Website Redesign Review — 2026-02-09
Overview
Working session between Melissa Cusumano (Asymmetric) and Chris/Brandon Aman (Seamless Building Solutions) to review the in-progress website redesign — including page layouts, copy strategy, and visual assets. Sebastian Gant was not present. Next review scheduled for February 23rd.
Attendees:
- Melissa Cusumano (melissa.cusumano@asymmetric.pro)
- Chris Aman (chris@sbswi.com) — Seamless
- Brandon Aman (brandon@sbswi.com) — Seamless
- Sebastian Gant (sebastian.gant@asymmetric.pro) — not present
Key Decisions
| Decision | Outcome |
|---|---|
| Copy strategy | Approved SEO-first approach. Prose quality is secondary to search visibility; previous site had no SEO optimization. |
| Brand message | "Extend roof life" must be more prominent. Core positioning: proactive maintenance over premature replacement. |
| Service icons on landing page | Tabled. Chris will discuss with partner Brandon before deciding to remove or keep. |
| Stock photo replacements | Approved. Multiple images flagged for replacement with more dynamic, action-oriented alternatives. |
Brand Messaging
The central discussion was ensuring the site communicates Seamless's differentiating philosophy: proactive maintenance to extend roof life, with replacement as a last resort.
"Our goal is to extend the life of your roof… our mindset is to look for solutions that do that. And that could be through repairs, inspections that lead to repairs." — Chris Aman
Melissa articulated the working brand statement:
"Too many commercial roofs are replaced prematurely. We help building owners extend roof life through proactive maintenance and expert repairs. When replacement is necessary, we ensure it's done right from the first time."
Key tension acknowledged: Tear-offs remain the largest revenue segment for Seamless, so the messaging must not imply they avoid replacements — it must frame the mindset, not exclude the service.
Action: Melissa will review all copy to ensure this message is woven in prominently, including revisiting headlines to make the positioning more visible without being heavy-handed.
Copy Strategy
- SEO-first approach approved. Melissa explained that the previous site had no SEO optimization — copy was essentially the client's own words, unchanged.
- The new copy is written to target search terms (e.g., "Expert Commercial Roofers," "Extending Roof Life," geographic qualifiers like Milwaukee and Southwest Wisconsin).
- Chris acknowledged that SEO copy and strong prose are different disciplines and deferred to Asymmetric's judgment on the balance.
- Client review scope: Brandon/Chris asked to flag any factual inaccuracies (e.g., services listed that Seamless doesn't actually offer), not to rewrite for style.
- Additional SEO-rich copy blocks will be added to the homepage to supplement the current design layouts.
Visual Assets
Service Icons (Landing Page)
- Chris felt the icons looked "schmaltzy" / "sophomoric" and questioned whether plain text would be cleaner.
- Melissa's rationale: icons break up content and add visual character to an otherwise simple page.
- Decision: Tabled. Chris will consult partner Brandon. Icons are built as a shared component — removal is a single change that propagates across all pages.
Image Replacements
| Page | Current Issue | Action |
|---|---|---|
| Roof Inspection | Stock photo of person with clipboard; not illustrative of actual process | Melissa's team to source a more dynamic replacement (person actively examining a roof) |
| Roof Repair & Maintenance | Generic stock photo | Chris/Brandon to search for authentic team photos; Melissa's team will also look |
| Roof Restoration | Photo includes buckets; not representative of process | Melissa's team to find photo of someone spraying a roof (nozzle + active spray) |
| Contact Us | Person sitting statically on a roof ridge; no socks; clearly a photo shoot | Melissa's team to find photo showing active work on a roof |
General direction: Replace static/posed stock imagery with photos showing workers actively doing something — inspecting, spraying, repairing.
Note on authentic photos: Seamless's own job-site photos are typically taken to document process for sales purposes and are not well-suited for web use (framing, lighting, worker appearance). Brandon will look for usable exceptions.
Development Status
Services Dropdown
- The "Services" nav menu dropdown is not yet functional.
- Developer Jeff (Philippines-based, long-tenured with Asymmetric) is assigned to implement it.
- Was expected before this call; not completed. No blocker identified.
Case Studies & Blog
- Page layouts for both are built but contain no live content yet.
- Melissa expects to receive additional case studies this week; they will be rolled in as they arrive.
- Blog page structure is complete; posts will be added as content is produced.
Action Items
Melissa / Asymmetric:
- [ ] Revise copy across pages to better surface the "extend roof life" brand message, including headline-level visibility
- [ ] Source replacement image for Roof Inspection page (active inspection, not clipboard pose)
- [ ] Source replacement image for Roof Restoration page (person spraying roof, no buckets)
- [ ] Source replacement image for Contact Us page (active roofwork)
- [ ] Direct developer Jeff to implement the Services menu dropdown
- [ ] Send case studies to team upon receipt this week
- [ ] Move SEO/meta fields to bottom of copy doc so client review focuses on visible content
Brandon / Seamless:
- [ ] Discuss service icons with partner Brandon; report back to Melissa
- [ ] Search for authentic team photos suitable for the Roof Repair & Maintenance page
All:
- [ ] Reconvene February 23rd to review progress; Brandon (partner) invited to join if available
Context & Background
- Current site performance: ~202 visits with only 6 engagements, most of which were sales solicitations rather than genuine leads. One engagement was an existing client who happened to use the contact form.
- Lead goal: 3 legitimate leads per month would be considered a strong result.
- Previous site weakness: No SEO optimization; copy was client-written and not adapted for search.
- Developer team: Jeff (primary, Philippines) handles Seamless's site; Eshak is a second developer on other accounts. Both are retained contractors working daily across Asymmetric's client portfolio.
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