Criminal Defense Marketing: How to Get More Leads

Criminal defense firms often face two major challenges: addressing significant market competition and generating qualified leads. Without a marketing strategy to differentiate your firm and connect with targeted prospects, your practice will struggle to profit.

The following guide will cover the basics of criminal defense marketing. This includes why your firm should invest in a marketing plan, as well as eight best practices for criminal defense attorney advertising. 

What is Criminal Defense Marketing?

Criminal defense marketing is the process of promoting a firm’s legal services to develop and retain business. Marketing for criminal defense attorneys centers on four pillars:

1. Law firm branding—Differentiating a firm from its competition

2. Law firm reputation management—Generating positive reviews, managing negative ones, and developing a media relations strategy

3. Inbound marketing—Creating and disseminating content to build brand awareness and draw prospects to a firm’s website; e.g., content marketing, search engine optimization (SEO), lawyer directories, and a local marketing strategy

4. Outbound marketing—Reaching out to prospects to generate interest in a firm’s legal services; e.g., criminal defense advertising on billboards and radio

What Are the Benefits of Criminal Lawyer Marketing?

A strong criminal lawyer marketing plan brings tangible results. With a consistent strategy, firms can turn their online presence into a powerful engine for client acquisition. Here's how:

• Boosted brand recognition: Digital visibility ensures your firm shows up in key places—Google search results, legal directories, and social media feeds—so your brand stays top-of-mind when someone needs legal assistance.

• Higher credibility: A well-designed website, informative blog content, and a strong presence on review platforms build trust before a prospect ever contacts you. Prospective clients tend to trust firms that regularly publish helpful legal content and showcase social proof through testimonials.

• Greater competition: Even smaller criminal defense firms can compete effectively with larger practices by executing a focused digital strategy. A unique selling proposition (USP) paired with search engine optimization and local targeting can outperform competitors relying solely on traditional advertising.

• Better quality leads: When your content and ads speak directly to the needs of your ideal clients, you’re more likely to attract people ready to take action. For example, firms prioritizing local SEO, publishing value-driven content, and advertising with targeted messaging often report higher conversion rates.

Consistent digital marketing for criminal defense attorneys—especially efforts like blogging, video creation, review generation, and SEO—leads to stronger brand awareness, increased site traffic, and more sustainable lead generation over time. Firms that actively maintain and optimize their online presence are far more likely to see measurable growth in qualified leads month over month.

How Does Criminal Defense Attorney Marketing Help Attract More Clients? 

Many criminal defense firms know they need more leads but struggle to generate and track them consistently. In fact, 11% of attorneys surveyed in the MyCase 2024 Legal Industry Report stated that tracking online leads was the most challenging function of their practice.

Without a strategic approach to criminal defense advertising, lead generation, and intake, attorneys risk wasting time and marketing dollars. This inefficiency not only slows growth but also limits their ability to engage new clients. Implementing law firm referral marketing, intake forms, SEO, website optimization, and automation can ensure valuable prospects aren’t slipping through the cracks while also improving your ability to convert online interest into real consultations.  

Here’s what recent data revealed about what works:

• Law firm websites: According to the American Bar Association's 2023 TechReport, 87% of law firms reported having a website, highlighting the importance of an online presence. However, the report also notes that smaller firms are less likely to have a website, indicating an opportunity for growth in this area. ​

• SEO and online visibility: A study by iLawyer Marketing found that 85% of potential clients use Google as their primary research tool when seeking an attorney, emphasizing the critical role of search engine optimization in attracting new clients.

• Content marketing: The same study revealed that 79% of attorneys and legal professionals consider SEO content as the most effective marketing channel for acquiring new clients, underscoring the value of content-driven strategies.

Criminal defense marketing that emphasizes web presence, local ads, and authoritative content does more than raise awareness—it drives lead quality, shortens the sales cycle, and turns online visitors into paying clients.

8 Best Criminal Defense Marketing Firm Strategies 

The key to marketing for criminal defense lawyers is pursuing high-impact strategies that generate brand awareness and reach prospects with the firm’s desired case type(s). This can include people charged with drug crimes, traffic offenses, and violent crimes—just to name a few. Below are eight tips for creating an efficient criminal defense attorney marketing machine.

1. Optimize Your Website to Showcase Value and Expertise 

Your website is often your firm’s first impression—and in criminal defense marketing, it can be your most powerful client acquisition tool. But it’s not just about having a site; it’s about building one that demonstrates your expertise, builds trust, and converts visitors into consultations.

In 2023, the American Bar Association TechReport found that 87% of law firms have a website, but many still lack mobile responsiveness, clear messaging, and conversion strategy. 

To maximize your site’s performance, consider the following:

• Choose a secure, reliable law firm website hosting provider to ensure uptime, speed, and client data protection.

• Optimize your site for mobile, including smartphones and tablets. With the majority of legal searches happening on mobile, responsiveness is essential to rank well and serve users efficiently.

• Ensure your brand sends the right message through consistent messaging, tone, and visual identity.

• Implement automated client intake tools to streamline lead capture. For example, MyCase intake forms allow your firm to embed customizable, branded forms on your website that automatically sync lead data to your dashboard for quick follow-up and file creation.

A well-optimized website doesn’t just inform—it builds trust, communicates expertise, and creates a seamless path for potential clients to engage your services.

2. Craft Well-Written Content to Build Awareness

Think of your website as more than just a digital brochure—it's your firm’s front door. It’s where potential clients first learn who you are, what you stand for, and whether they can trust you to handle something as serious as a criminal charge. And one of the most effective ways to build that trust? High-quality, informative content.

96% of people seeking legal advice start with a search engine, and 81% will research a law firm online before ever picking up the phone. That means your content is doing the heavy lifting well before you ever speak to a prospect. A well-written blog post or FAQ page can answer questions like “What should I do after a DUI?” or “Can I refuse a field sobriety test?”—questions that may be top of mind for your next client.

Here’s the kicker: while 46% of attorneys say their blogs help them retain clients, only 27% of law firms are actively blogging. That’s a missed opportunity—and a big one.

Creating consistent content does more than help with SEO (though it certainly does that). It helps your firm:

• Answer common questions and calm fears in the exact moment someone is searching for help.

• Showcase real results through client success stories and simplified case summaries.

• Humanize your brand with attorney Q&As, quick video explainers, or commentary on legal updates.

Content marketing isn’t about flooding your site with posts—it’s about creating valuable, relevant resources that speak directly to your audience. Done well, it builds authority, strengthens trust, and ultimately helps turn readers into retained clients.

3. Leverage Social Media to Engage with Prospects

In the past, people seeking legal advice often turned to the yellow pages. Today, many prospects head to Facebook, LinkedIn, and similar platforms. Social media for law firms allows you to engage with your audience in order to make the most of your criminal defense attorney marketing.

First, figure out which platform appeals to your prospects. For business-to-consumer companies like criminal defense law firms, Facebook is the most popular social media channel. More than half of all business-to-consumer marketers rank it as their number one choice, according to a survey conducted by Social Media Examiner (a social media education company).

Then, brainstorm topics that may resonate with prospects. For example, if your target audience is people who have been charged with intoxication offenses, perhaps your potential clients would be interested in these topics:

• 10 DUI/DWI facts that all drivers should know

• What to expect after a first DWI offense

• How might DUI/DWI affect your license?

• What to do if law enforcement wants to question you

Next, experiment with various types of social media posts to see which receive the highest engagement (in terms of likes, shares, comments, downloads, etc.). Are 30-second videos the most popular? What about infographics?

Finally, consider investing in criminal defense attorney advertising. With paid Facebook posts, for instance, you can promote your law firm’s business page to a targeted audience that meets your criteria. This can grow page likes and followers more quickly. Paid posts also allow you to guide traffic to your law firm’s website or promote consultations.

4. Set Up an SEO Plan to Increase Web Traffic Over Competitors

SEO is a must-have tool in any criminal defense marketing toolkit. In a nutshell, strong SEO enables your website to appear in the top results of search engine results pages (SERPs).

Build a strategy so your site and content are on the first page of the SERP when prospective clients search for keywords that are relevant to your law firm. For example, if your domestic violence article appears on page one for a Google search on “what to do after an arrest for domestic violence,” you have a much greater chance of capturing website traffic. The greater your website traffic, the better your chances of converting more prospects into clients.

There are several types of SEO, including on-page and local SEO.

On-page SEO

Also known as on-site SEO, on-page SEO focuses on optimizing the various parts of a website, such as page content and HTML code. The goal is to help search engines and users understand what the site is about. Here are the best ways to promote strong on-page SEO:

• Include relevant keywords throughout your website

• Create in-depth, valuable content for your prospects and clients

Local SEO

These law firm marketing techniques help your practice appear in local search results on Google, such as when a user searches “criminal defense attorney in Raleigh.” Local SEO can be particularly helpful for criminal defense marketing since many attorneys in this practice area tend to serve clients in a limited geographic area. Read more about developing a local Google SEO strategy in our article, How to Use ‘Google My Business’ for Lawyers.

5. List Your Firm in Legal Directories to Boost Online Presence

Legal directories are more than digital business listings—they’re trusted search hubs where prospective clients actively look for attorneys. For criminal defense firms, being listed on platforms like Avvo, Justia, FindLaw, and SuperLawyers can significantly increase your online visibility and drive qualified traffic to your website.

When someone is facing criminal charges, they’re not just Googling “lawyer near me”—they’re likely also browsing directories to find legal professionals with strong reviews, clear credentials, and a track record of success. That’s why legal directories remain one of the most reliable lead sources for law firms, especially in competitive practice areas like criminal defense.

Below are a few key best practices to get the most out of your directory listings:

• Keep your name, address, and phone number (NAP) consistent: Make sure your NAP matches across every platform. Inconsistent details can hurt your local search rankings and confuse potential clients.

• Leverage paid placements: Many directories offer premium listings that put your firm in front of more prospects. If budget allows, these placements can give you a serious edge over competitors.

• Monitor and respond to reviews: Client reviews on directories are just as influential as Google reviews. Engage professionally—whether it’s thanking a happy client or responding constructively to criticism.

When your listings are accurate, optimized, and active, legal directories become a low-effort, high-impact part of your criminal defense marketing strategy. And when someone is scrolling for a lawyer they can trust, you’ll be ready to show up, stand out, and start building a connection.

6. Utilize Video Marketing to Build Thought Leadership

If you're not using video in your criminal defense marketing strategy, now’s the time to start. Video allows you to connect with potential clients on a personal level—building trust, showcasing your expertise, and making your firm feel more approachable before a prospect even picks up the phone.

The good news? You don’t need a huge budget to get started. You can record informative, professional-looking videos in-house or partner with a video marketing agency for a more polished product. From explainer videos and client testimonials to legal myth-busting, behind-the-scenes clips, and interviews, video gives you the flexibility to address common concerns while promoting your services.

Platforms like YouTube, Instagram, and even your website are ideal places to share video content that informs and builds credibility. Legal marketers consistently report that firms using video see longer time-on-site, stronger engagement, and better lead conversion.

If you need a few ideas, start with:

• A quick “Ask a Lawyer” Q&A series on YouTube

• Short clips explaining what to expect after an arrest or first court appearance

• Client success stories (with permission) that highlight real results

• Attorney interviews or firm introductions that humanize your team

Video isn’t just about looking tech-savvy—it’s about giving potential clients a reason to trust you. In a practice area where fear and uncertainty run high, being a visible, confident, and compassionate presence on camera can be a real difference-maker.

7. Leverage Google Ads to Generate Quality Leads

If you’re ready to devote financial resources to your criminal defense advertising, try pay-per-click (PPC) ads. Your law firm will bid to appear prominently on a search engine results page (SERP) for a specific keyword phrase. When a potential client searches for that phrase and clicks on your ad, you’ll pay a fee for the website traffic.

PPC—especially through Google Ads—is a fast, targeted way to put your firm in front of people actively looking for legal help. Unlike organic SEO, which takes time to build traction, PPC delivers immediate visibility at the top of search results. It’s particularly effective for high-intent, consideration-level searches like “DUI lawyer near me” or “criminal defense attorney for assault charge.”

To get the most out of your PPC spend, focus on:

• Targeted keywords: Choose terms your ideal clients are actually searching for—think “best criminal defense attorney in [your city]” rather than overly broad or generic terms.

• Geographic targeting: Limit your ad reach to your service area to avoid wasting spend on irrelevant clicks.

• Clear, conversion-focused landing pages: Send users to a page that answers their immediate questions and encourages them to take action, such as booking a consultation or calling your office.

• Ongoing optimization: Monitor performance weekly. Look at metrics like click-through rate, cost per lead, and conversion rate to refine your strategy and maximize ROI.

PPC advertising can be one of the most cost-effective lead generation tools in your digital toolkit, especially when paired with a strong website and client intake process.

8. Encourage Reviews and Referrals to Build Credibility 

Every satisfied client bolsters your brand and opens the door to new revenue streams. As a result, referrals are one of the most valuable criminal defense advertising tactics.

To generate word-of-mouth business, focus on developing client management skills and processes that build positive relationships. Also, don’t forget to ask satisfied clients for referrals in your final letter and/or via phone call. Many happy legal clients may be willing to refer your firm when reminded politely.

Do’s and Don’ts of Setting Up Your Criminal Defense Firm Marketing 

Even the best legal marketing strategies can fall flat if they’re built on the wrong foundation. Many firms make common missteps—like copying competitors or casting too wide a net—only to find they’ve wasted time and budget without seeing results. To help you build a smarter, more effective plan, here are some key do’s and don’ts every criminal defense attorney should keep in mind when marketing their firm.

Don’t Copy Competitor Branding

It may be tempting to model your brand after a high-profile competitor, but copying someone else’s look, tone, or messaging only dilutes your credibility. Today’s legal consumers are savvy—they want authenticity, not recycled language or templated websites. Firms with unique, consistent messaging build stronger trust and client loyalty.

Do Build Your Firm’s Own Unique Brand 

Your brand is your story. Define what makes your firm different—whether that’s your courtroom experience, client-first philosophy, or your deep ties to the local community. A well-crafted brand identity that includes your tone of voice, visual design, and mission helps clients connect with you emotionally and remember your firm when it matters most. 

Don’t Conduct Generic Marketing

Generic, unfocused marketing efforts rarely deliver results. Running broad ads or publishing content without a clear purpose may generate impressions, but it won’t convert leads into clients. Without a targeted strategy, you risk draining your budget and creating content that doesn’t resonate.

Do Identify and Market to a Specific Target Audience

Instead, hone in on your ideal client—what legal challenges they’re facing, where they’re located, and what questions they’re asking online. By tailoring your messaging, offers, and ad targeting to that audience, you’ll generate better engagement and stronger leads. Whether you’re focused on first-time DUI cases or felony defense, specific messaging always beats generic in criminal defense marketing.

Don’t Rely Solely on Word of Mouth and Referrals

Referrals are valuable—but they’re not predictable or scalable. Relying only on past clients to bring in future business leaves your firm vulnerable to market shifts and slows long-term growth. Even the most reputable firms need to actively market to stay competitive and maintain visibility.

Do Arrange a Strategic Digital Marketing Plan 

To grow your criminal defense firm consistently, you need more than a few listings or a social media account—you need a comprehensive digital marketing strategy. The most successful firms focus on visibility, trust, and conversion across multiple channels.

An effective plan includes SEO to help your firm rank for local criminal defense searches, PPC ads for immediate traffic, social media marketing to build engagement, and content marketing to showcase your expertise. These tactics work together to keep your firm visible and relevant at every stage of the client journey.

Firms that invest in consistent, well-executed marketing efforts tend to see better ROI and a steady flow of qualified leads, while those with a scattered or ad hoc approach often struggle to grow. A strategic plan helps ensure that every marketing dollar works harder.

Easily Manage Your Criminal Defense Marketing Leads with MyCase

When you’re busy serving clients and marketing your firm, efficiency is key. Criminal law software can streamline your practice so you’re free to focus on completing billable work and meeting deadlines. With MyCase lead management and client intake tools, you can track, manage, and convert new business in one place.

Features include:

• Creating customized client intake forms and embedding them into your website

• Using our law firm CRM to track prospects through various stages of your lead pipeline

• Gathering signatures for retainers and agreements more quickly via MyCase eSignature

• Generating invoices in minutes and collecting consultation fees using MyCase billing and payments software

See firsthand what your firm can accomplish with MyCase—book a free demo today.