Website
Services Provided
- Brand strategy
- UI/UX design
- website design and development
- content strategy
- conversion design
About Alma
Alma helps companies hire international talent and helps individuals work through U.S. visa and green card options. It is a legal technology company: attorneys handle each case, and a digital platform keeps every step moving. The brief was to make a high-stakes, confusing process feel clear and trustworthy, and to get the right visitor to a consultation.
The site presents Alma as a modern immigration service for companies and individuals. Its header reads “Hire the best talent. We’ll handle immigration.” and the company is described as delivering “better outcomes, faster”. Both paths start from the same promise, so a visitor knows early that this is one service with two entry points.
The Challenge
Immigration paperwork is slow, and it is hard to see where a case stands. Most people and companies were stuck with fragmented emails, outdated portals, and no clear timeline. Alma needed a website that explained a complicated service within seconds and gave each visitor a clear next step.
The business path sorts companies by how many foreign nationals they employ: Startups (0 to 25), Growth (26 to 250) and Enterprise (250+). Each band has its own line, from “Move fast without immigration slowing you down” for startups to the enterprise tier. This lets a company see itself on the page without reading the whole site.
What we did
We started by understanding who Alma serves and what each group needs to hear first. Then we gave each audience its own path, built a clear visual system, and designed the site around one goal: getting the right person to a consultation.
For companies, the process is summed up as “Stop managing immigration”, with three steps: Strategy, Execution and Experience. The site’s own lines for each are “Smarter strategy. Higher approval rates.”, “Cases that keep moving” and “Confidence at every step”.
- Discovery: mapped both audiences and the questions they ask before trusting a service like this.
- Structure: split the site into business and individual paths so neither audience has to dig.
- Visual system: a calm, professional look built on a restrained palette and clear type.
- Motion and icons: used simple icons and animation to show how a case moves from start to approval.
- Responsive build and conversion: consistent navigation on every device, with consultation calls to action where intent is highest.
Brand and visual system
The logo is a custom wordmark, shown on approved colour combinations (black on Apple, white on Pine, white on Black, black on Sun). The typeface is Gellix for headings and body text; DM Sans appears on the type specimen as well, so confirm which one is the primary face before publishing.
Each approved combination pairs the wordmark with a single background colour: black on Apple, white on Pine, white on Black, and black on Sun. Keeping to these pairs keeps the logo legible wherever it appears.
The icon and the wordmark are shown separately here, so each can be used alone where space is tight. The wordmark carries the name; the icon can stand in for it on smaller surfaces.
The process is shown in five steps: evidence collection, assessment and strategy, attorney review and filing, updates and deadline tracking, and approval and compliance. Showing the whole path makes the service feel finite, which is the core of the brief.
Results
These figures come from Alma’s live website. Label them as Alma-reported.
- 98%+ approval rate across hundreds of cases. Alma notes that past success does not guarantee future outcomes.
- About two weeks to prepare a case after evidence is collected, compared with 4 to 6 weeks at traditional firms (Alma’s comparison).
- 86 NPS, reflecting how supported clients feel through each step.
- Alma’s site also cites a 100% approval rate across all case types, in a published case study. Use only if you confirm it with Alma.
- Time to manage the entire programme: under 1 hour per week, from the Rundoo case study on the site.
“Alma is more than just a legal service provider; they are a trusted partner and true extension of our team.”
Maya R.
Senior PM
Closing
Alma now has a website that explains a complex service in plain language, gives each audience a clear path, and makes the first step feel manageable.
Every call to action on the site points to a consultation, with separate wording for each path: “Get a business Demo” for companies, “Book Individual Consultation” for individuals, and “Start your immigration journey” as the general prompt.
