Erin Dyer

Reviewed the new site map for the client's website with [[Erin Dryer]], Dawn Audano and Matt Elkins, covering the shop-by-project, shop-by-performance, collections and contractor resources sections that Erin drafted using AI tools plus input from Sophie's SEO proposal. Agreed to keep all forms native to HubSpot rather than layering in JotForm, and to loop in the SEO contact (Chris at Studio Hawk) so he can align his work with the new structure. Scheduled an in-person working session for the following Thursday to jam on content assignments across the site map, with development on the actual build ramping up that week.

Weekly [[Lumberock]] website build check-in: locked the layout for the problem/solution page template and confirmed the four collection buckets (Backyard/Deck, Waterfront/Dock, Historic, Custom/Specialty). Discussed using color palette variations (dark/light/accent plus a consistent orange CTA) to differentiate each collection line, which turned into a bigger brand discussion Matt wants a few days to sort through. Erin is working through consolidating ~45-50 existing pages into the new sitemap structure and will follow up mid-week; development on the new page library kicks off now while content and sitemap work continues in parallel over the next month, and HubSpot integration (tracking code plus 2-3 embedded forms for sample/quote requests) was flagged as a straightforward upcoming task.

Worked with [[Erin Dryer]] and Matt (Elkins) at [[Lumberock]] to restructure the site navigation from a collections-first model to a customer journey model organized by project type (backyard decking, dock and waterfront, porch and historic, custom and specialty), based on feedback Erin gathered from Lumberock's VP and sales directors. Agreed the existing collection page layout and homepage blocks work fine for the new project pages, and Chris will build one additional performance-page layout (marine grade, low maintenance, etc) to cover detail pages. Next meeting moved to Tuesday 10:45-11:15 (after Memorial Day) to review the flat homepage/collection mockups and decide which of the 45 existing pages get cut versus carried over.

Worked through how to organize [[Lumberock]]'s product collections (Coastal, Genesis, Classic, Historic/Veranda) into homepage and collection page structure, debating whether to group by region or by customer type. Landed on framing pages around four customer 'buckets' rather than product lines or regions, with Genesis and Classic sharing a backyard/homeowner bucket that needs a side-by-side comparison feature. Chris walked through the coastal collection page template (storytelling blocks, color swatch imagery, CTAs) which the team liked. Erin and Matt will spend the week defining the four bucket names/messaging and reconvene next Monday, with design work paused until then.

Chris walked [[Erin Dryer]] through several competitor decking sites (Trex, Scorpion, Timber Tech) to workshop the storytelling structure for Lumberock's collection pages, since design was already locked but the content strategy hadn't been figured out. They agreed the existing site is too spec-heavy and brochure-like, and needs to lead with human problems/lifestyle storytelling (durability, no rot, safe for kids/pets, looks-like-wood-but-better) before diving into technical specs like the 24-inch-on-center rating. Erin agreed to write up short problem/solution paragraphs and feature call-outs plus customer personas for each collection by end of day so the designer could build a mockup for Monday's meeting.

Chris walked [[Lumberock]]'s Matt Nelson and Erin Dryer through mobile-responsive behavior of the new style guide blocks, explaining how a content migration specialist will map their existing 50-60 unique page blocks down into the new library of ~15 flexible components. Erin also reported a positive SEO scoping call with a contact named Sophie at an Australian SEO agency, with options coming for Matt and Matt to review. Next step is a 30-minute working session Wednesday at 10am to talk through collection page layout and architecture before development moves forward.

Meeting · Reviewed the new site map for the client's website with Erin Dryer, Dawn Audano and Matt Elkins, covering the shop-by-project, shop-by-performance, collections and contractor resources sections that Erin drafted using AI tools plus i...

Meeting · Worked with Erin Dryer and Matt (Elkins) at Lumberock to restructure the site navigation from a collections-first model to a customer journey model organized by project type (backyard decking, dock and waterfront, porch and histo...

Meeting · Chris walked Erin Dryer through several competitor decking sites (Trex, Scorpion, Timber Tech) to workshop the storytelling structure for Lumberock's collection pages, since design was already locked but the content strategy hadn't b...

Meeting · Reviewed new Lumberock homepage designs with Erin Dryer and Matt Nelson, focused on a hero section that lets visitors self-select into product lines (mountain, historic, coastal, suburbs) via tabs rather than leading with confusi...