Website Content Review — 2026-01-15

Working session with Dawn Zaemisch (Skaalen) and Melissa Cusumano (Asymmetric) to audit and correct website copy across all community pages. The session surfaced a strategic gap around the "life lease" financial model and set a billboard delivery deadline.

Attendees:
- Dawn Zaemisch — dzaemisch@skaalen.com (Skaalen, external)
- Melissa Cusumano — melissa.cusumano@asymmetric.pro (Asymmetric)

Overview

The session was a live, screen-share working meeting in which Melissa made real-time edits to the Skaalen website while Dawn directed corrections page by page. Most changes were factual corrections and terminology standardizations. Two items were flagged as requiring additional copy from Dawn before they can be resolved: the "life lease" model explanation and the Venneval/Skullendal unit count language.

Key Decisions

Life Lease Model Explanation

The current website does not mention "life lease" anywhere, leading prospects to assume they are purchasing a condominium outright. The actual model is a lease purchase — residents are not buying the physical structure.

• Decision: Dawn will draft new explanatory copy and send it to Melissa for review before it is added to the site.
• Risk if unresolved: Continued prospect confusion about the financial model, potentially disqualifying otherwise interested leads.

Venneval Unit Count Specificity

The Venneval page previously stated "164 affordable condominiums," which is the combined total for both Venneval (114 units) and Skullendal (50 units). Listing the combined figure on the Venneval-specific page is misleading.

• Decision: Dawn will draft more specific copy (e.g., "the Venneval community offers 114 affordable condominiums on the 110-acre Stoughton campus") and send it to Melissa.

Billboard Timeline

Chris signed and returned the billboard contract. Melissa will deliver concepts to Dawn by EOD January 16 for internal review. Final files are due to the vendor by EOD January 23.

Content Corrections Made (Live During Session)

Wellness Center Page

• Removed 4-day and 5-day outpatient packages to reduce confusion for inpatient residents. Outpatient pricing will be provided on request only.

Independent Living Page

• Removed sentence about licensed nurses supporting independent residents — this service is no longer offered.

Stoughton Campus (Venneval & Skullendal)

• Corrected unit square footage to 1,170–1,340 sq ft (was listed as 1,200).
• Replaced "duplex" with "condominiums" throughout — units include duplex, fourplex, and sixplex configurations; using "duplex" alone was generating prospect confusion.
• Standardized "sunroom" (one word, lowercase) across both pages; removed erroneous "four-season" reference.
• Updated bath count to "one to two baths" (units vary between one, one-and-a-half, and two baths).
• Removed "Available In-Home Nursing Support" bullet — service no longer offered.

McFarland Campus (Skaalen Village)

• Corrected campus size to 10 acres (was listed as 20 acres).
• Corrected unit size to 1,540–1,570 sq ft.
• Clarified "fully furnished kitchen" to mean appliances are included.
• Updated heating/cooling description to: "efficient gas heat and central air conditioning."

Skaalen Ridge

• Updated page title to "Apartment Style Condominiums" — removed "assisted living" (Skaalen Ridge is not licensed for assisted living).
• Removed "Do we have units available?" headline.
• Removed "4 hours per month of licensed nursing" bullet — service no longer offered.

Assisted Living — Magnolia Gardens

• Updated nursing coverage bullet to: "24-7 coverage with licensed nursing staff on site in the event of an emergency."

Assisted Living — Beaver Biller

• Removed "temporarily closed" from the in-house beauty and barbershop description (beautician is back on site).
• Added "Transportation Services" bullet.
• Removed outdated letter linked from the beauty shop "More Information" link.

Skilled Nursing & Rehabilitation Page

• Updated heritage copy to: "cared for over 125 years."
• Updated insurance language to: "we work with many other insurances."
• Expanded therapy list to include physical, occupational, and speech-language therapy (previously listed only outpatient physical therapy).
• Removed "activity station for young visitors" bullet.

Wound Care Page

• Removed outdated services: ultrasound, electrical stimulation (e-stim), and light laser therapy.
• Removed mention of a certified lymphedema therapist (no longer on staff).

Bryant Suite Page

• Updated guest suite fee to $70/day.
• Updated reservation phone number to 608-873-5651 ext. 0.

Therapy & Wellness Page

• Corrected cardio equipment count to "three new step" machines (was listed as six).
• Removed "92 degrees" from the warm water therapy pool description — pool temperature fluctuates and the specific figure was no longer accurate.

Action Items

Open Items / Parking Lot

• Print piece consistency: Terminology standardized on the website (sunroom, unit counts, bath counts) should be cross-checked against existing print pieces to ensure alignment.
• Capitalization consistency in bullet lists: Noted as inconsistent across pages. Agreed to address in a follow-up pass after immediate corrections are complete.
• Phone number formatting: Inconsistent use of parentheses around area code across pages. To be standardized in a future pass.
• Photo refresh: Several resident photos are outdated and may depict deceased individuals. Melissa will source replacement stock photography (fitness center, lifestyle) for Dawn's review at the next working session.

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