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immigration legal services
Brand Insight Research
About The Client
Established in 2012, Immigration Legal Services is a boutique legal practice that specialises exclusively in immigration, asylum, human rights, and nationality law. Based in Ipswich, the team is led by senior immigration lawyers Angela and Sallie, who have developed a reputation for a meticulous and personable approach. The practice focuses on alleviating the anxiety and uncertainty that clients face when dealing with complex immigration matters.
Impressively, their legal team has achieved a 90% success rate in appeals, well above the industry average of 60%. Certified by the Office of the Immigration Services Commissioner (OISC), Immigration Legal Services offers a wide range of services, including applications for UK ancestry visas, leave to enter as a visitor, and cases involving parents and carers of UK citizens.
Table of Contents
Brand Insight Research
Sector: Professional Services
Location: Ipswich
The Research Project
Immigration Legal Services were working with our sister company Mackman, to update their branding and digital presence. In preparation for this, Mackman Research conducted a series of stakeholder workshops and competitor analysis to provide a clear strategic direction for their communications and website content. These insights helped shape their messaging, audience targeting, and long-term growth strategy.
Brand Insight Workshop Results
Following our stakeholder workshop sessions, Mackman Research collated findings that included identification of customer segments to guide marketing materials and growth strategy, a SWOT analysis, and a detailed competitor analysis. This provided a clearer picture of the immigration sector’s landscape, highlighting competitors’ service areas, customer profiles, and specialisms.
Brand Facts
- immigration legal services is a specialist law firm offering expert advice and representation in all areas of UK immigration and nationality Law.
- The firm supports both individuals and businesses, with services covering family visas, work and student visas, settlement, asylum, and British citizenship applications.
- Known for their compassionate and client-centred approach, the team guides clients through complex legal processes with clarity and care.
- Immigration Legal Services has built a strong reputation for success in appeals and tribunal representation, including challenging Home Office decisions.
- The firm serves a diverse client base, often working with vulnerable individuals such as refugees, victims of trafficking, and those facing removal.
- Their team stays up to date with ever-changing immigration legislation, providing accurate, timely advice in a fast-moving legal landscape.
- With multilingual staff and a commitment to accessibility, Immigration Legal Services ensures clients feel understood and supported every step of the way.
Research Aims & Objectives
The project aimed to uncover the insights needed to position Immigration Legal Services accurately in a competitive market. Research objectives included understanding their audience, informing web strategy, and refining their key brand messages. Additionally, there was a need to evaluate the competitive landscape to better target corporate clients and individual prospects looking for trustworthy, regulated immigration support.
The Research Challenge
The main challenge with this project was to gather several pieces of insight that were relatable. In addition, at the time that this research was conducted, Immigration Legal were a relatively young and small legal practice. Therefore, the information would be extracted from a limited number of organisational stakeholders. Here we would have to maintain the integrity of a small legal firm whilst considering their potential appeal in B2B sectors.
“This project was a pleasure to work on and needed a very hands-on approach to information gathering. It was particularly important that we really get to know Angela and Sallie to ensure that their professionalism and ethics were effectively translated to the design team.”
– Amanda Ansell, Insight Manager – Mackman Research
Collecting data from a small number of participants requires a skilled researcher to keep conversations moving and on track. In this instance we proposed that a senior researcher conduct information gathering to ensure consistency.
The Research Design & Methodology
We began with face-to-face stakeholder workshops to gather qualitative data directly from the senior team. These sessions explored their client base, operational approach, and success factors. Activities included persona development and SWOT analysis. Our Insight Manager conducted the workshops to build rapport and maintain consistency. Alongside this, we carried out competitor analysis to evaluate similar organisations, establishing a clear picture of Immigration Legal Services’ market position. This informed a tailored keyword research strategy to guide their new website content.
Insight Research Outcomes
The research identified a need for stronger visibility within diverse communities and recommended strategies to differentiate the firm from unregulated service providers. The insights gathered helped to focus the Immigration Legal Services proposition, sharpening their messaging and improving how their services are communicated online. Findings were directly applied to their new website, including structure, content headings, and page-level messaging. The insights also shaped a content plan designed to engage the right audiences at the right moments of their user journey, with clarity and empathy.
