Top 3 Strategies For Criminal Defense Marketing

As a criminal defense attorney, you know how hard it can be to capture new leads. Most lawyers depend on a steady drip of referrals to keep their schedule full, but the best criminal defense lawyers have marketing systems set up to deliver them new cases day in and day out.

In this article, we will cover the very best marketing strategies for criminal defense lawyers guaranteed to generate you new leads.

Local Service Ads screenshot

Local Service Ads For Criminal Defense

Local service ads(LSAs) are possibly the most effective and rapid way to attract new criminal defense clients. In this brief guide, we will explain why LSAs are a game-changer for your criminal defense practice and how to get started quickly.

Instant Visibility at the Top of Search Results:

Local Service Ads enjoy a prime position at the very top of Google search results, ensuring maximum visibility for your services. What makes them stand out is the prominent “Google Screened” badge, which adds a layer of trust and credibility to your listing. This badge is a powerful signal to potential legal leads that your business has undergone a rigorous screening process by Google, making them more likely to choose your services.

Easy Access for Potential Clients:

LSAs simplify the process for criminal defense leads to reach out to you. With just a single click or tap, users can directly call your office or send a message through the ad. This streamlined approach eliminates barriers and encourages immediate engagement, greatly increasing the chances of converting leads into clients.

No Website Required:

One of the remarkable advantages of LSAs is that you don’t even need a dedicated website to get started. All you need is a Google Business Profile, which can be set up in under 20 minutes. This means that even if you are just starting or don’t have a website yet, you can still harness the power of LSAs to connect with potential clients.

Quick Setup Process:

Setting up your Local Service Ads account is a straightforward process that can also be completed in under 20 minutes. After creating your Google Business Profile and LSAs account, Google will conduct a review of your criminal defense firm, which typically takes a few days. Once this review is completed and your business is “Google Screened,” you can simply turn on your ads and start reaping the benefits.

The Importance of Google Reviews:

To enhance the effectiveness of your LSAs, it’s crucial to have a solid base of Google reviews. Reviews provide social proof of your competence and reliability, which is essential in the legal profession. Encourage your past clients to leave reviews by reaching out to them. You can even consider incentivizing them with a gift card or another token of appreciation for their time and effort.

In conclusion, Local Service Ads on Google offer an exceptionally effective and speedy way to generate new criminal defense leads.

A screenshot of a regular google ad

Traditional Google Ads

While Local Service Ads (LSAs) offer a highly efficient way to acquire new leads, it’s essential to consider alternative options for your advertising strategy, particularly traditional ads. Traditional ads may require a bit more technical setup compared to LSAs, but they come with their own set of advantages and can be a valuable addition to your marketing efforts.

Quick Setup and No Google Background Check:

Unlike LSAs, traditional ads do not require the rigorous Google background check process. This means that you can have your traditional ad campaign up and running within just a few hours after publishing. The expedited setup can be a significant advantage if you’re looking to start your advertising efforts promptly.

Flexibility with Ad Destination:

Similar to LSAs, traditional ads also offer the flexibility to direct users to your Google Business Profile, eliminating the need for a website. Running ads directly to your Google Business Profile can be effective in driving potential clients to contact you quickly.

Consider a Dedicated Landing Page:

For optimal results, it’s worth considering the creation of a dedicated landing page to complement your traditional ad campaign. A landing page allows you to craft a tailored experience for your potential clients. It can provide detailed information about your criminal defense services, showcase testimonials, and offer clear calls to action. This approach enhances your ability to convert ad clicks into actual inquiries and clients.

Targeted Reach and Message:

Traditional ads also give you control over your messaging and target audience. You can design ad copy and visuals that resonate with your ideal legal clients and select specific types of criminal defense, demographics, locations, and keywords to ensure your ads reach the right audience.

A graphic representing SEO

SEO For Criminal Defense Attorneys

While Search Engine Optimization (SEO) may be perceived as a longer-term marketing strategy, it is undeniably a powerful tool that can yield substantial returns for your practice. Here’s why investing in SEO can be a game-changer for criminal defense attorneys:

Trustworthiness of Organic Search Results:

Organic search results, the listings that appear naturally on search engine results pages (SERPs), still hold significant sway in the eyes of users. Many individuals skip over paid ads or employ ad blockers, rendering these ads invisible. In contrast, organic results are often perceived as more trustworthy and credible, making them an essential channel for building your practice’s online reputation.

Top-of-the-Funnel Foundation:

SEO allows you to establish a solid foundation at the top of the marketing funnel. For instance, consider a scenario where someone is facing a DUI charge and turns to Google for information about local laws and potential penalties. If your website provides comprehensive answers to these questions, you position yourself as a trusted authority. When that individual eventually requires legal counsel, your firm is more likely to be their first choice due to the initial value you offered. SEO thus serves as a means to nurture potential leads through the pipeline.

Evergreen Content:

One of the most attractive features of SEO content is its “evergreen” nature. Once your articles are posted and start ranking, they can maintain their top positions on Google for months, and even years, with no ongoing cost or maintenance. This longevity contrasts sharply with paid advertising, where you continually pay for clicks. Your well-optimized content continues to work for you, generating organic traffic and leads over time without incurring additional expenses.

In essence, SEO is an investment in the long-term growth and sustainability of your criminal defense practice. It positions you as an authoritative source of legal information, instills trust in potential clients, and provides an enduring stream of organic traffic. While the results may not be instantaneous, the dividends it pays in terms of credibility, leads, and cost-effectiveness make SEO an essential component of your marketing strategy. So, if you’re seeking a reliable and sustainable way to expand your client base, embracing the power of SEO is a decision that can lead to significant success for your practice.


All of these marketing strategies are valid for a criminal defense attorney, each with it’s pros and cons. For those looking for a fast turn around and leads immediately, go with local service ads and traditional Google ads. This will create the best opportunity to get leads in the door ASAP.

For those with a bit more time on their hands who are focused on the long run, give SEO a shot. But make sure you find a good agency to do your SEO, vet them thoughtfully, and reach out to past and current clients of the agency you wish to engage.

If you are interested in any of the digital marketing strategies we talked about in this article, reach out to us today for a free consultation!

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