--- title: Website Review — Warranties, Certifications & Branding type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-03-12-sbswi-website-review-129490426.md tags: - sbswi - client-meeting - website - copywriting - warranty-strategy - certifications - branding - logo - faq - marketing - google-ads - roofing layer: 2 client_source: Seamless Building Systems industry_context: b2b-services transferable: false --- # Website Review — Warranties, Certifications & Branding ## Overview Working session with SBSWI (Brandon/Chris) and Melissa Cusumano to review in-progress website content. Primary focus areas: clarifying warranty differentiation messaging, reorganizing certifications layout on the About Us page, establishing a copywriting collaboration workflow, and kicking off the new logo rollout for email signatures. Next scheduled review: **March 23rd**. --- ## Key Decisions ### 1. Warranty Messaging Strategy The current site does not clearly distinguish between SBSWI's **2-year workmanship warranty** and the **manufacturer's warranty** (10–20 years). These are fundamentally different products and need to be treated as such in copy. **Manufacturer's warranty key selling points** (for large commercial clients): - Covers both **labor and materials** — not just the contractor's work - Provides security if SBSWI were to go out of business (manufacturer stands behind it) - **Transferable** if the building is sold - Signals that SBSWI has been trained and approved by the manufacturer - Available from four manufacturers: **Genflex, IKO, Geico, Sherwin-Williams** - Higher cost, but positioned as a premium option for facility managers and institutional buyers > "When big companies look for a roofer, they're looking for someone who can outlast them. A manufacturer's warranty is that tool." — Brandon **Decision:** Create a dedicated **FAQ page** to explain the difference between the two warranty types and articulate the value of each. Brandon will draft the content; Melissa's team will refine the copy. --- ### 2. Certifications Carousel on About Us Current state: certification and affiliation logos are scattered across the About Us page in a disorganized way ("glooped on"). **Decision:** Consolidate all logos into a single **scrolling carousel**, with general supporting copy about what manufacturer certification means — rather than IKO-specific boilerplate. Carousel will include three categories of credentials: | Category | Logos / Items | |---|---| | Manufacturer Warranty Providers | Genflex, IKO, Geico, Sherwin-Williams | | Industry Memberships | NRCA (National Roofing Contractors Association) | | Individual Training | Brandon's personal certification | Supporting copy will explain the general benefits of being manufacturer-certified (not tied to any single brand), since the value proposition is consistent across all four. --- ### 3. Copywriting Collaboration Workflow Brandon will continue sending technical notes and content ideas to Melissa's team. Melissa's team is responsible for refining that raw input into polished, professional copy — avoiding the "clunky" tone that results from technical experts writing their own marketing content. > "I'd like you to help us say things better. If I give you a long paragraph, you can make it sound a little less like some dummy wrote it." — Brandon This is an ongoing, collaborative model: Brandon supplies domain expertise; Melissa's team supplies wordsmithing. --- ### 4. New Logo Rollout — Email Signatures Brandon wants to begin using the new logo immediately in email signatures to establish brand consistency between outgoing communications and the new website. **Requirements:** - **Format:** Vector files (for scalability across uses) - **Content:** Logo + phone number + website URL only (no physical address) - **Variations:** Several options for different marketing contexts - **Platform:** Google Workspace (Gmail) **Decision:** Melissa will package vector files with company contact info. Physical address will not be included on any branded assets. --- ### 5. Post-Launch Marketing Strategy The website must function as a **lead generation tool**, not a static brochure. Google Ads and other traffic-driving strategies are on the roadmap. **Decision:** Have the marketing strategy conversation *before* the site launches so a plan is in place at go-live. This will likely be the meeting after the next review. --- ## Action Items | Owner | Action | Notes | |---|---|---| | Brandon | Draft FAQ content on warranty types | Focus on differentiating 2-year workmanship vs. 10–20 year manufacturer's warranty | | Brandon | Continue sending technical notes and copy ideas to Melissa | Maintenance program notes already sent | | Melissa | Provide vector logo files with phone + website | Multiple variations; no physical address | | Melissa | Implement scrolling certifications carousel on About Us | All logos consolidated; remove scattered layout | | Melissa | Draft general copy on benefits of manufacturer warranty certification | Not IKO-specific — applicable to all four manufacturers | | Melissa | Refine website copy from Brandon's notes | Ongoing copywriting support role | | Both | Meet March 23rd for next scheduled review | | | Both | Discuss Google Ads / traffic strategy before site launch | Likely the meeting after March 23rd | --- ## Transcript Excerpts **On why manufacturer warranties matter to commercial clients:** > "It is the manufacturer that's saying, hey, we are going to inspect this roof and we're going to stand behind it if these guys go out of business. That's what a manufacturer's warranty is. It covers the labor and material." — Brandon **On the FAQ approach:** > "What's the difference between a manufacturing warranty and our warranty? That actually would be a great [FAQ]." — Melissa **On the certifications layout problem:** > "NRCA and Geico don't really go together, right? They're just different things... it all looks like it's kind of glopped on the page in a very weird way." — Brandon **On the copywriting dynamic:** > "We are not great wordsmiths. We say things kind of in a clunky way. If you can help us say things better — if I give you a long paragraph and you can make it sound a little bit less like some dummy wrote it — that's what I'm trying to get across." — Brandon **On the website's purpose:** > "I want to see how we can get people to actually call us from the site. Not just have a site for people to go to and visit." — Brandon --- ## Related - [[wiki/clients/current/sbs/_index]]