MS Canada is dedicated to creating a world free of multiple sclerosis. Through research, advocacy, support programs, and community engagement, the organization connects Canadians affected by MS with the resources, information, and networks they need while advancing the search for a cure.
+420%
Total on-page actions (123 → 640)
+530%
Downloads (95 → 599)
271
Toolkit downloads (in 1 month)
9x
Better organic search conversion rate
The Situation
Organic search traffic is declining across the nonprofit sector as AI-powered search experiences absorb more clicks, and MS Canada felt that same pressure during 2026 Awareness Month. Site-wide organic search traffic fell 36%, creating a new challenge: how to help fewer visitors take more meaningful action. Rather than focusing solely on attracting more traffic, MS Canada needed to ensure the Awareness Month experience provided motivated visitors with a clear and immediate reason to engage.
When AGP reviewed the existing awareness content, we identified a dual-intent problem. The page was trying to serve two different audiences at once: people searching to learn about multiple sclerosis and people looking specifically for information about MS Awareness Month and how to get involved. As a result, the page was attempting to accomplish two distinct goals within a single experience.
The Work
Rather than compete for shrinking search volume, AGP focused on improving the experience for high-intent visitors and increasing the likelihood that they would take action once they arrived.
To address the dual-intent challenge, we restructured the content into two distinct destinations, each designed to serve a specific audience and purpose. The MS Awareness Month page was dedicated to campaign participation, helping visitors understand the initiative, why it matters, and how they can get involved. A separate MS Awareness page was designed to educate visitors about multiple sclerosis, reduce stigma, and support informed action.
| Page | Goal | Key question the page needs to answer |
| MS Awareness Month | Campaign marketing: Get people to notice, remember, and participate in MS Awareness Month. | – What is MS Awareness Month? – When is it? – Why does it exist? – How can I get involved right now? |
| MS Awareness | Help people understand multiple sclerosis, reduce stigma, and support informed action. | – What is MS? – How does it affect people’s lives? – What are the symptoms and challenges? – What does living with MS really look like? – Why are research and support needed? |
By separating campaign-focused content from broader awareness and educational content, each page could answer a clearer set of audience questions, support more relevant calls to action, and measure success against a specific objective.
The Results
The optimized Awareness Month experience generated a 420% increase in total on-page actions, growing from 123 actions to 640. Downloads increased 530%, rising from 95 to 599, while the toolkit download button drove 271 clicks in a single month.
The page’s highest-intent traffic sources also performed significantly better. Email traffic increased 14% and converted at 1.18 downloads per visit, while organic search visitors converted nine times better than the previous year, improving from 0.09 to 0.86 downloads per visit. Although fewer visitors arrived through organic search, a much higher percentage took action once they reached the page.
By aligning content with audience intent and giving visitors a clearer path to participation, MS Canada transformed declining search traffic into stronger engagement and meaningful action.
AGP helped us take a step back and rethink our MS Awareness Month page from our users’ perspective. Their strategic guidance, starting with clearly defining the page’s objective and audience, helped us create a clearer, more intuitive experience that better matched what visitors were looking for.
We work with AGP regularly and value their collaborative approach, which makes it easy to do great work together. They consistently bring forward thoughtful ideas and recommendations that have a meaningful impact on our results.
Erin Wills
Director, Marketing, MS Canada
