Digital Experience & Optimisation

Those who invest in great digital experiences win the client, the loyalty, and the reputation

Your website or portal is often the first, and sometimes only, experience a customer has with your firm.

If it’s clunky, slow, or confusing, they don’t complain. They leave.

At Distinction, we design and optimise digital experiences that not only look good but convert.

Using a mix of behavioral science, UX research, and CRO best practice, we help mid-sized B2B firms turn digital touchpoints into measurable business performance.

The challenges B2B service firms face

We see the same problems across service firms time and time again:

Poor conversion rates. Marketing spend is high, but leads don’t convert.
Inconsistent brand experience. Content and design vary wildly across channels.
Low satisfaction scores. Clients report frustration with digital journeys.
Slow, clunky platforms. Sites that take more than 3 seconds to load are abandoned by over half of users.
Lack of insight. Leadership teams don’t know what users are doing, or why.

The impact is significant: nearly 9 out of 10 users won’t return after a bad digital experience. A well-designed UI, by contrast, can increase conversions by up to 400%.

How We Help

Our work blends research, design, and optimization so that every interaction is intuitive and valuable.

User Experience (UX) Audits

We analyse journeys using a combination of data, usability testing, and heuristics. You’ll see where users drop off — and why.

Customer Journey Mapping

We map how prospects and clients interact with your firm across channels and find the moments that matter most.

Conversion Rate Optimisation (CRO)

From quick wins like improved forms to full experiment programs, we design and run tests that deliver measurable uplift.

Reusable Design Systems

We create Design Systems that that are consistent, accessible (WCAG 2.2), and built to scale across products and geographies.

Performance & Accessibility Fixes

From page speed tuning to accessibility remediation, we remove friction that damages conversion and reputation.

What makes us worth talking to?

Senior experts from day one

Every engagement is led and delivered by senior consultants who’ve done this before. That means faster insights, maximum speed to value, and advice you can trust — without the overhead of big-firm teams that bill for learning on the job.

Strategy and delivery under one roof

Most firms either advise or build. Distinction does both. You get clear direction, backed by hands-on capability to implement it. That saves time, cuts the risk of "strategy that never happens", and ensures what's built is tied directly to business goals.

A proven, low-risk way to start

Our WHNN™ framework breaks projects into short, fixed-fee sprints. In just 14 days, you'll know what's broken, what to fix first, and the investment required. That small first step gives clarity and confidence — without locking you into a long-term contract too early.

Flexible engagements, built on trust and performance

You don't have to commit to a giant project upfront. We can start small, show results quickly, and scale from there. This flexibility reduces internal resistance and lets you prove value before asking for bigger budgets.

Results you can prove internally

Our work doesn't just "look better" — it performs better. Our case studies show up to 41% lead uplift and 52% faster site performance. That gives you the numbers to defend spend at board level, and proof that digital change can pay back fast.

Safe hands for high-stakes projects

When platforms fail, careers are on the line. We've delivered 600+ projects in high-trust industries without blowing budgets or timelines. Clients come to us when they can’t afford to get it wrong — because they know we deliver what we promise.

Built for mid-sized B2B service firms

We know regulated, complex industries like legal, consulting, and finance inside out. Unlike agencies that repurpose generic playbooks, we design solutions for how B2B service firms actually sell, serve, and comply. It's experience that fits your world, not a one-size-fits-all model.