Digital clarity for businesses where trust matters.
Websites and digital journeys designed for trust, calm, and confident decisions.
I help clinics and other high-trust service businesses communicate clearly and confidently online - aligning your messaging, patient journeys and online touchpoints so the right people feel reassured and ready to take the next step.
A calm, independent review of where your website quietly loses trust and enquiries.
How I Help High-Trust Service Businesses
Clarity-first websites and ongoing digital support for clinics and other high-trust, appointment-led businesses.
Website Rebuilds (Core Service)
Modern, calming design
Clear navigation and site structure
Conversion-focused service pages
Fast, mobile-first performance
Seamless booking and enquiry integrations
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Ongoing Digital Management (Retainer)
Monthly improvements
Search visibility fundamentals
Uptime and speed monitoring
Conversion optimisation
Regular content updates
How it works
Front Door Score™ (Free)
Independent digital front door review
Navigation and messaging clarity
Trust and reassurance signals
Booking and enquiry flow health check
Clear, practical recommendations
Why High-Trust Businesses Choose Me
I specialise in high-trust service businesses, where clarity, credibility, and decision-making matter. My work is designed to reduce digital noise, simplify decisions, and help people feel confident taking the next step.
1. Clarity-First Design
Every page is structured to reduce friction and guide people calmly to the right next step.
2. High-Trust Messaging
Clear language, visible expertise, and meaningful social proof build confidence from the first scroll.
3. Conversion-Led Booking Flow
I simplify the booking journey, reducing hesitation and reducing hesitation and making it easier for people to take action.
The Second Floor Clarity Framework™
A simple, three-part method for turning confusing digital journeys into clear, trustworthy decision-making experiences.
Pillar 1 - Clarity of Message
Say the right things, in the right order, with zero confusion.
I refine your value proposition, tone of voice, services, and trust signals, so people quickly understand who you are, what you offer, and why they should choose you.
Pillar 2 - Clarity of Experience
Guide people confidently through every step of their journey.
I design your pages, booking and enquiry flows, mobile layouts, and calls-to-action, so people feel calm, supported, and able to take the next step without friction.
Pillar 3 - Clarity of Delivery
Make your website fast, stable, secure, and easy to use.
I ensure your site loads quickly, works reliably across devices, and meets modern digital and accessibility standards - removing friction that can quietly undermine confidence.
Together, these three pillars create a digital presence that feels calm, trustworthy, and effortless - supporting confident decisions in high-trust service businesses.
The person behind Second Floor
I’m Mark Haslam, and I run Second Floor Digital – a small, independent studio focused on creating calmer, clearer digital experiences for high-trust service businesses.
I’ve spent over a decade in consulting, including at Deloitte, thinking about detail, systems and how people actually move through digital journeys. Alongside that, I’ve seen how much pressure business owners operate under - balancing clients, staff, regulators, and everything else that comes with running a high-trust service.
Second Floor Digital exists for businesses that care deeply about quality, professionalism, and the experience people have when deciding whether to trust them - but don’t want shouty marketing or “more leads at any cost”. They want a digital front door that feels as calm, clear, and trustworthy as the service they’ve built.
I work with a small number of clients at a time, so there’s room to slow down, ask questions and make considered changes that genuinely feel right - for you, and the people you serve.
I’m based in Evesham and work with clinics across the UK.