Website Review & SEO Strategy — 2026-01-28
Client: [1]
Meeting type: Website progress review
Attendees: Melissa Cusumano (Asymmetric), Brandon Aman (SBS WI), Brandon (SBS WI)
Recording: Fathom
Overview
Working session to review the in-progress development site, align on SEO keyword strategy, finalize certification page content, and resolve outstanding copy questions. The development site is live and responsive; primary focus was content decisions needed before Friday delivery.
Key Decisions
SEO & Keyword Strategy
- Tool: Keywords sourced from Google Ads Planner — high-volume, low-competition terms selected per page to avoid keyword cannibalization across the site.
- Target region: Broadened from "Brookfield" to "Southeastern Wisconsin" to avoid artificially limiting search reach. Specific cities (Milwaukee, Waukesha, Racine, Ozaukee, Jefferson) will be referenced in copy where appropriate.
- Page-level keyword assignments:
| Page | Target Keywords |
|---|---|
| Homepage | "see roofing," "roofers," "commercial roofing," "roofing company" |
| Services | "commercial roofing services," "commercial roofing," "roof services," "roof maintenance" |
| Roof Repair (new page) | "roof repair," "roof maintenance," "roof repair services," "roofing repair" |
| Roof Inspection | "commercial roof inspection," "roof inspection company," "roof inspection and repair" |
| Asphalt Shingles | "roof shingles," "asphalt shingles," "architectural shingles," "roof shingles types" |
- Roof Repair vs. Roof Restoration: These are distinct pages targeting distinct search intents. "Roof repair" captures leak/damage searches; "roof restoration" is a separate service concept.
Certifications & Memberships Page
- Page title confirmed: "Memberships & Certifications" (not "Licenses" — avoids confusion).
- Each certification will include the logo plus a descriptive blurb explaining what it means to the customer.
- Certifications/memberships to feature:
| Entity | Type | Status |
|---|---|---|
| IAAP / IKO | Certification | Logo + rep-written blurb in hand |
| GACO | Certification | Pending — Brandon Aman to source logo + blurb from Matt |
| NRCA | Membership | Logo on current site; higher-res version may be needed |
| Brandon's Roof Moisture Scanning | Individual certification | To be included |
- The About Us page will also be revised to feature certifications more prominently.
Warranty Messaging
- Decision: Drop all references to "50-year warranty." GACO no longer offers this.
- Replace with: Generic label "Material Warranty" across all case studies and service pages.
- Rationale: Warranty types (material-only vs. material + labor) are complex to explain. Only call out a specific warranty if it's a genuine differentiator/selling point. Otherwise, keep it simple.
Content Refinements
- Wind Vent section: Shorten significantly. Complex to explain, used infrequently — not worth prominent real estate.
- Case studies sidebar: Remove. Adds visual clutter with no clear value; behavior on mobile is also unclear.
- Contact page address: Use the P.O. box (
17145). Do not publish the home address. Remove "Get Directions" link entirely — clients come to job sites, not an office. - Form submissions: All contact and estimate forms route to
info@sbswi.com.
Homepage Features (Development Site)
- Google Reviews widget pulling top 5+ reviews (currently 6 reviews live).
- Case studies preview section linking to full case studies page.
- Recent blog posts section.
- Stock photography used as placeholders throughout; client acknowledged this is standard practice for now.
Action Items
| Owner | Action | Due |
|---|---|---|
| Melissa | Deliver updated copy doc, Miro board designs, and dev site link for review | Friday, 2026-01-31 |
| Melissa | Specify clearly in delivery email what requires feedback vs. FYI | Friday, 2026-01-31 |
| Melissa | Ask SEO team whether using a P.O. box address impacts local SEO rankings | ASAP |
| Brandon Aman | Provide GACO certification logo and blurb (from Matt) to Melissa | ASAP |
| Brandon Aman | Confirm/look up current GACO material warranty terms | ASAP |
Next Meeting
February 9, 2026 at 1:00 PM — recurring Zoom link now embedded in calendar invite.
Notes & Context
- Brandon (junior) was out sick and joined remotely from a separate office, causing some audio issues.
- The team has been using AI writing tools to ensure keywords are distributed correctly in headings and backend SEO fields — not just stuffed into body copy.
- Melissa noted that AI search behavior in Google is shifting rapidly (AI mode results, fewer sponsored slots visible in some searches). Team maintains a ~2hr/week professional development block to track changes.
- SBS WI's business model favors getting on-site for inspections and maintenance agreements, then becoming the client's roofer of choice for larger jobs. Copy and keyword strategy should reinforce this funnel.
Related
- [2]