Website content + SEO strategy
Michael Santonato: Site upgrade that drives leads
Repositioned a financial advisor's website around benefits — not services — and tripled session duration.
- Client
- Michael Santonato — Financial Advisor
- Industry
- Finance
- Type of work
- Website content + SEO strategy
- New users
- +18.09%
- Session duration
- +155.59%
- Visitors from Canada
- +85.11%
The client
Michael Santonato is a Toronto-based Certified Financial Planner with over a decade of experience helping individuals, families, and small businesses with investment and financial planning.
The brief
Upgrade Michael's website to build a stronger online presence, reach more people, and improve search rankings. He wanted something professional, informative, and easy to use.
The challenge
The existing WordPress site had too much information and copy that focused on services rather than the benefits of working with him. His audience is local — but the site wasn't targeting local keywords and there was no Google Business Profile.
The solution
Build a real SEO strategy focused on local visibility, set up a Google Business Profile, and target the right keywords. Tighten the site copy around what clients actually get, and make technical improvements to lift rankings and UX.
The results
Over three months: 222 new users (+18.09%), average session duration jumped from 51 seconds to 2 minutes 11 seconds (+155.59%), pages per session rose to 3.33 (+18.33%), Canadian visitors grew +85.11%, and Toronto-specific traffic was up +52.94%.