Prepared for Integrity Financial
The foundation is solid. Every page loads, nothing blocks Google, and the site is secure.
Three things hold the grade back. Four pages can’t be reached from the rest of the site. Almost every page looks like the homepage when it’s shared. And search engines get very little structured information about the firm and its advisors.
All of it can be fixed. The three-phase plan below takes the grade from 70 to 97.
Grade scale: A 90–100 · B 80–89 · C 70–79 · D 60–69 · F below 60
The plan runs in three phases. Phase 1 needs nothing from you and lifts the grade by 11 points on its own.
We grade eight areas and weight each one by how much it affects how search engines find, understand and present the site.
Every score above comes from these checks, run on all 33 pages in your sitemap.
We crawled the site again with Screaming Frog on November 4 as an independent check. It found the same 29 reachable pages and the same four it can’t reach, with no broken links. It also measures things the first audit didn’t. The scorecard doesn’t cover these findings, so the grade doesn’t change, and the plan below includes the fixes.
The 15 photos on the Team page total 6.7 MB, and each bio uses the same file. The largest is 1.3 MB, when about 35 KB is enough on a phone.
With menus and footers excluded, the homepage has 173 words, Private Client 176, Contact 106, the Team page 77 and Client Portal 20. Ryan Sapp’s bio has 22. The content audit shows about 160 more words per page because it counts menus and footers.
Apart from the For Advisors hub page, the only way in from the rest of the site is one “Learn More” link on the Family Office page. The RIA, Trust Company, Family Office and Global Family pages are linked only from inside the section.
None of the 15 bios has an H2 subheading, and neither do the Team, Contact and Client Portal pages. Subheadings help people scan a page and help search engines see what each part covers.
Loren Wengerd, Lowell McCarthy, Andrew Simmons, Teddy Steelman, Michael Sanchez, Stella Tucker and Corey Zinicola. A LinkedIn link gives visitors an outside reference for the person, and gives Google another way to confirm who they are.
The logo is the only real image on the homepage. The photos are set as backgrounds, so they have no alt text and won’t appear in Google Images. That’s fine for decorative photos. Any photo you want people to find should become a real image.
Fifteen fixes in three phases. Each phase raises the grade on its own, and Phase 1 can start right away.
Phase 1
Nothing needed from you.
Why it mattersWhen an advisor shares a bio or a service page on LinkedIn, the preview shows the homepage title and no image. A preview that names the page, with a branded image, makes every shared link look deliberate.
What we’ll doSet each page’s preview title, description and link, and design a branded share image.
Why it mattersA canonical tag tells Google which address is the official one. Without it, links with tracking codes from newsletters or campaigns can be indexed as separate copies of the same page.
What we’ll doAdd a canonical tag to every page, matching the sitemap.
Why it mattersGoogle can’t read “July 2026” as a date, so the article’s date is ignored in search.
What we’ll doUse the exact publish date, in the format Google expects.
Why it mattersThe sitemap says every page changed at the last deploy. Google learns to ignore dates that always change, so real updates get noticed later.
What we’ll doReport each page’s real last-edited date.
Why it mattersThe footer link on every page goes through a redirect first. It works, but it adds a step for every visitor and for Google.
What we’ll doPoint the link directly at the advisor portal.
Why it matters13 bios show a search snippet that stops mid-sentence, some mid-word. In Google results that looks careless.
What we’ll doEnd each description on a complete sentence.
Phase 2
Needs a few decisions from you.
Why it mattersAbout a third of the site’s written content isn’t linked from any page, including the PPLI Framework and the PPLI Illustrations tool. Visitors can’t find it, and Google treats pages nobody links to as unimportant, even when they’re in the sitemap.
What we’ll doIf they’re ready to be public, add Insights to the menu and link the PPLI pages from For Advisors. If they’re meant for selected readers, for example while compliance reviews them, we’ll take them out of the sitemap and keep them out of search. Either way, the downloadable PPLI PDF won’t compete with its web page.
Why it mattersStructured data gives Google and AI assistants verified facts about the firm, such as offices, phone and logo, and about each advisor’s role and credentials. It’s how search engines connect your name, your people and your locations.
What we’ll doAdd business details across the site and advisor details on each bio. The footer’s “Our Offices” link, which goes nowhere today, will point to your office details.
Why it mattersEach bio is linked only from the Team page. Linking advisors from their service pages, such as Workplace Solutions to the 401(k) team, helps visitors find the right person and shows Google who does what.
What we’ll doAdd advisor links to the service pages, and replace the “Learn More” link with words that say where it goes.
Why it matters16 descriptions and 2 titles run past what Google displays, so the end of the message gets cut off.
What we’ll doRewrite them to fit, with the key message first.
Why it mattersApart from the For Advisors hub page, one “Learn More” link is the only way in from the main site. Much of your PPLI content lives in this section, and search engines use internal links to judge which pages matter.
What we’ll doLink the framework and audience pages from the service pages and the footer, and point PPLI links at the page you choose as the main one.
Phase 3
Faster on phones, fuller bios.
Why it mattersOn a mid-range phone the opening text waits for the font files before it appears. That takes 4.2 seconds today, against Google’s 2.5-second target.
What we’ll doLoad the fonts without holding up the page. Google PageSpeed estimates this saves about 1.5 seconds.
Why it mattersThe homepage downloads about 600 KB more image data than it needs, and the 15 advisor photos on the Team page total 6.7 MB. That’s slow on a phone connection.
What we’ll doTurn on image optimization for the advisor photos, serve modern formats sized to the screen, and give the files descriptive names.
Why it mattersAn old or mistyped address takes 3.5 seconds to show the not-found page, because the site first checks the course site for a match.
What we’ll doRemember the result of that check so most misses answer right away.
Why it mattersFor a wealth management firm, bios are trust pages: background, credentials and specialties. Nine bios are short enough that SEO tools flag them as thin, Ryan Sapp’s has just 22 words, and seven have no LinkedIn link.
What we’ll doSend each advisor a short questionnaire and expand their bio from the answers, with subheadings and a LinkedIn link. The Team, Contact and Client Portal pages get subheadings too.
Phase 1 doesn’t wait on any of these.
The grade is Phi Web Studio’s technical SEO scorecard. We check eight areas and weight each one by how much it affects how search engines find, understand and present a site. Each area’s score comes from the checks in this report.
“After the plan” assumes every fix above is done. For mobile speed we used Google PageSpeed’s own estimate of the time saved, rounded down. That score covers the homepage only, so the advisor photos aren’t in it.
A higher grade makes the site easier for search engines to crawl, understand and display. Rankings also depend on things outside a technical audit, such as competitors, content and links from other websites, so the grade isn’t a ranking forecast.