Key 1) Why posting organic content on Instagram, working with influencers, or even SEO are not the best channels to generate cases for your legal practice. Contigo Law had barely 20 followers on Instagram and zero Facebook likes when we started.
Key 2) The exact step-by-step ‘over the shoulder’ case study of how I helped Contigo Law go from positioning strategies for a specific key practice area, to Meta ads crafting, to branding tweaks, tracking setup, analytics, and finally launch
Key 3) Why Meta Platforms is the best lead generation channel for smaller firms today, and three marketing offers/angles you can use today to help grow your small medium law firm
I once found myself in a legal dispute and found sourcing legal information difficult and frustrating. Eventually, with the help of A.I., I managed to achieve a favourable outcome for my case.
I thought, why can’t the law be better marketed so that it helps more lay individuals like me?
Hence, I decided to help lawyers market themselves better! I presented on digital marketing for law firms at Legal Tech Fair 2025, hosted by Law Society Singapore , and a presenter said… “lawyers should not be accountants.”
Then I thought, why should lawyers be marketers?
“Paid advertising cheapens my brand.”
“There’s the Publicity Act in the legal profession.”
If you’re running a smaller law firm, “same old” may not cut it. Cookie cutter marketing content on vanilla law firm websites does not cut it. Everyone is ChatGPT ing legal advice these days.
You’re a great lawyer? Good! Then you need to get the word out that you are a great lawyer.
I understand conservatism and the stricter rules around publicity in the legal profession.
Yes, it is perfectly acceptable to advertise your legal services online. Secondly, even statutory boards in Singapore regularly buy media space on Meta and Google platforms to communicate their messages.
Through combining customer centric approaches in the legal industry, performance marketing, and leveraging blue-ocean channels like Meta advertising, the opportunity to grow your legal practice exponentially is there.
At Legal Tech Fair 2025 hosted by Law Society Singapore, I shared how digital marketing can help law firms attract clients.
Key Takeaways:
✓ Target high-intent keywords like “divorce lawyer Singapore” to get leads fast.
✓ Focus on Google Ads for quick wins, Local SEO for visibility, and Traditional SEO for long-term growth.
✓ Going beyond Ads: your website must convert visitors into clients with clear, persuasive content.
✓ Scale smartly through digital marketing analytics, tracking results and maximizing ROI
✓ Ideas to combine Al and Digital Marketing to making legal marketing and delivery faster and more cost-effective
Marketing to cold audiences, people that don’t already know you, is extremely different from referral based leads. You need to be perceived as an expert by potential customers who don’t know you.
Most smaller firms are generic firms, taking on any case in any practice area that comes their way; however, to grow and market online, specialization is the first step to being profitable.
Our team starts by understanding your potential clients in a niche practice area: who they are, their pain points, and what they’re looking for.
This looks like helping you focus on ONE practice area and getting ONE campaign right.
Through identifying your ideal clients’ challenges and goals
Worried that paid channels will ‘cheapen your brand’ or the publicity act in the Singapore legal profession?
There are already law firms spending tens of thousands on Google platforms. Look, to grow, you need to explore blue ocean opportunities.
Our approach starts by launching Meta ads as a second channel to generate more leads and diversify your traffic sources.
This is a blue ocean opportunity right now.
Next, our team will layer on other channels such as Google PPC campaigns that laser target highly specific keywords for your chosen practice area.
If these foundational steps are executed correctly, you can expect marketing campaigns to be profitable as early as the first month.
Spending all your time in ad dashboards is not a good use of your time. Your landing pages (not your ads) are where most of the persuasion is done.
Secondly, legalese can be confusing to the ordinary layperson. This is why researching pain points, goals, and common objections in your practice area is key.
Taking the research from step one, our teams will craft content, designs, mobile-friendly layouts, and clear calls to action that help address potential client objections, tackle their pain points, and build trust.
Yes, generic landing pages that say you offer legal help are not enough.
One can never underestimate the scale of performance marketing, good analytics, and tracking of leads.
The goal here is to help you make $2 for every $1… and scale up the spend. This is possible as we track return on investment and follow up with you on the leads generated.
Lawyers always mention SEO to me, but look, with AI answers and huge competition for valuable keywords, SEO can come in at a much later stage.
SEO requires backlinks, on-page SEO, site audits… and more! Traditional SEO takes 8-12 months. It is a LONG-TERM investment!
Local or traditional SEO should only be for clients who already have a workable paid ads strategy.
Help more people find your criminal defense practice when they're in legal trouble and need a lawyer fast. Create helpful articles about police interviews, court cases, and what to do when charged with a crime in Singapore. Show off your success stories so people trust you can help them too.
Connect with more people going through divorce, child custody issues, or family disputes. Share helpful information about divorce procedures, sharing assets, and making arrangements for children. Build trust by showing how you help families reach fair solutions during difficult times.
Help businesses recover what they're owed with clear content about Singapore debt recovery, payment disputes, and enforcement actions. Show how you've helped companies get paid and protect their cash flow, making your expertise the obvious choice for businesses tired of chasing overdue invoices.
Get more clients buying or selling property by making your firm easier to find online. Share useful information about HDB rules, condo sales, and fixing property disputes. Connect with property buyers and sellers in Singapore who are searching for a lawyer they can trust.
Reach more people looking for help with wills and sorting out assets after someone dies. Write clear guides about CPF money, setting up power of attorney, and sharing inheritance. Become the lawyers people think of first when they need help with these family matters.
Help businesses find your firm when they need legal help with company matters. Create useful guides about setting up companies, writing business agreements, and handling company buyouts in Singapore. Show how you've helped other businesses solve problems so new clients feel confident choosing you.
Step 1: Install and Set Up Analytics
First, we set up proper tracking. Google Tag Manager, Google Analytics, Facebook Pixels, conversion tracking and all that good stuff. Yes, free for you. Entirely on our cost.
Step 2: Establish Baseline Metrics
Then we both agree on what a qualified lead looks like. How many qualified leads do you need? What counts as qualified? What’s each lead worth and does it make sense for your business? Then we put this in writing.
Step 3: Track Performance
Then we run the campaigns and track leads generated, cost per lead and sales. Our team also optimizes and tweaks your campaign along the way.
Step 4: You Pay Only When We Hit Performance
Hit the agreed numbers? You pay us our worth. The numbers not met? You don’t pay. Simple as that.
The Catch
This performance partnership model requires both hands to clap. Here, we’re risking our resources on our end. Hence, we don’t work with just anyone. If you want an agency that’ll nod along and never push back, that’s not us. We only work with companies willing to execute and adapt.
