CMILC - Client

Dawn Audano: Was busy. Keep waiting for weekends to not be busy, and they just continue.

Erin Dyer: I think that's called kids being grown up. Elkins. That he's the one that knows.

Matt Elkins: Yeah. It doesn't get any better when your kids are grown up.

Erin Dyer: There you go. Well, there's your answer. It's never not going to be busy.

Dawn Audano: I just. I did some of it to myself. Like, I volunteered at a thing, and so they had to come with me to the thing. And then it was just literally, I was like, all right, I'm gonna drive you to Ella's house and drop you off so you can go to Trula's birthday party. And then I'm going to take you to flute lessons, and then I'm going to take you to your friend's house, and then I'm going to go pick up Ella and Ainsley from Trula's birthday party and take them back to Ella's house. And then Ainsley and Ella decided they wanted a play date. So I left Ainsley at Ella's house, and then I went home and vacuumed my car for 30 minutes.

Chris LaFay: Wow.

Dawn Audano: And then I picked up Laurel from Tally's house, dropped her off at home so that she could make her lunch and everything, and then I grabbed Ainsley, and then we went grocery shopping. And then I got home.

Erin Dyer: This is a living nightmare of being a working mom. I know. Living the embodiment of the living nightmare of a working mother. How many kids you have?

Dawn Audano: I just have two, but they each have lots of friends, and so. And then one of those friends was driving for us, and they were like, can they hang out? And it's like, sure, it's just more driving, but whatever.

Erin Dyer: Yeah, I feel you, girl. 100.

Dawn Audano: I mean, at least everyone came home happy and fulfilled and for that day.

Erin Dyer: Just kidding.

Dawn Audano: So. You're so right. You're so right. Just going for happiness in the moment.

Erin Dyer: What is it?

Dawn Audano: Hedonic pleasure versus whatever the, like, lifetime of pleasure is. I can't think of the other word, but we're going for the hedonic pleasure. Whatever makes us happy right now. That's where we're living. All right, well, I saw your email, Aaron, about site map, so we definitely want to make sure we discuss that. And then we'll also just. My only note is that they're going to be starting development this week, so timelines and expectations for that. But, Chris, have you had a chance to look over the site map? Do you want to lead that or, Aaron, do you want to kick us off and kind of Give us an overview of what we're looking at.

Chris LaFay: I glanced at it this morning for about 10 minutes and so I saw it when I woke up. But I haven't really had a chance to like process through everything. So, Aaron, if you don't mind kind of talking through some of these points, that would be fantastic.

Erin Dyer: Absolutely. And yeah, of course, I mean, I figured nobody really had a lot of time to look over it, but I did want to deliver it before our meeting today. So, you know, as you said, dawn, busy weekends, 11, 10, 30 was when I finally was able to do that yesterday. And I'm gonna be honest, this is obviously with the assistance of some people much smarter than me. You know, Chat, GPT and Claude. So I did take all the information that we've been talking about. I took the information from Sophie in her proposal, which you guys probably didn't see. I apologize for that. I sent it.

Chris LaFay: I got it.

Erin Dyer: Oh, okay.

Chris LaFay: Okay. I wasn't able to send me the whole proposal. I was like whatever the like 40 or 50 page, like Google Slide deck was. I got that.

Erin Dyer: Okay.

Chris LaFay: I didn't read through all of it yet, but I got the general gist of the whole thing, so.

Erin Dyer: So I added that into the analysis because she had good recommendations in there. I also put in, you know, the SEO kind of work that we had done with the recommendations, took in all of the other, you know, our competitors, what they're doing in our space, the way they were going to be redesigning. The good news is a lot of them are keep. Right. So a lot of them. We may change the title names and restructure it slightly, but it's not in a bad position to stick with our new plan, which is to sell by like a needs based selling versus, you know, selling by categories, you know, solving your problems and the areas that it's going to be focused on. I think the biggest concern for anyone is going to be at the bottom. Right. Let me go ahead and pull it up and share it. Can I share? Is that okay? Go for it. Really using so many different platforms lately that I keep forgetting where everything is. Here we go.

Chris LaFay: Yes.

Erin Dyer: All right. So. Can you guys see my Word doc? I mean, my Excel doc?

Chris LaFay: Yeah.

Erin Dyer: Okay. So as you'll see, this is a really good analysis actually. You'll see where the collections pages are, where the product pages are. You know, how we're going to change the way that's structured, what we're calling them online right now, and how it follows that new analysis of what we're going to do some of these, you know, they say restructure and then they're actually notes on what needs to be done with them. Again, I did definitely get assistance, you know, from Claude and ChatGPT with this. So I, but I did look over it and I agree with all the things that it's saying. This is probably the biggest area of concern for you guys. So this is page 46 through 61. It says add. Now, even though it says add, that doesn't mean that you guys need to add it. We built this website so that it can be easily done by me. Right? So that I can go in and create the layout that you guys have or duplicate the layout and then make these new pages. Because based on all the research that's been done so far, these are some really important pages that will help with our SEO. So these are the pieces that are kind of missing. In addition to that, one of the things that Sophie mentioned that was very important is we were ranking really high on a couple of things before. So like the individual board names and then the spec pages for the board. That's going to be really easy for us to do because we already have the specs laid out. But it is have to be added into the layout of the page. So I think, you know, there's also was the Word document that kind of laid out how this was all done and then I redefining of if I have this image right here, where is it? Hold on. Well, the way that it's all going to be laid out based on, you know, the conversations that we've had over the past couple of weeks, I fix those slightly. So I went back and I looked at the shop by performance and was like, okay, what are the real pieces based on? All of the SEO work that we've done and all the conversations that we've had that are the most important. So I modified some of them slightly. Like I know that we had like lighter boards for cooler colors and that kind of thing. Well, now we have marine grade performance, no rot, no wood fiber, low maintenance, heavy duty plastic lumber profile and size flexibility and 24 inch on center. So those should actually be the key metrics that people are looking up that are our differentiators that other people aren't focusing on. And if you see this image that I created, let me pull it up.

Chris LaFay: With that PNG file. Right, with all the different colors at the top.

Erin Dyer: Yeah, let me go ahead and pull it up real quick. Is that on my screen? Are you still on the Excel doc?

Chris LaFay: Still on the Excel doc. I think you selected share a window rather than a screen.

Erin Dyer: It's very possible and very likely I actually did it.

Chris LaFay: They look very much the same.

Erin Dyer: All right, here we go. All right, so I'll just share my entire screen now and I'll pull this up. Okay. You see this graphic now?

Chris LaFay: Yes.

Erin Dyer: All right, so this is the change up slightly from the last one that I put together. I think it's still really similar, you know, the way that we've done it. Shop by project performance Collection resources inspiration to get started. One thing we're going to have to kind of figure out and drill down on is how we're going to support some of our key products from Artisan. So you'll see at the bottom where it says custom and specialty horse dolls and turf nailers have become a very big part of our. Of our sales for that.

Chris LaFay: Again, sorry, you said portion. What were the addendums? The two things?

Erin Dyer: Horse stalls and turf nailers.

Chris LaFay: Got it. Okay. Oh, we're like. For turf nailers, you actually put turf on top of this?

Erin Dyer: Yeah.

Chris LaFay: Oh, interesting. Okay, cool.

Erin Dyer: Yeah, yeah. So it actually. I know it's not like something that you would ever guess off the top of your head, but for some reason has been very successful for us and turf nailers, which is actually how you nail sod into the ground. From what I understand, that is a huge product for us. So I need to talk. I'm going to talk with Paul this week while he's in town, because we're having a big strategy meeting on Thursday and talk about the key categories we're going to focus in on with Artisan and how we're going to do that. So I'll have some more insight on that by the end of the week. But this week, we're really going to be honing in on what our product differentiators are and how we're going to be pushing things out to the market. I think this is a great start for them, but there may be some slight changes based on the conversations that we have. So. But this is basically the same. You'll see the contractor resources, though, has expanded a good deal. So all those pieces that weren't really up in the, you know, header before, test results, installation guides, specifications, those are all under contractor resources now.

Chris LaFay: Okay. So what I'm seeing here from a site map and layout structure. Yeah, we have obviously a homepage layout that was done from day one. Two, we have a collections page layout, which was also done early.

Erin Dyer: Sure.

Chris LaFay: Three, we now have one of the things we did the last Two weeks, two or three weeks was the project layout and then we also have the performance page layout that we looked at last week. So on this site map, which I'm, I'm looking at it over here on this screen. Shop by project, shop by performance and collection. Those first three, we have a good layout for all of those that we've all talked about that we all in general like, okay, that'll be really easy for you to then write content to contractor resources. While I haven't done a one to one comparison, my assumption is that a lot of the things under contractor resources are pieces of content that can then just be brought over from the website that's already there for the most part.

Dawn Audano: Yeah.

Chris LaFay: Is that, is that correct?

Erin Dyer: Yeah, pretty much a straight migration from there. You know, there may be. Some of these are new, like compare our boards. That's going to be something I'm going to add. But specifications, install guides, test results, certifications, warranty, brochure and literature. Become a dealer. All of those are already existing.

Chris LaFay: Okay, cool. That all makes sense. Photo galleries, video blog, that'll make sense as well too. And then all the get started stuff is all fairly. Those are all going to be very simple. At the end of the day they're not going to be long. It's going to be. Want to sample, fill out the thing. Done.

Erin Dyer: I will say I'm also working really closely with the HubSpot guys right now as they work on developing a pathway to migrate what we have into HubSpot and we are doing some testing right now on using JotForm instead of the forms that we have on the website right now.

Chris LaFay: Why not just use native HubSpot forms? If all of your stuff is going to be inside of HubSpot, why add another layer to that?

Erin Dyer: I don't know. We can just do it in HubSpot. We can just make the forms. That's what he thought. Then he was like, let's link Jodform. And I was like okay, yeah, we.

Matt Elkins: Want to be as much in HubSpot as possible. Ancillary things. Everything's going to work smoother if it's all contained in HubSpot.

Chris LaFay: Okay, yeah, yeah, I would. There are some limitations with HubSpot forms. I'm just going to throw the, like there are like being able to do like really good like conditional logic. Like if you fill out this field, display these other fields and stuff like that. So there is a, there is a clunky nature to HubSpot forms but you could just accept like you I think my opinion is that it's worth dealing with the weirdness of HubSpot forms, especially at the beginning and working through those and dealing with kind of some of the boundaries that they have to be able to keep all your stuff in one place. Now if you end up, when you simplify down that much, if there are edge cases, let's talk about it and figure it out. But I. My opinion is that you should try to keep everything within HubSpot.

Erin Dyer: I agree, I agree. I don't want to have to fool with any kind of linking and converting. We've already had a lot of problems with that. But the other important piece there is we are working on how things come into the website and what is triggering actions. When we finish the forms, I guess we're going to have to redo them. We're going to have to create new forms. Yeah. And we'll really structure that around how the process is going to work within HubSpot. And that's all good because it's kind of, you know, hitting all the, the birds with one stone, basically.

Chris LaFay: Yes. There are some stylization limitations as well too with HubSpot forms. They accept, they don't. HubSpot forms do not absorb the styling of the website that they're put in. If you're technologically familiar, they're basically done inside of iframes, which are their own little self contained thing. Not they're not on the website. They're kind of layered as its own thing on top of the website from a coding perspective. So there are some. Your forms will look a little bit different than kind of the rest of the site, but it'll also be very natural for your data collection process. So 10 out of 10 would still recommend.

Erin Dyer: Yeah, for sure. I agree. I don't want to do any. We have had plenty of problems with trying to link from one thing to another thing. I do not want to get that mess again. So they would provide you with the iframe. Right. To put into here. Okay.

Chris LaFay: They would give us basically whatever pages you want forms on. You just need to know these are like the way that I would recommend doing it is be like These are the five forms that we have, form 1, 2, 3, 4, 5. And then when you're going through and thinking about content for each page, just note form two goes here, form five goes here. So that we're pulling from the same thing every single time.

Erin Dyer: Perfect. Yeah. Much easier. Okay, great. So then the other big piece we're working with the HubSpot team working with you guys, now that we have contracted Sophie.

Chris LaFay: Yes.

Erin Dyer: I would like to talk to. I guess it's. Chris is the project manager.

Chris LaFay: Yes. So yeah, with, with Studio Hawk, the way that they do their thing, which I, I love, is that their, your main point of contact is the person doing the work. And so like the specialist that you're working with is the one that's actually getting into the weeds on everything. So you're not going through like a project manager and then junior associates down here. And yes, his name is Chris and I've actually, we've worked with him on a couple of things in the past. He's been, he's been fantastic. So. So yes is the short answer to your question.

Erin Dyer: Awesome. So I'm going to meet with Chris this week. He asked me to schedule an appointment with him and I think the next. You have this, but I think the next big thing to do is send him all of this because now that we're paying them, we want them to grab right onto this and give best practice and make sure we're all in alignment. Right. Like we're doing our best. My internal designer, Claude is doing his best. Not a real Claude and.

Chris LaFay: Exactly.

Erin Dyer: But we want to make sure that we're following all of the best practices they recommend. So.

Chris LaFay: And they have some other ideas too. Like I did talk with Sophie about a couple of random things within the last couple of weeks. They have a couple of ideas for some different, like different tools to potentially be built as well too, which is really interesting. I've actually talked to a number of SEO, I know a number of SEO folks and I definitely have heard multiple of them say across the spectrum that kind of building custom tools that keep people on the site for longer is kind of the next kind of wave of things happening. And so the ideas around stuff like that are very interesting as well too. And then how do you create content around those tools and stuff like that? Like, we're getting into kind of some secondary metrics at that point. Not necessarily the primary initial like go live goals, but some of those longer term implications about doing tools, writing content around the tools and then using the tools as a lead generation magnet as well. Like fantastic ideas. So yes, the next step. Yeah, go ahead and get that discussion. I've already, I gave them a very brief overview of like, this is kind of the general direction that we're thinking. I want them to hear that from you and then we will probably meet with them internally to let them know, like, these are the building blocks that we're going to Be building. This is the structure of all these things and blah, blah, make sure they know kind of what technological pieces they're going to get their hands on.

Erin Dyer: So do you think it would be beneficial, I mean, now that we're all like on a team, that we set up, like an in person sit down for a couple of hours one day soon, or we can do that.

Chris LaFay: Yeah. Yeah. Because Charlie's here in Atlanta. Actually, I met him in person the other day. I forgot about that. Yeah, we could definitely. Yeah, let's do that. So in terms of timing on that, not next week, but basically. Oops, that's the wrong direction. The right arrow goes to the next dates. The weeks of June 15 and June 22, which are two back to back weeks for me. I'm gonna be out about 75 of those two weeks, which is really soon. These things kind of jumped up on me. So either we could look at doing it kind of mid to late next week. Maybe next Thursday, the 11th? Actually Thursday loans would actually be a great day to do that for my schedule at least.

Erin Dyer: If not if the mats are free, that works for me. I think better. Sooner is better. Right? Because you're going into production.

Chris LaFay: Yes. I could actually technically do. Can I do this? I could do the fourth. I actually do this Thursday as well.

Erin Dyer: We have no. This week, I think is out for us. We have a strategy. We have people in for a bunch of strategy week stuff.

Dawn Audano: Gotcha.

Chris LaFay: Okay, so yeah. Then the following week, the week of the 8th, the 11th is the best day for me.

Erin Dyer: Matt Elkins.

Matt Elkins: Yeah, anytime. But 10am 10 to 11 is fine with me.

Erin Dyer: Okay.

Dawn Audano: Okay.

Erin Dyer: Where.

Chris LaFay: Where's y'? All. Where y' all based out of? I actually don't know the address offhand. Oh, you're in woods. Okay. You're okay. You're on that side. Okay, cool. Awesome.

Erin Dyer: Yeah, we're. We're like kind of right off of 575. What are we.

Chris LaFay: Is this the next three? I don't go there, but apparently the next three weeks. Tomorrow I'm going up that side of town. Next. Next Tuesday, I'm going up to that side of town. Apparently I just need to be there. Apparently. Just move from Snowville, pop in. They're all right. Ex. You're fine.

Matt Elkins: We got enough folks over here now, so just stay where you're at.

Erin Dyer: Keep sucks small.

Chris LaFay: It's a wonderful thing about living in small cities. It's a great thing. Okay, cool. So we'll get in touch with Chris as well, too, about meeting up on the 11th. And then we can do a. A content kind of jam session that day. And that should get everybody on. On the same page.

Erin Dyer: Yeah, and I'll work with him in advance of that, too. So we're pretty buttoned up for that conversation. But, I mean, I think it'd be great. Let's all get in the same room. We're all local, and, you know, just hash it out, and we'll be smooth sailing from there.

Chris LaFay: That sounds good. Also, I'm gonna go ahead and block off time that day. Let me go ahead and play. Put this blocker in my calendar.

Erin Dyer: Dawn, come into town.

Chris LaFay: If you can fly, hop on a plane next week.

Dawn Audano: My kids are still in school. I'm gonna take advantage of it.

Erin Dyer: Good for you.

Dawn Audano: We have three more weeks.

Chris LaFay: Wow.

Erin Dyer: Oh, my gosh. I wish. Sorry. What I told my camp this week is $1,000. $1,000 For one week? I can't even with camp this year.

Dawn Audano: My kids are going to sleepaway camp. It's way more than that. But at least it's sleepaway camp.

Erin Dyer: Better. Sleepaway camp. I know, right?

Dawn Audano: For a whole month?

Chris LaFay: That's awesome.

Dawn Audano: But if we need to move this meeting to sometime in late July, early August, we'll be in Atlanta.

Erin Dyer: You can come in that week. I'm sure you'll want.

Dawn Audano: I meant. My dad lives in Roswell, so I'm actually not that far from Woodstock.

Erin Dyer: You and I could just meet for coffee. You're on my way home.

Dawn Audano: Oh, yeah.

Chris LaFay: Awesome.

Dawn Audano: Yeah, there's a Mediterranean place my dad likes in Woodstock that we always have to go to. Can't think of what it's called, but it's like. Yeah, we, like, always have to drive. It's like 25 minutes. I'm like, really? There's no Mediterranean places within 10 minutes of Russell. Okay.

Erin Dyer: Oh, God. Euro Village, girl, you gotta go to Euro Village. Oh, good. And that's close to where you guys are in Roswell. Anyways, we'll talk.

Dawn Audano: All right.

Chris LaFay: Is Euro Village spelled with a Y? Yeah, I have one in Gwinnett, and I went there last week, and it is.

Erin Dyer: Oh, my God.

Chris LaFay: It's my. It's one of our favorite places.

Dawn Audano: Where do I put the Y? Is it instead of the I, or is it instead of another letter €?

Chris LaFay: It's like gyro. Like a Greek euro. Yeah.

Dawn Audano: Okay.

Chris LaFay: Yeah, I. Yeah, I just slacked it to.

Erin Dyer: You got it.

Chris LaFay: So I have it on our calendar for next Thursday. I blocked off a large block of time. I'm gonna chat with Chris and see what time he is available. And then I'll send over some time slots there. It will not be super early because I am driving from Snowville and I would prefer to not leave at 6am.

Erin Dyer: We can't do it, you know, from 10 to 11. So we'll figure out after.

Chris LaFay: After that. Yeah, exactly. So that all sounds good. Awesome.

Erin Dyer: I'm free all day.

Chris LaFay: Fantastic. And I pretty much am as well too, so. And if we do for like a two hour block we can, I can actually probably put it to where I won't be sitting in traffic on both sides of the equation, which would be fantastic. I'm not selfish at all here. Anyway, enjoy the rest of your day. This all was fantastic. I'll take back and look at all these. If I have any questions I'll let you know. But I'm pretty sure, sure we're pretty much in like 85 or 90 alignment and so I'll chat with Chris, we'll get something on the calendar for next Thursday and we'll kind of put together a baseline agenda for that as well too. Does that sound good?

Erin Dyer: And I'll meet with Chris this week and I think it'll be great because we have that big strategy session on Thursday. Should be very enlightening since we have the website going up right now. We'll be able to kind of bring back some, some data that they think is important too. So everyone will have buy in by the end of that, which I think is great.

Chris LaFay: Lovely. Fantastic. And we'll. During that session next week, one of the agenda items will basically be to look at the site map and then determine who is handling which pieces of content as a part of all associated scopes. And honestly if we get, if we lock down the exact site map and then the kind of the divide and conquer approach for that content, that'll be the biggest win and put all of us on our own paths to be able to, to work really well together.

Erin Dyer: So I'm super excited. Thank you guys.

Chris LaFay: Of course. Thank you for putting in some time this weekend. I appreciate it. And we'll chat back again next week and then development is moving forward. There wasn't as much done last week. Development's going to start a lot this week. There won't be a lot to see until dev is basically done. So we'll be, we're, you know, two or three weeks. Ish.

Erin Dyer: Okay.

Chris LaFay: Sound good.

Erin Dyer: Thanks guys.

Chris LaFay: Awesome. Have a good rest of the day. Take care.

Erin Dyer: Bye. Bye.