wiki/clients/current/sbs/2026-04-05-website-copy-review-launch-prep.md · 858 words · 2026-04-05
Website Copy Review & Launch Prep — 2026-04-05
Overview
Working session with SBS (Seamless Building Systems) to finalize website copy ahead of an early April launch. The team walked page-by-page through the site in Miro, resolving copy questions, approving edits, and assigning outstanding content tasks. Key themes: tightening warranty language, improving Milwaukee keyword density for AI/SEO visibility, streamlining the Roof Restoration page, and finalizing logo selection.
Attendees:
- Sebastian Gant (Asymmetric)
- Melissa Cusumano (Asymmetric)
- Chris Sisinni (SBS)
- Brandon Aman (SBS)
Key Decisions
Warranty Language
- SPS warranty → always use "provided" (it is always included)
- Manufacturer warranties → always use "available" (optional, at additional cost)
- Warranty mentions removed entirely from the Roof Repair & Maintenance page — repairs are often short-term fixes and warranties are not universal across repair types
- Warranty language retained on Commercial Roofing and Roof Restoration pages (10/15/20-year labor and material warranties apply there)
Roof Restoration Page — Restructure
- Current page is too verbose; will be revised
- New focus: the qualifying factor — moisture detection — should be the lead, including methods like thermal drone surveys
- FAQs previously on the homepage will be moved to this page
- Cross-link to Roof Repair & Maintenance page for repair-specific content
Asphalt Shingle Page
- Three-tab shingles removed from copy — largely phased out in the Wisconsin/Milwaukee region
- "Architectural" and "dimensional" consolidated (they refer to the same product)
- Designer/luxury shingles (fake slate, fake shake) can be added in a future update
Roof Inspection Page — New FAQ
- Add FAQ: "What happens after the inspection?" (or "What are the next steps?")
- Brandon to write the answer; framework: inspection → plan creation → repair / restore / replace decision → maintenance program
About Us Page
- BBB logo removed — SBS is not a paying member
- Certified Installers section to be updated to reflect current capabilities: TPO, EPDM, Restoration; note PVC as coming soon
Logo Selection
- Bottom-left logo option selected for email signatures and general use
- Rationale: clean design, includes full company name "Seamless Building Systems"
- A separate, boxier logo will be developed for branded clothing/merchandise
SEO & Milwaukee Keywords
- Current site is not surfacing in AI-driven search results — new site launch is urgent
- Increase "Milwaukee" keyword density throughout the site (currently over-indexed on "Brookfield")
- Maintain a mix: Milwaukee, Brookfield, Southeastern Wisconsin — all contribute to local SEO
- Google Ads strategy to be developed post-launch (Mark to be included in that session)
Page-by-Page Edit Summary
| Page |
Changes |
| Homepage |
New Milwaukee cityscape images approved; warranty copy updated (provided / available); FAQs removed (already done by developer) |
| Roof Inspection |
New FAQ added: "What happens after the inspection?"; proactive maintenance language added to "Why Choose Seamless" section; sample inspection report not added (low demand, privacy concerns) |
| Roof Repair & Maintenance |
All warranty mentions removed |
| Asphalt Shingle |
Three-tab removed; architectural/dimensional consolidated; designer shingles deferred to future update; start time copy updated to reflect 8 a.m. municipal standard |
| Roof Restoration |
Page flagged as too verbose; Brandon to revise with moisture detection as qualifying focus; FAQs from homepage migrated here; cross-link to Roof Repair page added |
| About Us |
BBB logo removed; Certified Installers section to be updated; new logo to be applied |
Action Items
Brandon (SBS)
- [ ] Provide content for "Cost Comparison at a Glance" (for blog/graphic)
- [ ] Write FAQ answer for "What happens after the inspection?" — cover: plan creation → repair/restore/replace → maintenance program
- [ ] Revise Roof Restoration page copy — lead with moisture detection as the qualifying factor; include thermal drone as a detection method
- [ ] Update Certified Installers section on About Us — current: TPO, EPDM, Restoration; future: PVC
Melissa (Asymmetric)
- [ ] Implement all approved copy edits across all pages
- [ ] Build out and publish new blog posts (including existing backlog from previous site)
- [ ] Apply new logo (bottom-left option) to email signatures and other brand assets
- [ ] Coordinate Google Ads strategy session with Mark post-launch
Both
- [ ] Confirm April 6th meeting as launch date approaches
Context & Notes
- Blog length: Consensus that ~2,000 words is ideal for SEO, but short and concise is acceptable; FAQ-style content within blogs is encouraged for keyword coverage
- PVC warranty: SBS may gain the ability to offer PVC manufacturer warranties soon — easy copy update when ready
- AI search visibility: Google Search is now AI-driven; the old SBS site is not being found at all; new site with proper keyword density is the immediate fix before paid ads are layered on
- Roof Restoration verbosity: The page grew verbose because restoration was an early strategic focus; now that SBS does "everything," the page needs to be right-sized while still supporting SEO and cross-linking to related services