When someone is arrested, accused of a crime, or facing life-altering legal trouble, panic sets in. They don’t have time to wait for a referral — they need an attorney immediately.
That’s why over 96% of people seeking legal advice turn to search engines first.
Today’s legal clients compare attorneys on Google, read online reviews, and watch videos before making a decision. If your firm isn’t highly visible, it might as well not exist.
This guide covers 8 powerful digital marketing tactics you can use today to ensure you pop up where they’re looking, attract high-intent leads, and turn those leads into paying clients.
How Do Criminal Defense Law Firms Get Clients?
Criminal defense is one of the most competitive practice areas, with over 252,000 criminal defense lawyers in the United States as of 2025. Potential clients aren’t just walking through the door anymore.
Your firm needs to do the legwork to get in front of the right clients at the right time. How? With a comprehensive digital marketing strategy where (on a basic level) you:
Optimize for Local SEO and Directories by creating a Google Business Profile for your firm and listing it on major legal directories.
Build a High-Performing Law Firm Website that is fast, engaging, and designed to convert visitors into clients.
Implement a Strong Organic SEO Strategy to rank higher in search results and ensure potential clients find your firm first.
Run Targeted Google Ads to reach high-intent searchers who urgently need a criminal defense attorney.
Leverage Social Media to showcase your expertise, engage with potential clients, and build credibility.
Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.
8 Proven Ways to Capture New Criminal Defense Clients
Are you relying solely on referrals and billboards? Today,81% of clients turn to the Internet to research legal services before ever making a call. And 95% of legal consumers read online reviews before hiring an attorney.
How do you compete? Let’s dive into 8 powerful digital marketing tactics to help you increase visibility, build trust, and consistently bring in new clients.
Have you heard of the SMART goal framework? It’s a powerful way to create clear, focused, and actionable objectives that keep your law firm on track for growth. Here’s how it works:
S – Specific: Clearly define what you want to achieve. (Example: Increase website traffic by 30% in six months.)
M – Measurable: Track progress with concrete numbers. (Example: Gain 50 new leads per month.)
A – Achievable: Set realistic goals that challenge you but are within reach. (Example: Improve Google rankings for five key legal terms.)
R – Relevant: Align your goals with your business objectives. (Example: Attract more high-intent criminal defense clients.)
T – Time-bound: Set a deadline to stay accountable. (Example: Generate 20 client consultations in 90 days.)
Many attorneys fall for vanity metrics that don’t translate into actual revenue. For instance, 1,000 people liking your Facebook post doesn’t equate to 1,000 new clients. In most cases, it won’t mean much at all.SMART goals help law firms like yours focus on measurable objectives like increasing lead flow or conversion rates — and put the attention where it matters: on income and profit.
Comrade’s Key Takeaway
Focus on metrics that truly matter. For your criminal defense law firm, a SMART goal might be: Increase leads by 30% in the next 6 months by getting 1,000 prospects to subscribe to your new email newsletter.
Utilizing the SMART goal framework is the best way to ensure your marketing efforts remain on track.
2. Build a Robust Criminal Defense Website to Get New Clients
A successful criminal defense website isn’t just about looking professional — it’s about turning visitors into paying clients. How do you go about this?
Specialization Matters
Before building your website, define your niche within criminal defense. Trying to be a jack-of-all-trades often leads to getting lost in the crowd. Generalists struggle to stand out. Specialists gain authority and credibility faster.
Think about it this way: If someone is facing a DUI charge, would they rather hire a general criminal defense attorney OR one who exclusively handles DUI cases and knows the legal considerations inside and out? The choice is obvious.
So whether your focus is drug-related charges, DUI defense, or gun-related cases, make sure your website showcases that expertise loud and clear.
Spotlight Your Social Proof
When potential clients face a criminal charge, their career, reputation, and even their freedom are on the line. They’re not just looking for any lawyer — they’re looking for reassurance that they’re making the right choice.
That’s why social proof is your most powerful asset. People trust results. They trust real stories. If you don’t showcase your past successes, you’re asking prospects to take a blind leap of faith — and most won’t.
It’s the same reason people choose a packed restaurant over an empty one. A long line means the food is good. A homepage full of case wins, dismissals, and plea deals tells clients you’re the real deal.
How to Make Social Proof Work for You
Homepage Spotlight: Feature a section highlighting your most impressive case results with victories that make visitors think, “This is the lawyer I need.”
Service Pages: Don’t just list your practice areas. Show how you win in each category with case studies. If you focus on DUIs, share a case where you got charges dropped. If you handle drug-related crimes, highlight a case where you secured a favorable plea.
Client Testimonials: A case result is powerful. Pair it with a testimonial from a relieved client, and it’s unshakable. Let visitors hear straight from people whose lives you’ve changed.
Comrade’s Key Takeaway
Video testimonials are more persuasive than written reviews. Ask past clients (with permission) to share their experiences. Keep videos short (30-60 seconds). Then, feature them on the website, social media, and YouTube ads.
Make Content Your Biggest Priority
Content is king. The right content turns visitors into clients by answering their biggest questions and proving your expertise.
Answer Burning Questions: Blog posts tackling FAQs like “What should I do if I’m arrested?” instantly make you a go-to resource.
Break Down Case Wins: Case studies help potential clients see how you’ve handled situations just like theirs — proving you get real results.
Humanize Your Firm with Video: A short, engaging video on your website’s home page can humanize your firm, making you more approachable and reinforcing your credibility.
And remember, when your content speaks directly to your audience’s fears and questions, they’re far more likely to trust (and hire) you.
Focus on Optimizing for Conversions
While the average website might convert 2 out of 100 visitors, many attorney websites fall below this benchmark, converting only 1 out of 100 visitors. It’s crucial to aim for a higher conversion rate, as this directly impacts your ability to turn website visitors into potential clients.
So how do you boost your conversion rate? With the right law firm digital marketing plan, you could take it to well above the average 2% threshold.
Learn how a great law firm web design levels the playing field and puts your firm in front of the right clients.
We also recommend using these methods to boost your conversion rate.
Optimize for Mobile-Friendliness and Speed:63% of law firm website traffic comes from mobile devices, proving the importance of optimizing your site for mobile.
Implement Clear Calls-to-Action (CTAs): Direct visitors to take specific actions, such as “Schedule a Consultation” or “Contact Us Today.” Clear CTAs guide users toward engagement.
Add Click-to-Call Buttons and Live Chat:46% of clients contact law firms first by phone. Incorporate click-to-call buttons to facilitate immediate connection. Additionally, 67% of people prefer firms that respond quickly to calls or emails, making live chat a valuable tool.
Don’t Forget About AI-Enhanced Indexing (AEI):
Google isn’t the only way people find lawyers anymore. AI-driven search tools like ChatGPT, Perplexity, and Bard are reshaping how potential clients get legal information.
Instead of just browsing results on Google, they’re asking AI for direct answers — and if your site isn’t optimized for AI-Enhanced Indexing (AEI), you’re missing out on a massive opportunity.
How to Make AI Work for You
Use Structured Data & Schema Markup – Think of this as giving AI a roadmap to understand your content better. Proper schema helps AI recommend your firm in responses instead of burying you under generic search results.
Answer the Right Questions – AI tools favor websites that provide clear, structured answers. Create FAQ sections like “What happens after a DUI arrest?” or “How much does a criminal defense lawyer cost?” to increase your visibility.
Show Proof with Stats & Testimonials – AI loves credibility. Adding real statistics, client testimonials, and in-depth legal breakdowns makes your content more likely to be cited in AI-generated answers.
The next time a potential client asks ChatGPT, “Who is the best DUI lawyer near me?” your website is more likely to be mentioned in the response if it includes structured data, real case results, and FAQs!
3. Leverage Local SEO to Get More Criminal Defense Leads
When someone needs a criminal defense attorney, they aren’t scrolling through endless law firm websites — they’re probably looking up “best defense lawyer near me” on Google.
With hundreds of competing law firms in your area, a strong local SEO strategy is the key to standing out. That’s where local SEO comes in. This helps your law firm show up when people search for attorneys near them. It’s how you rank in Google’s “3-Pack” (the top map results) when someone searches “criminal defense lawyer near me.”
Comrade’s Key Takeaway
Local SEO is one of the most cost-effective ways to get in front of high-intent clients. As per our client data, 30-40% of all criminal defense leads come from Local SEO.
Get an effective SEO law firm plan to boost your practice. Read our blog post now for expert advice!
So how do you optimize for local SEO to increase your chances of getting more calls, consultations, and clients? Let’s talk about it:
Update Your Google Business Profile (GBP)
Make sure your Name, Address, and Phone (NAP) details are 100% accurate on your Google Business Profile and across all directories. If your contact info is inconsistent, Google won’t rank you as highly.
Regularly post updates, case results, and FAQs on your GBP to keep it active and visible.
Focus on Client Reviews & Reputation Management
You won’t be surprised to read this, but 95% of legal consumers read online reviews before choosing a lawyer.
A strong reputation on Google and legal directories can be the deciding factor in whether a potential client calls your firm or moves on to a competitor.
How to Get More Reviews & Testimonials
Ask at the Right Time – The best time to request a review is right after a successful case outcome when the client is most appreciative.
Make It Easy – Send a direct link to your Google Business Profile via email or text, so clients can leave a review with minimal effort.
Offer a Simple Guide – Many clients don’t know how to leave a review. A quick step-by-step guide (or a friendly reminder) can increase responses.
Respond to Every Review – Whether positive or negative, respond professionally to show potential clients that you value client feedback and care about your reputation.
Bottom line? Local SEO isn’t just about getting found — it’s about proving you’re the best choice when someone’s freedom is on the line.
Optimize your Google Business Profile, manage your reputation, and watch the leads roll in.
4. Use Organic SEO to Boost Your Criminal Defense Website
While local SEO is important, it’s not enough. You also need a robust organic SEO strategy. Keep in mind: Nearly 80% of clicks go to organic search results — not paid ads or map listings. That means if you’re not ranking high, you’re missing out on cases that could be yours.
Comrade’s Key Takeaway
Beyond local rankings, organic search results drive 42-50% of all criminal defense leads for our clients.
To get found, build trust, and attract more clients, your website needs a strong SEO strategy.
How to Dominate Organic Search
Technical SEO: A slow, glitchy website kills conversions. Improve site speed, fix broken links, and optimize metadata so search engines — and potential clients — can easily find and navigate your site.
Keyword Research & Content Optimization: Clients don’t just search for “criminal defense attorney.” They ask questions. Writing long-form content on high-intent keywords like “What are the penalties for a first-time DUI?” positions you as the authority while boosting rankings.
Backlink Strategy: Google ranks trustworthy sites higher. Earn backlinks from legal directories, blogs, and authoritative sites to build credibility and push your firm up the rankings.
Work with an internet marketing for lawyers agency to identify the keywords you should use to attract the right clients.
5. Set Up a Google Ads Campaign for Immediate Visibility
Waiting for local and organic SEO to kick in takes time, but with Google Ads, you can jump straight to page one and get in front of potential clients immediately.
When done right, Google Ads is a powerful tool that keeps your law firm visible, competitive, and booked with clients who need you the most.
LSAs are Google’s pay-per-lead option designed specifically for service-based businesses, including law firms. Unlike traditional PPC ads, LSAs don’t require a website, making them easy to set up. However, they come with limitations.
Ease of Use: LSAs prioritize simplicity — you only pay when a potential client contacts you through the ad.
Ranking Factors: Your placement in search results depends heavily on client reviews and proximity to the searcher.
Lead Quality Concerns: While LSAs generate leads quickly, they tend to produce lower-quality inquiries, meaning you may need to spend more time filtering out unqualified prospects.
For attorneys who want a fast, low-maintenance way to start advertising, LSAs can be useful. But for those looking for higher-intent clients, PPC ads often deliver better results.
Traditional Google Ads (PPC): Higher-Intent Leads with More Control
Google PPC ads allow law firms to bid on high-intent keywords like “best DUI lawyer near me” or “criminal defense attorney free consultation.”
Unlike LSAs, which charge per lead, PPC operates on a pay-per-click model, meaning you pay when someone clicks on your ad — even if they don’t contact you.
Target the Right Clients: PPC campaigns give you control over which keywords you rank for, ensuring your ad appears in front of people actively searching for legal help.
More Effective Than LSAs for Many Firms: Well-optimized PPC ads outperform LSAs in both lead quality and conversion rates, making them a better long-term investment.
Customization & Tracking: PPC allows for detailed ad copy, landing page customization, and performance tracking, so you can adjust campaigns for the best ROI.
For law firms serious about scaling their leads and conversions, PPC offers a more targeted and higher-quality alternative to LSAs.
Attract more clients and grow your law firm with PPC marketing for lawyers. Learn the go-to techniques you need to succeed!
Retargeting: Convert Visitors Who Didn’t Hire You (Yet)
Did you know that many criminal defense clients don’t hire an attorney immediately after visiting a website? They browse multiple firms, talk to family members, or weigh their options before making a decision. Retargeting ensures your firm stays top-of-mind during this critical decision-making process.
How Retargeting Works:
Website Retargeting: Show ads to visitors who viewed your site but didn’t contact you.
Video Retargeting: If someone watches your YouTube video but doesn’t take action, follow up with an ad that reminds them why they need an attorney now.
Lead Form Retargeting: If a potential client starts filling out a contact form but abandons it, serve them a reminder ad to complete the process.
Why This Matters: Criminal defense decisions often take multiple touchpoints before a client is ready to commit. Retargeting ensures that when they do, your firm is the first one they call.
6. Register in Online Directories to Increase Your Exposure
Your potential clients are turning to directories like Avvo.com, SuperLawyers, FindLaw, and Justia to search for attorneys.
And when these prospects browse directories, they’re looking for proof that an attorney is experienced, trustworthy, and successful.
Make sure your firm is listed and optimized across major directories as it’sone of the easiest ways to get found and get hired.
Looking to expand your legal practice’s reach? Check out our article on the 20 best lawyer directories and harness the power of online visibility.
How to Maximize Your Legal Directory Listings
Keep NAP Consistent – Ensure your Name, Address, and Phone (NAP) information is identical across all directories. Inconsistent listings hurt your search rankings and confuse potential clients.
Leverage Paid Placements – Many directories offer premium placements that put your firm ahead of competitors. Investing in these can significantly increase visibility and lead flow.
Monitor and Respond to Reviews – Just like Google reviews, client feedback on legal directories influences trust and rankings. Engage professionally with both positive and negative reviews to reinforce your firm’s reputation.
Remember, legal directories aren’t just listings — they’re powerful lead-generation tools. A well-optimized presence can set your firm apart and drive high-quality traffic to your practice.
7. Leverage Social Media (With a Focus on YouTube)
How do you convey engaging legal content that aligns with your customers’ needs?
The answer: social media. It’s a great tool for engagement, credibility, and lead generation. But with dozens of social media platforms out there, where do you even begin?
Your future clients are searching for legal guidance right now. With billions of searches every month, YouTube isn’t just a video platform; it’s a search engine where people look for expert answers before they ever pick up the phone to call an attorney.
If you’re not showing up, your competitors are. So here’s how to get started in just three steps:
Track Client Questions – Over the next 30 days, write down every common question clients ask. These are your video topics.
Record Simple, Valuable Videos – A $20 tripod and a $50 microphone are all you need. Set up your phone, hit record, and provide clear, helpful answers.
Optimize for Search – Upload your videos with keyword-rich titles and descriptions so they rank on YouTube and Google, bringing in high-intent leads.
By answering client questions on YouTube, you build trust, showcase your expertise, and create a long-term, automated client acquisition tool. Start now, and let your YouTube content work for you 24/7.
It’s highly likely that your next client is already scrolling on Facebook or Twitter — so let’s make sure they see you. Join local Facebook groups, engage in community discussions, and run targeted ads to stay on their radar.
When legal trouble hits, they won’t be searching for a lawyer from scratch — they’ll remember your name because you’ve already shown up in their feed, offering insights and guidance.
Get Active on Reddit
Criminal law subreddits (like r/legaladvice) offer a unique opportunity to answer legal questions, provide insights, and drive awareness. While you can’t directly solicit clients, establishing yourself as a knowledgeable contributor can build trust and bring in leads.
By strategically using social media, you can engage with potential clients where they’re already searching for legal guidance.
8. Stand Out & Build Trust: Your USP & Transparent Pricing Matter
Choosing a criminal defense attorney isn’t just about experience — it’s about why a client should hire you over anyone else.
Your Unique Selling Proposition (USP) combined with clear, upfront pricing can be the deciding factor that gets clients to choose you instead of scrolling past.
Why Your USP Matters
In a crowded legal market, a strong USP helps you stand out. Ask yourself:
What makes your firm different? Do you specialize in high-profile cases? Offer 24/7 availability? Have a track record of case dismissals?
Why should a client trust you? Do you have years of experience as a former prosecutor? A high success rate in specific charges?
Is hiring you easier? Do you offer flexible payment options or free initial consultations?
Your USP should be clear, compelling, and woven into every part of your marketing. When potential clients see a firm that stands out, they remember you — and call you first.
Transparent Pricing: Removing Barriers to Hiring You
Even if a potential client is convinced you’re the right attorney, pricing uncertainty can stop them from reaching out. Here’s how to fix that:
Be Upfront About Fees – Outline your fee structure on your website so clients know what to expect before they call.
Filter Out Unqualified Leads – Pricing transparency helps you attract serious inquiries, saving you time on leads that can’t afford your services.
Offer Financing Options – If available, highlight payment plans or flexible retainers to make legal help more accessible.
The Takeaway?
A strong USP sets you apart, builds credibility, and makes your firm the obvious choice. Pair that with clear pricing, and you eliminate doubts that stop potential clients from calling you
And Remember, Speed Wins Clients
When someone is facing criminal charges, they need help urgently. If you don’t respond within five minutes, they’ll call the next attorney on the list.
How to Stay Ahead:
Set up a 24/7 live chat or answering service to never miss a potential client
Send your leads automated email/SMS responses for quick replies to keep them engaged
Train intake teams to make emergency cases the top priority
Criminal defense is urgent — a slow response means a lost client. Be the attorney who answers first.
Real Results: Criminal Defense Marketing Success Stories
Marketing criminal defense services is among the most competitive arenas for law firm SEO. In Arizona, for example, you’d be competing to secure a top spot amid over 79 million Google search results!
Your website must rank high in the organic search results; otherwise, potential clients simply won’t find you — they’ll find your competitors instead. Without strong visibility, you’re missing out on cases that should be yours.
The good news is that Comrade can help.
We have a specialized focus on SEO packages designed exclusively for criminal defense lawyers and attorneys in competitive markets, helping them achieve high rankings for the most sought-after keywords — and as a result, bring in more clients!
client results
#1
https://brandonwhitelaw.com/ Area: Criminal Defense GEO: Arizona Current Result: #1 for phoenix medicaid attorney
Elevate Your Brand Today - Discover Cutting-Edge Marketing Solutions!
When someone is arrested or facing serious charges, they’re ridden with anxiety. At that point, they’re not waiting for a referral. They’re urgently searching for a lawyer who can help them in a time of intense stress.
With 96% of legal consumers turning to search engines before hiring an attorney, your online presence isn’t just a bonus — it’s the difference between winning new clients or losing them to your competitors.
A powerful criminal defense marketing strategy for lawyers ensures your firm appears when and where it matters most. From SEO and Google Ads to directory listings and YouTube marketing, these proven tactics put you in front of high-intent leads, build trust, and drive steady client growth.
Don’t leave your caseload to chance. Don’t risk your revenue.
Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
Digital Marketing Performance Audit
Unlock a full potential of your website. See which gaps in your marketing don’t allow your organization to scale. Get a complimentary, no obligation marketing performance review.
