Building a Chinese Website and Marketing Strategy for a UK Immigration Law Firm
UK Immigration Law Firm
A Chinese-language website and Chinese marketing programme that gave a UK immigration law firm a searchable, credible route to Chinese-speaking clients — measured from first visit through to enquiry.
1The Challenge
Chinese-speaking individuals, families and businesses researching UK immigration routes do not start with a law firm's own website. They start inside Baidu, WeChat and Chinese social content, comparing visa categories, eligibility, cost and timelines long before they ever speak to anyone. An English-only website with no Chinese search presence left the firm invisible at exactly the point of decision, and the questions its prospects actually ask — sponsorship, skilled worker routes, investment and citizenship — were not answered anywhere in Chinese. The firm needed a Chinese-language website it could publish on without developer help, a Chinese marketing programme to bring the right traffic to it, and an enquiry path that turned that traffic into conversations.
2Our Approach
Chinese Website Design & Build
Designed and built a bespoke Chinese-language website covering the homepage, services for business and individuals, fees, people, news, about and enquiry pages — mobile-responsive and SEO-ready, with social sharing on articles.
CMS & Publishing Workflow
Delivered a customised CMS with editor and administrator roles so the firm could publish Chinese articles, images and video itself, without developer involvement.
Chinese Search & Content
Built Chinese keyword sets around visa and immigration intent, optimised titles, meta tags, internal links and sitemaps, and ran off-site PR and link building across Baidu, Google, Bing and Sogou — supported by Chinese long-form articles that explain complex visa categories in plain language.
Chinese Social Media
Set up and managed the firm's Chinese social presence across WeChat, Zhihu, Xiaohongshu and Toutiao, handling the enquiries that arrived through social channels rather than the website.
Conversion Path Optimisation
Wired enquiry forms into the CRM with automated email notifications, then instrumented the journey with web analytics and heatmap tracking so page structure, forms and calls to action could be adjusted against how Chinese visitors actually behaved.
What We Delivered
Why It Worked
“Immigration decisions are slow, high-stakes and research-heavy. Publishing clear Chinese guidance on genuinely complex visa categories, then measuring and tuning the path to enquiry, meant the firm earned trust through content before a prospect ever picked up the phone.”
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