Realignment call with client Katie Geiser covering the 30-60-90 plan status, New Dawn website rebuild strategy, Shine contact form troubleshooting, Google Ads status for both accounts, and brand guideline creation for both companies.
Attendees:
- Katie Geiser (kgeiser@anewdawntherapyllc.com) — client
- Sebastian Gant (sebastian.gant@asymmetric.pro)
- Melissa Cusumano (melissa.cusumano@asymmetric.pro)
Source recording: Fathom transcript
The 30-60-90 plan is on track. Completed items include kickoff and discovery, customer persona questionnaires, initial keyword research and keyword-to-page mapping, early technical troubleshooting, and Google Ads account setup with conversion tracking. Remaining October work includes Google Business Profile review, Google Ads copy drafting, and incorporating the New Dawn website rebuild into scope.
PPC for Shine (Google Ads + Meta Ads) is now formally in scope per an updated agreement sent by Mark.
The New Dawn site is currently offline while Katie rebuilds the theme and layout. The team clarified their role: they will provide SEO-optimized copy to populate the templates Katie builds, not build the pages themselves.
SEO page structure guidance given to Katie:
- H1: The main target keyword (e.g., "Anxiety Therapy") must appear in the hero section at the top of each page
- CTA: A clear call-to-action should appear high on the page, before the fold
- Body copy: Keywords should be distributed throughout; aim for sufficient word count (500+ words per page as a baseline)
- FAQs: Include on each specialty page — this format captures additional keywords and improves chances of ranking for AI-generated snippets
- Images: AI-generated images are acceptable. SEO value comes from backend naming conventions (e.g., new_dawn_anxiety-therapy.jpg), not image content itself
Recommended workflow:
1. Katie finalizes one specialty page template (layout, hero, CTA placement, FAQ block)
2. Team drafts copy for that template
3. Katie duplicates the template for remaining specialty pages
4. Team fills in copy for each
Katie also asked about a sticky/hello bar above the navigation (e.g., "Join Our Team"). Melissa noted this is a standard feature sometimes called a sticky bar or hello bar in WordPress themes.
The New Dawn Google Ads account had auto-canceled due to inactivity. Katie reactivated it during the call. The team will begin drafting ad copy. Because the website is still being rebuilt, the team will also research dedicated landing pages to send ad traffic to in the interim — this also improves Quality Score by matching landing page content to the keywords being bid on.
The Shine contact form is broken; test submissions sent during the call did not arrive. The issue is likely an SMTP configuration problem. Bluehost backend access is required to diagnose and fix it. Katie to provide Bluehost credentials.
"I think next step here is just if you can send that Bluehost login info, that'll help us make that quick fix." — Sebastian
A test campaign ran unintentionally while the account was being set up, spending approximately $50. It generated 3 conversions (1 call, 2 form submissions) at roughly $20/conversion — reasonable performance, though the form submissions may not have actually delivered due to the contact form issue. The campaign has been paused.
Critical: Katie must complete Google Ads advertiser verification for Shine before the November deadline or the account will be suspended. Katie confirmed it is on her to-do list.
Neither company currently has a formal brand guideline document. The team will create one-page brand guides for both New Dawn and Shine covering logos, brand colors (hex codes), and fonts. To do this, they need EPS logo files uploaded to the shared folders.
On the division of labor for the website:
"I think this is a really happy balance of you create the templates and the pages, and then we can write too. And we realistically can be moving forward with some of that H1, H2, you know, all those different headers we can already start working on in the next week or so." — Melissa
On why dedicated landing pages improve Google Ads performance:
"There's something called quality score, which affects how well we're able to bid... the quality score is directly affected by a couple different factors. But one of those factors is the landing page experience. And so you want to have like the keywords you're bidding on included on the landing page." — Sebastian
On video content for therapy practices:
"Therapy is very much so a human experience, and oftentimes people want to see the humans connected to the therapy." — Katie