Maal

Case study

Global Migration Lawyers

Making your future in Australia possible.

Client
Global Migration Lawyers
Year
2026
Services
Intelligence
Identity
Expression

01The firm

Global Migration Lawyers is a migration law practice based in Melbourne, Australia. They help people come to Australia and stay in Australia.

The firm

Global Migration Lawyers is a migration law practice based in Melbourne, Australia. They help people come to Australia and stay in Australia.

The firm advises in English, Tamil, and Sinhala, and it already had 21 Google reviews.

The engagement is paid and ongoing. The goal is to make the website the firm’s main source of enquiries it can take on.
The Global Migration Lawyers key on green leather.
Hands holding a Global Migration Lawyers letter in a black folder.

The key on green leather, and the firm’s letterhead in use.

02What makes it different

Global Migration Lawyers have decades of experience in Australian migration law. They are able to provide excellent advice in English, Tamil and Singhala.

What makes it different

Global Migration Lawyers have decades of experience in Australian migration law. They are able to provide excellent advice in English, Tamil and Singhala.

Its real rival is the agent a friend names, or doing it alone. In our research, only one in five people who get help end up with a lawyer.

Our research found that a third of registered migration agents have had a complaint. So being accountable lawyers is worth saying plainly.

The advice in Tamil and Sinhala was invisible on the old site, which had no page in either language.
Three searches people arrive from, set large, beside the first 10 pathway pages listed in the words people search.

The first 10 pathway pages, titled in the words people search.

03What we did

The typical customer journey

What we did

The typical customer journey

The map gave us three readers: the person arriving from search, the employer sponsoring a worker, and the reader holding a refusal.

Every pathway page answers one question in the words it is asked, in plain English, with each number dated and sourced.

A refusal gets its own route. The deadline is counted, the letter is explained, and there is a way straight into the intake, because a review deadline cannot be extended.

We put analytics in before the rebuild ships, so each page is measured on the enquiries it brings. The first 10 pages are due in October.

The journey

The problem

“I want to stay in Australia, but I can’t.”

People search when they must, on a phone, often at night, often in a second language.

What they do about it

01Search online

Typed as it is felt: “visa refused, what now”.

02Ask someone who has been through it

Six in ten find their help through someone they know.

03Read the letter

A refusal or a notice, and the Department’s pages it points to.

Where that takes them

Search online

Google search

Where nearly every enquiry starts.

Search online

AI answer engines

They quote pages that are dated and sourced.

Search online

Social media

Looked at, rarely trusted.

Asking someone

Permanent residents

A name, and “check the reviews”.

Asking someone

Other non-citizens

Same boat, same second-hand advice.

Asking someone

Physical advertisements

The noticeboard at the grocer or the community centre.

The letter

The Department’s letter and pages

Accurate, and not written for the reader.

Where the effort goes

Search online

Most of the effort

Be the page they land on

Pathway pages that each answer one question, every number dated and sourced.

Search online

Declined

Not on social

Nobody scrolls into a visa decision.

Asking someone

Some of the effort

Be the name that gets passed on

Google reviews first, because that is what a friend says to check.

Asking someone

A little of the effort

Be on the wall where they already gather

Posters and flyers now, and seminars from 2027 in the languages enquiries name.

The letter

Some of the effort

Be the first thing read after the letter

The deadline counted and the letter explained, with a route into the intake.

So the approach

01

Make the machine legible

Follows from · Be the page they land on

Plain English at a Grade 8 reading level, and every claim noting what is not guaranteed.

02

Lawyers, not agents, and provable

Follows from · Be the name that gets passed on

Credentials, fees, and results on the page, each dated and sourced.

03

Count the deadline with them

Follows from · Be the first thing read after the letter

A deadline banner and a route straight into the intake.

The employer sponsoring a worker has a route of its own, drawn separately.

A pencil wireframe of the homepage: the logo, the navigation, a sky, and one line of type.
The refreshed homepage: a daylight sky with painted clouds, the key lock-up top left, and one line in the middle of the sky.
The key lock-up at each size it is used, from the full wordmark to the key alone.

The homepage from wireframe to first screen, and the key lock-up at each size it is used.