As a wills and probate lawyer in Singapore, you’ve likely noticed the rising demand for estate planning services due to Singapore’s aging population.
Singaporeans typically seek probate services during two key periods:
- When planning their estate (preventative)
- After losing a loved one (reactive)
This market can defined by urgency and emotion. Cultural sensitivities around discussing end-of-life matters may create significant barriers. Your law firm marketing strategy must address these concerns to reach potential clients in the Singapore legal market.
Step 1) Persuasive Content That Converts
Your service pages should directly address client concerns. Instead of legal jargon, focus on goals, hopes and address concerns of your audience. For example, the peace of mind your services provide.
Instead of: “We handle probate applications under Section 29 of the Probate and Administration Act.”
Try: “We help families with the probate process during difficult times, ensuring your loved one’s assets are distributed according to their wishes.”
To create high quality content that educates potential clients in simple terms, consider developing:
- Simple guides explaining the probate process in Singapore
- Checklists for what to do when a loved one passes
- FAQs addressing common concerns about CPF nominations and inheritance laws
These resources can also serve as traditional SEO opportunities. There are opportunities in traditional search results and the People Also Ask section where you can target with SEO optimized content. I’ll delve further into these specific SEO strategies later in the article
Step 2) Pay-Per-Click Advertising for Immediate Results
There is clear search volume, competition, and market demand for pay per click advertising in the wills and probate industry. For the uninitiated, pay per click advertising allows you to appear at the top of search results for valuable keywords like “probate lawyer Singapore” or “will writing services.”
Wills Lawyer Commercial Keywords:
| Keyword | Search Volume | Keyword Difficulty |
|---|---|---|
| will lawyer | 260 | 23 |
| wills lawyer singapore | 390 | 17 |
| will writing service singapore | 210 | 35 |
| cheap will lawyers | 140 | 17 |
| wills lawyer singapore | 390 | 17 |
| cheap will writing singapore | 110 | 15 |
| cost of making a will | 90 | 26 |
| cheap will writing singapore | 110 | 15 |
| cost of making a will | 90 | 26 |
Probate Lawyer Commercial Keywords:
| Keyword | Search Volume | Keyword Difficulty |
|---|---|---|
| probate lawyer | 140 | 17 |
| probate lawyer singapore | 320 | 19 |
| estate lawyer singapore | 140 | 14 |
| cheap letter of administration singapore | 140 | 14 |
Note: do ignore keyword difficult for pay per click. It’s reflective of the SEO keyword difficulty.
Step 3) Local SEO: The Quick Win for Probate Lawyers
Local SEO helps you appear in Google’s local pack (the map results at the top of search results) when someone searches for probate or will services.
There’s also clear heated competition for both wills and probate lawyer commercial keywords. However, if you asked me, for ‘probate lawyer Singapore’, there is an opportunity as the Google Maps Pack isn’t too optimized from a keyword standpoint.
If you can accumulate reviews that mention keywords explicitly, such as ‘estate lawyer Singapore’, you may stand a chance to outrank these highly reviewed law firms on the Google Maps Pack.
Local SEO offers faster results than traditional SEO and it’s a mid term way to diversify lead sources from pay per click.
Step 4) Traditional SEO for Long-Term Growth
While Pay Per Click delivers immediate leads and faster results, traditional SEO builds a sustainable foundation for long-term client acquisition.
From a keyword difficulty standpoint, it isn’t too competitive currently for both will-making and probate lawyer keywords. There’s also the People Also Ask section where you can craft SEO-optimized content and rank for it in search results.
Bonus: Lasting Power of Attorney Informational Keywords
I’ll add in a segment for lasting power of attorney. I don’t consider these commercial keywords but more informational keywords. It’s also ‘free’ for Singaporean citizens when when doing an LPA form 1.
| Keyword | Search Volume | Keyword Difficulty |
|---|---|---|
| lasting power of attorney | 9900 | 31 |
| lpa | 9900 | 35 |
| lasting power of attorney singapore | 9900 | 32 |
| lpa singapore | 9900 | 34 |
| power of attorney | 1900 | 37 |
| power of attorney singapore | 1000 | 20 |
| lpa sg | 320 | 30 |
| cheapest lpa certificate issuer singapore | 260 | 19 |
| lpa form 1 | 590 | 31 |
| lasting power of attorney singapore free | 880 | 31 |
| lpa certificate issuer | 720 | 30 |
| lasting power of attorney forms | 320 | 31 |
| lasting power of attorney application form | 90 | 32 |
Conclusion
To conclude, you can get more clients as a wills, probate lawyer with these four key tactics:
- Craft clear, persuasive content that answers people’s legal questions in plain language
- Run targeted pay per click ads using specific search terms like “probate lawyer Singapore”
- Optimize for local search for your law firm to appear in Google Maps results.
- Invest in long term organic SEO
Pay-per-click ads bring quick leads, while SEO builds lasting growth. However, ads are just the first part of the puzzle.
For the wills and probate legal industry, lawyers should create culturally sensitive content about estate planning that emphasizes peace of mind.
The data also shows law firms can compete effectively in traditional SEO as keywords aren’t too competitive. Ultimately, success comes from a blended search method regarding lead generation, all while communicating in an easy-to-understand manner with Singaporeans who need legal assistance during important life events.
