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Learn moreCriminal Defense marketing
Criminal defense marketing for an urgent, after-hours search
Criminal defense leads arrive at 2am from a phone, often from a family member rather than the defendant. Speed to answer beats every other variable.
The problem
What usually goes wrong
These are the problems we see most often in criminal defense accounts before we take them over.
- Majority of enquiries outside business hours
- Charge-specific searches needing dedicated pages
- Competing against directory sites for every term
The fix
How the engagement runs
Week 1
Audit
A full read of your current criminal defense visibility: rankings, ad spend efficiency, tracking accuracy and the three competitors taking your calls.
Weeks 2–3
Foundation
Tracking fixed first. There is no point optimising against numbers that are wrong, and most accounts we inherit have broken conversion tracking.
Month 2+
Compound
SEO and content build the base while paid covers the gap. As organic rankings climb, paid spend gets reallocated rather than increased.
Ongoing
Report on jobs
Monthly reporting on booked work, not impressions. If the number is not moving, we say so and change the plan.
The niche
What makes criminal defense different
The person searching is often not the defendant. It is a spouse or a parent, on a phone, at an hour when your office is closed, and they will call three firms in the next twenty minutes. Charges and courts are specific: a DUI in one county is a different sale from a felony in the next. Ability to pay filters hard, bar rules limit outcome claims, and volume rises around holiday weekends and enforcement pushes.
The person searching is often a spouse or parent, on a phone, at an hour when your office is closed, and they will call three firms in the next twenty minutes. Speed to a live, capable answer beats every other variable. Pages built by charge and by the courts you actually appear in will rank and convert; generic city pages with the offense swapped in do neither.
The checklist
What a well-run criminal defense account has in place
If you are already working with an agency, this is a useful list to hold them to. If you are not, it is what we build first.
- An answering path that qualifies the charge, confirms the county and books a same-day consult around the clock
- A dedicated page per charge type you want, covering penalties and what happens at arraignment
- County and courthouse pages for the jurisdictions you practise in, written from real experience
- Enough fee-structure signalling early in the call to end unaffordable inquiries quickly and respectfully
Channels
What we typically run for criminal defense
Search Engine Optimization
More organic traffic that improves your search ranking
Learn morePPC Management
Paid campaigns managed against booked revenue, not clicks
Learn more
Questions
Criminal Defense: common questions
An answering service that only takes a message loses the case. One that can qualify the charge, confirm the county, book a same-day consultation and text a confirmation will hold most callers. What you cannot do is let calls roll to voicemail between evening and morning, because that is when the volume arrives. Whatever you choose, listen to call recordings monthly — that is where you find the leaks.
Charge first, then the courts you actually appear in. Someone searching a specific offense wants to read about that offense, the likely penalties and what happens at arraignment. Generic city pages with the charge swapped in rank badly and read worse. Once your charge pages are solid, county and courthouse pages add the local relevance, and they let you write something true rather than templated.
Say enough about fee structure early that unaffordable calls end quickly, without publishing a price list that undercuts negotiation. Retainer ranges, payment plan availability and a clear statement that you are private counsel do most of the filtering. Train intake to ask about the charge and about payment in the same call. Court-appointed enquiries will still come in; a short, respectful referral answer saves everyone time.
Find out how we can help your business succeed.
Let's talk about your criminal defense pipeline
Free audit, no obligation, and you keep the findings whether you work with us or not.
Free audit · No obligation · No long-term contract
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