Comprehensive Guide to Criminal Defense PPC

If you’re reading this article, chances are you already know how important a PPC marketing strategy is for a criminal defense firm. Whether you’re a small law office located on Long Island or a well-known criminal defense law firm operating out of Fort Lauderdale, it’s an ongoing requirement for firms of all sizes everywhere to find and retain new clients. However, it’s equally important to find a digital marketing agency that specializes in PPC management services to assist with your success. From criminal defense PPC campaigns to criminal lawyer ads, read on to discover how strategic marketing tactics can help connect you with potential clients while generating more quality leads and conversions.

How To Get Criminal Defense Clients: Top 5 Tips To Grow Your Law Firm

Although you may have a knack for creating a buzz on Facebook, unless you’re an SEO expert, your legal team probably doesn’t have much expertise in executing a multifaceted marketing strategy. However, there are certain digital marketing tools for lawyers you should know about before attempting to optimize your online presence – or hiring a digital marketing team to assist you with your goals.

But before you even begin to consider revamping your marketing efforts, it’s crucial to do your research first. By understanding what info is required to grow your business, you can pinpoint the necessary data and establish the foundations of a marketing plan. From there, you might want to seek out the services of a reputable law firm marketing agency, who can help spearhead the best online strategies for your practice. Together, they can collaborate with your legal team to build customized solutions for your ad campaign. Read on to explore the top five best-practice digital marketing tactics for your criminal law firm for how to get criminal defense clients:

1)  Build Your Unique Brand: It’s your prospective client’s first time facing a criminal offense charge. Or perhaps they’ve been involved in an accident and need a personal injury lawyer. Whatever the scenario, it’s essential that your law office builds its own unique brand online – from setting the tone with appropriate content to creating custom ads, you want to send the right message to potential consumers. Building your own distinctive brand isn’t just for major firms – every law office needs to establish their voice across multiple channels. Some elements to consider include:

  • What sets you apart from the competition
  • How many years of experience within the field
  • Any awards, testimonials & reviews your firm has received
  • The emotional value you provide for your clientele (e.g., compassionate, great listener, personalized attention, etc.)

2)  Identify Your Target Demographic: One of the first things you need to determine in your marketing plan: know your audience. Identifying your ideal client base right out of the gate is key to creating targeted marketing campaigns. That is, in order to yield results, you have to understand exactly who you want to engage – and then proceed accordingly.  Research has shown that the best marketing efforts are highly-targeted – in fact, if you don’t “do your homework” first, theoretically speaking, it will not only be an expensive mistake, but likely a big waste of time.

But, you may still be asking – how do you identify your ideal clientele? The short answer: key demographics. Here’s a quick overview outlining five primary demographic parameters that should be taken into account when establishing any online marketing blueprint:

  • Gender
  • Age
  • Location
  • Salary
  • Profession

While these are the core demographics on which to build your foundation, it’s best to get even more focused – think about your particular law firm. What niche services do you offer? If you’re a criminal defense lawyer, think about what legal services your clients may need. Other targeted parameters to consider may include:

  • Questions your clients may have
  • Helpful information that may be useful to your potential clients/audience
  • Your clients’ primary issues, challenges or problems
  • What type of crime they need defense for (Arson/Burglary/Assault/Cybercrime/DUI – etc.)?
  • What type of qualities they seek in their attorney (e.g., compassionate, great communication skills, bilingual, knowledge of the law, good listener, etc.)

In most instances, the easiest way to figure out your target audience is to look at your firm’s existing database and review the traits of your best clientele. Once you’re ready to update your existing website – or create a new one – this information provides valuable SEO data to build an engaging web presence. In order to ensure you’re building a targeted web presence that attracts not just traffic, but the right clients, consider a legal internet marketing agency to assist you with your strategy.

3)  Determine Where Your Customers Are Getting Their Information: Now that you know who your audience is, the next thing you need to ask is: where are my potential clients looking for information? While it’s become the norm to do a quick search online, legal consumers may be using different digital platforms – and for different reasons – to find what they’re looking for online. Some of those reasons may include:

  • Taking action: For example, according to a Google Legal Services Study in 2013, 74% of consumers visit a law firm’s website to take some form of action, whether it be to contact an attorney’s office, conduct detailed online research, or to simply shop around for legal representation. This may entail looking through multiple lawyers’ websites, combing through customer reviews, reading FAQ sections, and so on.
  • Searching for answers: Per a Google Consumer Survey conducted in 2013, 96% of people looking for legal advice are using some type of a search engine – think Google, Bing, or Yahoo, for example. With such a high percentage of the population using search engines, it’s pretty safe to say that not having any type of online presence (website, social media, Google Ads, etc.) is detrimental to any business – including the legal industry. And in the advent of COVID-19, being visible (and attainable) online to prospective clients is more necessary than ever, as social distancing continues to impact the way we interact as a whole.
  • Use Social Media platforms: In research conducted by the American Bar Association Survey (2017), it showed that only 56% of lawyers are using social media platforms for their R&D efforts. However, in this day and age, not using social media for client development is essentially bad for business, as attorneys are losing potential prospects. While it should be used with discretion, many experts recommend embracing social media. In addition to providing warm client leads, platforms like Twitter & LinkedIn can help lawyers connect with other professionals in the industry.

4)  Create An Engaging SEO Website: You’ve identified your target demographic, finessed your branding efforts, and have a better understanding of where your potential clients are finding you. But you’re still not sure how to build a website that actually does what it’s supposed to – get new clients. Unfortunately, many businesses – including those within the legal industry – suffer from outdated websites that don’t chart in the search engines. And that’s just for starters. Creating a user-friendly, optimized website is not only easier for prospective clients to navigate – it also prevents them from leaving a lousy site (known as ‘bounce rate’ in tech talk) and going to your competition! That’s why it is so important to have a website that features an uncluttered layout, SEO content that is informative as well as engaging, and call-to-action buttons that enable visitors to click through your site with ease.

It’s also imperative that your website is mobile-friendly – that is, the pages must display and function seamlessly on all smartphones. If you don’t follow these guidelines, your firm is at risk of losing customers and damaging your rank on Google. If you’re curious to see where your current website is at performance-wise for mobile devices, check out the Google Mobile-Friendly Test. This is yet another example of why it’s wise to partner with a professional marketing agency. Choose PPC management services who focus solely on the legal industry – after all, you don’t want a cookie-cutter approach to your firm’s website or online presence. Finally, ensure the speed of your website is optimized – you don’t want to destroy user experiences with lagging load times!

5)  Establish Trust With Your Audience: Once you’ve got the attention of your client base, it’s essential to build trust with them – but how? For starters, let them know they can trust you – ‘trust badges’ are a tried-and-true relationship builder that instills confidence in online users. Feature them prominently throughout your firm’s website to impart credibility. As we’ve mentioned earlier, be sure to highlight any notable awards, media appearances, or public accolades on your site – you may want to feature this info under your ‘Customer Reviews’ or ‘Testimonials’ section. Another confidence-builder with inquisitive would-be clients? Statistics – believe it or not, people love numbers, along with case studies! In fact, it’s a behavioral marketing strategy that has been proven effective for years.

Criminal Defense Marketing & Your Firm: Digital Forecast For 2021 (And Beyond)

With the future of the coronavirus still undetermined, it’s more important than ever to stay abreast of legal marketing trends in 2021. One of the best ways to weather the fluctuating economic climate is to keep your firm’s marketing strategy current: use digital tools and social media to your advantage, and don’t overlook the benefits of in-depth research and analytics. By focusing on consumer demands – including people-focused marketing, anticipating (and understanding) your prospective clients’ needs, and crafting content to support those goals – the right technology can attract new clients while increasing your ROI. 

PPC campaigns for law firms can be quite complicated – they require both careful execution and analysis, as well as a large understanding of the legal industry. That being said, hiring an internet marketing firm that specializes in criminal defense will not only leverage your online presence, but guide you through the steps needed to reach your short and long-term goals. From increasing your client base to boosting your rank on search engine queries, a talented digital agency will focus on your marketing strategy – giving you more time to focus on your biggest priority – your clients.  


Sources Cited:

  1. “Marketing for Criminal Defense Lawyers.” JurisPage (, (no published date), Accessed January 19, 2021.
  2.  “Pay Per Click (PPC).” Postali (, (no published date), Accessed January 19, 2021.
  3. Whitney, Margot. “Law Firm Marketing: 9 Tips for Winning More Clients with PPC.” WordStream (, June 12, 2020, Accessed January 19, 2021.
  4. Membrillo, Alex. “Top Legal Marketing Trends to Watch in 2021.” Cardinal Digital Marketing (, October 2, 2020, Accessed January 19, 2021.



How To Get More Criminal Defense Clients

For individuals facing criminal charges for the first time, the initial reactions are usually panic followed by uncertainty – he or she may not have a clue as to how to proceed. Once the person realizes they need to get legal support as swiftly as possible, a Google search for a criminal defense attorney is usually the next step. While finding a local defense lawyer may be fairly simple, directing potential clients to your firm is where many law offices stumble. Fortunately, there are numerous criminal law marketing tools to help drive clients to your law office’s website and make that initial connection. Read on for useful tips and learn how effective digital marketing strategies can get your firm more criminal defense clients.

Building Relationships: Why Your Law Firm’s Website Must Inspire Trust

Although it may seem like an obvious marketing objective, creating a robust online presence is crucial to the success of your law office. For example, your firm may offer experienced legal counsel and a top-notch staff of attorneys that specialize in criminal convictions or white collar crime. However, if potential clients can’t find you online, chances are they will go with another law office. But how can criminal defense lawyers build an ad campaign that is both engaging and informative? Below, some key law firm marketing strategies to keep in mind when crafting digital content:

Keep it relevant: When choosing content for your firm’s website, think about what information prospective clients are looking for – and use examples whenever possible. After all, what better way to showcase your office’s capabilities than through actual cases from your firm’s archives? What’s more, a targeted digital marketing approach – including keyword implementation and SEO best practices – can help your site turn up in relevant Google search engines when clients are looking for you.

In addition to convincing potential clientele that your law office is the best fit for the job, valuable, well-thought-out content can also help to establish trust with new and existing clients, further improving your reputation online and within your community. Consider the services of a professional internet marketing agency to optimize your website or social media platforms, especially if you’re looking to increase online visibility, page rank, and ultimately, your client base.

Make sure it’s engaging: Before establishing an attorney-client relationship, criminal defense clients will shop around for a criminal defense law firm that best fits their needs. While this may be highly subjective, you can increase your odds with a website that features engaging content. Keeping this in mind, be sure to feature valuable content that will entice and maintain your audience.

Since criminal defense clients are usually seeking out specific information online, experts suggest including a variety of digital content, including links to external resources and informative videos. By using these marketing strategies, your firm will not only enhance user experience, but help gain traffic and traction on Google.   

Target your audience: In addition to appealing to would-be clientele, be sure to keep your demographic in mind. For example, are you targeting a specific age group, gender, locality, or niche market? By using appropriate search terms and keywords in your web content, it will help users find you during an internet search. There are certain online strategies – such as pay-per-click (PPC) internet marketing – that can boost your online presence and help reach your target audience quickly and effectively.

Successful criminal defense PPC campaigns typically require the experience of a trained professional to land on page one of search engines like Yahoo, Google and Bing. Therefore, law firms may want to consider the expertise of a Google-certified PPC campaign manager to help them with their internet marketing efforts.

Use digital tools to boost results: In order to bring in more criminal defense clients to your practice, it takes more than quality online content or catchy legal slogans. A well-executed digital ad campaign requires a combination of law firm marketing tools, including but not limited to search engine optimization (SEO), Google Maps, social media marketing, YouTube marketing, LinkedIn ads, Google ads, and Facebook business platforms. By utilizing these essential marketing tools, your law firm can maximize its marketing potential. A focused marketing initiative has not only the potential to expand your online presence and improve your organic search ranking, but enables your firm to cast a wider net – and in turn, entice future clients.

Be mindful of reviews & page rank: Believe it or not, most research has shown that your law firm’s rank on Google Maps matters. The reason being: your clients are searching for legal counsel right away – and they’re probably hoping they won’t have to dig too deep to find the right attorney. This is why Google Maps listings are so important: because it’s locally-based, it enables criminal defense clients in your region to find you fairly quickly – as long as your other marketing strategies are already in place. In fact, your firm’s Google Maps listing will even outrank your organic ranking, so be sure to be mindful of customer reviews, too. By garnering as many positive customer reviews as possible, it can potentially drive up your listing rank – increasing both online visibility and your firm’s reputation. 

The simpler, the better: Let’s face it – we all spend an inordinate time staring at our phones throughout the day. So it should come as no surprise that the majority of the population has a fairly limited attention span – most consumers will only linger on an ad for a few seconds, if that. And chances are if they click through to your website via Facebook or another platform, it better be easy to navigate, engaging, and aesthetically appealing. In addition, your site should be equally user-friendly on a cellphone or mobile device as it is on a PC. Content should also be laid out in a way that’s straightforward, clean and uncluttered – in this case, less truly is more. In the event that your law firm is short on creativity, expertise, or simply the time to build an optimized website, consider hiring a professional marketing agency. With an internet marketing campaign tailored to your specifications, they can create an online presence worthy of your law office.

Marketing Tips For Lawyers: How To Find Criminal Defense Clients

While digital marketing strategies may be one of the primary ways in which law firms can get more criminal defense clients, there are other more traditional methods worth considering. Below, a few options to help bring additional clients into your office:

  • Make yourself accessible: For some lawyers, the more they are in the courthouse, the better the chance of finding potential clientele. In fact, many attorneys practicing criminal defense will admit that being approached in the courthouse by a defendant is a relatively common occurrence. And while this approach is more based on circumstance than anything else – i.e., being at the right place at the right time – making yourself accessible can only improve your odds of getting new clients in an organic setting.
  • Build your reputation: To quote the old adage, “If you build it, they will come”. Yet another way to boost business, building your reputation locally is a powerful way to generate referrals for your criminal defense practice. By taking on a high-publicity case, you may be able to garner the possible media and news attention that will ensue. Based on this logic, once the case creates a local (or even national) buzz, the attorney’s reputation will increase – and if all goes well, cement his station in the legal community.
  • Generate referrals: Although it may be perceived as conventional by some, getting a referral from other clients or lawyers is still pretty standard practice. In fact, criminal defense clients have a high likelihood of being referred from one attorney to another. Subsequently, there are quite a few lawyers who depend solely on their referrals to sustain their practice. Whether generating referrals from colleagues at another firm or practicing other areas of law, criminal defense lawyers can find clients this way on a fairly steady basis.
  • Establish your brand locally: For newbies or law firms on a tight budget, there are some cost-efficient ways to get your name out in the community. Consider promotional materials, such as customized pens, magnets, keychains, or other small items that include your law office’s contact info and phone number. Distributing in your local areas and jurisdiction – such as bars and restaurants – is a great way to reach your target audience on a long-term scale. This method has proven to be a highly effective behavioral marketing tactic, since individuals will likely hold onto such promotional merchandise in a purse or wallet – and if they find themselves in an emergency situation, well…you get the picture.

Summary: Marketing Strategies For Your Criminal Defense Practice

Although there are numerous ways to bring your clients into your law firm – including referrals, networking, ad campaigns, and other marketing techniques – establishing your internet presence should be one of the core components of your business strategy. Using a combination of digital marketing tools can be a powerful method of leveraging your website’s page rank while reaching a wider audience.

Whether you’re a criminal defense lawyer, a private attorney or a trial lawyer, developing a customized website that highlights your areas of expertise is crucial to your reputation – and ultimately, your law firm’s success. By developing your online presence, it can help facilitate the right connections with potential clients, and in turn, they can find the appropriate legal representation that they’re looking for.

 Sources Cited:

1)      Juilfs, David. “4 Ways to Get New Criminal Defense Clients for Your Law Firm.” Attorney At Law Magazine (, May 26, 2020, Accessed January 14, 2021.

2)      “The Difference Between A Defense Lawyer And A Trial Lawyer.” Lawyer Monthly (, March 31, 2020, Accessed January 14, 2021.

3)      Kimball, Jared. “8 Ways Lawyers Can Get Criminal Defense and DUI Clients.” Zahavian Law Firm Marketing (, July 31, 2019, Accessed January 14, 2021.

4)      Berson, Sasha. “How to Get (More) Criminal Defense Clients.” Comrade (, December 21, 2020, Accessed January 14, 2021.


Top 5 Marketing Tips For Criminal Defense Lawyers

When an individual is faced with a criminal investigation, chances are they’re unsure who to turn to – especially if it’s their first time. In many instances, he or she may not want to discuss the criminal accusation with anyone – not even family or close friends – and therefore, the internet is the first place they’ll turn to for information. Initially, the person faced with a criminal charge may be looking online to educate themselves about their scenario, as well as how the cases are prosecuted. But eventually, they will be seeking legal counsel and searching for a local attorney that specializes in criminal law marketing. This is why it’s so important for criminal defense attorneys to have a strong presence online. With so many different law offices trying to dominate the search engines, it’s no wonder even small criminal defense firms are paying top dollar for PPC campaigns. Internet marketing for the legal industry is extremely competitive, and this trend shows no signs of stopping. For criminal defense law firms trying to figure out how to get new clients, read on for valuable marketing tips and strategies.

Creating A Marketing Plan: Top 5 Strategies For Criminal Defense Attorneys

As a lawyer, you know that every case – and client, for that matter – is totally unique. Keeping this in mind, a cookie-cutter approach to your clientele obviously wouldn’t work. So the question remains: why would you consider a ready-made strategy for your law firm’s marketing plan?

Believe it or not, many lawyers are unaware of the importance of a customized marketing strategy. In addition to setting yourself apart from your competitors, creating an online presence that’s customized to your legal practice is essential to your reputation – and your success. Here are several proven marketing techniques to put your criminal defense law firm in the spotlight:

1.) Define what sets you apart: Most marketing experts will agree that honing in on your defining characteristics – that is, what specialties your law office may offer – will help build a website that gets results. By targeting your audience with robust keywords and professional SEO, you can quickly garner attention online through niche marketing strategies. For example, you might be tempted to describe yourself online as a ‘criminal defense lawyer’ – but your potential client may be searching for an expert in their particular type of case, not a one-size-fits-all law firm. That’s why it’s essential to examine your wording – as seen on your website, social media pages, and so on – and replace any general terminologies with pinpointed keywords and search terms that a prospective client might use to find you. Here are some examples:

  • Instead of “criminal defense attorney”, consider “Manhattan criminal defense lawyer specializing in white collar crime”.
  • Instead of “fraud”, consider “law firm mass marketing fraud” if your firm specializes in such representation.

By using specific keyword terms, it will not only convince potential clientele that they’ve found the right attorney for the job, but can also boost your rank in Google search engines. Also consider other notable achievements or specialized areas that set you apart from your competitors. For example, has your firm won any awards or worked on any high-profile cases? Does your office offer pro bono programs? Does anyone on your team have a background as a prosecutor? While these are just a few examples, this sort of specific information can help clients to choose you over another legal firm.

2.) Establish your brand: In addition to keyword research and SEO, developing your legal firm’s brand includes many components, including a consistent tone across all platforms. In order to make a lasting impression upon your target audience, it’s essential to create a website and other appropriate online marketing channels that are both engaging and informative. Here are a few tips to keep in mind when establishing your brand:

  • Keep it simple: Design a website that is both easy to navigate and straight to the point. Opt for uncluttered graphics, succinct content and a user-friendly layout.
  • Communicate expertise: Reassure potential clients that you are not only an authority in your field, but will provide the professionalism and reliability that they can depend upon regardless of their circumstances.
  • Offer case studies: One website element that can quickly make your criminal defense team stand out: providing specific examples. By showcasing past cases that your team has won, highlighting firm achievements, community involvement, and other relevant scenarios, you can build trust and establish strong client relations within the regions you serve.

To ensure all of your marketing channels are in sync – including photo images, web content, testimonials, digital copy and other related collateral – find a marketing agency that specializes in the legal industry. Together, you can build a marketing strategy that focuses on your expertise and sets you apart from the competition.

3.) Use Social Media as a marketing tool: Although social platforms such as Facebook and LinkedIn have been around for years, many law firms overlook the value that they can offer in terms of marketing. Believe it or not, research has shown that targeting your desired audience through Facebook is not only effective, but one of the easiest ways of how to get criminal defense clients. With millions of users logging in every second of every day, it’s no wonder they are turning to Facebook instead of Google when searching for local businesses – including a criminal defense law firm. In addition, platforms such as LinkedIn, Instagram and Facebook allow your law firm marketing opportunities – such as interacting with prospective clients, targeted branding opportunities, and even testimonials – to keep your law office relevant and in the spotlight. Additionally, social media allows you to stay connected with colleagues and other experts in your industry, further reinforcing your online presence within search engines.

4.) Be sure you’re showing up on Google Maps: We’ve established the importance of creating a quality website and social media presence for your legal firm. But did you know that your rank on Google Maps can directly impact your online presence, too? In recent years, Google Maps has become the #1 navigation app, making it one of the most crucial elements of your firm’s success. In fact, your law firm may not get noticed if you don’t rank high, and this is all dependent upon your SEO strategies. Being that Google Maps is essentially driven by local search engine algorithms, investing in your SEO marketing efforts is one of the smartest investments your legal team can make. Pro tip: be sure that your business is verified; if it isn’t, here is a step-by-step guide to help improve your law office’s online visibility.

5.) Ask for online reviews: Obtaining online reviews from your clients is important for several reasons: one, it can quickly build your reputation, both digitally and through word-of-mouth. Secondly, positive online reviews – such as those found on Google Business and Yelp! – can boost your online presence and organic search engine results.

PPC vs. Improved Content Management Systems: Which Is Better?

As we’ve explored, there are many different approaches when it comes to building your online presence. Your law firm may already have a website, but might need to improve SEO and boost organic search engine appearances. Or perhaps you’re a new criminal defense lawyer trying to establish your reputation, both online and within your community. Whatever the case, it’s important to develop a marketing strategy to keep your law office not only ranking high in search queries, but reaching the right demographic – and ideally, connecting you with new clients.

For criminal defense lawyers who are unsure what the best marketing strategies are for their firm, let’s take a quick look at the benefits of a comprehensive SEO strategy versus pay-per-click advertising:

  • Pay-per-click (PPC) strategies have been a go-to platform for many businesses – including legal firms – for years, since targeted PPC marketing has been proven effective at gaining results quickly. In fact, when managed properly, research has shown that pay-per-click is one of the most measurable, responsive and predictable forms of internet marketing for law firms.

While it may place you at the top of Google, PPC campaigns are pricey, so be sure to do your research before opting for a pay-per-click campaign. Choosing a criminal defense PPC marketing service that specializes in law firm internet marketing can help ensure you get what you’re paying for.

  • On the other hand, SEO (search engine optimization) strategies may offer more value to your content management efforts. Keyword-specific content has been proven to lead to increased traffic, and other comprehensive strategies – such as social media, website design, and educational videos and blogs – can help improve your website’s content and overall performance.

Simply put, if you’re looking to enhance your website’s long-term marketing goals, improving your content management system may be a better fit. However, it’s best to leave it up to an expert to determine the best strategy for your firm’s website performance. In order to ensure your site is totally optimized, look for professional criminal law marketing services who can customize your site’s website content.


Sources Cited:

1)      “Internet Marketing for Criminal Defense Lawyers.” Internet Lava (, October 23, 2020, Accessed January 16, 2021.

2)      “Proven Marketing Strategies For Criminal Defense Lawyers.” Lawyer Marketing (, August 24, 2020, Accessed January 16, 2021.

3)      “Are Your Visible on Google Maps?” Law Firm Marketing Technology (, (no published date),,easily%20on%20their%20mobile%20devices.&text=For%20example%2C%20if%20your%20law,the%20top%20three%20search%20results. Accessed January 16, 2021.

 4)      Long, Adam. “8 Ways Criminal Defense Attorneys Can Boost Their Reputation With Branding and Marketing.” Scorpion (, (no published date), Accessed January 16, 2021