Running a successful septic company for 88 years takes more than experience — it takes innovation.
In this episode of Catalyst for the Trades, host Jennifer Bagley and strategist Vee Nettles talk with Courtney Van Delden Supplee, owner of Van Delden Wastewater Systems, about how she’s keeping her fourth-generation business thriving with AI, automation, and data-driven marketing.

Courtney shares how switching to CI Web Group’s AI-enabled website platform and adopting tools like Manus AI and Cortex helped modernize operations, boost SEO, and streamline team workflows. She opens up about transforming company culture, making bold technology decisions, and using AI to manage everything from social media to work orders.

If you’re a home service business owner, septic contractor, or trades professional, this episode will show you how to future-proof your business with AI optimization, smart automation, and digital transformation strategies built for the trades.

Timestamps 

01:00 – Intro: Meet Jennifer Bagley, Vee Nettles, and guest Courtney Van Delden Supplee

01:58 – Company History: Van Delden’s 88-year journey and Courtney’s path to ownership

03:42 – Leadership Challenges: Building a team-first culture and long-term career growth

05:17 – Partnering With CI Web Group: Why Van Delden upgraded to an AI-enabled website

07:26 – SEO Impact: Growth after migration and measurable results from digital upgrades

08:50 – Business Agility: How Courtney manages fast-paced decisions and tech adoption

15:06 – AI-Era SEO: Using customer language, blogs, and local keywords to drive calls

20:30 – AI Social Media Automation: Leveraging Manus AI and Cortex for marketing

28:02 – Workflow Optimization: Managing 40+ daily work orders with AI and automation

33:28 – Model Context Protocol: Building custom AI systems for back-office operations

39:44 – AI in Daily Ops: How automation drives performance, bonuses, and efficiency

41:05 – ChatGPT vs Multi-Agent Tools: The next phase of AI integrations for contractors

43:09 – AI Search Optimization: Why businesses must adapt beyond traditional Google search

47:32 – Final Takeaways: Courtney’s advice for trades owners—embrace AI and start now

Guest Details

Courtney Van Delden Supplee
Owner, Van Delden Wastewater Systems
Fourth-generation leader of an established Texas-based septic company. Courtney is redefining what it means to run a legacy business by embracing AI tools, automation, and data-driven marketing to enhance customer service, efficiency, and profitability.

Resources & Links

• Van Delden Wastewater Systems (vdwws.com)
• CI Web Group
• Catalyst for the Trades Podcast
• Just Start AI Community
• Manus AI

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