Cureline Website Rebuild & Optimization

Overview

During a complimentary strategy session with Jack Wilson (Cureline), Asymmetric identified Cureline's website as a critical liability and primary growth bottleneck. A website rebuild — rather than incremental optimization — emerged as the preferred path to give Cureline full control over its web presence, properly surface its service offerings (particularly histopathology), and build a foundation for SEO and lead conversion.

A formal proposal covering scope, deliverables, timeline, and cost is pending delivery to Jack Wilson for internal review and CEO sign-off ahead of Q1 planning.

Current State: Diagnosed Problems

Asymmetric's pre-call research surfaced the following website performance issues:

Metric	Current State	Implication
Monthly traffic	~49 visits/month	Effectively invisible to buyers
Organic keywords	36 total, 0 commercial intent	Not ranking for anything that drives revenue
Homepage traffic share	87%	Poor internal linking; service pages not discoverable
Domain rank	35	Weak for a 22-year-old company, but workable
Backlinks	~1,000	Existing authority to build on
Conversion design	None	Site describes services but does not capture leads

"Your website gets 49 visits a month, and for a 22-year-old business, that's not very good." — Mark Hope

The site currently ranks for informational and navigational keywords with no commercial or transactional intent — meaning buyers actively searching for biospecimen or histopathology services are not finding Cureline.

Root Cause: Outsourced, Slow-to-Update Management

Cureline's website is managed by an external programming vendor (details held by colleague Harminder). This creates:

Slow update cycles — Jack cannot make changes on demand; requests must go through the vendor
No internal ownership — the commercial team has no direct control over content or structure
Service gaps — key offerings like histopathology are not adequately represented on the site

"Whenever I personally want website changes, it's not like we have a programmer in-house that I can just call up and say, hey, make this change." — Jack Wilson

Proposed Solution: Full Website Rebuild

Rationale for Rebuild Over Optimization

While SEO and CRO improvements can be layered onto the existing site, a full rebuild is the recommended path because:

Full control — Cureline would own and manage the site directly, eliminating vendor dependency
Service-page architecture — rebuild allows proper structuring of service pages (e.g., histopathology, oncology biospecimens, Baltic facility) so traffic lands on relevant pages rather than the homepage
SEO-first foundation — new site can be built with commercial-intent keyword targeting baked in from the start
Conversion design — pages can be built to capture leads, not just describe services
Integration of differentiators — asymmetric positioning (woman-owned, NIH credentials, founder-led, boutique scale) can be woven into the site architecture and copy

"Another idea would be just to rebuild it. You can rebuild the whole thing and then have complete control and be able to make changes and do all that." — Mark Hope

"I mainly focus on the histopathology side of the business, and I feel like our website is not geared towards that at all. I have a lot of things I want to do differently with our website." — Jack Wilson

Scope (Proposal Pending)

The SEO & website proposal to be delivered will cover:

SEO audit and keyword strategy — identify commercial and transactional keywords relevant to Cureline's service lines
Conversion rate optimization (CRO) — redesign pages to capture inquiries and guide buyers toward contact
Full website rebuild (recommended) — new site architecture with service-specific landing pages, internal linking, and lead capture
Histopathology service integration — dedicated section/pages for Jack's primary focus area
Content development — service page copy aligned with asymmetric positioning framework
Ownership handoff — Cureline gains direct control over updates post-launch

Staffing for the SEO/website engagement would include an account manager plus one or two implementation specialists (developer, content).

Success Criteria

Jack articulated the following targets for the engagement overall:

Double the number of inbound inquiries
Double the conversion rate of inquiries to customers
Increase in qualified traffic — not just volume

These targets apply to the broader lead-gen effort but the website rebuild is the foundational enabler.

Internal Context & Constraints

Decision-making in flux — Cureline recently merged with a Delaware company; the CEO must approve any marketing spend
Small commercial team — 3 people total; Jack is the primary commercially-focused member; the other two are an MD and a PhD scientist
Prior bad experience — a cold email outreach vendor was terminated this quarter due to poor ROI; Jack's team is skeptical of outbound and more receptive to SEO/inbound
Jack's personal priority — Jack is specifically motivated by the histopathology gap on the current site and is likely to be an internal champion for this proposal

Action Items

[ ] Mark Hope — Deliver SEO & website optimization proposal to Jack Wilson (plan, deliverables, timeline, cost) — due next week
[ ] Jack Wilson — Share website management details (vendor/Harminder) with Mark Hope
[ ] Jack Wilson — Present proposal to CEO for Q1 budget consideration
[ ] Both — Schedule Q1 follow-up call with CEO and key decision-makers

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