Criminal Defense Attorney Marketing Checklist

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2019 Top Digital Marketing Agencies (Certified Partner)

 
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Best in Pay Per Click Management

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Best in Search Engine Optimization

7 Essential Keywords Every Criminal Lawyer Should Rank For:

"Criminal defense lawyer
[your city]
"

Primary local search term with highest conversion potential

"DUI attorney
[your city]
"

DUI cases represent 30% of criminal defense work and have strong search volume

"Felony defense attorney
[your city]
"

Targets serious criminal charges with higher case values

"Drug crime lawyer
[your city]
"

Drug-related offenses are consistently searched legal terms

"Assault defense attorney
[your city]
"

Common charge type with urgent search intent

"Domestic violence lawyer
[your city]
"

Time-sensitive cases with high emotional urgency

"Expungement attorney
[your city]
"

Post-conviction services represent growing market segment

5 Website Elements That Convert Visitors to Clients

24/7 Contact Form Above the Fold

Place prominent "Free Consultation" form at top of every page with phone number and immediate response promise

Client Results & Case Studies

Feature specific case outcomes (respecting confidentiality) with before/after scenarios to demonstrate expertise

Attorney Bio with Credibility Markers

Include years of experience, bar admissions, notable cases, and professional headshot to build immediate trust

Urgent Call-to-Action Language

Use phrases like "Time is Critical" and "Don't Wait" since criminal cases have strict deadlines

Mobile-Optimized Click-to-Call

Ensure phone numbers are clickable on mobile devices with large, prominent buttons

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3 Social Media Strategies That Actually Work for Law Firms

Educational Content on Legal Process

Post explanations of arrest procedures, court timelines, and rights during police encounters to position yourself as the expert

Client Success Stories (Anonymized)

Share general case outcomes and positive reviews to build social proof without violating confidentiality

Local Community Engagement

Participate in local events, sponsor community programs, and share local legal news to establish neighborhood presence

Common PPC Mistakes That Waste 40% of Your Budget

Bidding on Generic Terms

Avoid broad keywords like "lawyer" or "attorney" that attract irrelevant clicks from personal injury or divorce searchers

Ignoring Negative Keywords

Add negative keywords like "free," "pro bono," "cheap," "divorce," "personal injury" to filter out unqualified traffic

Poor Geographic Targeting

Ensure ads only show within your service area and exclude locations where you're not licensed to practice

Weak Ad Copy with No Urgency

Replace generic "Experienced Attorney" with specific "Arrested? Call Now - Former Prosecutor Available 24/7"

Missing Call Extensions

Always include phone number extensions in ads since 70% of criminal defense clients prefer to call immediately

Not Tracking Conversions

Set up call tracking and form submission monitoring to identify which keywords and ads generate actual consultations

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Action Item:

Review your current criminal lawyer digital marketing efforts against this checklist monthly and prioritize the unchecked items that align with your practice goals and budget.

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