Case Study · Financial services
Tardi Group needed more than a visual refresh. The site had to explain specialist estate and inheritance tax planning clearly, build trust quickly, and turn qualified visitors into measurable enquiries.
Site role
From brochure to client acquisition platform
Service clarity
Built around client questions, not internal taxonomy
Owner workflow
Sanity CMS for routine content control
Tardi Group is a specialist estate and inheritance tax planning firm. When the team first approached Doman Digital, the business had a WordPress website, but one that was quietly working against them.
Visitors arrived, could not quickly understand what the firm did or who it was for, and left. For a firm where the entire service is built on expertise and trust, that first impression was a commercial liability.
For most businesses, a confusing website is an inconvenience. For an estate and inheritance tax planning firm, it is a serious problem. The people searching for this kind of advice are typically navigating a significant financial event, often connected to a bereavement or a major life transition.
The structural issue ran deeper than the visual presentation. The site's information hierarchy was not built around how a prospective client actually thinks. Service descriptions used professional terminology that meant something internally, but little to someone trying to understand whether this firm could help them.
Trust signals, credentials, process, and specialisation were either absent or buried. The result was a site that may have ranked adequately in search, but failed to convert that traffic into conversations.
The first decision was to move off WordPress entirely. This was not an aesthetic preference. WordPress was creating compounding problems: slow load times, plugin dependencies, a fragile update cycle, and template constraints that could not reflect the firm's actual level of expertise.
Patching the existing site would have solved the visual problem while leaving every structural issue in place. The rebuild used Next.js with TypeScript and Tailwind, hosted on Vercel, with Sanity CMS giving the team control over page content, service descriptions, and site settings without developer involvement for routine changes.
The design was rebuilt from first principles around what a prospective client actually needs to see: who the firm is, what they specialise in, what the process looks like, and how to take the first step.
Service pages were rewritten around client-facing questions rather than internal taxonomy. Trust signals were brought forward, including credentials, specialisation, and process clarity, to where they would be encountered naturally during a first visit. The mobile experience was treated as the primary surface, not an afterthought.
The initial rebuild created a fast, structured site aligned with the quality of advice being sold. What followed was a second phase that turned the site into a broader client acquisition and service delivery platform.
The public-facing site gained gated resources and interactive financial calculators covering inheritance tax estimation, pension projection, investment growth, FIC fit assessment, business succession planning, estate confidence checks, and international complexity screening.
Each calculator is a tracked conversion event connected to a measurable lead pipeline rather than a disconnected content asset.
A private client portal was built from scratch. Clients can log in to access intake forms, document upload and review, secure messaging, milestone tracking, approval flows, invoice management, digital signatures, appointment booking, and terms acceptance.
A back-office admin layer gives the firm operational visibility across lead management, document requests, milestones, invoicing, reporting, GDPR compliance flows, audit logs, and activity tracking. AI assistant surfaces support public visitors, portal clients, and admin users with guided answers and calculator summaries.
Phase one moved Tardi Group off WordPress and onto a fast, structured site aligned with the quality of advice being sold. The platform build that followed turned the public site into a broader client acquisition and service delivery platform: calculators, gated resources, and lead capture points now feed a tracked pipeline rather than disconnected content assets.
What changed for the firm is not just that the website performs better. Tardi Group now has digital infrastructure to manage the full client lifecycle from first Google search through onboarding, case management, and billing, without relying on email threads for document exchange.
The site now loads fast, looks professional, and lets prospective clients understand what the firm does before the first conversation.
Next.js, TypeScript, Tailwind, Vercel, Sanity CMS
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