Bryan Giese, Project Manager at Signalfire, will be a volunteer escort for a Korean War veteran on the September 17th Stars and Stripes Honor Flight to Washington DC. Volunteers who escort Stars and Stripes Honor Flight veterans, also called Guardians, go through a stringent process and are required to cover their own expenses—including air fare.

“I applied to be a Guardian three years ago,” says Signalfire’s Giese, “at the time, I doubted the chance would come.”

All of that changed over the summer when Giese received a voicemail from Stars and Stripes Honor Flight. (more…)

Madison-based LSM Chiropractic coordinated with Badger Group of Fort Atkinson and Signalfire of Delavan to launch an award-winning, mobile responsive website. Launched in Spring 2016, LSM Chiropractic’s new website is easier for visitors to navigate, provides more options for potential patients, and mobile-specific features helpful for users driving to or making an appointment.

“The user experience is critical,” says Sarah Lobdell, Project Manager at Signalfire, the Delavan-based digital agency who designed and constructed the website, “A great mobile experience was LSM’s priority.”



10 Things Your Marketing Outfitters Want You to Know Before Developing a Great Website

1.) Websites Are Born

Successful websites are born. Websites need care, attention, and a steady diet of content to make it on the web. We strongly advise against building a website and just letting it sit.

2.) Build Your Website Right, The First Time

No half-baked plans or development shortcuts with Signalfire. It might take us a bit longer and our budget might be a bit higher, but we build websites for the long haul.

3.) The Cost to Develop A Website Is More Than Programming

Developing a website is more than programming costs. There are four main segments in planning your website budget. Domain name, hosting, development, and maintenance. Read about them here.

4.) Content is Everything

Great website content powers successful websites. Clients are responsible for writing the content. If you need help writing content, we can help. While you know your business best our writers can sit with you to create fantastic written content.

5.) The Power of Photography

Impactful websites also need stunning photography. If you don’t have photography, we can recommend some great photographers. Stock photos will work in a pinch. Don’t just pull images from Google Image Search. You will get a lovely cease and desist letter from the image owner or a bill from the photographer. Yes, they win in court.

6.) SEO Is Not a One-Time Thing

Being successful with search engines is a priority for every website owner. Good search performance takes time, a lot of content, and keeping your website up to date. Nothing happens overnight.

7.) Live and Die By Metrics

Learn to love data. Tools like Google Analytics and Google Search Console will give you in-depth insight into the customers coming to your website. This is where the real search engine performance happens.

8.) Your Computer Versus My Computer

No two web browsers are alike which means your website will display slightly differently across different browsers and operating systems. From the wide variety of devices to the even wider variety of user options, understanding that few users will see the website exactly the same way is important.

9.) Murphy’s Law

When you have a website, stuff happens. Hosting will go down. Your website might get hacked. You will lose your password. Please stay calm. It will happen to everyone at some point. Signalfire can help address stuff when it happens.

10.) Even Websites Have a Shelf Life

A website will be ready for a redesign in about two (2) to three (3) years. In about that much time, enough will have changes for mobile devices, browsers, and user behavior that a redesign will make sense. Plan for it by making a list of websites you like and websites you don’t. Assemble a list of features and functions that might become crucial to your marketing efforts. Most importantly — never stop updating your website.

Looking for more help to get ready for your website development? We’ve created several worksheets to help. Otherwise, request a quote from Signalfire.

Small Business Website Development Worksheet

Small Business Website Development Worksheet

E-Commerce Project Worksheet

E-Commerce Website Planning Worksheet

Building a Website Involves More Than Just Development

When planning website development, don’t overlook the details that fall outside traditional website development costs.

There are a lot of considerations when building a website. Most small businesses and non-profits immediately look to the programming and design as the only elements that impact budget. There are additional considerations that can have a huge impact on the development process. Considering details such as choosing a domain name or selecting the right maintenance plan can give you a more realistic outlook for budgeting.


Signalfire, a Delavan-based branding and digital agency, announced the new tourism website for Sturgeon Bay Visitor Center ( in Door County and the website for Madison-based Chiropractic group LSM Chiropractic ( have both received Graphic Design USA’s 2016 American Web Design Award.

Graphic Design USA’s annual American Web Design Award received over 1,200 entries in 2016. Winners were selected based on design, user experience quality, and quality of web development.

“We’re honored to receive recognition,” says Signalfire’s owner Matthew Olson, “our team of designers and developers worked hard to make both websites a real success. This award recognizes their creativity, expertise, and passion.”

Sturgeon Bay Door County Website DevelopmentSturgeon Bay Visitor Center Website Sets Standard for Tourism Promotion

“The Sturgeon Bay Visitor Center website needed to deliver an incredible user experience,” says Lisa Oren, Signalfire’s project manager for tourism-related clients. “From our initial creative designs to the details of the customized business membership experience—the website has been an incredible example of what Signalfire can do.”

“Signalfire has been our marketing partner since 2007,” says Sturgeon Bay Visitor Center’s Executive Director, Pam Sieler. “When the time came to develop a fresh, new website, we knew Signalfire was the best choice.”

The Sturgeon Bay Visitor Center is a fully mobile responsive website and features a sortable, searchable business directory; a printable community calendar; a member support system that allows every business member to login to make edits, renew subscriptions, and place calendar events; and a host of other features to make it a premier tourism website.

Madison Website DesignLSM Chiropractic Website Meant for Mobile

“Mobile users were the priority,” says Sarah Lobdell, project manager at Signalfire. “From brainstorming the first sketches to rolling out the finished website, keeping a great mobile experience was our primary goal.”

LSM Chiropractic needed a website that helped patients make appointments, find a chiropractor that accepted their insurance, get directions to the nearest location, and provide a library of useful information ranging from exercise videos to product suggestions. Each feature had to function and look beautiful on mobile devices.

“It’s a compliment to our creative team and our development team,” says Olson. “ has become the website we showcase for mobile user experience.”

Signalfire continues to develop a reputation for creative marketing, website design, and brand strategy.

“We’re known for our website design, but we’ve also won awards in logo design, graphic design, and video production,” says Olson. “We’re a full service design agency serving clients in numerous industries across North America.”

Signalfire provides award-winning design and creative services that include logo design, graphic design, web design, social media management, email marketing, content management, and video production. To contact Signalfire, click here or call (262) 725-4500.

Signalfire’s Matthew Olson will be presenting a special breakout website marketing session at the Walworth County Business EXPO and Career Fair on Tuesday, April 19th at 10:15 am. The presentation, “NOW WHAT? What to do with your business website AFTER launch” will offer small businesses and non-profit organizations insight into website maintenance and marketing strategies to make the most of their web presence. Discussions will include search engine strategies, email marketing, social media, and blogging.


Website Design For Industrial Vacuuming and Environmental Services Company Focuses On Great User Experience

Great Lakes Power Vac’s new easy-to-use website focuses on delivering content to its visitors. Through educational materials like blog posts and white papers, visitors can familiarize themselves with the many services the company provides.

Great Lakes Power Vac (GLPV) contracted with Signalfire, an award-winning digital marketing agency in Delavan to develop the website. Signalfire began with an extensive needs analysis of GLPV.


Newest edition showcases over 250 members and countless activities in Door County’s largest city.

Signalfire is proud to announce the publication of the 2016 Activity Guide for Sturgeon Bay, Door County. Working in conjunction with the Sturgeon Bay Visitor Center in the heart of one of Wisconsin’s busiest tourism regions, the 2016 Activity Guide contains useful travel and destination information for Door County’s largest and busiest city.

“This represents the tenth year Signalfire has coordinated with Sturgeon Bay Visitor Center in developing this activity guide,” says Signalfire owner Matthew Olson. “We’re thrilled to be part of SBVC’s team in promoting such a dynamic city.”


Many small businesses have been using social media wrong. Very wrong.

Small businesses and many non-profit organizations have been trying to build audiences on Facebook, Twitter, LinkedIn, Instagram, Pinterest, YouTube, and likely several others. Growing the number of fans, followers, and subscribers is a mission because it is an easy metric to measure. Small businesses see audience building as a way to increase customers or leads. Increasing engagement on social media brings about more leads, so naturally a business will want to engage as large of an audience as possible.

And it’s here where you’ve been getting it all wrong.


Whether your small business is manufacturing tight tolerance sanitary pumps or offering bookkeeping services to fellow small businesses, improved search engine performance requires getting good content on your website. Regularly.

For years, most businesses labored under the misconception when it came to search performance that great content didn’t matter as much as some secret lines of programming. Search engine optimization (SEO) was this secret wizardry that was only shared with a select few at an astronomical price. Nothing is further from the truth.


Thanksgiving, Black Friday, Small Business Saturday, and Cyber Monday are now followed by Giving Tuesday, a day dedicated to charitable giving. Made popular by social media, this philanthropic effort is gaining wide popularity and participation by businesses and non-profit organizations alike. For 2015, Giving Tuesday falls on December 1st. Read on to learn how non-profits and businesses can get involved.


What Is Giving Tuesday?

In 2012, New York’s 92nd Street Y, a Jewish cultural and community organization, partnered with the United Nations Foundation to begin Giving Tuesday as a global day of giving. Three years later the day is growing in popularity and becoming more recognizable.  As the first Tuesday after Thanksgiving approaches there are ways to get involved.


Delavan Website Launch

Aram Public Library in Delavan announces the launch of a newly designed logo and interactive website. Both logo and website were designed by Signalfire, an award winning creative agency also located in Delavan. A colorful logo will begin to be distributed in the coming weeks. The website features a design friendly to mobile phones and tablets as well as easy access to Aram’s many inter-library programs.


Thanksgiving, Black Friday, Small Business Saturday, and Cyber Monday are now followed by Giving Tuesday, a day dedicated to charitable giving. Made popular by social media, this philanthropic effort is gaining wide popularity and participation by businesses and non-profit organizations alike. For 2015, Giving Tuesday falls on December 1st. Read on to learn how non-profits and businesses can get involved.


What Is Giving Tuesday?

In 2012, New York’s 92nd Street Y, a Jewish cultural and community organization, partnered with the United Nations Foundation to begin Giving Tuesday as a global day of giving. Three years later the day is growing in popularity and becoming more recognizable.  As the first Tuesday after Thanksgiving approaches there are ways to get involved.

Delavan Lake Boat Shed Launches New Website

Delavan Lake Boat Shed, a wooden and classic boat repair and restoration company, has launched a new mobile responsive website showcasing their specialized craft. The website features extensive imagery of their craftsmanship and finished products ranging from classic wooden Kingfisher kayaks to Chris Craft pleasure boats from the 1920’s. To develop the website, Delavan Lake Boat Shed turned to Signalfire, an award-winning agency also based in Delavan.


SF-Headshot_Giese_300Signalfire welcomes Bryan Giese as a Project Manager for the award-winning creative agency based in Delavan. Bryan will bring added value to an already strong team of professionals. As a recent marketing graduate from Madison College (formerly Madison Area Technical College), Bryan brings fresh ideas for social media and inbound marketing strategies.

While a recent graduate for marketing, Bryan brings over a decade of experience in the health care industry as an operating room / emergency room nurse, EMT, and volunteer fire fighter. His marketing experience has been with Andretti Sports Marketing as well as freelance work with small businesses.

“I’m thrilled to join Signalfire,” says Giese. “Signalfire’s range of services and fresh approach to small business marketing is exciting, but the collaborative culture made me want to be a part of the team.”

“From our first interview, we knew Bryan would fit right in,” says Matthew Olson, Signalfire’s President. “We’ve got a tight-knit team and we sought someone who had the right skills but also the right personality. Bryan’s people skills, organization, and experience all clicked with the entire team.”

Giese will be focused on overseeing new clients as well as working with existing clients in the manufacturing and construction industries. Bryan can be reached by email and (262) 725-4500. You can learn more about Signalfire online at

Signalfire, a Delavan-based award winning creative digital and branding agency, has won two 2015 Telly Awards in collaboration with Drywater Productions and Lakeland Animal Shelter. The Telly Awards has honored the very best film and video productions, groundbreaking online video content, and outstanding local, regional, and cable TV commercials and programs for 36 years.

Telly Award WinnerSignalfire was awarded the 2015 Award for Fundraising Promotion Online Video Online Webisodes, Segments, or Promotional Pieces- Charitable Not-for-Profit and the 2015 Award for Fundraising Promotion Online Video-Online Webisodes, Segments, or Promotional Pieces-Fund Raising. The video was entitled Lakeland Animal Shelter’s Extreme Shelter Makeover and was produced to promote the capital campaign for Lakeland Animal Shelter, located in Elkhorn, WI.


Signalfire launches WCEDA website

Walworth County Economic Development Alliance (WCEDA) has launched a newly redesigned website created by Delavan-based digital marketing agency, Signalfire. WCEDA is the county’s lead economic development agency that works with the state, regional and local business development organizations to create customized solutions supporting economic growth.

WCEDA was created in 2003 with the mission statement: Walworth County Economic Development Alliance is dedicated to improving the quality of life for Walworth County residents by working with public and private sector partners to advance efforts that create jobs and build private sector investment in our communities.


On Friday May 8th, Lakeland Animal Shelter unveiled a new video during the Second Chances Dinner, the non-profit organizations premier fundraising gala at The Abbey Resort. The eight-minute video was produced by Signalfire, a Delavan-based award winning digital marketing agency, and was shown to nearly 300 attendees. Signalfire was asked to produce the new video after the success of the Extreme Shelter Makeover promotional video, which launched earlier this spring.


New Camp Edwards Website

Camp Edwards, a historic YMCA camp in East Troy, Wisconsin, has launched a newly redesigned website,, to better communicate with camp attendees, camp families, and organizations. Built with WordPress, one of the leading open source content management platforms, the Camp Edwards site boasts a variety of customized features that will showcase the amenities and staff that has been hosting campers since 1929.


Five Ways To Make Your Content Awesome

Content is what powers marketing. Imagine that all of your marketing tools are vehicles. Search engines, social media, email marketing, blogs, traditional media, advertising, and everything else out there are vehicles driving traffic to your website. To make each of those vehicles run, they need fuel. Content is fuel. The better the fuel, the better your marketing vehicles run. Well tuned and fully fueled marketing vehicles mean success for your business or organization.

Here are five quick rules f0r taking your online content from ho-hum to search engine magnets.



Facebook has rolled out a new feature for your business or organization page, and it could make an impact to your use of the social media platform. If you haven’t visited your Facebook page recently, you might notice a new button in the top cover image area. This small button prompts the user to click more than just the “Like” button.

The “Create Call to Action” button is a small addition that will give the user the ability to be linked to an outside website. The “Call to Action” button may sound like common sense from a marketing perspective, but this button represents an important shift in your relationship with Facebook. Instead of just being able to drive traffic through post links, you now have the ability to drive traffic directly from your Business page. (more…)

Updated: February 17, 20015

Signalfire President Matthew Olson will be presenting Leveraging Your Website at the Walworth County Economic Development’s Valuable Business Resource Event on Tuesday, February 17, 2015. Being hosted by The Abbey in Fontana, Wisconsin, the free seminar will include an economic development forum from 7:30 am to 9:00 am followed by Signalfire’s presentation from 9:00 am to 10:00 am.

Valuable Business Resource Event

“This event is perfect for entrepreneurs, start-ups, and small business owners looking for valuable information on everything from financing to marketing,” says Walworth County Economic Development Alliance (WCEDA) Executive Director Derek D’Auria.

The 7:30 am forum will include representatives from ten different government and economic development agencies. These organizations will be able to answer a wide variety of questions ranging from financing to workforce development.


Signalfire concepts and produces fundraising video for new building project

Signalfire is proud to debut a new video appeal as part of Lakeland Animal Shelter’s Extreme Shelter Makeover campaign. The video outlines the critical situation Lakeland faces as their existing facility continues to strain under the rapidly increasing demand to shelter homeless or neglected animals in Walworth County. Lakeland is just under the halfway point of raising over $3 million needed and hopes the video will raise awareness of the situation.


Signalfire is pleased to announce the promotion of Jodi Heisz to the position of Associate Creative Director. Heisz joined Signalfire in 2012 as an Art Director and has overseen numerous projects resulting in three creative awards for the Delavan-based digital agency.

As Associate Creative Director, Heisz will oversee the creative process for many of Signalfire’s clients. Duties will include strategic planning, branding, campaign brainstorming, and creative design. In addition, Heisz will supervise internal personnel as well as other creative service providers.

“Jodi’s creativity and depth of knowledge is a significant asset for Signalfire and our clients,” says Signalfire President Matthew Olson. “As we’ve grown, she’s really stepped up to be a creative leader in our agency. Clients trust her creative intuition and detailed process.”

Heisz also has a passion for both practicing and teaching martial arts and achieved a 4th Dan Black Belt in Ki Mudo in 2014. Heisz and her family call Delavan home and are active with both Delavan Christian School and Chapel on the Hill Community Church.

Signalfire is an award-winning, creative digital and branding agency that specializes in website design, logo design, graphic design, email marketing, social media management, and content writing. From their Delavan office, Signalfire supports clients in Wisconsin, Illinois, and other locations across the United States and Canada. You can learn more about Signalfire on their website,


The Draft Haus in Sturgeon Bay, Door County has seen a lot of changes in the last several months. A new chef, a smartly redecorated interior, a new menu, and now a new website— Manger and Chef Matt MacMillen wanted a simple website that could be easily updated to feature a dynamic menu, but keep the traditional feel of a sports bar. Simple design didn’t mean skimping on the website’s features.


Mobile Responsive Website for Delavan Lake Condominium

Signalfire has launched a new mobile responsive website for The Delavan Club, a 132-unit condominium association nestled on the shores of Lake Delavan. The new website features easy online administration, event photo galleries, and a secure member area that contains an FAQ section, online reservation forms, a PDF library of important documents, and other critical owner news. The recently launched website will give unit owners easy access to critical news and information regarding their property association.


Signalfire wins national design award for websites and logo design

Delavan-based creative branding and digital agency, Signalfire, has won three national design awards in the 52nd annual American Graphic Design Awards from Graphic Design USA (, a New York-based advertising publication. Signalfire was recognized for two different website designs and one brand development project. Each award is given for a specific creative project completed in 2013 or 2014 and received over 10,000 entries.

“With each project,” says Matthew Olson, Signalfire’s Owner and Creative Director, “our creative and development team really went the extra mile. These awards validate their hard work and passion for understanding the client’s desire.” The two non-profit websites recognized by Graphic Design USA were Worldbuilders and Lower Sugar River Watershed Association. (more…)

Small business owners shouldn't be distracted in marketing efforts

How often has this happened to you? You’re focused on a specific plan when something grabs your attention. You try and fight it, but it happens so suddenly. Your whole plan gets tossed aside for something different. Something newer. A cute, distracting animal with a furry tail. A squirrel. Just like in the Pixar movie, UP, the squirrels can shatter your focus.


Environmental non-profit organization launches new website

Non-Profit Organization Dedicated to Care and Enjoyment of Water Resources Will Use Website To Educate and Coordinate

The Lower Sugar River Watershed Association (LSRWA) launched a new interactive website, LSRWA is an organization dedicated to empowering citizens with experience and knowledge to become stewards of the land and water resources in the Lower Sugar River Watershed in Southwestern Wisconsin. (more…)

Signalfire Launches Popular Door County Resort Websites With Enhanced Features

The Rushes Website Features Responsive DesignPremier Door County time-share resorts The Rushes in Baileys Harbor and Little Sweden in Fish Creek both launched new websites designed and developed simultaneously by Delavan-based digital agency, Signalfire. Both properties are owned and operated by Hedeen International of Sturgeon Bay, Wisconsin.

“Both properties were due for more than just a new design,” says KayLee Hedeen, co-owner of Hedeen International. “We needed websites that would accommodate the features and functions our timeshare owners and renters have come to expect from mobile responsive design to online payments.”