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SEO is a “Long Game”: A 5-Step Process for Success

Using SEO Experience to Develop a Proven Process

Jemully Media began in 2011. Over the years, our agency has employed writers who have not only produced content marketing for our clients, but they have also treated our own agency as one of our clients. Unlike the oft-neglected cobbler’s children, we take pride in the application of the very same SEO process that we prescribe to our clients. The results are exciting! And, we are able to use our own success as a case study.

To date, our team has published hundreds of blog posts on nearly every marketing topic under the sun. Tips for using various social media platforms have been shared; best practices for website creation and SEO have been discussed. Likewise, various industry trends have been dissected. Oddities like marketing lessons gleaned from the Pumpkin Spice Latte phenomenon, the correct pronunciation of “GIF,” and our staff reading list have been published.

In conclusion, all of this writing serves the purpose. The articles provide a useful repository of marketing knowledge that sets us apart. Our content differentiates us from our competition, in the eyes of Google, with prospective clients, and with our readers at large.


Our SEO process positions brand authority

Through the years, we’ve refined a core 5-step SEO process that works well. Admittedly, a deep dive into SEO and its ever-changing criterion takes much more than 5 steps. Google has a list of 200 factors it weighs against a site for ranking. And its mid-2018 guide to determining search quality rating is more than 160 pages long. However, this handful of actions we focus on, if they are repeated over time, will deliver success with a sound footing from which you can submerge yourself in some of the more sophisticated SEO actions.

As to our system. Not only does it position our website as a marketing resource, but it also brings our small West Texas agency clients from coast-to-coast across the United States. As a bonus, we’ve had a couple of internationals as well.


The tangible impact of a good SEO process

Because we apply the strategic SEO process we developed, our organic traffic is high. Consequently, we no longer have to spend our marketing dollars on PPC campaigns to maintain our lead generation. This is our proven case study. Above all, this is our best recommendation. Similarly, it is evidence that if all the pieces of the process are employed, they work.

Unfortunately, when they look at the process, business owners often choose to just pick “this piece” of the process, or they choose only “that piece” of the process. Then, they hope for the same successful results. Their efforts fail. Why? Because success requires all the pieces to work together, in tandem and in balanced harmony. 


Success and savings

As a result, when you gain solid page rank on Google, you save on the advertising expenses and reduce your paid advertising on Google and social media. For anyone who has invested in pay-per-click advertising, you know the significant savings this brings. This is the power of a sound SEO process that adheres to best practices. 


Steady growth from the SEO long game.

This Google Analytics graph shows the steady growth in traffic our website has experienced since mid-2016. First, let me point out that in the early going of your SEO process, Google Adwords and paid social media advertising may be important tools to employ for your industry.  As you can see from the chart below, there are spikes of traffic during the times we increased our ad campaigns. 


Jemully Media has invested in SEO to grow our website traffic and save on paid advertising dollars.


You will also note that by the Fall of 2017, our organic content had gained enough traction that we were able to stop spending large amounts of funds on our paid ads. Then, we were able to invest even more heavily in writing content.

Pro Tip: The content we develop for ourselves (and that we develop for our clients, if they avail themselves of that service) serves two key purposes. One purpose is to write to generate general organic traffic. These pieces can be fun or editorial pieces that are loosely related to your industry. The other purpose is to write content that helps your potential customers. This content will generate targeted traffic that produces business leads. Together, these two kinds of content continue to increase our website traffic, return high Google page rank, and deliver new customers to our door. If you will apply all five steps of this SEO process, you can achieve similar results for your business.

Read on for a step-by-step guide to playing the “long game” that SEO requires and setting yourself up to reap these benefits for your own company’s website.


The 5-Step SEO Process: How to Play the Long Game

Let’s say you’ve got a website that is not showing up well on Google. Maybe you’ve got a brand-new website. Or maybe your business has had a website for a while, but you don’t have good page rank. You’re thinking… “What’s the quickest way for me to grab the number one spot on Google for my most relevant keywords?” If that is the question you are asking yourself, let me impress upon you that there is not a quick SEO / keyword formula to get your site to appear on the first page of Google’s search results. In addition, if you have been told there is a shortcut to good organic page rank, then you have been misled. SEO is a long game that takes time, effort, and strategic planning. But, you will discover that the results are well worth the investment.


The fact is, SEO is the opposite of a quick solution. SEO is an on-going process that bears fruit over time. The process starts with a decision to commit to investing in your business for the long haul (something you, of course, want to do). Then, you engage in a process that does not end.



Step One: Know Your Keywords

To begin, step one is to make a list of all the relevant and desired keywords (KWs) that you would eventually like to rank well for. If possible, rank these by how relevant they are to your individual business. For example, any keyword or phrase that includes your company/website name, and/or perhaps your specialty and location would be extremely specific and relevant to you. This type of list, ranked by relevance, doubles as a list of the easiest keywords for you to rank well for.

Pro Tip: This is the place to start. There will be other keywords that you’d like to rank for, but it’s important to start with the KWs holding the most specific relevance to you (i.e., the easiest ones to rank for).

It can take up to a week for search engines, like Google, to index your website, but within the week, you stand a good chance to begin appearing on the first couple of pages in the search engine results (SERP) for searches that are uber-specific to your site.



Step Two: Basic On-Page Optimization

Step two is to make sure your site has excellent on-page SEO. This means your page titles, URL, metadata, images, etc., are all optimized on every page of your website. Each page should be optimized for one of your most essential keywords. This is actually not difficult if you are a good writer and you know the key elements to optimize. 

Pro Tip: Some of the key elements of on-page SEO include how the content is written. Keep your paragraph length under 150 words. Then, keep most of your sentences to less than 20 words. Weave the related keyphrases into your content so the message flows naturally. Keep the voice active and use transition words frequently.

Back to your ranked list… Once you are showing up on SERPs for basic searches (like your company name), you have a baseline.



Step Three: on-going Content Creation

Step three should be executed concurrently with step four. Focus this phase of your optimization efforts on a very small number of things you do best. In the early stages of your site’s operation, you may be looking for ways to increase your site’s content offerings and overall footprint. Depending on your business and goals, this principled expansion of your website may come in the form of blog posts, new services pages, FAQs, or a combination of these and other types of content.


Write to benefit your industry. Write naturally.

This is the time and place to begin systematically creating content optimized for those more specific KWs in your industry. Take time to develop readable and sharable content that is educational, informative, and even entertaining for your audience. Do not be afraid to establish a point of view that will set you apart.

As you write, incorporate keyword groups, lumping together KWs, phrases, and close variations that can all work together on a single post. Given the limits of metadata, you can only truly optimize each page for one KW. The key is to include these words in a way that makes sense to readers. You may be trying to please Google, but Google is trying to please readers. Google’s goals are all about reader service in the end. Therefore, write naturally.


Keep writing to lay a foundation of content.

In time, search engines and internet users alike will gradually begin to associate your site with all of the well-written and KW-rich content on your pages. Eventually, your site will be seen as an authority on your subject matter. This is one of your goals. Laying this sturdy foundation takes time. Therefore, writing fresh content on industry-related subjects will pay off in the SEO long game. It does not happen all at once. And, the span of time will be different based on for each industry.

Pro Tip: After you address most of the important topics in your industry, you can begin to write additional, more in-depth content on each of the subjects. This is a good place to be because you’ve laid the foundation of a website that can address as many tentacles of your field as you care to. Once you’ve established this breadth, anything you add in your continued content marketing efforts will bolster your depth.


Step Four: Persistence

Step four is to remember that good, impactful SEO takes time and discipline. To bridge the gap between humble beginnings and becoming established, enhance your content development by deploying pay-per-click (PPC) campaigns. For example, invest in some occasional paid ads to get in front of a new audience.

PPC should not be mistaken for SEO. However, PPC it is a complementary component. It essentially lets you buy your way to the first page of results while you build your website’s valuable content resources.


Landing Pages

A strong PPC campaign starts with a strong website. If you are going to start paying for clicks, then your ad must link to a strong landing page. For some, your home page says it all. For others, you want to promote a specific blog post or services page. Invest the necessary time to create a well-conceived landing page for your ad traffic to land on.

The landing page should meet and exceed the expectation created by your ad. If your ad promises one thing, and your landing page communicates another message, then your money is not well spent. You will only be throwing away your ad budget and driving up your bounce rate. There should be no dissonance between your ad and its landing page.


PPC is not SEO

Potential pitfalls aside, PPC advertising has many virtues. Again, it is not to be confused with actual SEO, but PPC, especially Google AdWords, does allow you to bid for whatever ad placement you like. Through bid optimization, you can be sure to snag the top ad spot. Or, you can simply bid high enough to land somewhere in the top 2 or 3 slots.

Pro Tip: Paid ads only display in the areas Google has designated for ads. And, they are labeled as “ads.” The ads do not appear among the 10 organic results per page. Some users will not click the ads. They prefer to click the unpaid results from the organic list. Organic placement must be earned. It cannot be bought.


Step Five: Build Links, Analyze, Repeat

Link building is the process of getting your content out on the web and linking readers back to your website. If you have a lot of content, then you have the opportunity to share it across all of your social media platforms. Another important tactic in link building is to repurpose your content in email marketing campaigns. These external links drive traffic back to your website. And, the social media and email marketing give readers easy ways to spread your content around the web to others.

These and other link building techniques are key components in Google’s eyes. The question Google’s page rank algorithm seems to ask is, “are people sharing and talking about this site’s content?” If so, this indicates a site that has more potential value to a reader than a site that is not dynamic and engaging readers.

A website of relative breadth and depth is designed to attract readers. Many readers will be repeat visitors who remain on the site longer and read multiple articles in each session. These people are either potential customers or likely to recommend you to their friends. You might consider them fans. Engage with them when possible.

Pro Tip: Keep an eye on your website’s analytics. Watch which content is working the best. Equip yourself to make data-driven decisions about future writing topics. The more content you have, the more data you have to guide you.


Persistence is the key to a successful set process.

Keep your content machine running at all times. You don’t have to publish daily or even weekly. Jemully has averaged just under 2+ posts per month dating back to the beginning of the company. Sometimes you post more frequently, sometimes less. You only need to publish often enough to keep in touch with your readers.

Pro Tip: Stick with your strategy. Utilize all the steps in the SEO process. You will be able to scale back your paid advertising spend. Then, you will have the flexibility to reinvest the ad dollars into your business in other ways. You can create richer content and/or strategically boost specific posts on social media. 

This is the path that Jemully has taken, and the results speak for themselves. It is also the path that we recommend to clients. Get serious about content marketing. Be your own media. Create and expand your brand’s persona and expertise through thoughtful content generation. It’s something we’ve been saying for years, but content marketing and SEO are intertwined more than ever before.


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1. Account Terms

  1. To access and use the Services, you must register for a Jemully Charter account (“Account”). To complete your Account registration, you must provide us with your full legal name, business address, phone number, a valid email address, and any other information indicated as required. Jemully Charter may reject your application for an Account, or cancel an existing Account, for any reason, at our sole discretion.
  2. You must be the older of: (i) 18 years, or (ii) at least the age of majority in the jurisdiction where you reside and from which you use the Services to open an Account.
  3. You confirm that you are receiving any Services provided by Jemully Charter for the purposes of carrying on a business activity and not for any personal, household or family purpose.
  4. You acknowledge that Jemully Charter will use the email address you provide on opening an Account or as updated by you from time to time as the primary method for communication with you (“Primary Email Address”). You must monitor the Primary Email Address you provide to Jemully Charter and your Primary Email Address must be capable of both sending and receiving messages. Your email communications with Jemully Charter can only be authenticated if they come from your Primary Email Address.
  5. You are responsible for keeping your password secure. Jemully Charter cannot and will not be liable for any loss or damage from your failure to maintain the security of your Account and password.
  6. Technical support in respect of the Services is only provided to Jemully Charter Users. Questions about the Terms of Service should be sent to Jemully Charter Support.
  7. You agree not to reproduce, duplicate, copy, sell, resell or exploit any portion of the Service, use of the Services, or access to the Services without the express written permission by Jemully Charter.
  8. You agree not to work around, bypass, or circumvent any of the technical limitations of the Services, use any tool to enable features or functionalities that are otherwise disabled in the Services, or decompile, disassemble or otherwise reverse engineer the Services.
  9. You agree not to access the Services or monitor any material or information from the Services using any robot, spider, scraper, or other automated means.
  10. You understand that your Materials may be transferred unencrypted and involve (a) transmissions over various networks; and (b) changes to conform and adapt to technical requirements of connecting networks or devices. “Materials” means Your Trademarks, copyright content, any products or services you sell through the Services (including description and/or price), and any photos, images, videos, graphics, written content, audio files, code, information, or other data provided or made available by you or your affiliates to Jemully Charter or its affiliates.

2. Domain Names

  1. Upon purchasing a domain name through Jemully Charter, domain registration will be preset to automatically renew each year so long as your Jemully Charter Account remains active. You acknowledge that it is your sole responsibility to notify Jemully Charter to deactivate the auto-renewal function should you choose to do so.

3. Jemully Charter Rights

  1. The Services have a range of features and functionalities. Not all Services or features will be available to all Merchants at all times and we are under no obligation to make any Services or features available in any jurisdiction. Except where prohibited in these Terms of Service or by applicable law, we reserve the right to modify the Services or any part thereof for any reason, without notice and at any time.
  2. Jemully Charter does not pre-screen Materials and it is in our sole discretion to refuse or remove any Materials from any part of the Services, including if we determine in our sole discretion that the goods or services that you offer through the Services, or the Materials uploaded or posted to the Services, violate these Terms of Service.
  3. Verbal or written abuse of any kind (including threats of abuse or retribution) of any Jemully Charter employee, member, or officer will result in immediate Account termination.
  4. We reserve the right to provide our Services to your competitors and make no promise of exclusivity. You further acknowledge and agree that Jemully Charter employees and contractors may also be Jemully Charter customers or merchants and that they may compete with you, although they may not use your Confidential Information (as defined in Section 6) in doing so.
  5. In the event of a dispute regarding Account ownership, we reserve the right to request documentation to determine or confirm Account ownership. Documentation may include, but is not limited to, a scanned copy of your business license, government issued photo ID, the last four digits of the credit card on file, or confirmation of your status as an employee of an entity.
  6. Jemully Charter reserves the right to determine, in our sole discretion, rightful Account ownership and transfer an Account to the rightful Store Owner. If we are unable to reasonably determine the rightful Store Owner, without prejudice to our other rights and remedies, Jemully Charter reserves the right to temporarily suspend or disable an Account until resolution has been determined between the disputing parties.

4. Your Responsibilities

  1. You acknowledge and agree to provide public-facing contact information on your Jemully Charter site.
  2. You acknowledge and agree that the Services are not a marketplace, and any contract of sale made through the Services is directly between you and the customer. You are responsible for the content of your Jemully Charter site, the goods and services that you may offer, and all aspects of the transactions between you and your customer(s) via your Jemully Charter site.  You represent and warrant that your Jemully Charter site, your Materials and the goods and services you offer through will be true, accurate, and complete, and will not violate any applicable laws, regulations or rights of third parties.
    1. You are solely responsible for the goods or services that you may sell through the Services (including description, price, fees, tax that you calculate, defects, required legal disclosures, regulatory compliance, offers or promotional content), including compliance with any applicable laws or regulations.
    2. You may not use the Jemully Charter sites for any illegal or unauthorized purpose nor may you, in the use of the Service, violate any laws in your jurisdiction (including but not limited to copyright laws), the laws applicable to you in your customer’s jurisdiction, or the laws of Canada and the Province of Ontario. You will comply with all applicable laws, rules and regulations (including but not limited to obtaining and complying with the requirements of any license or permit that may be necessary to operate your store or that may be held by you) in your use of the Service and your performance of obligations under the Terms of Service.

5. Payment of Fees

  1. The subscription with Jemully Charter requires a minimum of twelve (12) months. Business owners who terminate their subscription prior to 12 months will have the payment method on file automatically charged for the remaining months that equal to twelve full months of service. plus a 15% early termination fee. 
  2. You will pay the Fees applicable to your subscription to Online Service (“Subscription Fees”) and any other applicable fees, including but not limited to applicable one-time fees, setup fees, or site customization fees. 
  3. You must keep a valid payment method on file with us to pay for all incurred and recurring Fees. Jemully Charter will charge applicable Fees to any valid payment method that you authorize (“Authorized Payment Method”), and Jemully Charter will continue to charge the Authorized Payment Method for applicable Fees until the Services are terminated, and any and all outstanding Fees have been paid in full. Unless otherwise indicated, all Fees and other charges are in U.S. dollars, and all payments will be in U.S. currency.
  4. Subscription Fees are paid in advance and will be billed in 30 day intervals (each such date, a “Billing Date”).  You will be charged on each Billing Date for all outstanding Fees that have not previously been charged. Fees will appear on an invoice, which will be sent to the Business Owner via the Primary Email Address provided. Users have approximately two weeks to bring up and settle any issues with the billing of Subscription Fees.
  5. If we are not able to process payment of Fees using an Authorized Payment Method, we may make subsequent attempts to process payment using any Authorized Payment Method. If we are unable to successfully process payment of Fees using an Authorized Payment Method within 28 days of our initial attempt, we may suspend and revoke access to your Account and the Services. Your Account will be reactivated upon your payment of any outstanding Fees, plus the Fees applicable to your next billing cycle. You may not be able to access your website during any period of suspension. If the outstanding Fees remain unpaid for 60 days following the date of suspension, Jemully Charter reserves the right to terminate your Account in accordance with Section 14.
  6. All Fees are exclusive of applicable federal, provincial, state, local or other governmental sales, goods and services (including Goods and Sales Tax under the Goods and Services Tax Act, Chapter 117A of Singapore), harmonized or other taxes, fees or charges now in force or enacted in the future (“Taxes”).
  7. For the avoidance of doubt, all sums payable by you to Jemully Charter under these Terms of Service will be paid free and clear of any deductions or withholdings whatsoever. Jemully Charter will be entitled to charge the full amount of Fees stipulated under these Terms of Service to your Authorized Payment Method ignoring any such deduction or withholding that may be required.
  8. Jemully Charter does not provide refunds.

6. Confidentiality

  1. Confidential Information” will include, but will not be limited to, any and all information associated with a party’s business and not publicly known, including specific business information, technical processes and formulas, software, customer lists, prospective customer lists, names, addresses and other information regarding customers and prospective customers, product designs, sales, costs (including any relevant processing fees), price lists, and other unpublished financial information, business plans and marketing data, and any other confidential and proprietary information, whether or not marked as confidential or proprietary. Jemully Charter’s Confidential Information includes all information that you receive relating to us, or to the Services, that is not known to the general public including information related to our security program and practices.
  2. Each party agrees to use the other party’s Confidential Information solely as necessary for performing its obligations under these Terms of Service and in accordance with any other obligations in these Terms of Service.

7. Limitation of Liability and Indemnification

  1. You expressly understand and agree that, to the extent permitted by applicable laws, Jemully Charter and its suppliers will not be liable for any direct, indirect, incidental, special, consequential or exemplary damages, including but not limited to, damages for loss of profits, goodwill, use, data or other intangible losses arising out of or relating to the use of or inability to use the Service or these Terms of Service (however arising, including negligence).
  2. You agree to indemnify and hold us and (as applicable) our parent, subsidiaries, affiliates, Jemully Charter partners, officers, directors, agents, employees, and suppliers harmless from any claim or demand, including reasonable attorneys’ fees, made by any third party due to or arising out of (a) your breach of these Terms of Service or the documents it incorporates by reference (including the AUP); (b) or your violation of any law or the rights of a third party; or (c) any aspect of the transaction between you and your Customer, including but not limited to refunds, fraudulent transactions, alleged or actual violation of applicable laws (including but not limited to Federal and State consumer protection laws), or your breach of the Terms of Service.
  3. You will be responsible for any breach of the Terms of Service by your affiliates, agents or subcontractors and will be liable as if it were your own breach.
  4. Your use of the Services is at your sole risk. The Services are provided on an “as is” and “as available” basis without any warranty or condition, express, implied or statutory.
  5. Jemully Charter does not warrant that the Services will be uninterrupted, timely, secure, or error-free.
  6. Jemully Charter does not warrant that the results that may be obtained from the use of the Services will be accurate or reliable.
  7. Jemully Charter is not responsible for any of your tax obligations or liabilities related to the use of Jemully Charter’s Services.
  8. Jemully Charter does not warrant that the quality of any products, services, information, or other materials purchased or obtained by you through the Services will meet your expectations, or that any errors in the Services will be corrected.

8. Intellectual Property and Your Materials

8.1 Your Materials
  1. We do not claim ownership of the Materials you provide to Jemully Charter. You grant Jemully Charter a non-exclusive, transferable, sub-licensable, royalty-free, worldwide right and license to host, use, distribute, expose, modify, run, copy, store, publicly perform, communicate to the public (including by telecommunication), broadcast, reproduce, make available, display, and translate, and create derivative works of any Materials provided by you in connection with the Services. We may use our rights under this license to operate, provide, and promote the Services and to perform our obligations and exercise our rights under the Terms of Service. You represent, warrant, and agree that you have all necessary rights in the Materials to grant this license. You irrevocably waive any and all moral rights you may have in the Materials in favour of Jemully Charter and agree that this waiver may be invoked by anyone who obtains rights in the materials through Jemully Charter, including anyone to whom Jemully Charter may transfer or grant (including by way of license or sublicense) any rights in the Materials.
  2. If you owned the Materials before providing them to Jemully Charter then, despite uploading them to your Jemully Charter site they remain yours, subject to any rights or licenses granted in the Terms of Service or elsewhere. You can export the content of your Jemully Charter site, however you will be required to fulfill the 12 month subscription requirement plus any outstanding fees and the early termination fee, if applicable. You may notify Jemully Charter of your desire. 
  3. You agree that Jemully Charter can, at any time, review and delete any or all of the Materials submitted to the Services, although Jemully Charter is not obligated to do so.
  4. You grant Jemully Charter a non-exclusive, transferable, sub-licensable, royalty-free, worldwide right and license to use the names, trademarks, service marks and logos associated with your site (“Your Trademarks”) to operate, provide, and promote the Services and to perform our obligations and exercise our rights under the Terms of Service. This license will survive any termination of the Terms of Service solely to the extent that Jemully Chartery requires the license to exercise any rights or perform any obligations that arose during the Term.
8.2 Jemully Charter Intellectual Property
  1. You agree that you may not use any trademarks, logos, or service marks of Jemully Charter, whether registered or unregistered.
  2. You agree not to purchase, register, or use search engine or other pay-per-click keywords (such as Google Ads), trademarks, email addresses, social media names, or domain names (including without limitation top-level domains, sub-domains, and page URLs) that use or include Jemully Media or Jemully Charter or that use or include any terms that may be confusing with the Jemully Media.

9. Jemully Charter Theme Sites

  1. You may establish the appearance of your Jemully Charter site with a design template from Jemully Charter’s Theme options. 
  2. Technical support for a Theme is the responsibility of the Jemully Charter, and the Business Owner may not modify the Theme. 

10. Termination

  1. The term of these Terms of Service will begin on the date of your completed registration for use of a Service and continue for a minimum of 12 months or until terminated by us or by you, as provided below (the “Term”).
  2. You may cancel your Account and terminate the Terms of Service at any time by contacting and then following the specific instructions indicated to you in Jemully Charter’s response.
  3. Without limiting any other remedies, we may suspend or terminate your Account or the Terms of Service for any reason, without notice and at any time (unless otherwise required by law), including if we suspect that you (by conviction, settlement, insurance or escrow investigation, or otherwise) have engaged in fraudulent activity in connection with the use of the Services. Termination of the Terms of Service will be without prejudice to any rights or obligations which arose prior to the date of termination.
  4. Upon termination of the Services by either party for any reason:
    1. Jemully Charter will cease providing you with the Services and you will no longer be able to access your Account;
    2. unless otherwise provided in the Terms of Service, you will not be entitled to any refunds of any Fees, pro rata or otherwise;
    3. any outstanding balance owed to Jemully Charter for your use of the Services through the effective date and including the completion of the 12-month required subscription and early termination fee, if applicable, of such termination will immediately become due and payable in full; and
    4. your Jemully Charter site will be taken offline.
  5. If you purchased a domain name through Jemully Charter, upon cancellation your domain will no longer be automatically renewed. Following termination, it will be your sole responsibility to handle all matters related to your domain with the domain provider.
  6. If there are any outstanding Fees owed by you at the date of termination of the Service, you will receive one final invoice via email. Once that invoice has been paid in full, you will not be charged again.

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