Marketing Review — 2026-02-24

Client: ^[1]
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

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