WEBSITE DESIGN & CRO

The right time to invest in a new website is usually when your firm has outgrown what it currently has. This often happens quietly. Services expand, client expectations change, or the firm’s direction evolves, but the website remains largely the same.

Many firms reach this point when they notice a mismatch between the quality of their work and how it is presented online. The website may look acceptable on the surface, but it no longer supports clear decision-making. Services are hard to navigate, information feels thin or outdated, and enquiries don’t reflect the type of work the firm wants to attract.

It is also the right time when marketing activity begins to increase. As more effort is put into search, content, referrals, or outreach, weaknesses in the website become more visible. Without a strong foundation, that activity struggles to convert into meaningful enquiries.

A new website or redesign is most effective when it is approached proactively. Not because something is broken, but because the firm is ready to support growth, improve credibility, and make it easier for the right clients to choose them.

That depends on how well your current website supports your firm’s objectives and how far it can realistically be adapted. In some cases, targeted improvements to structure, content, and user journeys can address specific issues without starting from scratch. This might include clarifying services, improving navigation, or refining how enquiries are guided and qualified.

However, there are situations where incremental changes are no longer effective. If the website is built on an unclear structure, lacks sufficient depth, or cannot support how the firm has evolved, a rebuild may be the more sensible option. This is particularly true when the site was originally created quickly, has grown without a clear plan, or no longer reflects the type of work the firm wants to attract.

The decision is not made on aesthetics alone. It comes from understanding how people are using the site, where they are getting stuck, and whether the current setup can support meaningful improvements. Reviewing analytics, content structure, and user behaviour helps determine whether the site can be improved or whether rebuilding will provide a stronger, more sustainable foundation.

The aim is always to recommend the most appropriate route, not the biggest one.

Website design and conversion work focuses on how your website is planned, structured, designed, and experienced, rather than just how it looks. The aim is to ensure the site supports credibility, helps people understand your business clearly, and guides the right users towards making positive actions, i.e., making an enquiry, signing up to newsletters, etc.

This usually begins with understanding how your firm operates, who you want to attract, and how clients currently move through your website. From there, the work looks at site structure, service pages, content, and user journeys, identifying where information is unclear and where confidence is lost.

Design, content, and conversion are considered together. Visual design supports professionalism and trust, content explains your business accurately and responsibly, and journeys are shaped to help users assess suitability before they enquire. Analytics and user behaviour inform these decisions, so changes are based on evidence rather than assumptions.

The result is a website that works harder for your firm, attracting the right clientele, by helping them make informed decisions.

Your involvement is important, but it is kept proportionate and focused. I don’t expect firms to have everything prepared upfront, nor do I rely on you to drive the project. My role is to lead the process and make it as straightforward as possible.

Typically, your input is most valuable at the start and at key decision points. This might include initial conversations about your business and priorities, feedback on proposed structure or content, and sign-off at agreed stages. Where subject matter expertise is needed, such as confirming the accuracy of service descriptions, I’ll guide you on exactly what’s required.

Day-to-day delivery, coordination, and progress sit with me. That means you’re not pulled into unnecessary meetings or asked to review work without context. The aim is to respect your time while ensuring the website genuinely reflects your firm, your standards, and how you want to be understood.

Most clients find the process manageable alongside their existing workload, with clear expectations set from the outset.

In most projects, I write the website content as part of the service. This includes core pages, supporting content, and calls to action that explain your offering clearly and responsibly for trust-driven industries.

Content is written to support both decision-making and discoverability. That means it is structured and phrased in a way that helps the right people find your website through search, without compromising clarity, tone, or regulatory expectations

That said, I’m flexible in how content is handled. Some firms prefer to develop content in-house, particularly where internal knowledge, tone, or approval processes are already established. In those cases, I can work with your existing drafts to refine structure, improve clarity, and ensure the content supports the wider aims of the project.

Whether content is written by me, by your team, or collaboratively, the focus remains the same. Your website should help people understand your business, assess relevance, and feel confident about taking the next step.

My starting point is always your audience. In trust-driven industries, there is rarely a single type of visitor. Different audiences arrive with different needs, levels of understanding, and reasons for hesitation. Understanding who those audiences are, and what they are trying to resolve, is essential before structure or journeys are defined.

From there, I look at the common pain points and decision pressures each audience faces. This shapes how information is organised, what needs to be explained clearly, and where reassurance is most important. The aim is to create journeys that feel relevant and considered, rather than generic or one-size-fits-all.

Where analytics data is available, it is used to validate and refine this thinking. Behavioural data helps identify where people arrive, which pages they engage with, and where confidence is lost. This insight is combined with audience understanding to design journeys that better reflect how people actually move through the site.

Calls to action are then aligned to those journeys. They are positioned where a next step feels natural and informed for each audience, helping the right people move forward at the right moment, without pressure or confusion.

Compliance is considered from the outset, not added on at the end. When working with firms in law, finance, and healthcare, the website needs to communicate clearly and responsibly while meeting the standards set by regulators and professional bodies.

This starts with how information is presented. Content is written to be accurate, proportionate, and clear, avoiding exaggerated claims or language that could be misleading. Your offering is explained in a way that helps people understand suitability and scope, rather than encouraging enquiries that are unlikely to be appropriate.

Structure and journeys also play a role. The way information is organised, how fees or processes are referenced, and where calls to action appear all influence how compliant and credible the website feels. These elements are shaped to reflect the expectations clients and regulators have of professional firms.

Throughout the project, I apply my experience of working in regulated sectors to sense-check content, layout, and messaging against relevant guidance. The aim is to ensure your website supports trust, protects your professional obligations, and allows your business to market itself with confidence.

GDPR considerations are built into every website project as standard. This includes how personal data is collected through forms, how consent is handled, and how privacy information is presented, so users understand what happens to their data and why.

Accessibility, however, is not automatically built into most websites unless it is specifically considered. I can design and build websites with accessibility in mind, focusing on clear structure, readable layouts, and inclusive user journeys, but this is scoped deliberately rather than assumed.

Some firms choose to prioritise accessibility from the outset, particularly where they have public sector links, regulatory obligations, or a strong commitment to inclusivity. Others request it as an additional requirement once they understand what it involves and what level of compliance is appropriate for their business.

Where accessibility is important to you, we’ll discuss this early and agree the right level of support. This ensures expectations are clear and the website is designed responsibly, rather than relying on assumptions or partial fixes later on.

The cost of a website design project depends on the scope of work and what the website needs to achieve. Factors such as the size of the site, the complexity of your offering, the amount of content required, and whether accessibility or ongoing support is included will all influence the final figure.

Some projects focus on restructuring and improving an existing website, while others involve a more comprehensive redesign to support growth, credibility, and enquiry quality. Because of this variation, I don’t use one-size-fits-all pricing.

Website projects are typically priced on a fixed fee, agreed in advance, so you have clarity on cost before any work begins. Where additional support is needed beyond the core project, such as ongoing optimisation or maintenance, this is discussed separately.

The aim is always to recommend an approach that is proportionate to your business, your objectives, and the outcomes you want the website to support.

Most website design and conversion projects take between three and six weeks, depending on scope, complexity, and how much content is involved. Smaller sites or targeted improvements can sit at the shorter end of that range, while more comprehensive builds naturally take longer.

Timelines are shaped by a few key factors. These include how much discovery is needed at the start, how many pages are involved, and how quickly feedback and approvals can be turned around. From the outset, I’ll set out a clear plan so you understand what happens when and where your input is needed.

Importantly, the process is paced to allow for considered decision-making. In trust-driven industries, rushing structure, content, or sign-off often creates problems later. The focus is on delivering a website that is robust, credible, and fit for purpose, rather than simply launching quickly.

If timing is critical, this can be discussed early so expectations are aligned and the approach adjusted where possible.

A well-designed website should support better outcomes across the whole marketing journey, not just increase traffic. In practice, this often means quality, more relevant enquiries, improved confidence from prospective clients, and a more consistent flow of work that aligns with your priorities.

For many firms, the most noticeable change is enquiry quality. When information is structured clearly and your offering is explained properly, people arrive with a better understanding of scope, suitability, and next steps. This reduces time spent on unsuitable enquiries and helps conversations start at a more informed level.

Over time, a strong website also supports wider marketing activity. Search, content, referrals, and outreach work more effectively when they lead back to a site that reinforces credibility and guides decision-making. While results will vary depending on sector and activity, the aim is always the same: to help your website contribute meaningfully to growth rather than simply existing as an online presence.

A website improves enquiry quality by setting expectations before someone gets in touch. When your offering is explained clearly, your positioning is well defined, and information is easy to navigate, people can self-qualify before they make contact.

This reduces enquiries from people who are not a good fit, whether that’s because of budget, scope, or timing. Instead, the website attracts enquiries from people who understand what you do, why you do it, and whether it is right for them.

Structure and journeys play a key role here. By guiding users through relevant information in a logical order, the website helps them build confidence and clarity. Calls to action are then placed at points where users are informed enough to take the next step, rather than prompted too early.

The result is not necessarily more enquiries, but better ones. Conversations start at a higher level, internal time is used more effectively, and the website becomes an active filter rather than a passive contact point.

Once the website is live, the focus shifts from delivery to performance. The site should be monitored to ensure it is functioning as intended, enquiries are coming through correctly, and users are engaging with the content in the way expected.

For some firms, this is where the project naturally concludes. They take ownership of the website with a clearer structure, stronger credibility, and improved enquiry pathways in place. Others choose to continue refining and improving performance over time.

Where ongoing support is needed, I can provide website maintenance to keep things secure and up to date, as well as periodic optimisation to respond to how users behave in practice. This might include small content refinements, journey improvements, or adjustments based on analytics and enquiry quality.

The aim after launch is simple. To ensure the website continues to support your business as it evolves, rather than standing still while expectations move on.

Yes. I offer an optional Website Management & Maintenance arrangement for firms that want their website kept secure, stable, and up to date after launch.

This covers the practical, ongoing tasks that help a website run reliably. That includes plugin and theme updates, SSL and PHP monitoring, uptime checks, and light fixes. I can also make small content changes each month, such as updating text, images with keyworded alt text, page titles, or menu items. Reasonable requests are accommodated within up to two hours per calendar month.

What this does not include is new pages, structural redesigns, or larger pieces of work. Anything outside the agreed scope is quoted separately, so expectations are clear.

The arrangement is priced at £100 per month, billed monthly, or £1,000 per year, which includes two months free. It’s designed to give peace of mind and continuity without locking firms into unnecessary ongoing commitments.