We rebuilt the site around the two things a regulated firm has to establish immediately: that it is authorised, and that there is nothing to lose by enquiring. FCA authorisation and No Win, No Fee sit above the fold on every page, and a full design system means new pages stay on-brand without another rebuild.
The technical groundwork was done properly — clean structure, real page titles, fast loading and search fundamentals — so the business is findable by name and by what it actually does.