Forty years of West Michigan windows. The next year, planned.
Brand foundation, website strategy, and a 12-month marketing plan for WMGB Home Improvement — built on the kickoff, dossier, and four meetings that came before.
Three audiences. One villain. One guide.
Old, leaky, rusty, drafty windows are quietly making West Michigan homes cold, leaky, and expensive. WMGB is the guide. The hero is always the homeowner.
Practical Basement-Window Homeowner
Has rusty steel-frame basement windows that leak when it rains, fog when it's cold, and break when you try to open them. Wants a basement that's dry, secure, and finally finished.
Energy-Conscious Whole-Window Replacement Homeowner
Drafty, foggy, hard-to-open windows quietly making the home cold, loud, and expensive. Wants windows that look beautiful, hold value, and pay back in lower bills and a quieter, more comfortable home.
Safety-Driven Egress Homeowner
Finishing a basement bedroom — needs a code-compliant egress window before drywall. Wants peace of mind that the family is protected and the room is legal.
Problem. Solution. Outcome.
Pass the grunt test. A stranger should know what we do after one read.
Audience 1 — Practical Basement-Window Homeowner
Problem · Empathy · Answer · Change · End Result. Quotable. Conversational. Use in ads, social, and sales calls.
Most West Michigan basements still have rusty steel-frame windows that leak when it rains, fog when it's cold, and break when you try to open them.
You shouldn't have to mop your basement every spring or wonder if the window will hold for one more winter. Nobody should.
WMGB Home Improvement replaces those old windows with glass block — siliconed between every block, with optional fresh-air or dryer vents built right in. Founded in 1984. Forty years in West Michigan.
Stop putting up with windows your house outgrew thirty years ago. Book a free in-home estimate.
A dry, secure, beautiful basement that finally feels like part of your home — not the part you apologize for.
Full PEACE for Audiences 2 and 3 in brand/peace-sound-bites.md.
The voice rules.
If a piece of content doesn't pass these checks, it doesn't go out. Designed for the whole content team.
Always Say
- WMGB Home Improvement on first mention
- Founded in 1984 / 40+ years in West Michigan
- Glass block window (singular as a modifier)
- Free in-home estimate — every plan starts here
- Real city names — Grand Rapids, Wyoming, Holland, Grand Haven, Lansing, Kalamazoo
- Mike's product specifics — steel-frame, silicone, fresh-air vents, dryer vents, egress escape
- Get a Free Quote (CTA verbatim)
Never Say
- "West Michigan Glass Block" as a current name (only as historical context)
- "Glass blocks" plural describing a window product
- AI filler — "in today's fast-paced world," "leverage," "synergy," "elevate"
- "Cheap" — use "affordable," "low-interest"
- "Customer" when "homeowner" or "neighbor" works
/service/URL slug going forward- Em dashes (—) — use a regular hyphen
Full style guide in brand/style-guide.md — including CTA patterns, channel rules, do/don't examples, and the pre-publish checklist.
One site. Three audience paths. Zero confusion.
The June redesign drops the /service/ slug, restores the gallery as a real lead-gen asset, kills the mobile chat pop-up, and routes every visitor to the right path.
Homepage flow (StoryBrand)
- Hero — Old, leaky windows. New, beautiful home.
- Proof Bar — BBB A+, EPA, BPI, HBA, Angi, Governor's Award
- Problem — Most West Michigan homes still have the windows they were built with
- Guide — 40+ years. Family-owned. Certifications. Real installs.
- Plan — Free estimate · Clear quote · Crew installs it right
- What We Install — Glass Block, Windows, Egress, Doors, Insulation
- Gallery Preview — 6 real before/after pairs
- Audience Routing — 3 cards to landing pages
- Local Proof — Service-area chips + Google reviews
- Stakes — What it costs to wait
- Final CTA — Get a Free Quote + phone
- Footer — Services, company, areas, contact
Audit issues fixed
| Issue (2026-02-13 audit) | Fix in this redesign |
|---|---|
Outdated /service/window-solutions-services/ URL | Renamed to /windows/vinyl-replacement/ + 301 redirects |
| Homepage drops users (4,001 → 1,300 next-page) | StoryBrand flow with explicit Plan + Service Routing |
| Mobile 41s sessions (chat pop-up obstructs) | Pop-up replaced with dismissable floating CTA |
| Gallery underperforming despite being critical | Promoted to top-level nav + Section 7 of homepage |
| "Window replacement" page 466 users vs 8,000 for glass block | Dedicated audience landing + ad routing |
Old, leaky windows. New, beautiful home.
The headline that anchors the homepage hero. The full copy is in website/homepage-copy.md.
Section index
| Section | Purpose |
|---|---|
| Hero | Headline + dual CTA + hero install image |
| Proof Bar | 6 trust logos in grayscale |
| Problem | "Most West Michigan homes still have..." |
| The Guide | 40+ years, family-owned, certifications, real review |
| The Plan | 3 steps — every plan starts with the free estimate |
| What We Install | 5 service cards routing to category pages |
| Gallery Preview | 6 before/after pairs in a 3×2 grid |
| Audience Routing | 3 cards routing to landing pages |
| Local Proof | Service area chips + reviews module |
| Stakes | What it costs to wait |
| Final CTA | Get a Free Quote + 616-319-0080 |
| Footer | Services / Company / Areas / Contact + bottom strip |
One landing page per audience. One CTA per page.
Replaces the homepage as ad destination so paid traffic lands on the right narrative.
Glass Block — Basement
Hero: Stop fighting rusty basement windows. Replace them with glass block.
Replacement Windows
Hero: Stop heating the outside of your house.
Egress Windows
Hero: Your basement bedroom isn't legal without one.
Full copy: website/glass-block-landing-copy.md · website/replacement-windows-landing-copy.md · website/egress-landing-copy.md
May 2026 → May 2027. Five phases. Tuned to home-improvement seasonality.
Goal: 50 inquiries/week peak. Marketing spend at 4.5–5% of $4M projected revenue. Top-10 organic on glass block + egress.
Peak Spring
Brand transition rollout. Site redesign launch. MailerLite go-live. PMax Windows campaign.
Summer Sustain
Content velocity locked. Cross-sell. Gallery rebuild. Photo shoot. Monthly specials cadence.
Fall Push
Winterization angle. Energy-assessment lead magnet. Schema rollout. MarketSharp drips.
Winter Nurture
Ads pulled back. Nurture-heavy email. Annual review. 2027 plan. Scratch-and-dent decision.
Re-Launch Spring
Creative refresh. PMax relaunch. Anniversary content. Apply year-one lessons.
Goals & Success Metrics
Content Multiplication Model
Every blog post fuels 1 email + 4 social posts + 1 GBP post + 1 ad creative. 1 blog/month produces ~7 distinct content pieces.
Every asset. Prioritized. Owned.
31 Must-Have items for Phase 1 launch. 19 Nice-to-Have for Phase 2–3. 7 Post-Launch.
31 Must Have
Required for Phase 1 launch (May–June 2026). Includes brand assets, site redesign, MailerLite go-live, PMax creative, LSA process.
19 Nice to Have
Phase 2–3 (Jul–Nov 2026). Lead magnets, drip campaigns, sales enablement, schema markup, photo shoot.
7 Post-Launch
Phase 4–5 (Dec 2026 onward). Video series, drone footage, scratch-and-dent ecommerce, tip-of-the-week reels.
Top blocking asks (currently with WMGB)
| Owner | Asset | Priority |
|---|---|---|
| Emily | Editable logo files, brand color hex, fonts | Must Have |
| Greg | DNS access for hosting migration final cutover | Must Have |
| Mike | Canonical product fact bank | Must Have |
| Greg | Confirm $4M revenue target for KPI math | Must Have |
| Greg + Emily | Tagline final pick from 5 candidates | Must Have |
| Emily | Remove Growthline admin from Google Ads | Must Have |
Full inventory in blueprint/asset-inventory.md.
The Lifedge × WMGB partnership at a glance.
Monthly retainer. Full-stack agency. Eight-person account team. Phase-based delivery.
Account Team
- Oscar — Strategy & Account Direction
- Joe — SEO + Google Ads
- Hannah — Project Operations
- Terrah — Account / Email Coordination
- Sarah Sheppard — Creative Direction
- Caroline — Social Media
- Stacey — Blog Copy
- Regan — Email Design
Monthly Deliverables
- 1 long-form blog post (Yoast green)
- 1–2 email campaigns (MailerLite)
- 12+ social media posts
- 4 Google Business Profile posts
- Performance Max + LSA management
- Web support tickets within SLA
- Monthly performance review meeting
- ClickUp task management
Cadence
- Daily: ClickUp updates, review responses
- Weekly: Internal standup, Caroline calendar, GBP posts
- Monthly: Client review with Greg, Emily, Mike
- Quarterly: Content audit, strategy review, photo shoot
- Annually: Performance review, plan refresh, creative refresh
Health Status
- ✅ First SEO report well-received (Greg)
- ✅ First May email approved (Mike + Greg)
- ✅ Stale tax-rebate copy cleaned
- ✅ Network Solutions admin transferred
- 🟡 Hosting migration in flight (DNS pending Greg)
- 🟡 Brand assets pending Emily
- 🟡 24-7 Chatbot replacement decision (end of May)
Full engagement detail in blueprint/engagement-summary.md.
How to use this blueprint to produce content.
Three working drafts the content team can copy as a pattern. One blog post → one email → five social posts.
Blog Post — Glass Block vs. Traditional Basement Windows
~1,050 words. Mike's product specifics integrated (steel-frame, silicone, fresh-air vents, dryer vents, egress code). In examples/blog-post-example.md.
Email — Beat the Summer Heat with Energy-Smart Windows
Modeled on the May Spring Maintenance Tips voice. Subject A/B, P.S. with cross-audience capture. In examples/email-campaign-example.md.
Social Post Set — 5 Posts Off the Blog
One blog → five social posts + one GBP post. The content multiplication model in action. In examples/social-post-set-example.md.
Section approval status.
Click "Looks Good" or "Needs Changes" on any section above. Status updates here in real time.
| Section | Status | Comment |
|---|
Marketing Blueprint · 2026–2027
Prepared by Lifedge for WMGB Home Improvement · May 6, 2026