SEND Guidance
A new consultancy with a website built to feel professional and trustworthy from the first visit, for parents and schools alike.
The situation
Claire Andrews was launching SEND Guidance after more than twenty five years in education, qualified as a NASENCo and through the NPQH. A new consultancy has no track record to point to yet, so the website had to carry the trust on its own, from day one. It also had to speak to two very different audiences at once: parents trying to understand their child's needs, and schools looking for professional support. The site needed to feel calm, clear and credible to both, without a hint of hard sell.
What I built
A calm, editorial site with two clear paths, one for parents and one for schools, so each audience finds what matters to them quickly. Pricing is fixed and shown openly, with no need to ask. A free EHCP checklist gives parents something genuinely useful in exchange for an email, and consultations can be booked and paid for online in a few steps. A resources hub holds in depth guides, giving the site room to grow as Claire adds to it.
The approach
This is a professional services client, so the design is led by trust rather than noise. Warm, steady, and free of pressure. Readability and accessibility came first, because much of the audience is parents reading on a phone late at night, often stressed and short on time. Every choice, from the typography to the spacing, is there to make the service feel steady and easy to trust from the very first visit.
Two audiences, one site
This was my call, and it is the decision the whole site turns on.
SEND Guidance has to speak to parents and to schools, and they are not the same reader. A parent arrives worried, often late at night, often on a phone, trying to understand what their child needs and what their rights are. A school arrives with a budget line and a procurement question. Same service, completely different frames of mind.
The usual answer is one page that addresses everybody and reassures nobody. So the site splits at the front door instead. Two clear paths, each written for the person taking it, so nobody has to read past material meant for somebody else to find their own.
What I decided, and why
Pricing shown openly.Professional services almost always hide it behind “contact us for a quote”. For a parent already anxious and already spending money they had not planned to spend, an unnamed price is a reason not to enquire. Putting fixed prices on the page removes a barrier at the exact moment somebody is deciding whether to bother.
Something useful given away first. The free EHCP checklist is genuinely helpful whether or not anybody ever books. That is the point. A consultancy with no track record proves itself by being useful before it is paid, not by describing how experienced it is.
Booking and paying online in a few steps. The alternative is an email exchange arranging a call to arrange a consultation. Every step in that chain is somewhere the person quietly decides not to bother.
“Danny created a website that feels clear, professional and trustworthy, which was exactly what I wanted. He understood the tone I was aiming for and turned it into something that presents the service properly and gives people confidence from the first visit.”
What it delivers
The site has brought Claire work from the other end of the country.
An enquiry came in through it from Kingston upon Thames, over two hundred miles from where she is based. It converted, a fifty per cent deposit was paid, and the work is under way.
That matters more than the distance makes it sound. A consultancy like this could easily have ended up serving only the people within driving range of home. Instead the site is bringing in work from places Claire has no local reputation in at all, from people who found her, read the site and decided she was the right person, with nobody to vouch for her.
That is the whole job of a website for a new consultancy. There is no track record to point at yet, so the site has to do the convincing on its own.
Launching something new?
If you're starting a new business and need a site that earns trust from the first visit, that's exactly what I do. I'll put together a homepage concept for your business, no pressure either way.
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