From startup to £10bn AuR
Brand Strategy
Brand Identity
Brand Messaging
UX and Visual Design
Website Development
Helping The Summit design the future of data analytics
Overview
The Summit, a leading tech advisory group, was facing a credibility crisis. Their expertise was unmatched, but their website told a different story. It lacked the authority, clarity, and sophistication required to attract and convert the high-value clients they were built to serve. Prospects landed on their site and left with more questions than confidence—an issue that was actively costing them business.
The Problem
For firms in highly competitive, high-stakes industries like tech consulting, financial services, and law, credibility is everything. First impressions aren’t just important—they determine whether clients trust you enough to reach out. But The Summit’s website wasn’t reinforcing their authority. Instead, it was introducing doubt.
It didn’t communicate their value clearly. It didn’t guide prospects through a logical journey. And, most critically, it wasn’t built to convert. Potential clients landed on the site and struggled to understand: Why them? Why now? Why trust their expertise over a competitor’s?
Cause
The website was working against them, not for them. Key issues included:
- Unclear positioning – Their messaging was too broad, failing to connect with their ideal clients.
- Poor user experience – Navigation was confusing, making it difficult for decision-makers to find key information fast.
- No clear conversion points – High-value prospects weren’t guided toward taking action, resulting in missed opportunities.
In professional services, a website is often the first touchpoint in a high-value deal—a place where credibility is established and trust is built. The Summit’s site wasn’t doing either.
Impact
The cost of an ineffective website isn’t just a frustrating user experience. It’s real, measurable business loss.
- Lost leads – Potential clients couldn’t immediately see their expertise, so they went elsewhere.
- Diminished credibility – A poorly structured, outdated site made them look less capable than they actually were.
- Revenue leakage – Every unconverted visitor was a missed opportunity for growth.
For a firm built on insight and strategy, an outdated website wasn’t just a small issue—it was an active blocker to scaling their business..
Lost Opportunity
Every day their site stayed the same, they were losing deals to competitors who looked sharper and more authoritative online. They had the expertise to command high-value engagements, but their website wasn’t positioning them accordingly. It was a silent revenue killer—one they couldn’t afford to ignore any longer.
The Fix: A Strategic Overhaul
We partnered with Marcus at Snap to completely rethink The Summit’s online presence. This wasn’t just about a redesign—it was about repositioning them as the top-tier firm they actually were.
Our approach focused on:
- Crystal-clear positioning – Messaging that immediately communicated expertise and differentiation.
- An intuitive, frictionless user journey – Ensuring the right people found the right information, fast.
- A conversion-focused structure – Strategically placed calls-to-action and lead-capture opportunities that turned visitors into clients.
Outcomes and Results
The new site changed everything. The transformation was immediate.
- Engagement skyrocketed – Visitors spent more time on the site, consuming the right content.
- More high-value leads – The right prospects were now reaching out, ready to engage.
- A credibility boost – The Summit’s website now reflected the authority and trust they had built offline.
For the first time, their website wasn’t just an afterthought—it was a growth tool. If you’re playing at a high level, your website needs to match. Anything less, and you’re handing business to your competitors. The Summit stopped losing ground and started owning their space. If you’re ready to do the same, let’s talk.
Breaking it down in numbers
increase in qualified leads
improvement in website conversion rate
increase in revenue from enterprise clients year-over-year
Ben Symonds
Founder, The Summit
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