Website Sync — 2025-10-09

Overview

Working session between Karly Oykhman (Asymmetric) and Caitlin Doak (American Extractions) to review the in-progress website redesign. The call covered content and design revisions across product pages, navigation structure, CTA language, image sizing, and footer layout. Email marketing issues in Pipedrive were also surfaced, and a follow-up meeting for the Fieldwell website was planned.

Attendees:
- Caitlin Doak — American Extractions (caitlin.doak@americanextractions.com)
- Karly Oykhman — Asymmetric (karly.oykhman@asymmetric.pro)

Key Decisions

• Keep Products & Services and About Us as standalone pages (not just dropdown targets) to support SEO keyword density and capture users who click top-level nav items directly.
• Swap content between product overview and individual product pages — the overview page currently has more robust copy than the individual pages; this should be reversed so individual pages are the richer destination.
• Remove the "Numerous Possibilities" section from ClearMix and Tinctures pages (doesn't fit); retain or adapt it for Stick Packs and Gummies where product variety is meaningful.
• Change CTA from "Order" to "Request Samples" (or similar) across all product pages — direct ordering is not the actual conversion path.
• Hide the "Award-Winning and Certified" section site-wide until certifications are in place.
• Remove OSHA Compliance icon from product page icon sets — not accurate.
• Rename "Whole Spectrum Tech" to "Our Technology" in navigation.
• Email cadence: weekly Tuesdays going forward; next send scheduled for the following Tuesday to allow time for contact tagging.

Action Items

• [ ] Karly — Implement website edits with developer: remove certifications section, change "Full Service" to "Full Service Expertise", adjust footer layout, remove OSHA compliance icon, fix broken nav links (tech page, company profile)
• [ ] Karly — Investigate why the 2nd email in the Pipedrive automation flow did not send; check with automation specialist
• [ ] Karly — Schedule next email campaign for Tuesday in Pipedrive; establish weekly Tuesday cadence
• [ ] Caitlin — Provide updated icons and copy for each individual product page
• [ ] Caitlin — Confirm with Mark whether a Careers page is needed; inform Karly
• [ ] Caitlin — Manually tag individual contacts in Pipedrive for proper email segmentation (company-level tagging does not propagate to individual contact records)
• [ ] Caitlin — Deliver updated homepage video

Website Content Revisions

Homepage

• Remove outdated product mentions (shots, pet products, topicals) from body copy
• Hide "Award-Winning and Certified" section temporarily
• Remove "Select a product or products" sub-headline from the how-it-works section
• Change "Full Service" label to "Full Service Expertise"
• Replace placeholder woman image on Products & Services section with a better photo

Navigation

• Remove redundant pages that duplicate dropdown content (or ensure standalone pages have meaningfully different/richer content)
• Rename "Whole Spectrum Tech" → "Our Technology"
• Fix broken links: technology page and company profile page not resolving
• Remove "Custom Products" page from About Us dropdown (was appearing incorrectly)
• Decide on Careers page inclusion (pending Caitlin/Mark confirmation)

Product Pages (All)

• Swap content: move robust copy from Products & Services overview down to individual product pages; individual pages should have more detail, not less
• Change CTA button from "Order" → "Request Samples" (or "Request More Information")
• Consolidate double icon sections into a single icon block per page; remove OSHA Compliance icon; confirm final icon set with Mark
• Remove or adapt "Numerous Possibilities" section per product:
• Stick Packs — keep; fits well (flavor, size, active variations)
• Gummies — keep with adjustments
• Tinctures — remove or simplify (limited variation: potency, flavor only)
• ClearMix — replace with breakdown of the three specific ClearMix products instead

About Us Page

• Hide certifications/awards section (same as homepage)

Footer

• Adjust "Explore" vs. "Quick Links" categorization (low priority; current state is acceptable)
• Consolidate footer columns if Careers page is removed

Design Adjustments

• Reduce image sizes across product pages — current images feel very tall/large, especially on scroll
• Prefer landscape-oriented images over portrait for better layout balance alongside text
• Image on Products & Services page (woman) flagged as looking artificial — needs replacement

Email Marketing

Pipedrive Flow Issue

The first email in the automated sequence sent successfully, but the second email did not go out. Karly to investigate with the automation specialist. The flow should have triggered automatically.

Segmentation Problem

Caitlin discovered that tagging contacts at the company level in Pipedrive does not apply those tags to individual contact records associated with that company. As a result, a send intended to exclude ClearMix customers went to them anyway, generating unsubscribes.

"We are just so set up to treat our contacts based by company, and yet Pipedrive treats them as an individual." — Caitlin

Resolution: Caitlin will manually tag individual contacts before the next send. Asymmetric is also building self-segmentation email flows (not yet complete).

Schedule

• Next send: Tuesday (following week from meeting date)
• Ongoing cadence: weekly Tuesdays

Fieldwell Website

Caitlin flagged that the Fieldwell website project has some outstanding edits that may have been missed, similar to what happened with American Extractions. Both agreed to schedule a dedicated walkthrough meeting for Fieldwell after the American Extractions website is in a stable state.

See: ^[1] | ^[2]

Follow-Up

• Monday meeting — Karly to have developer edits completed by then for review
• Fieldwell sync — to be scheduled once American Extractions website updates are wrapped