Q1 2025 SEO Strategy Review — 2026-04-05
Overview
Asymmetric (Sebastian Gant, Melissa Cusumano, Mark Hope) met with the Adava Care team (Kurosh Dejgosha, Kari Krause, and others) to review PPC performance and present a structured 90-day SEO plan for Q1 2025. The session also surfaced two immediate website issues: outdated location photos carrying old branding, and private pay page copy that understated actual daily costs.
Attendees:
- Mark Hope — Asymmetric
- Sebastian Gant — Asymmetric
- Melissa Cusumano — Asymmetric
- Kurosh Dejgosha — Adava Care
- Kari Krause — Adava Care
- lschwartz, cassandra, tolson, jspinelli — Adava Care
Key Decisions
- Pricing copy format: Private pay pages will use "Starting at $194/day" rather than listing Room & Board rates separately. The R&B-only display ($134/day at Nina) was misleading because it excluded the mandatory care fee ($60+/day), making the real minimum $194/day. Kari Krause and Kurosh Dejgosha aligned on the simpler "starting at" format to reduce caller confusion and sticker shock.
- Location photos: Melissa will send updated Adava-branded photos to the developer immediately — no longer waiting for copy updates to be complete first. External shots (showing old Frontida/Matthews signage) are the top priority.
- Meeting reschedule: The December 31 meeting will move to January 7 (Asymmetric is closed on New Year's Eve).
PPC Performance
No-fee transparent pricing ads are driving measurably higher conversion rates over the last 30 days:
| Location | Conversion Rate |
|---|---|
| Irish Road | 18% |
| Most other locations | ~4% |
| Heartland | 2.5% |
- 5 of the 6 highest-converting ads are the new "no-fee" ads introduced after a competitor analysis.
- Click-through rates remain strong (>5% across most campaigns).
- Cost per click is high but consistent with the competitive assisted living market.
- Paused campaigns (Oak Creek, Glendale) are not believed to have materially affected the performance of remaining campaigns.
Takeaway: Transparent pricing messaging in ad copy directly correlates with improved conversion. This validates applying the same clarity to website copy (see pricing decision above).
Q1 2025 SEO Strategy — 90-Day Plan
Goal: Shift lead generation from paid ads to organic SEO, with paid serving as a supplement rather than the primary driver.
Phase 1 — Days 1–30: Foundation & Drafting
| Item | Detail | Target |
|---|---|---|
| CallRail setup | Updating static numbers location by location; backend config in progress | EOD Dec 22 |
| Private pay page copy | Draft copy for 4 locations sent for client review | Sent same day as meeting |
| Wisconsin Guide outline | Lead magnet outline to be sent to Adava Care for alignment on sections | Early the following week |
| Wisconsin Guide first draft | Full first draft | Jan 7 |
Phase 2 — Days 31–60: Content Launch
| Item | Detail | Target |
|---|---|---|
| Wisconsin Guide | Finalize PDF; build email-capture landing page | Launch Feb 1 |
| Blogs (first 5 of 10) | Keyword-rich, high word count; drafted mid-Jan, reviewed, then published | Live by EOD Jan 31 |
| Location pages | Complete copy for all remaining locations; add FAQs to all pages | Live by EOD Jan 31 |
Phase 3 — Days 61–90: Analysis & Optimization
| Item | Detail | Target |
|---|---|---|
| Blogs (final 5 of 10) | Complete the second batch | Live by Feb 24 |
| Meta ad boost | Boost top-performing blogs via Meta ads to signal quality to Google during indexing | Campaign live by end of Feb |
| Q1 analysis | Review organic traffic, lead magnet email capture rate, CallRail attribution | March; informs Q2 strategy |
Expected outcomes:
- Improved search visibility from 10 keyword-rich blogs
- Stronger local SEO from updated, FAQ-enhanced location pages
- Qualified lead capture via Wisconsin Guide email gate
- CallRail attribution data to measure organic vs. paid lead sources
Sebastian noted that SEO results take time — data at 6 weeks post-launch will look different than data at 3–6 months. The team should continue monitoring through Q2 rather than drawing conclusions too early.
Action Items
| Owner | Action | Due |
|---|---|---|
| Melissa | Send new Adava-branded location photos to developer (prioritize exterior shots) | Immediately |
| Melissa | Revise private pay page copy to "Starting at $194/day" format for Nina and Irish Road | ASAP |
| Sebastian | Send Wisconsin Guide outline to Adava Care | Early week of Dec 23 |
| Sebastian | Share 90-day SEO presentation deck with full Adava Care team | Same week |
| All | Reschedule Dec 31 meeting to Jan 7 | — |
Pricing Copy Detail
The pricing issue surfaced when Kurosh reviewed the draft private pay pages sent just before the meeting. The problem:
- What was shown: $134/day (Room & Board only, Nina location)
- What was missing: $60+/day mandatory care fee
- Actual minimum: $194/day
Displaying only R&B rates caused the copy to show roughly half the real cost. Kari confirmed this creates confusion on inbound calls — prospects see one number online and hear a much higher figure when they call.
Agreed solution: Use "Starting at $194/day" as the anchor price. Room type upgrades can be shown as incremental add-ons (e.g., large studio: +$12/day). This approach sets accurate expectations and reduces the math burden on prospects.
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