Building a human-first website for an immigration firm serving professionals and businesses

Role

Product design

UX Research

Wireframing

Framer Development

client

Reyes & Kim

Date

July 2026

link

Figma

A hero section of the main page of an immigration law firm

Overview

Making a complex immigration journey feel clear, manageable, and supportive

Founded by first-generation immigrants who navigated the system themselves, Reyes & Kim is a four-attorney New Jersey firm built on personal experience. They guide international professionals and small businesses who find the US immigration process overwhelming and lack the resources to handle it alone. They needed a website that makes this complex journey feel clear, manageable, and supportive.

Problem

Most immigration websites feel cold and transactional, the wrong tone for clients navigating one of the most stressful processes of their lives

Generic immigration firms fail to speak to professional and business clients specifically

Non-native English speakers face an immediate language barrier

Potential clients feel overwhelmed by immigration complexity

No differentiator in a crowded space

Solution

A warm, human visual direction and empathetic copy that meets clients where they emotionally are

Targeted copy and service structure focused exclusively on professionals, entrepreneurs and businesses

Multilingual capability surfaced right below the hero, removing the biggest trust barrier before a word is read

Every section designed to reduce overwhelm, clear service structure, warm copy, transparent process

Founders' personal immigration story used as the primary trust mechanism, unchallengeable and genuinely human

Sneak peak of the final design

photo showing two screenshots of the hoem page for this immigration law firm

mobile screenshots of the immigration law firm

Research & insight

Stepping into the shoes of someone navigating a life-changing legal process

Reyes & Kim's clients aren't just navigating a legal process, they're navigating a life-changing one. Understanding what they fear, what reassures them, and what makes them trust a firm shaped every decision on this site.

Language is the first barrier

For non-native English speakers navigating a high-stakes legal process, seeing their language on a firm's website is a more immediate trust signal than any credential or testimonial.

Overwhelm is a universal experience

Regardless of visa type or background, every immigration client shares the same emotional reality, the process feels like too much. Every copy and structural decision needed to address this directly.

Lived experience builds unmatched trust

Immigration clients want someone who has been through it themselves, no credential or testimonial comes close to that reassurance.

wireframing

A structure built around reassurance

The page was sequenced around the client's emotional journey, social proof and language capability surfaced immediately, services confirming the firm handles their specific situation, the founders' story building personal trust, then a straightforward path to first contact.

wireframe for the immigration law project

Final design

A website that feels established and human rather than cold and corporate

Warm deep green, editorial typography, and a serif and sans pairing, deliberately chosen to feel established and human rather than cold and corporate. For clients who are anxious and overwhelmed, the design needed to feel like a firm that genuinely cares before they could read a single word.

Key figures and languages spoken are surfaced immediately below the hero: success rates and visa approval numbers address competence, while the language strip removes the single biggest barrier for non-native English speakers before they scroll any further.
Rather than a generic about section, the founders' story is told as a mission, two first-generation immigrants who lived the process and came back to make it better. It reframes the entire firm as genuinely motivated rather than commercially driven.
Testimonials were written to mirror the emotional arc of the client experience, anxiety, first contact, guided progress, resolution. Not endorsements of the firm's service, but proof that someone in the same situation made it through.
Each attorney's bio is rooted in personal immigration experience — Daniel from Bogotá, Yuna from Seoul, Wei as the son of Chinese immigrants, Priya from Mumbai. The team section doesn't just put faces to names, it proves the firm understands the process from the inside.
Each service page lists related sub-services through collapsible menus — keeping the page clean without hiding the depth. A persistent sidebar surfaces the attorney handling that specific area, with their bio, contact and socials, so the client always knows exactly who they'll be working with before they reach out.

Key figures and languages spoken are surfaced immediately below the hero: success rates and visa approval numbers address competence, while the language strip removes the single biggest barrier for non-native English speakers before they scroll any further.
Rather than a generic about section, the founders' story is told as a mission, two first-generation immigrants who lived the process and came back to make it better. It reframes the entire firm as genuinely motivated rather than commercially driven.
Testimonials were written to mirror the emotional arc of the client experience, anxiety, first contact, guided progress, resolution. Not endorsements of the firm's service, but proof that someone in the same situation made it through.
Each attorney's bio is rooted in personal immigration experience — Daniel from Bogotá, Yuna from Seoul, Wei as the son of Chinese immigrants, Priya from Mumbai. The team section doesn't just put faces to names, it proves the firm understands the process from the inside.
Each service page lists related sub-services through collapsible menus — keeping the page clean without hiding the depth. A persistent sidebar surfaces the attorney handling that specific area, with their bio, contact and socials, so the client always knows exactly who they'll be working with before they reach out.

Key figures and languages spoken are surfaced immediately below the hero: success rates and visa approval numbers address competence, while the language strip removes the single biggest barrier for non-native English speakers before they scroll any further.
Rather than a generic about section, the founders' story is told as a mission, two first-generation immigrants who lived the process and came back to make it better. It reframes the entire firm as genuinely motivated rather than commercially driven.
Testimonials were written to mirror the emotional arc of the client experience, anxiety, first contact, guided progress, resolution. Not endorsements of the firm's service, but proof that someone in the same situation made it through.
Each attorney's bio is rooted in personal immigration experience — Daniel from Bogotá, Yuna from Seoul, Wei as the son of Chinese immigrants, Priya from Mumbai. The team section doesn't just put faces to names, it proves the firm understands the process from the inside.
Each service page lists related sub-services through collapsible menus — keeping the page clean without hiding the depth. A persistent sidebar surfaces the attorney handling that specific area, with their bio, contact and socials, so the client always knows exactly who they'll be working with before they reach out.

Impact

Designed around credibility and conversion

Reyes & Kim's website was designed to meet anxious, overwhelmed clients exactly where they are, and guide them toward first contact with confidence. Every section was built to reduce friction, build trust, and make the right clients feel seen before they ever speak to anyone. Key metrics are being monitored to measure whether the approach is delivering.

Trust built just around the hero

Social proof, success rates, and language capability highlighted on top, the three biggest anxieties for immigration clients addressed before they've engaged with a single service.

A firm that feels personal at every touchpoint

From the founders' story to individual attorney bios on service pages, every section reinforces that these are real people who understand the process from the inside.

A clear path through complexity

Six service categories with collapsible sub-services give overwhelmed clients a structured way to identify their situation without feeling lost or buried in legal terminology.

Measuring Success

Bounce rate

If clients leave immediately, the emotional recognition and reassurance the design was built around isn't landing.

Service page visits

Are visitors navigating into specific service categories and sub-services, a signal they're identifying their situation and self-qualifying rather than feeling overwhelmed and leaving.

Language related inqueries

Are clients reaching out in languages other than English, a direct signal that the multilingual positioning is reaching and converting the audience it was built for.