I.R.B Law LLP is a mid-sized law firm based in Singapore, they offer a wide range of legal services to both individual and corporate clients. They are, in my opinion, one of the very few law firms that have truly understood and embraced the opportunity that exists from digital. They approached me to help them review their current digital footprint and provide recommendations and execution capacity to help them grow the business. They recognised that there were significant challenges with their existing web presence and digital marketing capabilities, but previous relationships with contractors and agencies had left a sour taste in their mouths. They wanted to find a partner that would really care about their business and its growth plans as much they did.
- +783%Increase in organic visits
- +963%Increase in web leads
- -91%reduction in cost per lead
We used to manage our website and Google Ads internally, but frankly our website looked unprofessional and we weren’t driving the growth we wanted. Over the last 12 months, we effectively outsourced our entire digital strategy to Ben and the results have been amazing.
Senior Partner, IRB Law LLP
What I did
The most important part of any new project is to understand the industry and business needs. I spent time talking with the partners and researching the keywords that prospective customers were leveraging in Google to find the core legal services available from I.R.B Law. Armed with all this information I set about completely rebuilding the main corporate website, deploying it within 4 weeks to realise value right away. I turned off their existing Google Ad campaigns and rebuilt them to be more targeted and performance-focused. I did this gradually and aligned their spending to the business priorities and returns they were seeing. Having built and deployed strong foundations we further extended the website to introduce a legal learning centre, allowing us to massively increase their exposure to legal search terms in Google. We continued to extend their practice area coverage, opening up new types of inquiries and revenue streams whilst also building and deploying various ‘pay online’ service offerings such as automated deed poll creation, and power of attorney. Many of these areas enabled the firm to bridge into high volume, low price services with minimal human intervention required.
There has been a real step-change in the volume of visits, and more importantly, leads generated from the website. Organic search visits are up over 780%. The number of total leads generated by the website has increased by a whopping 983%, helped in large part by the incremental ‘pay online’ service offerings we have enabled that allows people to convert/pay online for items such as the deed poll or HDB power of attorney. We were able to drastically cut down on wasted investment in poorly targeted Google Ad spend, increasing conversions by 473% and reducing the cost per acquisition by 91%. The law firm went from digital obscurity to becoming the most visible law firm in Singapore [on Google], taking market share in core revenue areas such as Divorce and Probate.