A.W. Law LLC handles family, civil and criminal matters out of Chinatown Point, in English, Malay, Mandarin, Tamil or Vietnamese. That last part is the whole proposition, so we made it the headline. Underneath it sits a 321-page site: 68 pages for individual matters from bail applications to deeds of separation, 196 legal guides, and a free ten-minute discovery session as the first step instead of a consultation fee.
A.W. Law LLC · 8 weeks · September 2026
Project Details
People do not shop for a lawyer the way they shop for anything else. They arrive frightened, often at night, usually mid-crisis, and they are not comparing firms on brand. They are trying to work out whether this particular problem is survivable, what it will cost, and whether the person on the other side will understand them. A conventional law firm website answers none of those.
Nobody searches "civil litigation". They search whether they can stop their ex relocating with the children, what happens after a police interview, or how to get a deed of separation. Firms organise sites around practice areas, which is how the firm thinks, not how the frightened person types.
Handling a matter in Malay, Tamil or Vietnamese is not a footnote for a Singapore family law client, it is often the entire reason they pick one firm over another. On most firm sites it would be a line in an About page, if it appeared at all.
The biggest barrier in legal services is not price, it is the assumption that picking up the phone starts a meter running. Plenty of people sit on a problem for months rather than risk a consultation fee to ask a question.
A three-lawyer practice competes for the same searches as firms with dedicated marketing teams. Winning on head terms was never realistic, so the strategy had to be built on breadth and specificity instead.
We built the site around the question someone actually types at midnight, then made the first step cost nothing.
Adoption, annulments, bail applications, appeals and post-conviction relief, assault, cheating and criminal breach of trust, CPIB corruption investigations, cybercrimes, construction disputes, debt recovery, deeds of separation, child custody and dozens more. Each is its own page with its own URL, so the specific problem someone has is a page rather than a bullet on a practice-area list.
Signs it might be time for a divorce, what to know about child support, how collaborative divorce works, financial disclosure, parenting plans, coping after a divorce. The library is organised into a taxonomy that goes four levels deep in places, from family law down to divorce down to expat divorce or syariah divorce, so each cluster reinforces the matter pages it sits beside.
English, Malay, Mandarin, Tamil and Vietnamese, with translation staff on hand, said plainly in the second sentence of the page and marked up in schema as knowsLanguage. There are also dedicated routes for people searching in identity terms rather than legal ones, including an Indian lawyer in Singapore page.
The primary call to action across the whole site, sitting next to WhatsApp and a request-a-call option with real hours, weekdays 9am to 10pm. It removes the fear that asking a question starts a bill, and the late finish matters for people who cannot call during work.
Dedicated Chinatown law firm and lawyer in Chinatown pages, plus a divorce-specific contact route, so someone searching by location or by their single most urgent matter lands somewhere built for that rather than on a general contact form.
These are the real pages, captured from the live site rather than mocked up. Scroll inside either frame to move through the whole thing, and switch between how it looks on a desktop and on a phone.
4 phases from kickoff to launch.
Mapped 68 matters and the four-level content taxonomy across family, civil, criminal and wills and probate, working out how someone in crisis would actually search for each.
Developed the cream and burgundy editorial system, the lawyer profile treatment, the matter page template and the guide layouts.
Built the 321 pages, the taxonomy, the three lawyer profiles, the discovery-session booking route, and Service, FAQPage and knowsLanguage schema.
Published the guide library, wired internal linking from guides into matter pages, and deployed.
Tell me what your site is doing now and what you want it to do. I will tell you honestly whether it needs a rebuild, a restructure, or nothing at all.
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