Toldwell Marketing

Toldwell Marketing Toldwell Marketing is a digital marketing agency based in Madison, WI. In a landscape overflowing with generic, AI-generated content, audiences crave substance.

We specialize in content and social media management - helping businesses tell their stories through done-for-your content that builds trust, increases visibility, and drives sales. Toldwell Marketing helps growing businesses elevate their brand with content that is strategic, consistent, and rooted in the real stories of their company. We partner with teams who have a clear vision but limited tim

e - brands that need a trusted extension of their marketing department to execute with clarity and precision. In a world where content feels increasingly generic, we help you show up with messaging and visuals that actually sound like you and support your long-term goals. They want messaging that feels real, grounded, and true to the brand behind it. That’s why our work centers on the stories and experiences that actually move people: your client transformations, your values, your impact, your expertise. At toldwell marketing, we combine that authenticity with research-backed strategy to create content that connects, differentiates, and elevates your brand. The result? Marketing that feels human and intentional, and attracts the right people to your business.

04/23/2026

Meet the elevated website for Brenna Hale Design - a website that finally reflects the incredible home design transformations she creates for her clients 🧡

Last summer, Brenna () welcomed us into her home (that she designed from the ground up!) to take brand photos and videos. Then this year, we were able to use those photos to update her website.

While planning for her brand photos, we chatted about her business goals and the message she wants to convey to her future clients. She wants people to feel like interior design can be approachable, comfortable, and transformative, without being expensive or intimidating. She helps people create beautiful, livable spaces - sometimes using what they already have.

Our goal was to bring that story to life visually. To show her doing what she does best in the rooms she’s poured her heart into. From every design detail to stunning florals she grows and designs herself.

We leaned into natural, approachable posing, details that show the impact of Brenna’s work without needing a caption, and a glimpse into her life and her process - a behind-the-scenes glance.

We planned and created everything with a use in mind - for social media, for her website updates, and for her client portfolio.

This year, we were able to take those photos and use them to recreate Brenna’s website! Like most business owners, Brenna stays really busy with her client work, so she hasn’t had time to update her website to reflect the beautiful transformations she creates.

We worked with Brenna on how she wanted her website to feel - we wanted this to be a reflection of her work in real life. We also clarified her services - she’s an amazing artist and floral designer, so we made those services part of the strategy. Finally, we incorporated so many of her new brand photos to bring in her personality and clearly show the quality of work she provides.

04/15/2026

Storytelling and marketing strategy - it’s never one or the other. It’s finding where the two fit together just right.

As a former journalist and news producer who now runs a business with a former operations manager, I know without a doubt these two things go hand-in-hand.

When your marketing team can expertly guide you through the storytelling side of your business AND the strategy, your brand comes to life in a whole new way.

We combine digital marketing strategy on websites, in content, and in community networking with visual storytelling. We’ve experienced this powerful combination within our own businesses, and now we get to help other entrepreneurs grow with this same approach.

And when we take photos and videos for businesses, we are not just telling the story behind your brand, but the story of your clients too.

Because in your marketing, it’s not just about your story. It’s also about their story.

If you want copy and imagery that’s going to attract clients, it needs to show them what they will experience by working with you. It needs to convince your client that you are the only one who can solve their problem, and bring them the transformation they are looking for.

So we don’t just learn about your story when we develop strategy. We learn about your clients’ stories, and then create a plan that tells it in a compelling way - all with a systematic strategy that brings your brand top of mind for your customers.

This is how we approached our project with - consulting and community for real estate professionals looking to scale. We started with their client’s story, and wove it together with the founders’ () story. We brought that to life on their new website, and with our photography too!

One of the most memorable examples of simple, effective messaging I’ve ever seen came from a woman I met on a photoshoot...
04/06/2026

One of the most memorable examples of simple, effective messaging I’ve ever seen came from a woman I met on a photoshoot.

I was photographing a finished project for a remodeling company and started chatting with one of their clients. I asked how she found them.

She said she wanted to turn her deck into a screened-in porch, and she saw an ad for this company in a local co-op newspaper that listed “porches” as one of their services.

She needed a porch. She saw the word porch.

Now, is it always that simple? No. Were there other factors in her decision? Probably. But that one word made the connection instantly.

So when I chatted with the owner about whether he should keep their list of services on their car wrap, I said yes.

If I’m driving down the highway thinking about how much I dislike my kitchen and wondering if I should start looking at options, and I see the word “kitchen” - that’s way more likely to grab my attention than the word “remodel” or “contractor.” Could I put it together eventually? Sure. But I’m driving, and you only have a split second to grab my attention (not that far off from a scroll!). Make it as EASY as possible for me to make the connection.

That’s what your messaging should do.

If you’re just getting started, ask yourself: what words is my ideal client already using to describe their problem or need? Start there and write out a couple of stories or messages using those words. One story is all it takes to get started, and once you’re comfortable with that, you can build from there.

Five ways we helped elevate this photography website (these are things YOU can do too!)We gave ’s website a refresh by e...
03/30/2026

Five ways we helped elevate this photography website (these are things YOU can do too!)

We gave ’s website a refresh by expanding on and elevating what she already had. She had a wedding photography page and a portraits page on her site, but as her business has been growing quickly, they didn’t fully reflect the level of service she now offers.

First, we split her portraits page into a family photography page and a high school senior photography page. These two clients now have a much better user experience, and understanding of what Meredith offers.

Second, we added more content that gives her clients clear expectations of her style and process, including her emphasis on the full-service experience with albums and prints (we got to use tons of brand photos we’ve taken for her over the course of two years! 🩵).

Third, we updated her portfolio and added FAQs to each page.

The changes we made will also impact her website’s SEO/AIO over time.

If someone specifically searches for a local family photographer, they are now much more likely to find her landing page for family photography than a general portraits page. These results will only improve over time.

Here are 5 things we did to Meredith’s website that you can do to your own website too!

1. Each landing page should focus on one key phrase (in this case, “Milwaukee family photographer” or “Milwaukee senior photographer”)

2. That key phrase should be in the h1 tag of your page (only ONE h1 tag per page!)

3. Rename your image filenames before uploading them (we renamed all of Meredith’s portfolio images to the target key phrases, and then organized them in folders for each page on her website’s backend.)

4. Use related keywords throughout the copy (especially local keywords if you are a local business)

5. Add an FAQ - AI bots love the Q&A format - this is a great way to build towards showing up in AI searches! Each new page on Meredith’s website now has a detailed FAQ section.

Are you dreaming about finally launching your business? Or maybe you’re already deep in the world of small business, but...
03/27/2026

Are you dreaming about finally launching your business? Or maybe you’re already deep in the world of small business, but you’re craving more connection, clarity, or accountability?

The Madison Business Collective is a free local networking group created for entrepreneurs, creatives, and small business owners in the Madison area.

We offer meet ups twice a month to connect, learn, and support each other - because business is better (and more fun) when you don’t do it alone.

Whether you’re just starting or have years under your belt, this is a space where you can:

✨Talk through business ideas
✨Get feedback on your offers, marketing, and messaging
✨Learn from guest experts and local peers
✨Build real relationships with people who truly get what it’s like to run a business

Our next meet up is this Tuesday, April 14th from 10-12 at Grace Coffee in McFarland.

The best way to stay informed is to fill out our quick and simple membership form, and I’ll add you to the email list!

Come once, see what it’s like, and meet some amazing people. Who knows…you might find the exact connection, idea, or encouragement you need to move forward 🩵

Comment or DM me if you want more info on how to sign up or RSVP, and I’ll send it right to you!

As former news industry pros, Ryan and I love a marketing project that feels more like capturing a documentary than maki...
03/24/2026

As former news industry pros, Ryan and I love a marketing project that feels more like capturing a documentary than making a sales page (I believe most marketing should feel like this ☺️).

Our website project with Oakwood Fruit Farm - a 180-acre apple orchard in Richland Center - started early in the year, and went through the fall season.

From the first apple blossoms to the last orange leaf, we visited the farm several times throughout the year to capture it in each stage. (Fun fact: Ryan and I both got stung by bees for the first time in decades when walking through the blossoms. I thought I handled being around swarms of bees surprisingly well, with only a few screams 😆)

We captured photos and videos (including some beautiful drone footage of the fall foliage!), and sat down with the family to learn more about their process and their history.

They even shared decades of old newspaper clippings and photos with us, some of which you’ll find on their History page. Today, you can find three generations of the Louis family working together at the orchard, as its fifth generation overall joins the operations! This is such an important part of their story.

We took all of these stories, photos and videos and created a new website that the family now uses to not only attract new visitors in the fall, but to keep their regular customers informed on which apples are in stock (a daily task during their open season!).

And we showed off one item they’re especially known for - their apple cider donuts 🍎🍩

As a journalist, marketing will always be about storytelling to me. Being able to tell a family’s generational story in so many ways that we love - from the visuals to writing, design and strategy (in a way that also happens to support their life) is such a gift.

We are here for businesses that have the work, the results, and the momentum, but don’t have the time or the team to kee...
02/03/2026

We are here for businesses that have the work, the results, and the momentum, but don’t have the time or the team to keep their marketing consistent.

You’re a fit if:

You have incredible client projects that never get shared

You want content that actually sounds like your business

You’re tired of generic or “templated” industry posts

You want a marketing system, not one-off ideas

You want visibility without hiring an employee

You’re too busy doing great work to write about it

Basically: you have the stories, we help you tell them - clearly, consistently, and strategically.

We’re officially taking on new clients, and we’d love to learn more about your business, your goals, and the stories you haven’t had time to share yet.

If you want to see how toldwell could support your team, it all starts with a simple discovery call.

We’ll chat about the work you’re already doing, and the stories you wish you had time to tell.

We follow these principles when it comes to using AI with our own content and with our clients:First, we do not use AI t...
01/15/2026

We follow these principles when it comes to using AI with our own content and with our clients:

First, we do not use AI to generate photos and videos. 

With our background in professional photography and videography, this doesn’t align with how we want to create visual content and how we want to tell stories. 

We value in-person connection, and we want our online platforms to be an extension of how we are face-to-face as much as possible.

We wouldn’t have a conversation with you with an AI-generated voice or show up to a coffee date as our AI clone (at least, not yet 😉), so we won’t do that online either.

We do not use AI to create anything original for us. 

Yes, we do use AI to work more efficiently. But we do not use generic prompts to create plans or write content for us. 

We use it to transcribe interviews, help us sort through market research more accurately and efficiently, and sometimes to clean up our original writing. We use in-depth, thoughtful prompts to repurpose our stories in our own words. 

And A LOT of the time, we just post what we write (like this post!) - because again, we’re not perfected by AI bots when having a conversation with you. 

We take a human-in, human-out approach with anything we do with AI. We always have the first word and the last. 

Our strategy starts with stories because that’s what people crave, especially right now. AI cannot replicate your lived experiences, and it’s more important now than ever for your audience to be able to relate to you!

We are always happy to walk through the tools we use and the approach we take, as well as the new things we’re learning!

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