If your representations gets rejected (and council websites are sloppy about wording sometimes, they call it a challenge which it is in a way but should really call it a representation) I would be pleased to be your free representative at the tribunal.
I will also be adding that the website is unfair in that it says you should pay now to avoid further fees.
a - there have been no fees so far
b - if you follow the process there won't be any furtehr fees or even an increase to the penalty.
It is misleading and bullying amd there is an overarching duty on the council to be procedurally fair.