Website Content & Structure Finalization — 2026-01-15
Overview
Finalization meeting to align on content, structure, and timeline for the A New Dawn Therapy website rebuild. Katie (client) will supply all copy and images. Three pages require substantive SEO-focused copy; the remainder are informational. A key compliance decision was made to route the primary CTA directly to the Jane App booking calendar rather than a standard WordPress contact form, which is not HIPAA compliant.
Attendees:
- Sebastian Gant (Asymmetric)
- Melissa Cusumano (Asymmetric)
- Paul Buniel (Asymmetric)
- Katie Geiser (A New Dawn Therapy — client)
Key Decisions
1. SEO Pages Require 700–1,000 Words Each
Three pages were identified as high-intent search targets and must meet a minimum word count to support organic ranking:
| Page | Search Intent |
|---|---|
| Supervision | Newly licensed/graduated therapists seeking supervisors in the area |
| Careers | Therapists looking to join a group practice |
| Online Therapy | Prospective clients seeking remote therapy options |
Sebastian will provide focus keywords for these pages by Jan 19 so Katie can write to them.
2. Primary CTA → Jane App Calendar (HIPAA Compliance)
Standard WordPress contact forms do not carry a Business Associate Agreement (BAA) and are therefore not HIPAA compliant. The decision was made to:
- Point the "Get Started" button directly to the Jane App booking calendar
- Place general contact info (phone, email, fax) in the footer or a static contact block rather than a dedicated Contact Us page
- Remove the standalone Contact Us page from the navigation
Sebastian will also research HIPAA-compliant third-party form options as a potential secondary inquiry path.
3. Informational Pages — No Word Count Requirement
All other pages focus on clear communication rather than search ranking. No minimum word count applies:
- Meet the Team
- Rates & Insurance
- Resources
- Client Portal
- FAQ
4. FAQ Page — Internal Linking Strategy
The FAQ page will be written around common client questions (e.g., "Can I choose my therapist?", "Do you offer online therapy?") and will include internal links to relevant service pages. This supports both user navigation and SEO.
5. Resources Page
Will list emergency contacts and local/state mental health resources — e.g., National Suicide Hotline, county resources, 911 guidance. Katie to supply the list.
6. Client Portal Page
Will contain a single link to the Jane App login page. No custom portal build required.
7. Image Handling
- Katie uploads all images to the shared folder
- Naming convention: Use the page name for page-specific images; use descriptive terms (e.g., "generic woman") for flexible-placement images
- Gaps will be filled with iStock by Sebastian's team; Katie can swap these out later
Action Items
| Owner | Item | Due |
|---|---|---|
| Sebastian | Send focus keywords for SEO pages to Katie | Jan 19 |
| Katie | Upload all images to shared folder (named by page or generic) | Jan 23 |
| Katie | Write copy for all pages; 700–1,000 words for Supervision, Careers, Online Therapy | Jan 23 |
| Katie | Add Jane App booking calendar link for "Get Started" CTA | Jan 23 |
| Katie | Draft FAQs with internal links to service pages | Jan 23 |
| Katie | Provide emergency/local resources list for Resources page | Jan 23 |
| Katie | Provide contact info (email, phone, fax) for footer/contact block | Jan 23 |
| Sebastian | Research HIPAA-compliant contact form options; share recommendations | — |
| Sebastian | Draft 5 initial blog posts for site launch | — |
| Sebastian | Cancel Jan 30 meeting with Katie | Immediately |
| Dev team | Begin build once content is received; target most pages complete | Feb 1 |
Timeline
| Date | Milestone |
|---|---|
| Jan 19 | Sebastian delivers focus keywords to Katie |
| Jan 23 | Katie delivers all copy and images |
| Feb 1 | Target: most of site built |
| Feb 13 | Next review meeting with Katie |
Note: Jan 30 meeting is cancelled — Katie will be traveling (Gulf Shores). Next scheduled touchpoint is Feb 13.
Technical Notes
- Page builder: Elementor (WordPress). Dev is less familiar with this instance; build may be slower than typical. Dev works in chunks — expect bursts of progress rather than daily incremental updates.
- Blog: Dev is implementing a book-review filter on the blog index so the "Book Club" section can surface those posts separately.
- Homepage keywords: Sebastian to incorporate top 1–2 local keywords (e.g., "therapy in Madison") into the homepage hero copy.
Relevant Transcript Excerpts
On HIPAA and the contact form decision:
Katie: "Those contact pages are actually not like HIPAA compliant… through WordPress, [we] don't have, like, a BAA or whatever… to give me that information."
Sebastian: "I think if your EHR has a native form of information collecting something, I'm guessing that would be compliant."
Katie: "I think the Get Started button can go right to the calendar, because if they're getting started, then they're probably going to be a new client, which already has its own section to fill out."
On SEO word count:
Sebastian: "For the ones that rank, I would say yes. We want to be kind of 700 to 1,000, maybe. So for these three, yes, but for the rest, it's purely about you just sharing what you can about your team."
On internal linking:
Katie: "Sometimes linking to other pages, I think, I've been told is helpful, where… it's like, 'Do you provide online therapy?' And it's like, yes, [link]."
Sebastian: "Internally, it does help a lot. So what you're saying is accurate."
Related
- [1]