--- title: Weekly Call w/ Ben — Client Maintenance Workflows (2026-01-29) type: article created: '2026-01-29' updated: '2026-04-05' source_docs: - raw/2026-01-29-weekly-call-w-ben-118278820.md tags: - meeting - hubspot - looker-studio - ahrefs - wordpress - wp-engine - seo - client-exterior - client-reynolds - client-citrus - google-ads - reporting - maintenance-workflow - clickup - cdn - caching - automation layer: 2 client_source: Exterior Renovations industry_context: b2b-services transferable: false --- # Weekly Call w/ Ben — Client Maintenance Workflows (2026-01-29) **Attendees:** Ben San Fratello, Mark Hope **Source:** [Fathom Recording](https://fathom.video/share/U-4Em5Bd-yc2BCSmN7aUANQMwn56qbY4) ## Overview Internal operations call reviewing active client work across [[wiki/clients/current/exterior-renovations/_index|Exterior Renovations]], [[wiki/clients/current/reynolds-transfer/_index|Reynolds Transfer]], and [[wiki/clients/current/citrus-america/_index|Citrus America]]. The session covered three main areas: fixing a broken HubSpot MQL→SQL automation for Citrus, correcting Looker Studio report delivery for Exterior, and live Ahrefs site audits for both Exterior and Reynolds. The call also established a recurring weekly maintenance workflow using Ahrefs. --- ## Key Decisions ### 1. HubSpot Automation Logic Fix (Citrus) The MQL→SQL automation was misconfigured with `is equal to all of` on single-select fields, which would require a contact to check multiple boxes simultaneously — an impossible condition in practice. - **Fix:** Change trigger logic to `is equal to` so a lead qualifies when a single correct option is selected. - **Future improvement:** Convert the relevant fields to single-select radio buttons in HubSpot to prevent multi-selection at the form level entirely. - **Status:** Ben to complete; coordinating with Miriam. Not blocking Citrus's current sales process. ### 2. Looker Studio Report Delivery (Exterior) Automated reports to client Natalie had been sending with a fixed date range anchored to January 2020 — effectively useless data. Natalie had requested a year-over-year comparison view. - **Fix:** Set the report's default date range to **Last 30 Days**. The built-in comparison feature already surfaces the delta vs. the prior 30 days (e.g., "−43.8% impressions"), which satisfies Natalie's request without a custom date range. - **Delivery workflow:** Send the report to Ben on **Mondays** for internal review; send to Natalie **monthly** (e.g., Thursdays). This gives Ben a week to spot red numbers and brief Natalie proactively before she sees the data. - **Rationale:** It is always worse for a client to see a bad number before you do. If clicks or conversions are down, send a note explaining why and what's being done — before the report lands in their inbox. ### 3. Weekly Ahrefs Maintenance Routine (All Clients) Established a standing workflow: **30 minutes per week** reviewing each client site in Ahrefs for errors. - Review the Ahrefs health score and error list. - For each error: investigate, fix directly in WordPress if straightforward, or create a ClickUp task for Melissa / Eshock if more complex. - After fixing, trigger a **new crawl** in Ahrefs to confirm the error clears. - Ben currently has two clients (Exterior, Reynolds), making this very manageable. ### 4. Reynolds Site Rebuild The Reynolds site has pervasive structural and design problems across its services pages — fragmented layout, poor copy, and heading issues throughout. Patching individual pages is not a sustainable path. - **Decision:** Ben to raise a full site rebuild proposal with Melissa. --- ## Action Items | Owner | Task | |---|---| | Ben | Email clients re: website update letter using dev-team framing | | Ben | Update Citrus HubSpot MQL→SQL automation: change to `is equal to`, configure single-select fields per Miriam's logic | | Ben | Fix Exterior Looker Studio delivery: Last 30 Days range, add Natalie, remove Asymmetric team address, set Monday preview send, monitor for red numbers | | Ben | Schedule 30–45 min Google Ads review with Gilbert (covering Exterior + Reynolds) | | Ben | Run weekly Ahrefs audits for Exterior + Reynolds; fix errors; trigger recrawls | | Ben | Create ClickUp task for Melissa: clean up Reynolds page heading structures | | Ben | Email Melissa re: Reynolds site rebuild proposal | --- ## Site Fixes Completed During Call ### Exterior — Broken Image (Blog Post) - **Ahrefs error:** Broken image on the blog post *"How to Tell When Your Siding Needs Replacing"* - **Root cause:** Image block present in WordPress editor but the underlying image file was missing/corrupt (woodpecker photo under the "Pest Damage" section). - **Fix:** Deleted the broken image block, located the original woodpecker image in the media library, re-inserted it at full size, and published. - **Cache:** Flushed the WP Engine cache after publishing to clear stale versions from all CDN locations. - **Follow-up:** Triggered a new Ahrefs crawl; error expected to clear within the day. > **Note on WP Engine + CDN caching:** When you fix something on a WordPress site and it still looks wrong on reload, you are likely seeing a cached version. Always flush the WP Engine cache after a content fix. CDN nodes (distributed across the US and globally) each hold a copy of the site; flushing forces them all to rebuild from the updated source. Re-indexing typically takes only a few minutes. > **Note on WP Engine slowness:** If the site appears slow while logged into WP Engine, this is expected — the browser is loading the WordPress admin backend and the public frontend simultaneously. Always test public-facing performance in an **incognito window** to get an accurate read. ### Reynolds — Multiple H1s (Careers Page) - **Ahrefs error:** "Multiple title tags" on the Careers page (the actual issue was multiple H1 tags, not `` tags — Ahrefs labeling was slightly misleading). - **Root cause:** The page had **five H1 tags** where it should have had one H1 and subordinate H2s. - **Fix:** Mark used an internal automation agent to log into the site, audit heading structure across all pages, analyze the Careers page content, and rewrite the heading hierarchy to: **1× H1, 4× H2**. Cache was cleared automatically by the agent. - **Follow-up:** Triggered a new Ahrefs crawl; error expected to clear. - **Broader issue:** The heading problem is symptomatic of site-wide structural issues. Reynolds's services pages are fragmented and poorly designed. A full rebuild is the recommended path — see decision above. --- ## Supporting Notes ### Google Ads — Exterior & Reynolds Exterior's ad performance has declined year-over-year (clicks and conversions down, though conversion rate and cost-per-conversion have improved). Context matters when reading these comparisons: budget levels, campaign structure, keywords, and seasonal factors (e.g., holiday periods) all affect the numbers. Ben to schedule a dedicated review with Gilbert to diagnose and determine if bid adjustments or campaign changes are needed. ### Ahrefs + X-Ray for SEO Analysis Mark walked through using X-Ray's organic tab to surface: - Search performance trends (clicks, impressions, CTR, average position) - Keyword intent breakdown (transactional/commercial vs. informational/navigational) - Top-performing pages by traffic - Opportunity types: Competitive Blindspots (competitor ranking organically but not bidding — ad opportunity), Content Voids (search demand with no current coverage), Conversion Levers (high-traffic pages with low conversion rates) This is the recommended starting point for weekly SEO review before moving to Google Search Console or Google Ads. --- ## Related - [[wiki/clients/current/exterior-renovations/_index|Exterior Renovations — Client Index]] - [[wiki/clients/current/reynolds-transfer/_index|Reynolds Transfer — Client Index]] - [[wiki/clients/current/citrus-america/_index|Citrus America — Client Index]] - [[wiki/knowledge/reporting/looker-studio-scheduled-delivery|Looker Studio: Scheduled Delivery Best Practices]] - [[wiki/knowledge/seo/ahrefs-weekly-audit-workflow|Ahrefs Weekly Audit Workflow]] - [[wiki/knowledge/wordpress/wp-engine-caching|WP Engine Caching & CDN Guide]] - [[wiki/knowledge/hubspot/mql-sql-automation-logic|HubSpot MQL→SQL Automation Logic]]