PROJECT · 2026
B2B product design and development for FA Simms insolvency platform
A high-trust advisory website designed and developed for UK company directors facing liquidation, rescue, and HMRC pressure.
Role
Product Designer & Web Developer
Timeline
2026 · End-to-end delivery
Team
Solo
Stack
Figma, Information Architecture, Frontend Development, Conversion UX
FA Simms is a licensed insolvency practice established in 1978 — part of the FTS Recovery national network. Their site speaks to company directors under pressure: "Expert Guidance for Every Business Journey." When creditors, HMRC, or cash-flow crises force fast decisions, the website must offer free confidential advice (0800 054 6580) before asking for commitment.
01 — CHALLENGE
Directors arrive scared — clarity beats cleverness
The hero immediately names four trigger situations from the live site:
- Creditors or HMRC putting pressure on the company
- Need to close a solvent company quickly (MVL path)
- Cash-flow issues or Bounce Back Loan debt escalating
- Urgent decisions on rescuing, restructuring, or closing
Users are not browsing — they are crisis-shopping for regulated experts. The UX had to route them to the right service without legal jargon walls.
02 — APPROACH
Service map aligned to director intent
FA Simms publishes 12+ distinct service paths on the live site. I organized the IA around how directors actually self-identify:
| Situation | Service on site | |---|---| | Insolvent, need to close | Creditors' Voluntary Liquidation (CVL) | | Solvent, tax-efficient closure | Members' Voluntary Liquidation (MVL) | | Court-ordered closure | Compulsory Liquidation | | No assets to liquidate | No Asset Liquidation (fixed-fee) | | Business might survive | Company Administration, Pre-pack Administration, Business rescue | | Need breathing room on debt | Company Voluntary Arrangement (CVA) | | HMRC arrears | HMRC debt management | | Sole trader personal debt | IVA or Bankruptcy paths |
Each service page follows the same trust pattern: plain-language explanation, when it applies, what happens next, and a Call 0800 054 6580 / Contact Us CTA.
03 — DESIGN DECISIONS
Regulated trust at speed
Decision 1: Free consultation above everything
"Free initial consultation — talk to us confidentially before you commit" appears in the Why Choose Us grid alongside qualified, regulated experts, transparent process, and no paperwork burden (FA Simms handles liquidation paperwork and meetings). Crisis users need permission to call without feeling sold to.
Decision 2: Positive framing without false hope
FA Simms' brand line — "We have a different view when it comes to helping businesses" — reflects looking at every angle: liquidation if necessary, rescue if viable. I designed service cross-links so directors who land on CVL can discover administration alternatives without starting over.
Decision 3: Knowledge Centre for SEO and reassurance
Articles like "Early signs of company insolvency," "Can you restart after liquidation?" and "What to do if you can't repay high-cost company debt" serve dual purposes: Google discovery for panicking directors and credibility proof that FA Simms educates, not just closes companies.
04 — OUTCOME
Faster orientation in high-stakes moments
1978
Practice established
12+
Service pathways documented
Free
Initial consultation
UK-wide
FTS Recovery network
Client testimonials on the live site emphasize what directors actually need — "fast, efficient," "stress free," "fabulous support all the way through our CVL process." The platform design prioritizes that emotional outcome: clarity and confidence when the business is on the line.
