How Criminal Defense Lawyers Can Get More Clients?

Getting more clients is essential for any criminal defense lawyer’s law firm. With the right marketing strategies, criminal defense attorneys and law firms can effectively reach potential clients searching for legal representation.

We will explore the top techniques criminal lawyers can use to attract more clients and grow their law practice.

Why Marketing Matters for Criminal Defense Lawyers

Criminal defense is a saturated practice area. Many criminal defendants search for a lawyer every day. To stand out, criminal defense lawyers need an effective marketing strategy.

Marketing helps criminal defense attorneys:

  • Connect with potential clients who may need to hire a criminal defense lawyer
  • Show potential clients why they should choose your law firm
  • Convert website visitors into paying clients
  • Get your legal services in front of people searching for a criminal lawyer
  • Get you more clients and grow your criminal defense practice

You can attract more clients to your criminal defense law firm with the right marketing approach.

Overview of Marketing Strategies Covered

This guide will explore marketing strategies in four key areas:

  • Building a strong online presence
  • Networking online and offline
  • Advertising your services
  • Offering free value to prospects

By combining digital marketing and traditional marketing tactics, criminal defense attorneys can effectively reach potential clients and stand out from other defense firms.

Build a Strong Online Presence

Your law firm’s website and online profiles are essential for attracting potential clients searching for a criminal defense attorney. Optimize these assets to improve visibility and showcase your expertise.

Create a User-Friendly Website

Many prospective clients search online to find a criminal defense lawyer. Your website needs to make a great first impression.

Optimizing your site for search engines and user experience helps potential clients find and choose you.

Optimize Site for SEO

Use keywords related to your services throughout your website content. This helps you rank higher in search engines when potential clients look for a criminal defense attorney in your area.

Focus on optimizing pages for relevant searches like:

  • [Your city] criminal defense lawyer
  • Criminal defense attorney near me
  • Best criminal defense lawyer [your city]

Conduct keyword research to find terms potential clients use to find criminal lawyers. Optimize your pages around those searches.

Include Calls-to-Action

Calls-to-action (CTAs) encourage visitors to contact your firm. Include clickable CTAs in multiple places on each page.

Effective CTAs for criminal defense sites include:

  • Free case review
  • Schedule a consultation
  • Request quote
  • Contact us

Make your CTAs highly visible through design and placement. This makes it easy for potential clients to contact your criminal defense law firm.

Legal directories like Avvo and help potential clients find criminal defense lawyers. Managing your profiles improves visibility.

Claim and Optimize Directory Listings

Claiming your directory profiles allows you to fill out the information completely and accurately. Make sure to include keywords potential clients search for. Keep your business information consistent on all profiles.

Encourage Client Reviews

Client reviews boost credibility with potential clients browsing directory listings. Make reviewing your law firm easy for clients. Send a review request after closing a case.

Use Social Media Strategically

An active social media presence lets you connect with potential clients and build brand awareness.

Share Educational Content

Post educational content relevant to your audience’s needs. For example, explain key things to know when charged with a DUI.

This positions your firm as an authority. It also helps content get seen by more people searching social media for criminal defense help.

Humanize Your Brand

Share content showcasing your law firm’s team and personality. This builds familiarity and trust with potential clients.

Network Both Online and Offline

Networking within legal and local communities helps criminal defense attorneys meet potential clients.

Attend Local Bar Events

Attending bar association meetings and events expands your professional network. Get to know other criminal defense lawyers who may refer clients to you.

Partner with Bail Bondsmen

Develop relationships with bail bonds professionals. They often recommend defense lawyers to clients needing representation. Offer to give presentations at bail bonds offices.

Build Relationships with Former Clients

Past clients are a great source of referrals. Stay in touch and make it easy for them to recommend you.

Offer Referral Bonuses

Give clients discounts or rewards for referring new business to your law firm. This incentivizes referrals.

Ask for Reviews and Referrals

When a case wraps up, ask happy clients to leave online reviews and refer friends/family needing a criminal lawyer. Keep referral cards handy to remind them.

Engage on Relevant Online Forums

Participating in online legal and local communities raises awareness of your criminal defense services.

Provide Expert Opinions on Reddit

Answer questions related to your expertise in relevant Reddit subgroups. Add a link to your law firm site in your profile.

Answer Questions on Quora

Respond to criminal defense questions asked on Quora. Mention your law firm and include a link.

Paid advertising expands your reach to potential clients searching for a criminal defense attorney. Leverage digital and traditional advertising channels.

Digital Advertising Options

Digital ads allow for precise targeting and optimization. Consider search, social media, and display network advertising.

Google/Bing Ads

Advertise on Google and Bing to reach people searching for “criminal defense lawyer near me” in your area. Display your ads prominently on the search engine results page.

Social Media Ads

Run ads on Facebook and Instagram targeting users interested in criminal defense services or law firms in your location. Include a strong call to action.

Traditional Advertising Channels

Traditional advertising still helps raise local awareness of your criminal defense law firm.


Display informative billboards about your law firm along highways and busy streets in your metro area. Include your website URL.

TV/Radio Spots

Run brief commercials on local stations describing your criminal defense services. Use memorable branding and contact info.

Take out ads in regional legal publications and local newspapers/magazines. Tailor messaging to their readership.

Targeted Outreach

Proactively reach out to potential clients to highlight your services.

Direct Mailers

Send postcards or brochures to households in zip codes with higher legal needs. Mail to bail bonds offices, too.

Email Campaigns

Collect email leads through a free case review offer. Follow up with helpful information on what to expect in a criminal case.

Offer Free Value to Prospects

Providing free legal resources positions your firm as an authority. It also nurtures relationships with potential clients.

Host Educational Seminars

Host free seminars on topics like “Know Your Rights When Stopped by Police.” Answer common legal questions and connect with attendees needing representation.

Provide Free Consultations

Offering complimentary case consultations is standard for criminal defense. But go above and beyond to provide value and build rapport in the initial meeting.

Create Helpful Content Assets

Content showcases your expertise and brings in website traffic. Promote your content across marketing channels.

Blog Posts

Publish posts covering FAQs and criminal defense news. Optimize posts for SEO by using relevant keywords in the title, headers, etc.


Create downloadable content like “What to Do if You’re Arrested” to nurture leads. Offer in exchange for contact info.


Record educational webinars and videos. Post on your website and social channels. Insert CTAs to schedule an appointment.


Attracting more clients takes consistent marketing effort. But with the right approach, criminal defense lawyers can demonstrate their expertise and connect with potential clients needing representation.

Summary of Main Strategies

  • Optimize your law firm website for searches related to criminal defense
  • Be active on legal directories and social media sites
  • Network online through forums and offline at local legal events
  • Advertise through paid digital and traditional channels
  • Offer free legal resources and advice to attract new clients

By combining digital marketing and traditional tactics, criminal defense attorneys can reach more qualified leads and grow their client roster.

Focus on providing value at every stage to build lasting relationships with potential clients. A consistent marketing strategy helps criminal lawyers get more clients and expand their law firms.

Frequently Asked Questions

  • What are the most effective marketing strategies for criminal defense lawyers?
    • Top strategies include SEO for your website, legal directory submission, social media, online and offline networking, paid advertising, and free legal resources. Use a mix of digital marketing and traditional tactics.
  • How can I make my law firm website attract more clients?
    • Optimize your website for keywords potential clients search for. Include visible calls to action to contact your firm. Publish helpful content on your site. Ensure your site provides an excellent user experience.
  • What is the best way to advertise my criminal defense services?
    • Paid search ads, social media ads, TV/radio spots, billboards, and direct mail are effective for criminal defense attorney advertising. Target potential clients by location and legal interests.
  • How should criminal defense lawyers leverage social media?
    • Share educational content, humanize your brand, and participate in relevant legal discussions. Make it easy for visitors to connect with your law firm.
  • What offline marketing tactics work well for criminal attorneys?
    • Network through local bar associations and legal events. Partner with bail bonds professionals. Stay in touch with former clients for referrals. Host free seminars and workshops.