Meeting
Erin Dyer - Current
Gist
Working session with Lumberock's Erin Dryer and Matt Nelson to figure out the homepage story and layout for the new site, since Chris's designer hit a wall on the wireframe without clearer direction on customer decision-making. Erin and Matt explained the product line differentiation (Classic, Coastal, Genesis, Veranda/porch board) and the contractor-vs-consumer buyer dynamic, landing on a consumer-first, lifestyle-driven homepage with a 'choose your adventure' style entry point into collection pages. Chris proposed shortening the homepage into quick persona-based buckets that route people to story-driven collection pages, keeping resources/specs pages for contractors, and will share notes with his designer before following up mid-week.
Distilled from the transcript by claude-sonnet-5 · Jul 25
What came out of it
Decisions3
- Homepage will be shortened and restructured around persona-based 'choose your adventure' buckets rather than technical spec-driven content
- Consumer-focused storytelling will remain the primary homepage strategy, with contractor-focused resources kept as a separate section
- The existing site structure (story-driven homepage into collection pages with CTA, resources off to the side) will largely stay the same conceptually
Risks and blockers3
- Product line names (Genesis, Veranda, Coastal, Classic) may not clearly convey their purpose to new visitors without added descriptions
- Site currently drives strong traffic but users often don't know what to do after landing on homepage, hurting conversion
- New product lines (Genesis, Veranda) were added after original site build and are not well reflected in current site structure
Open questions2
- What is the right ratio/emphasis between contractor-focused and consumer-focused content on the homepage?
- What specific wording/labels should be used for the persona buckets (beach, mountain, suburb, historic, etc.)?
Next steps4
- MeShare findings and homepage concepts with the designer (Claude) for wireframe development
- MeSend follow-up questions to Lumberock team, either written or via an ad hoc call this week
- ClientProvide the Google Drive/Box photo folder share link for the project
- MeReach out again mid-week regarding next steps
A record of what was agreed, not a task list — nothing here was scheduled.
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