Ascot Lloyd

Ascot Lloyd is one of the UK’s leading independent financial planning firms, headquartered in London. Known for their approachable yet expert service, they have built a strong reputation for accessibility, trust, and professionalism. With a growing client base and an increasingly digital-savvy audience, they recognised that their online presence needed to better reflect the quality of their brand and provide a seamless experience for potential customers. While their reputation in the real world was stellar, their existing website was not performing at the same level. The user experience felt disjointed, content did not fully convey their premium positioning, and visitors were not being guided quickly and clearly to the information they needed. As a result, opportunities to convert interest into qualified leads were being missed. Ascot Lloyd set a clear goal: to create a digital experience that reassured visitors of their expertise, encouraged engagement, and supported the ongoing journey from enquiry to loyal client.

Todl was appointed to lead this transformation. Our approach began with a complete redesign of the website, placing user journeys at the heart of the structure. We ensured that from the moment visitors arrived, they were met with an elegant, premium interface that reflected the firm’s values while also being accessible and easy to navigate. Every decision was made with speed, clarity, and reassurance in mind, so users could reach the information most important to them without friction. Alongside the visual and structural redesign, we reviewed Ascot Lloyd’s content strategy through both an SEO and Generative Engine Optimisation lens. This allowed us to position their expertise more effectively in search results while making the content deeply aligned with the intent of their audience. We also examined their CRM setup, integrating best practices to ensure that every lead captured was nurtured through intelligent workflows and timely follow-up. Conversion rate optimisation techniques, including A/B testing, were introduced to fine-tune calls-to-action, form layouts, and page designs to steadily improve performance over time.

The result is a revitalised online presence that delivers confidence and clarity from the very first click. Ascot Lloyd’s new website now reflects their premium positioning, while guiding users intuitively to relevant information at speed. Coupled with improved content discoverability and a robust CRM-driven lead nurturing process, the firm has a digital experience that not only reassures prospective clients but actively supports their continued growth as one of the UK’s most trusted financial planning firms.