Astute Wills
Bespoke design and WordPress build for a Farnborough-based will writing service, built around a custom pricing calculator, local SEO landing pages and a proper foundation for growth.
The Brief
Astute Wills is a dedicated will writing company based in Farnborough, founded by Joshua Young MSWW. Joshua brings specialist estate planning expertise to clients who want to protect their legacy with confidence, and his previous website wasn't doing justice to the quality of what he offers.
The goal was a proper business tool: a site that could support local search, convert visitors into enquiries, and give Joshua the flexibility to manage his own content and services going forward.
Homepage designed to build trust quickly, with clear service areas, social proof and direct routes to book or get a quote.
The Build
I designed and built the site as a bespoke WordPress theme, using Advanced Custom Fields to give Joshua a structured, straightforward backend he can manage himself. The design was built from scratch to reflect the professionalism and personal touch at the heart of the business, without feeling overly corporate.
SEO was baked in from the start, with local landing pages targeting specific areas and local phone numbers to support regional enquiries. Calendly was integrated throughout to make booking a consultation as frictionless as possible.
The existing blog content was sitting on a Wix site and would otherwise have been lost. I used an in-house custom Wix exporter script to rescue and migrate the posts cleanly into WordPress, preserving the content without manual copy-pasting.
Custom Pricing Calculator
One of the standout features is a fully bespoke pricing calculator, built in PHP and JavaScript and driven by ACF-managed fields in the WordPress backend. Joshua can update his service options and pricing through the admin interface without touching any code.
The calculator walks visitors through a clear, intuitive step-by-step flow, handling complex pricing logic across multiple will types, options and combinations. Once complete, it presents the total and gives the user the option to have a summary emailed directly to them — with a copy to Joshua as well.
The calculator guides visitors through their options with a clear, step-by-step flow.
Results are presented clearly, with an option to email the quote to both the visitor and Joshua.
Key Features
Custom Pricing Calculator — A bespoke PHP/JS calculator with complex pricing logic, ACF-managed fields and an email delivery option for quotes. Intuitive for the visitor, easy for Joshua to maintain.
Local SEO & Landing Pages — Optimised local landing pages with area-specific phone numbers, built to support regional search visibility from day one.
Calendly Integration — Booking a consultation is woven into the site naturally, removing the back-and-forth from the enquiry process.
Wix Blog Migration — Existing blog content rescued from Wix using a custom in-house exporter script, imported cleanly into WordPress without manual intervention.
ACF-Powered Admin — A tailored backend that puts Joshua in control of his content, services, pricing and landing pages without needing developer support for routine changes.
The Result
The finished site gave Astute Wills a platform that genuinely works as a business tool — not just a brochure, but something that actively supports enquiries, bookings and local visibility. The pricing calculator in particular turns what could be a barrier to contact into a positive, useful experience for prospective clients.
Delivered in collaboration with Silomedia, with the design and full WordPress build led by me.
"Now, I have a website that isn't just a point of reference but a proper tool to help my business grow. I couldn't be happier."