A messy, inconsistent website was holding Strength By Santo back. This is how me and my business KEEP GOING Studio delivered a strategic Squarespace redesign focused on clarity, professionalism, and conversion, ultimately boosting client confidence and acquisition.

Client: Strength By Santo (Santo Chiappetta)

Industry: Health & Wellness / Personal Coaching

Project: Website Redesign & Conversion Optimization

Platform: Squarespace (7.0 to 7.1 Migration)

Tools Used: Squarespace, Notion (for initial audit delivery)

Timeline: Approx. 3 weeks (Feb - Mar 2025)

Santo Chiappetta, founder of Strength By Santo, empowers high-performing entrepreneurs to achieve peak physical health without sacrificing business momentum. His passion was clear, but his digital presence wasn't reflecting his expertise. The existing Squarespace website suffered from inconsistencies in design, confusing navigation, and a lack of strategic calls-to-action – ultimately undermining brand credibility and hindering lead generation. Santo felt hesitant to even direct potential clients to his site.

The core goal was clear: Transform the website into a professional, polished, and effective tool. It needed to not only showcase Santo's value but actively convert visitors into qualified leads and give Santo confidence in his online brand. KEEP GOING Studio partnered closely with Santo to tackle this challenge head-on, envisioning a site that was both aesthetically compelling and strategically engineered for growth.

Our approach was rooted in understanding before building. We kicked off with a comprehensive website audit, meticulously identifying every pain point – from styling inconsistencies and accessibility issues to structural weaknesses and conversion gaps. This audit served as our strategic blueprint and ensured full alignment with Santo from the outset.

Embracing a personalized partnership, we navigated initial budget discussions to find a tailored solution that met Santo's needs. The technical core involved migrating the site from Squarespace 7.0 to the more powerful 7.1 platform. This wasn't just an update; it was a strategic move to enhance performance, improve SEO potential, and provide greater design flexibility.

Throughout the redesign, purpose-driven design was paramount. We focused on:

Streamlining User Experience: Restructuring pages for intuitive navigation.

Enhancing Clarity: Refining copy (including collaborative adjustments for inclusivity) and improving readability.

Driving Conversions: Strategically placing clear calls-to-action (CTAs) on every relevant page, guiding visitors towards the application form.

Iterative Collaboration: Maintaining open communication via chat, incorporating feedback quickly (like mobile formatting adjustments and image swaps), and ensuring the final product truly resonated with Santo's brand.

This wasn't just a facelift; it was a strategic overhaul built on key improvements:

Comprehensive Audit & Strategy: Our detailed initial audit provided a clear, actionable roadmap, setting expectations and justifying every design decision. Value: Established trust and ensured alignment on goals.

Squarespace 7.1 Migration: Upgrading the site's backbone modernized its technical foundation. Value: Improved website speed, SEO capabilities, and future scalability.

Conversion-Optimized Structure & CTAs: We intentionally redesigned page layouts (Homepage, Testimonials, Services, About) with logical flow and prominent CTAs. Value: Created clear pathways for users to learn more and apply, directly supporting lead generation.

Consistent & Polished Brand Presentation: Uniform styling (colors, typography, spacing) was implemented across all pages, reinforced by a refined logo variant created specifically for optimal web display. Value: Significantly boosted professionalism and brand credibility.

Personalized & Agile Collaboration: We adapted the project scope and maintained a highly responsive feedback loop via direct chat. Value: Fostered a strong partnership, ensured the client felt heard, and allowed for efficient, real-time adjustments.

The redesigned Strength By Santo website delivered an immediate, visible transformation. The previous lack of polish and clarity was replaced with a professional, cohesive, and engaging user experience that accurately reflects the high caliber of Santo's coaching.

The impact was tangible: Santo now feels significantly more confident directing potential clients to his website. This newfound confidence, combined with the site's enhanced professionalism and clear conversion pathways, has directly contributed to landing more clients than before the redesign. The client's enthusiastic reactions during the process – "holy f**k this looks sick," "Oh dude I’m already so happy," "looks great!!" – underscore the success in revitalizing the brand's online image and creating a powerful business asset.

Before: Screenshot of the original homepage

After: Screenshot of the redesigned homepage

Initial Audit Highlights:

Redesigned Key Pages: [Optional: Link/Description of screenshots: e.g., Testimonials, Evolve 2.0 Program Page, Apply Page]

Mobile Responsiveness: [Optional: Link/Description of GIF/Screenshot showing mobile view]

Live Site: https://www.strengthbysanto.com/

Ready to fuel your brand's growth with purpose-driven design and gain confidence in your digital front door? Let's discuss how KEEP GOING Studio can personalize a strategy to help you attract, engage, and convert.