--- title: Onboarding Sync — Initial Strategy type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-10-the-cordwainer-sync-100561798.md tags: - meeting - client-onboarding - cordwainer - seo - memory-care - senior-living - ppc - content-strategy - website-migration - domain-authority - local-seo - crm layer: 2 client_source: The Cordwainer industry_context: senior-living transferable: false --- # Onboarding Sync — Initial Strategy Internal pre-kickoff sync to align on strategy for new client [[wiki/clients/current/cordwainer/_index|Cordwainer]] before tomorrow's client kickoff call. **Date:** 2026-04-05 **Attendees:** Mark Hope, Sebastian Gant, Melissa Cusumano --- ## Overview Cordwainer is a high-end memory care facility on Boston's South Shore, owned by a German-American couple. They have fired 3–4 prior agencies and are demanding results. Their immediate goal is to fill 6 empty beds, then build a waitlist. The facility is well-appointed and converts tours at a 7-of-8 rate — the strategic priority is driving qualified tour bookings from private-pay families in the local area. This sync covered the current site audit findings, initial strategic scope, and preparation for the client kickoff call scheduled for the following morning (Tuesday, 9:30 AM), to be led by Sebastian. --- ## Key Decisions - **Migrate WordPress site to agency server** immediately upon receiving credentials — gives full control and enables speed improvements. - **Launch $200 domain authority (DR) project** (assigned to Mark) without delay to move DR from 15 to >30; absorbed into the $4,500/mo retainer. - **Focus keyword strategy on local, high-intent, private-pay terms** (e.g., "luxury memory care South Shore") rather than broad or global terms like "sundowning" or "assisted living." - **Start blog at 4 posts in month one, then 2/mo** — no blog currently exists; this is low-hanging fruit for local SEO. - **PPC approach: low-budget test campaigns only** — client had a poor experience with Google Ads previously; prove ROI before scaling. - **Benchmark everything now** — screenshots of current DR, traffic, and PageSpeed scores before any work begins, to document progress for the client. - **Push for a 6-month event calendar** from the client to enable proper flyer/content planning. --- ## Action Items | Owner | Task | |---|---| | Sebastian | Lead tomorrow's kickoff call (Tuesday 9:30 AM) | | Sebastian | Create benchmark file: screenshots of current DR, organic traffic, PageSpeed scores | | Sebastian | Research local competitors; run Moz local check | | Melissa | Prepare kickoff agenda and questions document | | Mark | Launch $200 DR project to boost DR from 15 to >30 | | Team | Upon receiving site access: migrate WordPress to agency server, begin technical audit (Yash) | --- ## Site Audit Findings ### Ahrefs Benchmarks (current) - **Domain Rating (DR):** 15 - **Organic Traffic:** ~243/mo ### PageSpeed Insights - **Mobile:** 45 — F-rated (critical issue) - **Desktop:** 80 ### Security & Accessibility - SSL issue was recently fixed after Mark flagged it in the sales process - No accessibility features present on the site — should be added promptly ### Keyword Issues - Ranking for high-volume but **non-local or irrelevant terms**: "sundowning" (2,000 global searches), "assisted living" (service they don't offer) - Client frustrated that SEO gains aren't translating to relevant traffic - **Opportunity:** Low-difficulty local terms like "memory care Massachusetts" (90/mo, easy KD) and "memory care Boston" (200/mo) are within reach --- ## Strategic Scope ### Website - Migrate WordPress to agency server (IP change only; domain/URLs unchanged) - Full technical audit by Yash - Streamline tour booking funnel — reduce friction, avoid excessive form fields - Add accessibility features - Fix mobile speed (Mark: "I can turn this from F to A+ in 30 minutes once we have control") ### SEO & Content - Keyword focus: local, high-intent, private-pay terms — "luxury memory care South Shore," "memory care Norwell," "memory care South Shore Boston" - Negative keyword strategy for any future PPC (filter assisted living, nursing home, Medicaid-related terms) - Blog launch: 4 posts in month one, 2/mo ongoing - Moz local check to assess local listing health ### Paid Ads (PPC) - Client burned by past Google Ads experience — skeptical - Plan: start with low-budget campaigns to test keywords and demonstrate ROI before scaling - Explore whether Meta Ads have been tried (unknown) ### CRM & Lead Management - Current tools: **Eldermark** (CRM, also does some lead-gen) + **Further** (tour scheduling) - Client not strongly attached to either tool - Need access to assess: what's being tracked, how leads flow, what automation exists - Goal pipeline: Inquiry → Tour → Move-In → Resident - Lead scoring framework: fit (geography, income, memory care need) × engagement (site visits, blog reads, email opens) - Email nurturing sequences not currently in place — opportunity - Automation (Zapier/Chris): post-tour emails, form submission triggers --- ## Kickoff Call Prep **Format:** Intro/meet-and-greet tone; Mark will open, Sebastian leads questions. ### Critical Access to Request - WordPress admin login (top priority — needed for migration) - CRM/Eldermark access - Further (scheduling tool) access - Email marketing platform access (may be separate — MailChimp or similar) - Brand guidelines and logo assets ### Key Questions to Ask - What are the 6 empty rooms? Private suites vs. companion suites? (affects marketing segmentation) - Who are their primary competitors? (they'll have opinions) - How far in advance do they plan events? (push for 6-month calendar) - What PPC channels have they tried? Have they run Meta Ads? - What does success look like to them in 90 days? - Where did the name "Cordwainer" come from? (relationship-building; likely the street name) --- ## Client Context Notes - **Facility:** ~60–70 beds total, memory care only (no assisted living, no nursing care) - **Location:** South Shore Boston — geographically constrained market; North Shore vs. South Shore distinction matters to local families - **Price point:** High-end, private-pay focused; likely ~$5K+/mo; not targeting Medicare/Medicaid - **Tour conversion:** 7 of 8 tours convert to move-ins — driving tours is the primary lever - **Events:** Client hosts high-end events (champagne, cello) as a marketing/relationship tool; needs better advance planning - **Ownership:** German-American couple; husband splits time between Germany and Boston - **Agency history:** Fired 3–4 prior agencies, partly due to agencies being rigid about hours/scope; Asymmetric's approach is results-over-hours --- ## Related - [[wiki/clients/current/cordwainer/_index|Cordwainer Client Index]] - [[wiki/knowledge/benchmarking-new-clients|Benchmarking New Clients]] - [[wiki/knowledge/senior-living-seo|Senior Living SEO Strategy]] - [[wiki/knowledge/domain-authority-projects|Domain Authority Projects]]