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Criminal Defense Law Firm Marketing

As a criminal defense law firm, how you choose to market yourself makes all the difference in your business development.

You may be the best criminal lawyer in your area, but if your competitors are investing more in marketing, they may be getting more cases.

Whether it’s a DUI, a traffic ticket or a more serious offense, people dealing with criminal charges are looking for answers fast. They want to understand the possible consequences of their charge, the severity of it, and how an attorney can help.

They turn to Google first to get fast answers and start their search for the right attorney. It’s important to ensure your law firm is there with the answers when they need them.

Postali helps criminal defense lawyers craft marketing strategies that are tailored to the firm’s business goals.

Whether you’re a solo practitioner, a small practice, or a large firm, we will help put your firm on the map for the types of cases you are interested in.

Not all defense attorneys should employ the same marketing tactics, and our marketing plans are based on the unique needs of each law firm we work with.

For example, you may be interested in being your area’s go-to DUI attorney. On the other hand, you may want to focus on a particular practice are like drug crimes or white collar crimes. If your firm is larger, you may want to place equal emphasis on all practice areas.

What works for the criminal defense attorney down the street may not work for you. There is no “one size fits all” solution for criminal defense marketing.

At Postali, each criminal attorney we work with receives a completely custom proposal for marketing services. To build a plan that will return results, it’s important to understand the many factors that dictate the success of a criminal defense marketing campaign:

Market Size

We’ll evaluate the size of the market(s) you practice in and the frequency of criminal cases. This has a significant effect on how much work is needed to achieve success. All other things being equal, having a competitive web presence in a major metro market like Chicago or New York City will take more time and effort than a rural town. We are transparent about the level of effort required to achieve results for your firm and take this into consideration when creating your custom proposal.

Competitive Landscape

In most areas, DUI and traffic offenses are very competitive practice areas that require a long-term, strategic digital marketing plan. Achieving top rankings for DUI-related keyword will generally take more time than most other areas of criminal defense. If you want to compete in a less competitive space like white collar crimes or marijuana law, an SEO campaign could potentially net results in 3-6 months.It’s important that we set clear goals and expectations based on the competitive landscape in your market. We evaluate the SEO and digital marketing strategies of the top firms in your area to determine what we’ll need to do to surpass the competition.

Case Volume & Search Volume

Your digital marketing goals need to align with your business revenue goals. We’ll assess the case volume in your area and work to understand the average value of each case for your firm. This helps us set realistic goals for your growth. Another figure we’ll analyze is the overall search demand for the most relevant keywords to your business. This data will help us craft the best mix of online and offline marketing tactics. We’ll identify how your target clients are searching for attorneys and make sure your firm is present wherever they’re searching – whether it’s Google, online directories like Avvo or a local directory like Yelp.

Criminal Defense Law Firm Marketing

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SEO for Criminal Defense Attorneys

Most criminal attorneys would agree that being present in Google search results for “criminal defense attorney” would provide significant value to their business.

As a criminal attorney, you’re likely representing clients facing a myriad of different charges. Similarly, there are countless ways in which those dealing with criminal charges will search Google. Our criminal defense SEO strategy involves detailed analysis and comprehensive planning in order to rank your website for all the keywords that matter for your business.

Keywords like “criminal defense attorney” and “DUI lawyer” are competitive. In order to rank a new or newly-designed website for those keywords, it generally requires substantial web design, content and linkbuilding work. It’s a marathon, and anyone who “guarantees” rankings in less than 3 months is using unethical, “black hat” SEO techniques that will put your website at risk of being penalized.

At Postali, we will work consistently to achieve those rankings, but our work doesn’t end there. Our experience in criminal defense has shown that targeting the often-overlooked keywords will bring your firm more business. Someone searching for “DUI third offense,” for example, is very likely looking to hire an attorney. Our strategy goes far beyond the “obvious” keywords and targets all variations, questions and phrases that your potential clients are asking Google to maximize your exposure and market share.

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Criminal Defense Website Design

Criminal charges don’t occur only when you’re in the office or by your phone. As a criminal defense attorney, your website serves as an information hub that should provide potential clients everything they need to make a decision to hire you.

It should highlight your experience, the practice areas you cover, answer frequently asked questions and provide detailed and compelling biographies. It also needs a regularly-updated blog and information about recent case results. At Postali, our web designers will blend a visually-appealing website with comprehensive content that compels a potential client to reach out to your firm.

However, a criminal defense law firm needs to do more than create a great website. People dealing with criminal charges want answers fast, and your firm needs to appear to be available 24/7 in order to be competitive.

If someone dealing with a DUI charge wants a lawyer and they can’t contact you after viewing your website, they will simply go back to Google and search for other attorneys until they find one who answers the call. A great website will convince someone to call you, but if your intake process isn’t integrated with your website, you will lose business to competitors.

At Postali, we make it easy for website visitors to contact your firm, whether you’re personally available or not. We integrate 24/7 Live Chat into your website, create contact forms and use virtual receptionists who will field communication requests and gather additional details.

You likely pride yourself on being there for your clients when they need you. Your website should do the same. Our criminal defense attorney website design not only highlights your firm’s reputation and skills, but we design to optimize for conversions that will grow your business.

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Comprehensive Marketing for Criminal Defense Firms

Website design and SEO are the pillars of a marketing strategy for criminal defense firms. If you do nothing else, these two tactics will create substantial growth for your firm. For new firms, this is generally the best place to start.

But they’re not the only marketing vehicles that can be successful. At Postali, we work with criminal defense firms of all sizes and in various stages of business. We can supplement your SEO efforts with other marketing strategies that we know work for criminal defense attorneys, including:

Direct Mail Marketing
Paid Search (PPC)
Paid and/or Organic Social Media
Reputation & Reviews Management
Press & Media Relations