A Concise Guide to Criminal Lawyer Marketing

Criminal defense lawyers have a unique position when it comes to marketing. Though “defense attorneys” is a top-ranking search term, it’s technically too broad to cover all the charges that potential clients are dealing with in court. People tend to search for a defense firm that handles their specific issue, so the group of keywords that criminal defense attorneys use to attract clients is substantially larger than other law practices.

Marketing for criminal defense lawyers must be well-executed online if you want a steady stream of clients who can afford your services. Below, you’ll find some of the essential components of a successful campaign.

Create an Exceptional Website for Your Criminal Defense Law Firm Marketing

One of the first steps of any online marketing strategy is to understand your target audience and craft a useful website for them. You should ensure site optimization to deliver first-page web browser results and vital information that convinces people of your authority within your field of legal practice in criminal law.

Your defense law firm website should have a professional design and should position you as the ultimate person to produce the best possible outcome for a client’s criminal case. Within your site, break down your inner pages to discuss various areas of your practice, such as traffic court, drug charges, and DUI, to broaden your reach for people looking for help with specific types of court cases.

Maximize Search Engine Optimization for Criminal Lawyers

To reach potential clients organically, you must include SEO as part of your defense law firm’s marketing strategy if you want to achieve a high search ranking that puts your business at the top of the non-paid (organic) web browser listings. You need a superior website, SEO-optimized content to engage clients and entice them to solicit your services, and excellent online reviews to show search engines and site visitors that you are an authentic source of information.

Use Pay-Per-Click (PPC) Ads to Find Potential Clients

Every month, people engage in tens of thousands of searches online for a criminal defense attorney. Most people won’t look past the first search results page, so you need a marketing strategy to get on page one of Google, the most-used web browser.

Google Ads is a system of PPC advertising where you can bid to have ads connected to your law firm’s specific keyword searches. Whenever someone types in your designated keywords or phrases, they will see your sponsored ad. Because they are already looking for a criminal defense lawyer, they are more likely to click your link and visit your landing page.

People dealing with criminal charges or DUI/DWI are less likely to seek word-of-mouth referrals for an attorney because of the stigma attached, so criminal defense law firms should undoubtedly incorporate Google Ads into their internet marketing plan.

Google Ads is a top-tier marketing tool for criminal defense firms. If you are unsure how to begin, reach out to us at Clicks Geek, a Premier Partner Agency for Google Ads. We know how to generate consistent, substantial leads using Google Ads, and we also sell training courses for Google Ads keyword management. Please call (917) 310-1597 today for more information about our services and products.


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.

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