Marketing & Website Scope Call — 2026-04-05
Overview
Scope clarification call between Sebastian Gant (AAG), Melissa Cusumano (AAG), and Katie Geiser (A New Dawn Therapy). The session surfaced a significant contract dispute: Katie believes the original $5k agreement covers the full website build, SEO optimization, and Google Ads strategy; Sebastian indicated the $5k has been reallocated to cover only the Elementor rebuild, with SEO/Ads moving to a separate post-project retainer. Sebastian committed to consulting AAG leadership and delivering a written proposal to resolve the conflict.
Attendees:
- Sebastian Gant — Asymmetric (sebastian.gant@asymmetric.pro)
- Melissa Cusumano — Asymmetric (melissa.cusumano@asymmetric.pro)
- Katie Geiser — A New Dawn Therapy, client (kgeiser@anewdawntherapyllc.com)
Key Decisions
- Elementor rebuild is proceeding as a complimentary service to simplify future edits and accelerate the build. The developer will build pages based on existing designs and copy already provided by Katie.
- Design vs. build distinction confirmed: The complimentary rebuild covers building existing page designs only. Creating new designs for pages without a current template is outside the current project scope and requires either a paid AAG design engagement or client-provided layouts.
- Scope conflict unresolved on the call — Sebastian deferred to AAG leadership and committed to a written proposal before the next meeting.
- "Get Started" page strategy: A minimal, conversion-optimized landing page with a prominent link to the external booking calendar. This page can serve as the destination for Google Ads traffic.
- HIPAA-compliant forms required: Standard WordPress/WPForms are not HIPAA compliant. The site must use an embedded Google Form from a Google Workspace account with a signed Business Associate Agreement (BAA) to collect any Protected Health Information (PHI).
Scope Conflict — Detail
| Position | Katie Geiser (Client) | Sebastian Gant (AAG) |
|---|---|---|
| What $5k covers | Full build + SEO optimization + Google Ads strategy | Elementor website rebuild only |
| SEO & Ads | Included in original contract | Separate retainer, post-project |
| Design work | Complimentary as part of the rebuild | Build only; new designs require additional fee or client input |
| Work completed by client | All copy, images, page structure, templates | Hosting takeover, keyword research (partial), blog drafts |
Katie's position: she has delivered all copy, images, site navigation structure, and page templates — and understood the remaining work (build, SEO, ads) was AAG's responsibility under the original agreement. She expressed confusion about being asked to pay for services she believed were already scoped.
Sebastian acknowledged her points as valid and committed to escalating internally rather than making promises on the call.
"I'll advocate for you and see, and be able to kind of send over something that can clarify all that." — Sebastian Gant
Action Items
- [ ] Sebastian Gant — Consult AAG leadership to resolve scope conflict and clarify original $5k contract
- [ ] Sebastian Gant — Deliver written proposal covering: (1) agreed project scope, (2) pricing for AAG to create new page designs, (3) recommended tools for Katie to provide design layouts herself
- [ ] Sebastian Gant — Add focus keywords to the copy document, then incorporate into Katie's copy
- [ ] Sebastian Gant — Integrate social anxiety content into the Anxiety service page
- [ ] Sebastian Gant — Email Katie: AI layout tool recommendations + guidance for design input
- [ ] Katie Geiser — Draft Get Started page copy; send booking calendar link to Sebastian
- [ ] Katie Geiser — Review 3 initial blog drafts; add comments in the shared doc
Technical Notes
WordPress Admin Access
- Correct admin URL:
anudantherapyllc.com/wp-admin(redirects to login;/wp-logindirect link does not work)
HIPAA-Compliant Forms
- Standard WordPress form plugins (e.g., WPForms) are not HIPAA compliant
- Recommended solution: embed a Google Form from a Google Workspace account with a signed BAA in place
- Applicable to any page collecting PHI (intake forms, contact forms requesting health information)
Booking / Get Started Page
- External booking calendar link goes directly to appointment scheduling
- Plan: create a lightweight "Get Started" landing page on the site with minimal copy and a prominent CTA linking to the external calendar
- Benefit: allows Google Ads to target the on-site page (trackable, optimizable) rather than sending traffic directly off-site
Blog Strategy
- AAG drafted initial 3 blog posts targeting long-tail keywords not covered by core service pages (e.g., "setting boundaries")
- Internal links in drafts currently show as invalid — will resolve once site pages are live
- Katie to review drafts and leave comments
Elementor Rebuild
- Not yet started as of this call
- Developer will build pages based on existing designs and copy in the shared document
- Pages without existing design templates are the sticking point — options are AAG paid design or client-provided layouts (hand-drawn, AI mockup, etc.)
Next Meeting
February 27 — Site build progress review
Related
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