Five Effective Criminal Lawyer Advertising Ideas

How do you keep a full caseload as a criminal defense lawyer? Today’s legal industry is very competitive, and your expertise in criminal law alone won’t always guarantee you a steady flow of clients to your criminal law firm. To keep those clients coming, be sure to invest in solid marketing strategies to keep up with the competition and reach out to find your target audience.

Fortunately, developing a strategic marketing plan for criminal defense attorneys is something that our digital marketing agency, Clicks Geek, does frequently–so we would be happy to handle your needs as well. We specialize in Google Ads PPC marketing and build optimized landing pages to bring in new leads and convert them into clients.

Marketing for criminal lawyers has its own twists and turns, and we at Clicks Geek know them well. Research shows that 75% of clients start their search for an attorney online. Additionally, more than 90% of web users don’t go past the first page of the search results pages (SERPs). That means you need to show up as close to the top of that page as possible. How to do that? Two main techniques are SEO and PPC, and they both lead prospective clients to your web page, so we’ll start there.

1 – Build a Brand with a Unique Value Proposition

The first thing you need is to articulate a unique reason why a client should choose you over another criminal lawyer. That reason is your value proposition. To create a clear sense of your brand, make sure your value proposition:

  • Is clear and compelling for prospective clients
  • Relates closely to your target clients’ problems
  • Directly addresses your target clients’ needs, wants, and desires
  • Demonstrates how you can and will help resolve your clients’ issues

This proposition becomes the basis for your brand and the foundation for your website and social media sites. You may be able to develop this proposition yourself, or it may take some research to discover what makes your firm stand out from the crowd.

2 – Create a Well-Optimized Website with SEO

Every criminal attorney or firm should have a professionally designed web site with embedded search engine optimization (SEO) strategies to ensure that it’s among the top listings in the organic (non-paid) search results when people search for criminal or defense attorneys in your area. This involves engineering your site for Google’s algorithms so it will rank high in the SERPs.

At Clicks Geek, we can help you focus on the following aspects if you want your law firm to appear on page one of Google’s search results:

  • Mobile-friendly (responsive) website
  • Rich webpage content quality
  • Optimized content, images, title tags, and meta descriptions
  • Website security (HTTPS vs. HTTP)
  • Page speed
  • Quality backlinks
  • Search intent

3 – Use Google Ads (PPC) for Criminal Defense Lawyers

A strategic and optimized Google Ads campaign is an excellent marketing strategy for generating large volumes of qualified leads that you can hopefully convert into clients. Google Ads works when you bid upon prices to pay for certain key search terms to pull up your listing (as a paid ad) at the top of the Google SERPS above the organic returns. You only pay for each time a searcher actually clicks on the ad, which takes them directly to your firm’s web landing page.

Google Ads’ major advantage is that you can see results immediately you start running your advertisement. It’s unlike regular SEO and TV advertising, each of which takes considerable time to deliver tangible results.

4 – Invest in Inbound Marketing Campaigns

Inbound marketing is a passive yet effective way to attract potential clients to your law firm through channels like Facebook marketing, content marketing, and branding. With high-quality content, you can build your brand awareness and demonstrate expertise in your practice area. You can provide your target clients with valuable content in the form of:

  • Informative legal-related blog articles
  • FAQs
  • Case studies
  • Video tutorials

5 – Hire a Law Firm Marketing Expert

At Clicks Geek, we’re ready to implement these criminal defense law-firm marketing ideas based on your unique value proposition. Call us today at 917-310-1597 to talk with us about how we create marketing plans for criminal defense law firms with impressive results.


Ed Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.

Take your business to the next level with a marketing agency that actually delivers.

Clicks Geek is a U.S. Based marketing agency focused on positive-ROI customer acquisition. If you want to grow your brand through digital marketing, let’s talk!

Based in Pennsylvania, USA

As a Google Premier Partner Agency, we’ve joined the cream of the crop in PPC specialists. This designation is reserved for only a small fraction of Google Partners who have demonstrated a consistent track record of success.
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