How Criminal Defense Lawyers Can Attract More Clients
If you’re a criminal defense attorney, you already know that most people don’t start looking for a lawyer until they’re in trouble. They’re stressed, overwhelmed, and searching for someone who can help—fast.
The problem? If they can’t find you online, they’ll find someone else.
That’s why marketing isn’t optional for criminal defense lawyers. It’s how you make sure the right people see your name when they need legal representation the most. Whether it’s Google searches, word-of-mouth, or social media, your marketing strategy should be working for you 24/7—even when you’re in court.
So, what does that actually look like? Let’s break it down.
Step 1: Your Website Needs to Work for You
Let’s be honest: if your website looks outdated, is slow to load, or doesn’t immediately answer the question, “How can this lawyer help me?”—you’re losing potential clients.
A criminal defense website should:
✅ Clearly list the types of cases you handle (DUI, assault, drug charges, etc.)
✅ Make it easy to contact you (phone number front and center, no digging required)
✅ Feature real testimonials or case results (people want proof that you win)
✅ Be mobile-friendly (because most clients are searching on their phones)
“I used to think my old website was fine, but once I updated it, my calls tripled in a month.” – Jason R., Defense Attorney
Step 2: Be Where Your Clients Are Searching (SEO)
You know that most people turn to Google when they need a lawyer. The question is, are they finding you first—or your competitors?
SEO (search engine optimization) is what gets your website on page one when someone searches for terms like:
🔎 “Best DUI lawyer in [your city]”
🔎 “Criminal defense attorney near me”
🔎 “What to do after an arrest”
If your firm isn’t ranking well, you’re missing out on leads to other attorneys who invested in SEO. Simple things like optimizing your website content, creating blog posts that answer common legal questions, and setting up your Google My Business profile can put you ahead of the pack.
Step 3: Paid Ads—Because Some Clients Can’t Wait
SEO is great for long-term growth, but if you want results today, paid ads (Google Ads, Facebook Ads, and Local Services Ads) are the way to go.
With Google Ads, your firm can be the first result people see when they search for a criminal defense lawyer. And with Local Services Ads, you only pay when someone actually contacts you—not just for clicks.
“The first time I ran a Google Ads campaign, I signed three new clients in one week. Worth every penny.” – Mike L., Criminal Defense Lawyer
Step 4: Content Marketing—Show Clients You’re the Expert
People searching for a lawyer have questions. If your website provides clear answers, they’re more likely to trust you—and call you.
Some great content ideas for criminal defense firms:
📌 “What to Do If You’re Arrested” – A step-by-step guide for people in legal trouble
📌 “DUI vs. DWI: What’s the Difference?” – Explain legal terms in simple language
📌 “How Bail Works” – Break down a confusing process so potential clients understand
Writing a few blog posts or filming a quick FAQ video builds trust before someone ever picks up the phone.
Step 5: Online Reviews Can Make or Break You
Let’s say someone searches for a lawyer and sees two firms:
- One with dozens of 5-star reviews
- One with zero reviews (or worse, bad ones)
Who do you think they’ll call?
Encouraging past clients to leave positive Google reviews boosts your credibility and rankings. A simple follow-up email or text can go a long way in building a solid online reputation.
“Once I started asking for reviews, my call volume went up almost overnight.” – Emma T., Criminal Lawyer
Step 6: Social Media (Yes, It Actually Works)
Most lawyers think social media is just for influencers and viral dances, but for criminal defense attorneys, it’s an underrated tool for building trust.
What to post?
✅ Legal tips: “What to do if you’re pulled over for suspected DUI”
✅ Behind-the-scenes: A look at life in a defense lawyer’s world
✅ Client success stories (anonymized, of course!)
“I thought social media was a waste of time, but after sharing legal tips, I started getting leads directly through Instagram.” – Daniel S., Criminal Attorney
Why Work with a Legal Marketing Agency?
The truth? Most criminal defense lawyers don’t have time to figure out marketing on their own. Between handling cases, preparing for trial, and running your practice, there’s little room to worry about SEO, ads, or website updates.
That’s where a legal marketing agency comes in. Instead of guessing what works, you can have a team of experts handle everything—from your website to your paid ads—so you can focus on your cases.
At PSM Marketing, we help criminal defense lawyers:
✔ Build high-converting websites
✔ Rank higher on Google
✔ Run successful ad campaigns
✔ Manage their online reputation
“I used to waste hours trying to figure out SEO and ads. Now, I let the pros handle it while I focus on winning cases.” – David P., Criminal Defense Lawyer
If you’re ready to attract more clients and grow your firm, let’s talk. Schedule a consultation today.
Smart Marketing Strategies for Criminal Defense Lawyers
If you’re a criminal defense attorney, you know that clients don’t just walk through the door by accident. Most people searching for a lawyer are in crisis mode—they need help fast, and they’re making quick decisions. If they don’t find you when they search, they’ll find someone else.
That’s why marketing isn’t just a “nice-to-have.” It’s what keeps your firm growing, your caseload full, and your name top of mind when people need a defense attorney. At PSM Marketing, we help law firms cut through the noise and connect with the right clients.
Branding: Why Should Someone Hire You?
What makes your law firm different? Are you an aggressive defender? A compassionate advocate? Do you specialize in high-stakes cases?
Your brand is what sets the tone for how clients perceive you. It’s more than a logo—it’s the reputation and messaging that defines your firm.
Some attorneys build their brand around being fierce trial lawyers. Others focus on compassion and second chances. Either way, you want your potential clients to feel confident the moment they land on your website or see your name online.
At PSM Marketing, we help criminal defense lawyers develop strong, professional brands that stand out in a competitive legal market. That includes:
- Logo & visual identity that creates a lasting impression
- Brand messaging that tells your story in a way that resonates
- Consistent branding across websites, ads, and social media
If you don’t define your brand, your competitors will.
Marketing Coaching for Criminal Defense Lawyers
Let’s be real—most attorneys didn’t go to law school to become marketers. But if you’re relying on word-of-mouth alone, you’re missing out on a huge segment of potential clients.
That’s why we offer one-on-one coaching to help lawyers take control of their marketing. We walk you through:
✔ How to use social media effectively without it feeling like a chore
✔ What kind of content builds trust with potential clients
✔ How to turn website visitors into paying clients
✔ Simple ways to get more reviews and referrals
We tailor everything to your practice, so you can market smarter, not harder.
Your Website: First Impressions Matter
Most people searching for a criminal defense attorney don’t have time to scroll through dozens of options. If they land on your website and can’t immediately see how you can help, they’ll leave.
A strong legal website should:
✔ Clearly explain the types of cases you handle
✔ Include testimonials and case results to build credibility
✔ Have a fast-loading, mobile-friendly design
✔ Feature a clear call to action (Call Now, Schedule a Consultation, etc.)
“I used to think my outdated website was fine until I realized how many leads I was losing. Once we updated it, calls started coming in almost immediately.” – James R., Criminal Defense Attorney
If your website is slow, confusing, or outdated, it’s time for an upgrade.
SEO: If They Can’t Find You, They Can’t Hire You
Most clients find lawyers by searching on Google. If you’re not showing up on page one, you’re losing business to competitors who are.
Search Engine Optimization (SEO) is what helps your law firm rank higher in search results so more people can find you when they need legal help.
We focus on:
🔍 Local SEO to get your firm in front of clients searching in your area
🔍 Google My Business optimization to improve visibility in map searches
🔍 Keyword research so you rank for terms like “DUI lawyer near me” or “criminal defense attorney [your city]”
A well-optimized website doesn’t just look good—it works 24/7 to bring in leads.
Paid Ads: The Fastest Way to Get More Clients
SEO is a long game, but Google Ads and Local Services Ads bring results right away. If someone is searching for “best criminal lawyer in [your city],” the first few results are usually paid ads.
That’s why many successful law firms invest in Pay-Per-Click (PPC) advertising to stay ahead of competitors.
With the right strategy, you can:
✔ Get more leads from high-intent searches
✔ Target specific case types (DUI, drug charges, violent crimes, etc.)
✔ Only pay when potential clients click or call
“I was skeptical about running ads, but within a month, I landed three felony cases. The ROI was worth it.” – David L., Criminal Defense Attorney
Your Online Reputation: Make Every Review Count
If someone searches for your firm and sees bad reviews—or no reviews at all—they’ll move on.
Getting positive Google reviews can be the difference between getting hired or ignored. A potential client might be deciding between two lawyers. One has 30 five-star reviews. The other has three.
Who do you think they’ll call?
The easiest way to get reviews? Just ask. A simple follow-up email or text to past clients can boost your reputation fast.
“I never paid attention to reviews, but after asking happy clients to leave feedback, my Google ranking improved, and I started getting more calls.” – Rachel M., Criminal Lawyer
Social Media: Is It Worth It for Lawyers?
Some attorneys think social media is just for influencers, but it can actually help build trust and keep you visible in your community.
✔ LinkedIn – Great for networking and referrals
✔ Facebook – A place to share legal updates and success stories
✔ YouTube & TikTok – Short legal explainers get huge engagement
“I started posting short videos answering common legal questions, and within a few months, people were reaching out to hire me.” – Mark T., Criminal Attorney
The key is consistency—staying visible, engaging with potential clients, and positioning yourself as a knowledgeable resource.
Why Work with a Legal Marketing Agency?
Most lawyers don’t have time to figure out SEO, build websites, or run ad campaigns—and they shouldn’t have to. That’s where a legal marketing agency makes all the difference.
At PSM Marketing, we specialize in:
✔ Website development for law firms
✔ SEO & ranking on Google
✔ Paid ads that drive leads
✔ Social media & content marketing
“Outsourcing my marketing was the best decision I made. Now, instead of struggling to get leads, I focus on my cases while my marketing works for me.” – Daniel S., Criminal Defense Lawyer
If you’re ready to attract more clients and grow your firm, let’s talk. Schedule a consultation today.
Final Thoughts: Don’t Leave Clients to Chance
Criminal defense is competitive. If your firm isn’t showing up when and where potential clients are looking, they’ll hire someone else. A strong marketing strategy isn’t just about visibility—it’s about building trust, attracting the right cases, and growing your firm for the long haul. If you’re tired of relying on word-of-mouth and want a real marketing strategy that works, we can help. Let’s connect and get started.
Ready to talk?
Helping Criminal Defense Lawyers Get More Clients
When someone needs a criminal defense attorney, they’re not scrolling through pages of law firms—they’re looking for someone they can trust, fast. The question is: are they finding you first or going straight to your competitors? That’s where PSM Marketing comes in. We help defense attorneys build real visibility—not with gimmicks, but with smart, strategic marketing that puts you in front of the right clients at the right time.
Think of it like this: a strong website, solid SEO, and a real social media presence aren’t just “nice to have.” They’re how potential clients decide whether to pick up the phone and call you—or keep searching. If you’re tired of guessing what works, let’s talk. We’ll map out a plan that fits your firm, your goals, and your budget—so you can focus on what you do best: defending your clients. Get in touch today.
What Our Clients Say
FAQs About Marketing for Criminal Defense Law Firms
Why is marketing important for criminal defense lawyers?
Marketing is crucial for criminal defense lawyers as it helps them reach potential clients in need, establishes their expertise and credibility in the field, and differentiates them in a highly competitive market.
What digital marketing strategies are most effective for criminal defense attorneys?
Effective digital marketing strategies for criminal defense attorneys include search engine optimization (SEO), content marketing focused on legal advice and information, targeted pay-per-click (PPC) advertising, and active social media engagement.
How can criminal defense lawyers use social media for marketing?
Criminal defense lawyers can use social media to share informative content, engage with their community, highlight client testimonials, and provide insights into the criminal justice system, thus building trust and authority in their field.
Is it ethical for criminal defense lawyers to market their services?
Yes, it is ethical for criminal defense lawyers to market their services as long as they adhere to the specific advertising rules and ethics guidelines set by their state bar associations, which often include truthfulness, non-deceptiveness, and respect for client confidentiality.
How important are client testimonials and reviews for criminal defense lawyers?
Client testimonials and reviews are extremely important as they provide social proof of the lawyer’s expertise and success, help build trust with potential clients, and can positively influence their decision to seek representation.
What role does content marketing play in attracting clients for a criminal defense law firm?
Content marketing plays a significant role in attracting clients for a criminal defense law firm by showcasing the firm's knowledge and expertise, addressing common legal questions, and helping improve the firm's search engine rankings, thereby increasing visibility.
Can criminal defense lawyers benefit from local SEO?
Yes, criminal defense lawyers can greatly benefit from local SEO, as it optimizes their online presence to appear in local search results, making it easier for people in their geographic area to find their services.
How can a criminal defense lawyer measure the success of their marketing efforts?
A criminal defense lawyer can measure the success of their marketing efforts through various metrics such as website traffic, lead generation, conversion rates, client acquisition costs, and overall return on investment (ROI) from different marketing channels.
Why Marketing for Criminal Defense Lawyers Actually Matters
Most people don’t think about hiring a criminal defense attorney until they need one. And when they do? They’re panicked, desperate, and searching online for help—fast. If your name isn’t showing up in that moment, they’re calling the lawyer who is.
This isn’t about fancy branding or “playing the long game.” It’s about making damn sure that when someone searches for “best criminal defense lawyer near me,” your firm is the first one they see. If your competitors are investing in marketing and you’re not, guess who’s getting the calls?
Standing Out in a Cutthroat Industry
Let’s be real: Criminal defense is one of the most saturated legal markets out there. There are too many lawyers competing for the same clients, and unless you’re a referral powerhouse, you need a way to stand out.
Your brand is your reputation—what people think when they hear your name. So ask yourself:
- Are you the aggressive, take-no-prisoners trial lawyer who fights every case like it’s life or death?
- Are you the calm, strategic negotiator who gets charges dropped before they hit the courtroom?
- Do you specialize in DUI, white-collar crime, or serious felonies?
Own your brand, or someone else will define it for you.
“I never thought branding mattered until I started leaning into my reputation as a hard-hitting trial lawyer. My referrals skyrocketed.” – Mike R., Criminal Attorney
Your Website: Stop Losing Clients Before They Call
Most people looking for a lawyer don’t spend hours researching. They Google a phrase, click a link, and decide in seconds if they trust the attorney they’re looking at. If your website is outdated, slow, or filled with vague nonsense, they’re gone.
Your website needs to:
✔ Make it painfully obvious what you do. DUI? Felony charges? Federal cases? Spell it out.
✔ Show them why they should trust you. Case results, client testimonials, and press features.
✔ Make it easy to reach you. Big “Call Now” buttons. No scavenger hunt for your phone number.
“We updated my website last year, and suddenly, my phone was ringing way more. People told me straight up that my site looked more legit.” – Sarah T., Criminal Lawyer
SEO: If You’re Not on Page One, You Don’t Exist
Google isn’t optional—it’s the battleground where clients decide who to call. If your firm isn’t ranking for search terms like “DUI lawyer in [your city]”, you’re handing money to your competitors.
SEO isn’t just about stuffing your site with keywords. It’s about:
✔ Owning your local search presence. Google My Business, local directories, and consistent listings.
✔ Publishing content that actually helps people. Blog posts, FAQs, and guides answering the questions your clients are Googling.
✔ Getting solid backlinks. Media mentions, guest articles, and local partnerships that tell Google you’re the real deal.
“Once my firm started ranking higher on Google, my caseload doubled. No joke. I wish I had invested in SEO earlier.” – David P., Criminal Defense Attorney
Content That Builds Trust Before They Call You
Most law firm websites are boring as hell. Clients don’t care about generic legal jargon. They care about what’s going to happen to them if they get convicted.
Instead of writing the same tired “We fight for your rights” copy, try:
✔ A blog post called “What Happens If You Refuse a Breathalyzer in [Your State]?”
✔ A video breakdown of how bond hearings work, straight from your desk.
✔ A FAQ section with real answers to real questions, no fluff.
“I started writing real-world blog posts instead of generic garbage, and suddenly, people were actually calling me because of my content.” – Lisa D., Defense Attorney
Online Reviews: The Secret Weapon No One Talks About
Imagine two attorneys: One has 50 five-star Google reviews, the other has four (and one of them is a pissed-off ex-client). Who’s getting the call?
Reviews are gold. They show people that past clients actually trust you. Getting more isn’t hard—you just have to ask.
✔ Follow up with happy clients and request a quick Google review.
✔ Make it part of your case-closing process.
✔ Respond to every review, good or bad, like a professional.
“I ignored reviews for years. The second I started pushing for them, my firm’s ranking improved, and I was closing more leads. It’s stupid how easy it was.” – Jason M., Criminal Lawyer
Social Media: Use It or Get Left Behind
No, you don’t need to dance on TikTok. But you do need to show up online where people spend their time.
✔ LinkedIn – Connect with local business owners, law enforcement, and referral partners.
✔ Facebook & Instagram – Share legal updates, client wins (anonymized), and quick insights.
✔ YouTube & TikTok – Short, digestible legal videos answer the questions people are already Googling.
“I resisted social media for years, but the moment I started posting helpful legal videos, I saw way more people reaching out.” – Mark T., Criminal Attorney
Google Ads: Get Clients NOW
SEO takes time. If you need leads yesterday, Google Ads and Local Services Ads can put you at the top of search results instantly.
✔ Google Ads (PPC): Pay to appear at the top of relevant searches.
✔ Local Services Ads: Pay only for actual leads (calls and messages).
✔ Retargeting Ads: Follow people around online after they visit your site.
“I thought ads were a waste of money—until I landed a $20K case off my first campaign.” – David S., Defense Attorney
Know the Rules: Legal Marketing Ethics Are No Joke
The last thing you need is a bar complaint because your marketing overpromised results. Stay compliant by:
✔ Never guaranteeing case outcomes. “We’ll fight for you” is fine. “We guarantee a dismissal” is not.
✔ Being upfront about fees. Misleading pricing claims can get you in trouble.
✔ Respecting client confidentiality. No case details without explicit permission.
If your marketing agency doesn’t know legal ethics, fire them.
Stop Guessing. Start Getting Clients.
Here’s the bottom line: If potential clients can’t find you when they need you, they’re hiring someone else. Marketing isn’t extra—it’s the difference between a thriving firm and a struggling one.
You have two choices:
- Keep hoping word-of-mouth referrals will carry you.
- Take control of your marketing and start bringing in clients on demand.
If you’re ready to stop leaving money on the table, let’s talk. Book a strategy call today.
Criminal Defense Marketing That Actually Gets You Clients
You didn’t go to law school to spend your nights tweaking a website or figuring out Google Ads. You’re in court, on the phone, or strategizing your next move—not worrying about SEO. But here’s the reality: if potential clients can’t find you online, they’re hiring someone else.
That’s why outsourced marketing isn’t a luxury—it’s a necessity. Instead of wasting time on trial-and-error marketing, you hand it off to experts who know exactly how to position your firm, drive leads, and get your phone ringing.
Stop Wasting Time—Outsource Your Marketing
Let’s be honest. Trying to handle marketing on your own is a pain in the ass. Criminal defense is competitive, and if you’re not investing in real marketing, you’re already behind.
When you outsource your marketing, you get:
✔ More time to focus on your cases—no more late-night DIY marketing.
✔ A team of specialists who know what works—SEO, social media, ads, and web design.
✔ A strategy that actually brings in high-value cases—not just empty clicks.
“Before outsourcing my marketing, I was trying to do it all myself. My website sucked, my SEO was nonexistent, and I had no clue how to run ads. Now? My caseload is steady, and I don’t even think about marketing.” – Jason R., Criminal Defense Attorney
Marketing That’s Built for Criminal Defense Firms
Not all marketing agencies understand how to market a criminal defense practice. You need a team that knows:
- How to speak to clients who are panicked and looking for a lawyer NOW.
- The legal advertising rules you have to follow so you don’t get in trouble with the bar.
- What SEO strategies actually drive high-value felony and DUI cases.
At PSM Marketing, we help criminal defense lawyers get in front of the right clients at the right time.
✔ Website development—A modern, high-converting site that makes clients want to call.
✔ SEO—Show up on Google when someone searches for “criminal lawyer near me.”
✔ Content marketing—Blog posts, videos, and FAQs that build trust.
✔ Social media management—Stay top-of-mind where your clients are.
✔ Google Ads & PPC—Get high-intent leads right now.
“I used to think marketing was a waste of money. Then I invested in SEO and Google Ads, and suddenly, I had more cases than I could handle.” – David P., Criminal Lawyer
You Handle the Courtroom. We’ll Handle the Marketing.
You’re too damn good at what you do to be stressing over keywords and website rankings. Leave that to us. If you’re ready to stop guessing and start growing, let’s talk.
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