Web Design Case Study: Livian Wealth
URL: https://www.livianwealth.co.uk
Turnaround: 10 Weeks
Industry: Financial Adviser
The Brief
Steven Petts, Director & Wealth Manager of Livian Wealth approached us with a clear objective: to launch a brand-new website that reflected the clientele they serve and the quality of advice they provide.
Unlike many financial advisers who focus on products or transactions, Livian Wealth wanted their website to communicate a long-term, relationship-led approach to financial planning for high-net-worth individuals, families and business owners.
The website needed to:
- Clearly communicate Livian Wealth's approach to financial planning
- Establish credibility for a newly launched firm
- Speak directly to business owners, families and high-net-worth individuals
- Explain a broad range of financial services without overwhelming visitors
- Generate meaningful enquiries from the right audience
With no existing website to work from, this was an opportunity to create the brand's digital presence from the ground up.
These objectives reflected the original brief, which placed particular importance on generating quality enquiries, pre-qualifying prospective clients and communicating an ongoing advisory relationship rather than one-off financial transactions.
Starting From Scratch
Because Livian Wealth was launching a completely new business, every aspect of the website had to establish credibility from day one.
The client had already developed a sophisticated visual identity, centred around velvet green, gold and ivory white, as well as a clear structure for how the website should present its services and speak to different audiences. This gave us a strong foundation to work from.
Our challenge was to translate that vision into a complete digital experience, bringing the brand, content and proposed structure together in a way that felt straightforward, cohesive and approachable.
The finished website brings this structure to life through dedicated areas for Financial Planning, Tax Planning, Retirement Planning and Business & Exit Planning, alongside tailored journeys for Business Owners, Families and High Net Worth Individuals.
The Design Approach
Financial services websites can easily become overloaded with technical language and large amounts of information. The Livian Wealth website takes a more structured approach.
Rather than presenting every service at once, the website was organised to answer two important questions for prospective clients: is Livian Wealth right for someone like me, and can they help with what I need?
Dedicated Business Owners, Families and High Net Worth Individuals pages allow visitors to explore content based on their circumstances, while individual service pages provide more detailed information about the financial planning support available.
This directly addressed the original requirement for dedicated audience journeys that could speak to Livian Wealth's ideal clients and help pre-qualify prospective enquiries.
Calls to action were also incorporated throughout the website, giving visitors clear opportunities to arrange an initial consultation rather than relying solely on the Contact page. This was another specific requirement identified at the beginning of the project.
The Challenge
The main challenge wasn't technical; it was communication.
Livian Wealth works with clients whose financial situations are often complex, involving investments, pensions, tax planning, business succession and intergenerational wealth.
The website needed to explain these services without overwhelming visitors or relying on industry jargon.
To solve this, we created a clear information hierarchy, allowing visitors to quickly understand:
- Who Livian Wealth works with
- The services available
- How the financial planning process works
- What an ongoing relationship with Livian Wealth involves
- How to take the next step and arrange a consultation
The financial planning journey was also broken down into clearly defined stages, giving prospective clients a better understanding of what working with Livian Wealth involves before they make contact.
An Insights section provided a dedicated space for Livian Wealth to publish financial articles and continue developing useful content after launch. The original brief had identified articles, guides and market commentary as an important part of the website's longer-term content strategy.
Creating a Clear Client Journey
For a new financial planning business, the website needed to do more than simply present the brand. It needed to give prospective clients enough information to decide whether Livian Wealth was relevant to their circumstances.
The homepage introduces the firm's proposition before directing visitors towards its key audience and service areas. Visitors can then learn more about Livian Wealth's approach, explore the financial planning services relevant to them and progress towards arranging an initial consultation.
The website also introduces Steven Petts and the background behind Livian Wealth, providing context around the experience, values and philosophy behind the business rather than relying solely on service-led content.
Together, the audience pages, individual services, adviser information, planning process, Insights content and consultation calls to action create a clear journey from initial discovery through to enquiry.
The Outcome
The finished project gave Livian Wealth a complete digital presence where previously there had been no website.
At launch, the business had dedicated areas for its key audiences and financial planning services, information about the firm and its approach, a structured client journey, an Insights platform and clear routes towards arranging an initial consultation.
In the first three months following launch, the Livian Wealth website generated 114 organic clicks from 582 Google Search impressions, achieving an average click-through rate of 19.6%. Prior to launch, the domain recorded no measurable Google Search clicks or impressions, demonstrating the organic search visibility the new website established within its first three months.
Google Search Console performance during the first three months following the launch of the Livian Wealth website, compared with the period before launch.
Google had also begun surfacing deeper content from the website, including the dedicated Financial Planning, Business Owners and Families pages. This was particularly relevant to a website deliberately structured around specific services and client groups rather than a single generic financial-advice offering.
The website has continued to grow following its initial launch. New services and Insights content have been introduced as Livian Wealth's offering has developed, while the structure has also supported the addition of Livian Legacy Planning as a distinct subsite within the wider website.
Livian Legacy Planning now has its own supporting content covering Estate Planning Services, the Planning Process, and Common Mistakes, together with a dedicated contact journey.
This provides tangible evidence of one of the longer-term outcomes of the project: Livian Wealth now has a digital platform that can expand alongside the business, accommodating new services and specialist areas without requiring a completely separate website.
The result is more than a new visual identity online. Livian Wealth now has a website that can explain complex services, speak directly to different client groups, publish ongoing expertise, provide a route to consultation and continue evolving as the business grows.
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