Website Review & SEO Strategy — 2026-04-05

Overview

Website redesign review meeting with Seamless (sbswi.com) covering the new site draft. Attendees walked through the homepage and key service pages, identifying imagery issues, copy corrections, SEO keyword strategy, new content opportunities, and administrative updates. Target launch remains end of March with a follow-up meeting scheduled for March 23.

Attendees:
- Sebastian Gant (Asymmetric)
- Melissa Cusumano (Asymmetric)
- Chris Sisinni (Seamless, external)
- Brandon Aman (Seamless, external)

Key Decisions

• Imagery standard: All stock photos must reflect a Midwest/Milwaukee aesthetic. No mountains, desert, or non-regional visuals. Milwaukee skyline or Lake Michigan preferred for generic backgrounds.
• SEO keyword shift: Reduce repetitive "Brookfield" mentions; broaden to "Southeastern Wisconsin" terms to capture wider local search traffic (e.g., "roofing Oak Creek," "commercial roofing Milwaukee").
• Address update: Replace the UPS store P.O. box in the site footer with the physical Wauwatosa office address to improve legitimacy.
• Case study categorization: Remove "Industrial" category. Brandon Aman to finalize whether to keep Commercial / Residential / Multifamily or simplify to "Steep Slope" / "Low Slope."
• Google Docs workflow: Brandon Aman will use "Suggesting" mode when reviewing copy to preserve SEO-driven structure built by Asymmetric's team.

Action Items

Melissa / Asymmetric

• [ ] Replace hero image (mountains) with Milwaukee skyline photo
• [ ] Replace "Why Choose Us" section stock photo with Grain Exchange aerial/drone image
• [ ] Audit all remaining stock photos for Midwest relevance
• [ ] Fix duplicate "Roof Repair and Maintenance Programs" entry in service grid → change second instance to "Roof Restoration Services"
• [ ] Remove "the right" from banner CTA → "Ready to extend your roof's life or replace it?"
• [ ] Update footer address from UPS P.O. box to Wauwatosa office address (Brandon to provide)
• [ ] Resend Google Docs link (all website copy) and case study content file link to Brandon Aman
• [ ] Confirm GenFlex certification asset received and place in About Us page

Brandon Aman / Seamless

• [ ] Provide service-specific FAQs for each service page (commercial roofing, roof inspection, restoration, etc.)
• [ ] Finalize case study categorization structure (steep slope / low slope vs. current categories)
• [ ] Complete case study content file; add 4–5 additional case studies to shared folder
• [ ] Locate and upload Grain Exchange drone/aerial photos to shared asset folder
• [ ] Add new content ideas to Google Doc: glossary of roofing terms, inspection checklist, common deficiencies
• [ ] Review all website copy in Google Doc using "Suggesting" mode
• [ ] Send Wauwatosa office address for footer update

Topics

Website Hosting & Access

Melissa gained SiteGround access via two-factor authentication (code sent to Brandon Aman's email). Brandon Aman confirmed he paid the annual SiteGround renewal to prevent service disruption during the DNS migration. The team plans to migrate DNS away from SiteGround once the new site is ready.

Homepage Imagery

The current homepage hero image shows mountains — flagged as immediately wrong for a Milwaukee-area roofing company. General rule established: all imagery should reflect a Midwest aesthetic. Specific changes:

Asymmetric noted a parallel example: a Vilas County client required hyper-local imagery (specific tree types, no hills) — same principle applies here.

Homepage Copy & SEO

• Brookfield overuse: The previous site was Brookfield-centric (based on P.O. box location). The new site carried this forward. Decision: minimize Brookfield, shift emphasis to "Southeastern Wisconsin" and broader Milwaukee-area terms.
• Keyword strategy (homepage): Primary targets are roofers, roofing contractor, commercial roofing, Milwaukee roofers. Geographic modifiers narrow by location but broad terms drive volume.
• Post-launch monitoring: Once live, Google Analytics/Search Console data will reveal actual search terms driving traffic, allowing keyword strategy to be refined.
• Service grid duplicate: "Roof Repair and Maintenance Programs" appeared twice. Second instance should read "Roof Restoration Services."
• Banner CTA fix: Remove "the right" → "Ready to extend your roof's life or replace it?"

FAQs & SEO Content Strategy

FAQs are a high-value SEO tool — users searching specific questions (e.g., "does roof restoration cost less than replacement?") can land directly on service pages. Brandon Aman will provide service-specific FAQs. General guidance: FAQs should focus on products/services and common customer questions, not just company-specific information.

New content ideas proposed (to be added as blog posts):

Case Study Categorization

Current categories: Commercial, Residential, Multifamily, Industrial.

Issues raised:
- "Industrial" was never discussed and doesn't clearly differentiate from "Commercial"
- "Apartments" vs. "Residential" overlap (apartments can be flat or steep slope)

Proposed alternative: Simplify to Steep Slope and Low Slope — cleaner differentiation that maps to actual roofing type rather than building use. Brandon Aman to finalize before next meeting. "Industrial" to be removed regardless.

Address Update

Current footer shows a UPS store P.O. box (Brookfield). Decision: update to the physical Wauwatosa office address. Rationale: appears more legitimate to prospective clients; a real office address builds trust. Brandon Aman to provide the exact address.

Content Collaboration Workflow

Melissa will resend the Google Docs link containing all website copy. Brandon Aman will review using "Suggesting" mode so that proposed edits are tracked without overwriting SEO-structured copy. For image assets, a shared folder structure will be used with subfolders per case study.

Timeline

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