Helping people navigate financial decisions with confidence.
Brand
Clarity first.
Confidence built in.
- The challenge
From information-rich to insight-led.
The existing website contained valuable content – but struggled to turn that into action.
Users faced:
- Complex navigation and too many pages
- Financial language that felt technical and distant
- Limited guidance on what services were right for them
- Low visibility of key services (with only 37% of users scrolling far enough to see them)
What did this mean? A disconnect between expertise and experience.
The new site needed to:
- Simplify journeys and reduce friction
- Make services easy to understand and relevant
- Build trust quickly through clarity and tone
- Shift from “financial services” to “people-first advice”
Everything needed to feel intentional.
- The strategy
User-centred. Life-stage led. Experience first.
We approached the redesign through a behavioural lens – understanding not just what users need, but how they think and decide.
Using UX audit insights and journey mapping, we identified two core audiences:
Each group arrives with different motivations – but the same need:
confidence in what to do next.
From there, we built a strategy around:
- Life-stage navigation – helping users quickly identify where they fit
- Clear, jargon-free messaging – reducing cognitive load
- Visible pathways to action – making the next step obvious
- Trust-building cues – credibility, transparency, and human connection
The goal wasn’t just usability.
It was reassurance.
- The output
01.
A streamlined website architecture
Life-stage led user journeys
Clear, human-centred copy
Improved visual hierarchy & UX
05.
Enhanced interaction & conversion design
- The impact
Clarity drives action.
Within weeks of launch, Fogwill & Jones saw a measurable increase in qualified leads – a clear signal that the experience is not only attracting attention, but converting it.
This uplift reflects more than performance; it demonstrates a user journey that now works with, rather than against, how people make decisions. By simplifying pathways, surfacing the right information at the right time, and removing unnecessary friction, users are able to move forward with greater ease and confidence.
The result is a digital experience that builds trust earlier, supports better decisions, and turns intent into meaningful action.
What we did.
- UX audit & journey mapping
- Website architecture & sitemap design
- User-centred web design
- Copywriting & tone of voice development
- Conversion-focused UX improvements
Why it worked.
Because it aligned with how people actually make decisions.
Financial decisions are rarely just logical – they’re emotional, often uncertain, and deeply personal.
By reducing complexity and increasing clarity, the new experience builds trust earlier, removes barriers to action and helps users feel understood – not overwhelmed
Clear journeys.
Relevant content.
Confidence at every step.