Clean hero with a specific value proposition, proof-of-regulation and FCA badge visible, named specialisms (not "we help everyone"), clear fees page, case studies, team bios with photos, and a booking link that integrates with your calendar.
Must-have elements 1. Hero with clear positioning ("specialist in pension transfers for over-55s"). 2. FCA register status and firm number visible. 3. Named specialisms rather than generic "financial planning". 4. Transparent fees page (Consumer Duty requirement). 5. Real team photos and bios with credentials. 6. Case studies or client outcomes (compliant wording). 7. Direct booking link integrated with calendar. 8. Mobile speed under 2 seconds.
Avoid - Stock photography of generic "couple with laptop". - Vague value props like "your trusted adviser". - Auto-playing video. - Complex menu structures. - Pop-ups for unrelated offers.
SEO basics - Unique title and meta per page. - Structured data (Organization, FinancialService, Person). - Local schema if you have offices.