Decisions made during the January 28, 2026 website review call with Seamless Building Systems (SBS WI) covering specific content refinements to improve clarity, reduce clutter, and align the site with SEO goals.
See also: [1] | [2] | [3]
Decision: Shorten the Wind Vent section significantly.
Rationale: Wind vents are complex to explain and used infrequently by Seamless. The section was disproportionately heavy relative to its business importance. The general benefits of wind vents can be folded into broader service descriptions rather than given dedicated depth.
"It's more complex to explain and we use it very infrequently. So both are true, right?" — Brandon Aman
Decision: Revise the About Us page to feature certifications and memberships more prominently.
Rationale: The original mock-up was generic. After reviewing the certification assets (IAAP/IKO, GACO, NRCA, Roof Moisture Scanning), the team agreed the About Us page should anchor trust-building around these credentials rather than a general company narrative.
Related: [4]
Decision: Remove the sidebar element from case study pages.
Rationale: The sidebar was deemed visually busy and added no meaningful value to the user experience. On mobile, the layout would be particularly problematic. Removing it simplifies the page and keeps focus on the case study content itself.
"In fact, it just looks busy." — Brandon Aman
Decision: Replace "Brookfield" with "Southeastern Wisconsin" as the primary geographic descriptor across the site. Specific county/city references (Milwaukee, Waukesha, Racine, Jefferson, etc.) will be woven into copy where appropriate.
Rationale: Brookfield has been the stated service area for years without meaningful SEO lift. Limiting the geographic label to a single city risks excluding searches from the broader region Seamless actually serves. "Southeastern Wisconsin" is recognized by search engines and better reflects the actual service footprint.
"I just don't want it to exclude something." — Brandon Aman
Open question (Melissa to follow up internally): Does using a P.O. box address (rather than a physical address) negatively impact local SEO rankings?
Decision: Use the P.O. box address on the contact page. Remove the "Get Directions" link entirely.
Rationale: Seamless operates from a home office and does not receive client visits. Publishing a home address is not appropriate. The P.O. box is the correct public-facing address. Since clients never come to the office, directions serve no purpose and could cause confusion.
Form submissions: All contact and estimate forms route to info@sbswi.com.
Decision: Remove all references to "50-year warranty" across the site. Replace with the generic label "Material Warranty."
Rationale: GACO no longer offers a 50-year warranty. The warranty landscape has two tiers — material-only and material+labor — and explaining the distinction adds complexity without a clear selling point. "Material Warranty" is accurate, simple, and avoids setting expectations that can't be met. If a specific warranty ever becomes a genuine differentiator, it can be called out explicitly at that time.
"The only time it's worth explaining it is if it's extraordinary and you go, oh, that's really cool. If not, then just say Material Warranty and just be done with it." — Brandon Aman
| Item | Owner | Due |
|---|---|---|
| Updated copy doc, Miro board designs, live dev site link | Melissa | Friday, Jan 31 |
| Specify required feedback clearly in delivery email | Melissa | Friday, Jan 31 |
| Confirm P.O. box SEO impact with internal team | Melissa | Friday, Jan 31 |
| GACO certification info (logo + blurb) | Brandon Aman | ASAP |
| Next meeting | All | February 9, 1:00 PM |