‘Paid advertising cheapens my brand’
‘There’s the publicity act in the legal profession.’
Look, I once used A.I. to achieve a favourable outcome in Singapore’s courts.
A.I. is going to disrupt the legal sector. If you’re running a boutique 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 buys media space on Meta and Google platforms to communicate their messages.
Today, by combining customer centric approaches in legal marketing and performance marketing in blue ocean channels like Meta advertising, the opportunity to grow your legal practice exponentially is there.
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
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.
Lawyers always mention SEO to me, but look, with A.I. answers and huge competition for valuable keywords, SEO is NOT for most law firms.
Local or traditional SEO should only be for clients who already have a workable paid ads strategy.
If you are already raking in clients and getting a great ROI, then you can start to consider local and traditional SEO search results.
This requires backlinks, on-page SEO, site audits… and more! Traditional SEO takes 8-12 months. It is a LONG-TERM investment!
This is why we don’t recommend SEO for most law firms.
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.
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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.
