Bi-weekly marketing sync between Sebastian Gant and Melissa Cusumano (Asymmetric) and Katie Geiser (client, owner of both [1] and [2]). Meeting covered website content workflow for New Dawn, SEO strategy and technical blockers for Shine, brand guidelines review, and PPC status.
Attendees:
- Sebastian Gant — sebastian.gant@asymmetric.pro
- Melissa Cusumano — melissa.cusumano@asymmetric.pro
- Katie Geiser — kgeiser@anewdawntherapyllc.com (client)
Next meeting: December 5, 2025 @ 10:00 AM Central (recurring bi-weekly)
Problem: AI-generated copy for service pages (Trauma, Anxiety, etc.) lacks Katie's specific therapeutic voice and approach. Sebastian does not want to write how Katie would approach a given therapy modality.
Agreed workflow:
1. Katie drafts 1–2 paragraphs per topic in the shared Google Doc — no formatting required, just her natural language
2. Katie uses an emoji to signal the draft is ready
3. Sebastian expands the draft, adds H2s and FAQs, and SEO-optimizes
4. Yellow = ready to review; Green = approved
Template bug: The current website template is not set up with dynamic copy blocks. Editing any field (e.g., the header on the Trauma page) applies the change to all service pages simultaneously. A developer will fix this by converting static copy fields to dynamic/page-specific blocks. No action needed from Katie.
"All we would need to do is get a dev in here to switch out this copy for what's called dynamic copy or dynamic block — so the template itself will stay the same but when we go into edit the trauma page versus the anxiety page, it won't change them on every page." — Sebastian
Strategy: Build 8–10 location-specific pages to capture local search intent (e.g., "construction cleaning Madison," "construction cleaning Verona"). Each page targets a specific city in Shine's southern Wisconsin service area.
Service area discussion: Katie confirmed Shine serves southern Wisconsin. Key counties include Dane, Green, Rock, Columbia, and Jefferson, plus the Milwaukee/Waukesha corridor. Cities discussed: Madison, Milwaukee, Verona, Middleton, Sun Prairie, Waukesha. Dane County suburbs are growing rapidly and likely generate meaningful search volume.
Implementation: Asymmetric design team will build a page template, then populate individual city pages. Navigation treatment (dropdown vs. tile format) to be determined internally. Final city list will be confirmed with Katie before build.
On-page SEO: SEO guide also recommends adding navigation links to the Shine footer and improving internal linking — Sebastian's team will implement.
Shine's current Ahrefs Domain Rating is 0. Domain Rating is a key input to SEO performance, driven by backlinks and site authority.
Service details:
- Provider: third-party service Asymmetric works with
- Cost: $250 one-time
- Target: DR 30+
- Includes: 1-year monitoring; if DR dips below 30, it will be restored
- Katie approved this during the call
Context: A DR of 30 is considered solid for a medium-sized local business. Comparable local competitors are around 26. Large national brands sit at 50–80+.
Bluehost 2FA resolved: Asymmetric's dev team was blocked from accessing Shine's Bluehost account because login triggered a two-factor authentication code sent to Katie's email. During the call, Katie added team@asymmetric.pro as an admin user in Bluehost, unblocking dev access.
Google Business Profile: Shine's GBP has an issue requiring a fix. Sebastian shared a step-by-step guide with Katie during the call. Katie will complete this on her end, as it may require business registration documents.
Email deliverability: Katie noted that Gmail appears to be purchased but shows as "unconfigured" in Bluehost. Sebastian will investigate whether there is a configuration issue affecting email delivery now that the team has Bluehost admin access.
One-page brand guideline documents have been created for both A New Dawn and Shine. Each includes: logo variants, color palette with hex codes, typography, and usage dos/don'ts.
Feedback:
- Secondary color palettes were pulled from existing site colors and are not finalized
- Katie is not attached to the current secondary colors for either brand
- Sebastian will ask the design team to propose alternative secondary palettes
- Shine's logo was re-exported at higher quality; Sebastian will upload the cleaned file to the shared folder and send to Katie
Setup is in progress but intentionally paused. Rationale: foundational website work (content, SEO, forms, email deliverability, Google Business Profile) is higher priority and should be in place before paid traffic is driven to the site.