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Thinking About Where Marketing Was Going
Legendary Service · a letter from Joe Zimmer
Joe Zimmer Owner, Legendary Service United States
We wanted a company that was thinking about where marketing was going, not just where it had been.
Outcome: Left a string of same-promise marketing shops for CI Web Group — a partner already building for AI-era search and websites, with a Legendary Service site in flight after a deeper discovery process than any prior rebuild.
The story
Joe Zimmer has been in the plumbing industry for over 30 years. He started his own plumbing company in 2008, and in 2022 the company rebranded as Legendary Service and expanded into heating and cooling.
Like a lot of business owners, Legendary Service worked with several marketing companies over the years. Every time they switched, they heard the same things: "Google takes time." "You need to spend more money." "Just keep waiting." It felt like a lot of promises and not a lot of real direction. They wanted a company that was thinking about where marketing was going, not just where it had been.
As AI started changing search, websites, and the way customers find businesses, Joe realized this wasn't something years away — it was happening right in front of them. He had been following Jennifer Bagley and what she was doing with CI Web Group, and he could see she understood where things were headed. She wasn't chasing trends. She was already building for them.
After going through multiple marketing companies, Legendary Service knew it was time to make a change. Looking back, Joe says it was the right decision.
The experience
Jen and her team have been great to work with. They communicate, keep Legendary Service informed about what's changing, and explain what those changes mean for the business. Technology moves fast, especially with AI, and it gives Joe confidence knowing they're paying attention to it every day.
The website they built looks incredible. It's still being finalized, but the team is already excited about where it's headed. What impressed Joe the most was how much time CI Web Group spent learning about the company before they ever started building — asking a lot of questions, gathering a lot of information, and really wanting to understand who Legendary Service is and how they do business. That made the entire process smoother than any website project they'd been through before.
One thing Joe has learned over the years: a website isn't something you build once and forget about anymore. It has to keep evolving. Search is changing. AI is changing. Customer behavior is changing. You need a team that's willing to change with it.
What stood out about the partnership
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Direction instead of "just keep waiting"
After years of hearing "Google takes time" and "spend more money," Legendary Service wanted a partner thinking about where marketing was going — not recycling where it had been.
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Already building for AI-era search
Joe had been following Jennifer and CI Web Group as AI changed search and websites. He saw she wasn't chasing trends — she was already building for them.
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Discovery before design
What impressed him most was how much time the team spent learning the company before building — questions, context, and how Legendary Service actually does business. Smoother than any prior website project.
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Always learning, always looking ahead
That's why they chose CI Web Group: always learning, always adapting, always looking ahead — the kind of partner every business should be looking for.
In his words
"That's why we chose CI Web Group. They're always learning, always adapting, and always looking ahead. To me, that's the kind of partner every business should be looking for."
Joe Zimmer Owner, Legendary Service