche with only 4,500 target businesses.
Structuring a High-Performing Team
April runs a fully remote agency. Her team is organized into two delivery pods, each with a strategist, account manager, copywriter, and SEO specialist. Shared developers and designers support both pods. She recently added a fulfillment director, finance lead, and is building out middle management. By implementing EOS, holding weekly L10 meetings, and running quarterly huddles, she keeps everyone aligned and empowered.
Delivering a White-Glove Experience
Onboarding is thorough and intentional. New clients receive a welcome box, expectations guide, and weekly meetings to keep everything on track. Each client is shown a “Proven Success Journey” that illustrates their path to results. Meetings follow clear agendas, and data is always explained in simple, actionable language. As a result, clients feel confident, supported, and clear on what’s next.
Client Retention: Systems, Trust, and Human Touch
Retention doesn’t happen by accident. April’s team uses a mix of strategy and care to keep clients long-term:
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Weekly onboarding check-ins
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Monthly and quarterly planning calls
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Client coaching calls twice a month
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Gifting for milestones, birthdays, or big wins
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Site visits to build stronger relationships
These touchpoints build loyalty and deepen trust. Clients don’t just get results—they feel genuinely cared for.
April’s Advice for Growth-Focused Agencies
She shared three big lessons:
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Stop consuming and start doing. Don’t wait to be ready—just start.
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Niche down sooner. You can’t scale while serving everyone.
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Work on yourself. If your mindset is off, your business will stall.
Ultimately, clarity and discipline are what move the needle. When you combine those with action, everything changes.
Final Thoughts
April Edwards built more than an agency. She built a mission-driven business that helps good people grow strong companies. Her systems are simple. Her message is clear. And her story proves that focus, service, and systems create real scale. For agency owners feeling stuck, her journey is a roadmap worth following.
