Website Review & Content Strategy — 2026-04-05
Overview
Progress review of the SBS website redesign with Brandon Aman and Chris Sisinni (SBS/WI). The meeting covered content decisions across the homepage and case studies, confirmed the mid-March launch timeline, and surfaced a bot call problem Brandon has been experiencing.
Attendees:
- Melissa Cusumano (Asymmetric)
- Sebastian Gant (Asymmetric)
- Brandon Aman (SBS/WI, external)
- Chris Sisinni (SBS/WI, external)
Key Decisions
Case Study Format — Narrative Replaces Icons
The existing icon-based case study format was found to be inconsistent and confusing, particularly for projects involving multiple service types. The team agreed to replace icons with a structured narrative format:
Problem → Solution → Testimonial
Rationale: the narrative is cleaner, tells a more compelling story, and scales consistently across all case studies. Icons may be revisited later as an optional enhancement once content is in place.
Melissa will create a template document (one case study per page, with a mock-up screenshot at the top) and send it to Brandon for population.
Homepage Copy — Reduce Density
The homepage copy, while written to hit SEO word-count targets, is too long and heavy in layout. Melissa will shorten it after consulting with SEO colleagues to confirm the reduction won't hurt search rankings. The goal is to recover the clean, quick-message feel from the original mock-ups while retaining sufficient keyword coverage.
Service Icons — Keep
Brandon expressed a preference for a cleaner look without icons on service pages, but Melissa made the case that icons provide a quick visual summary for visitors. Decision: keep the service icons.
Launch Timeline
- Target launch: mid-March (estimated ~March 6–13)
- SiteGround renewal: March 19th
- Hibu overlap: Brandon will pay Hibu for an extra month (~$200) to ensure the old site stays live during the transition. The new site will be built and tested in the background; Hibu will only be shut off once the new site is confirmed live.
- DNS migration: Mark has the SiteGround login credentials. Brandon will provide a 2FA code to Mark if needed.
Action Items
| Owner | Action |
|---|---|
| Melissa | Shorten homepage copy; consult SEO team on word-count floor |
| Melissa | Send all updated service pages to Brandon for review by Wednesday |
| Melissa | Create and send case study template document (Problem/Solution/Testimonial structure) |
| Melissa | Research bot call mitigation options (plugins, filters); check with Mark |
| Brandon | Provide 2FA code to Mark for SiteGround DNS access if requested |
| Brandon | Populate case study template — 1 new winter project + 4 additional |
| Brandon | Continue paying Hibu through March; notify them when ready to cut over |
Bot Call Issue
Brandon has been receiving a high volume of silent/automated calls — roughly every 30 minutes at peak — believed to originate from the phone number listed on the website. He wants a solution but has a hard constraint: must not block legitimate customer calls.
Options discussed:
- Website-side bot filters / plugins — Melissa will research; reCAPTCHA applies to form submissions but not direct calls
- Do Not Call registry — ruled out due to risk of blocking real prospects
- Current workaround: answer and hang up immediately
Melissa will follow up with Mark on what can be implemented on the new site to reduce bot exposure.
Context & Notes
- Brandon has also written some blog posts; Melissa confirmed these should be sent over so blog page templates can be built out.
- Post-launch, the team plans to meet in person at the Asymmetric office for a strategy session on next steps before SBS's busy season fully ramps up.
- SEO effectiveness won't be fully measurable until the site is live; Melissa noted that well-optimized blog content has been picked up by Google Gemini as a cited source for other Asymmetric clients — a positive signal for the approach.
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