Charmlab

What Charmlab does

CharmLab is a privately-held, bootstrapped digital marketing and web development agency founded in 2009 by Shelley Fajans and headquartered in Concord, New Hampshire. The company offers a horizontal service suite spanning responsive website development (WordPress and Drupal CMS), e-commerce build-outs (Shopify, Squarespace, Stripe), branding and logo design, social media setup and management, Google AdWords campaign management, email marketing (Constant Contact, MailChimp), SEO services, and inbound marketing retainers. Its core technology stack is conventional rather than proprietary — relying on open-source CMS platforms (WordPress, Drupal), standard ecommerce integrations, and third-party marketing automation rather than any internally-developed technology or AI/ML capability. The business model is project-based professional services combined with recurring inbound marketing retainers, with pricing delivered on a quote basis and inbound marketing budgets recommended at 5-10% of client projected net income.

CharmLab serves primarily small and medium-sized businesses across highly fragmented verticals — law firms, real estate, retail, restaurants, spas, photographers, bookshops, cigar manufacturers, medical device, and non-profits — predominantly in the New England region with remote consulting available worldwide. The company has operated continuously for 16 years with a 1-10 employee team, no institutional funding, no acquisitions, and no public revenue disclosure. Notable competitive positioning includes Director of Technology Greg Stout's published Drupal 7 authorship, founder Shelley Fajans' board positions at the Kimball-Jenkins School of Art and North Country Studio Workshops, and a 2016 cohort of seven clients winning Best of New Hampshire awards. The company leverages a relationship-driven sales motion (15-minute consultations, 45-minute SEO discovery sessions, no-commitment initial engagement) supplemented by content marketing, SEO competitor reports, and HubSpot INBOUND conference participation.

Name

Charmlab

Legal name

Charmlab

Website

https://charmlab.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (541810), Graphic Design Services (541430), Direct Mail Advertising (54186), Computer Systems Design Services (541512)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Computer Programming Services (7371)

akta.pro primary industry

Digital Performance Marketing (SEM, Paid Social, Programmatic) (BPAFAAAD)

akta.pro secondary industries

Creative & Brand Campaign Development (BPAFAAAB), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

Keywords

• Inbound marketing services
• Website design development
• Search engine optimization
• Social media management
• Brand strategy consulting

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Website Development Services: Custom website design and development using WordPress, Drupal, and other platforms. Includes responsive design, CMS setup, SEO optimization, and ecommerce integration.
2. Branding and Marketing Strategy: B2B and B2C branding, marketing strategy development, logo design, and brand identity services.
3. Social Media Services: Social media setup, design, management, and strategy for various platforms including Facebook, LinkedIn, Pinterest, Instagram, and Twitter.
4. Online Advertising: Google AdWords campaign setup and management with designated Google AdWords Agency representative.
5. Email Marketing Services: Email communication design and delivery through providers like Constant Contact and MailChimp, including graphics, copy, and links.
6. Print Design and Direct Mail: Brochures, posters, signage, business cards, publication ads, and direct mail fulfillment.
7. Inbound Marketing Retainers: Monthly retainer arrangements for ongoing inbound marketing services. Marketing software subscriptions required (cost based on list size, not included in retainer).

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels10 records

Core offering

CharmLab designs and builds mobile-responsive websites on WordPress and Drupal CMS platforms for small and medium-sized businesses, with integrated e-commerce capabilities, SEO, and analytics. The firm also delivers ongoing inbound marketing services including social media management, Google AdWords campaign management, email marketing, branding/logo design, and print design, offered via project-based engagements and monthly retainers.

Product overview

CharmLab is an inbound marketing agency offering a comprehensive suite of digital marketing services built around website development and content management systems. The core offering centers on responsive website design using two primary CMS platforms: WordPress and Drupal. The product portfolio includes e-commerce website development (integrating with Shopify, Squarespace, Stripe, TikTok, Instagram), social media services, online advertising (Google AdWords), email marketing (Constant Contact, MailChimp), and traditional branding services including logo design and print materials. Additional services include inbound marketing strategy, non-profit support, and SEO services. The company provides both the technical infrastructure (websites) and the strategic/creative services (branding, content, advertising) needed for comprehensive digital marketing campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• Responsive Website Design and Development Custom mobile-responsive website design and development that adapts content and layouts to fit desktops, laptops, tablets, and phones, delivered to small and medium-sized businesses.
• WordPress Website Service End-to-end WordPress website builds including custom mobile-responsive themes, customized admin dashboards, staff training, content migration, Google Analytics, SEO, contact forms, social media integration, blog setup, hosting transfer, and e-commerce integration for SMB clients.
• Drupal Website Service Website builds on the Drupal CMS platform for clients needing flexible content architectures, leveraging Director of Technology Greg Stout's published Drupal 7 expertise.
• E-commerce Website Service Online store design and development integrating with Shopify, Squarespace, Stripe, Linktree, TikTok shopping, and Instagram shopping, including shipping calculation, product recommendations, and secure payment processing for SMB and consumer product clients.
• Inbound Marketing Service Strategy and execution of inbound marketing including software integrations, social platform recommendations, campaign strategy, branded content distribution, and sales funnels, delivered on monthly retainers to SMB clients.
• Competitor SEO Report Session A 45-minute consultation and PDF deliverable that analyzes competitors' keyword gaps, paid SEM budgets, organic keywords, search traffic rankings, and identifies true online competitors for prospective SMB clients.
• SEO Service Search engine optimization services covering keyword strategy, organic keyword analysis, on-page meta tags, taxonomy optimization, and competitor SEO data reporting for SMB websites.
• Social Media Service Setup, design, and management of business social media presence across Facebook, LinkedIn, Pinterest, Instagram, and Twitter, integrated with client websites for SEO and traffic generation.
• Online Advertising (Google AdWords) Google AdWords campaign setup and management delivered through a designated Google AdWords Agency representative to maximize client advertising budgets.
• Email Marketing Service Design and delivery of email marketing campaigns through Constant Contact and MailChimp, including graphics, copy, and links for sales or event announcements.
• Branding and Logo Design Logo creation for new companies and brand refresh services for established companies looking to update their visual identity, including print and digital asset design.
• Print Design and Direct Mail Design and production of brochures, posters, signage, business cards, publication ads, and direct mail fulfillment for SMB and consumer product clients.
• Non-profit Marketing Service Marketing services tailored for non-profit and community organizations to increase awareness, donations, and event attendance within limited budgets.

Quantifiable outcome

• Social media like increases up to 292% for clients like Fireplace Village
• +3 more outcomes

Named customers23 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature7 records

Partnerships

Four partnerships are on record, tiered minor.

• Google AdWordsminorGTM or Marketing PartnerCharmLab has a designated Google AdWords Agency representative who works with them to set up effective targeted campaigns and maximize client budgets for online advertising.
• Kimball-Jenkins School of ArtminorStrategic or Co-development PartnerOwner Shelley Fajans serves on the Board of Directors. CharmLab has provided pro bono and paid marketing services including website development, event promotion, and online auctions for this non-profit art school.
• North Country Studio WorkshopsminorStrategic or Co-development PartnerOwner Shelley Fajans serves on the board of this organization.
• Square 2 MarketingminorStrategic or Co-development PartnerInbound marketing agency run by Mike Lieberman, referenced as an industry peer. CharmLab follows their content and methodology.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Salted Stone: HubSpot Solutions Partner agency offering web development, inbound marketing, and HubSpot implementation — directly competitive in the same niche Charmlab targets.
• Square 2 Marketing: HubSpot-focused inbound marketing agency for SMBs founded by Mike Lieberman — explicitly referenced by Charmlab as a peer and methodology source. Operates with similar retainer-based inbound services and SMB client base.
• Huemor: Web design and development agency specializing in B2B and B2C sites using CMS platforms and modern design — comparable in service mix and SMB-to-mid-market positioning.
• SmartBug Media: Elite HubSpot Solutions Partner agency offering inbound marketing, web design, and sales enablement to mid-market and enterprise clients. Most direct comparable in service mix and HubSpot ecosystem positioning.
• WebFX: Full-service digital marketing agency offering SEO, web design, PPC, and social media to SMBs and mid-market — a larger, scaled version of Charmlab's core service stack with measurable revenue.
• TheeDigital: Web design and digital marketing agency focused on results-driven SMB marketing including SEO, PPC, and social media — comparable in offering and client profile.
• 829 Studios: Integrated digital agency offering web design, branding, content marketing, and HubSpot services to SMBs — closely aligned service portfolio with Charmlab's full-service offering.

Others

• Wix: DIY website builder platform that competes with the bottom of Charmlab's SMB website development market — relevant as a market context for the commoditization of small-business website work.

Broad incumbents

• HubSpot: Marketing automation platform whose Solutions Partner program Charmlab participates in. HubSpot's own agency marketplace and growing ecosystem competes for inbound marketing mindshare that Charmlab depends on.
• Deluxe: Large SMB-focused services platform offering web design, digital marketing, print, and direct mail — overlapping with Charmlab's web + print + direct mail service portfolio, but at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CharmLab
• LinkedInlinkedin.com/authwall?trk=ripf&trkInfo=AQGLup1M4RJXdQAAAXeXFfaYAtFfEtwSKDwnmsTSYOHEROqVv9_Qtc4waWL4tMmRS1IsmBfVrFVjIx0Iys4XxjrSYRfN5ofwgUjYJ1757_vKbSaW__LwSCgOjDWfSmsRFltaphk=&originalReferer=&sessionRedirect=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fshelleyfajans%2F
• Instagraminstagram.com/charmlab
• Pinterestpinterest.com/charmlab
• Xx.com/CharmLab

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Charmlab