--- title: Marketing Review — 2026-02-24 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-02-24-ahs-marketing-meeting-124994463.md tags: - meeting - client-madison-asbestos - seo - google-ads - content-strategy - dev-roadmap - lead-capture - ai-citations - internal-app - location-pages - contractor-pages layer: 2 client_source: Advanced Health & Safety industry_context: saas transferable: false --- # Marketing Review — 2026-02-24 **Client:** [[wiki/clients/current/ahs/_index|Madison Asbestos]] **Meeting type:** Recurring marketing review **Attendees:** - Gina Richardson (admin@madisonasbestos.com) — external - Bob Stigsell (bob@madisonasbestos.com) — external - Brady (brady@madisonasbestos.com) — external - Sebastian Gant (Asymmetric) - Karly Oykhman (Asymmetric) --- ## Overview Monthly marketing review covering active dev work, Google Ads optimization, website health metrics, a lead form bug report, and scheduling of the internal proposal app demo. Karly joined as an additional account support resource. The meeting established a clear three-phase dev roadmap and confirmed the app demo for March 10. --- ## Key Decisions - **Three-phase dev plan confirmed** in the following sequence: 1. Location pages (Dane County) — deploy updated copy, then launch 2. Service page updates — add FAQs and expand thin content 3. Contractor pages — create referral-focused content - **App demo scheduled for Tuesday, March 10** during the existing recurring meeting slot; Mark will be added to that call - **Blog and social posts** to be sent by Sebastian the following day (2026-02-25) --- ## Action Items - [ ] **Sebastian** — Deploy updated copy for ~10 Dane County location pages (est. 1–2 days) - [ ] **Sebastian** — Forward Argyle lead details to Karly for form/CRM investigation - [ ] **Sebastian** — Add Mark to the March 10 recurring call and designate it as the app demo - [ ] **Sebastian** — Send blog drafts and social media posts to Gina by 2026-02-25 - [ ] **Karly** — Investigate the Argyle lead form submission; check form routing and CRM entry; report findings to Gina --- ## Topics ### 1. Lead Form Issue A lead from the city of Argyle reported submitting a website form that never entered the CRM. Gina flagged this as a possible recurrence of a lead-capture bug from December. - Gina texted the lead's details to Sebastian - Sebastian will forward to Karly for investigation - Possible cause: form on a newer location page may not be wired to the CRM correctly > *"I got a phone call today. And they had thought they had filled out a form for us, but they were not in our system."* — Gina Richardson --- ### 2. Dev Roadmap — Three Phases #### Phase 1: Location Pages (Dane County) - ~10 pages covering local towns in Dane County (e.g., Sun Prairie, Fitchburg) - Design, build, and copy are complete; only copy deployment remains (~1–2 days) - Pages will be internally linked from the homepage with a "We serve Dane County" section - Goal: rank for smaller local search queries #### Phase 2: Service Page Updates - Add structured FAQs to all service pages - Expand thin content sections - Goal: improve page depth and capture AI citations (see SEO section below) - Work begins immediately after Phase 1 launches #### Phase 3: Contractor Pages - Create content targeting contractors as referral sources (discussed in-person in November) - Answer common contractor questions (e.g., "What do I do if I find mold in a pipe?") - Frame Madison Asbestos as the trusted referral partner - Goal: drive organic referral traffic from contractors searching for guidance --- ### 3. Google Ads Optimization - Routine optimizations ongoing (keyword reviews, negative keyword management, conversion tracking audits) - **New:** Mark developed a custom bidding script that analyzes conversion data by time of day and day of week - Increases bids during high-intent periods (e.g., Wednesdays) - Reduces bids during low-intent periods (e.g., Sundays) - Script is proprietary to Asymmetric; being rolled out now --- ### 4. Website Health & SEO Metrics | Metric | Value | Source | |---|---|---| | Site Health Score | 99% | Ahrefs | | Security Rating | A+ | SecurityHeaders.com | | AI Citations (Google) | 17 | Ahrefs | | AI Citations (ChatGPT) | 0 | Ahrefs | | Organic Keywords | Trending up | Ahrefs | | Organic Traffic | Trending up | Ahrefs | | Domain Rating | Decent / room to grow | Ahrefs | **On AI citations:** - 17 citations on Google AI is a solid baseline - ChatGPT citations are currently zero; structured FAQs on new pages are the primary lever to change this - AI models favor pages with direct Q&A formatting — FAQs written in natural question form are most likely to be sourced > *"AI is kind of lazy, so if there's specifically a question somebody's asking, and we've structured it to where that's a question on our FAQs, where there's a direct answer, that's what it's going to use as its main source."* — Karly Oykhman **On Domain Rating:** - More backlinks = higher DR = stronger Google authority - New content (blogs, location pages, contractor pages) will attract backlinks and lift DR - Higher DR also benefits Google Ads quality scores --- ### 5. Custom Internal Proposal App - Mark is building a custom app to streamline internal processes, primarily proposal sending - Development is nearly complete (a few hours of work remaining as of this meeting) - **Demo scheduled: Tuesday, March 10**, during the existing recurring meeting slot - Bob asked to attend; Gina confirmed --- ### 6. Other Initiatives **Thank You Cards** - Embossed cards being printed by a local Madison printer - Intended for crews to handwrite thank-you notes to clients after completed jobs - Melissa (Asymmetric) will hand-deliver when ready; opportunity for client to meet her **Video Case Study** - Video is finalized; feedback from prior review call was incorporated - Next step: design and build a dedicated case study page to house the full-length video - Page will serve as a permanent, shareable testimonial asset **Blog Content** - Blogs have taken a backseat during the dev push - Sebastian committed to sending new blog topics and social posts by 2026-02-25 --- ## Next Meeting **Tuesday, March 10** — Recurring slot Special agenda: demo of the custom internal proposal app with Mark