When someone faces criminal charges, they have the right to remain silent and the right to an attorney. But silence won’t bring in new clients when you’re the attorney. Unless you’re a public defender, no one is handing you cases—you have to go out and get them.
For most criminal defense lawyers, that means thinking creatively about how to get criminal defense clients and build a steady pipeline of leads. That’s where Scorpion can help. Whether you’re just starting out or looking to grow an established practice, these marketing strategies will help you attract the right clients.
1. Show Clients Why They Should Choose You
Potential clients have plenty of options when hiring a defense lawyer, but you can stand out by showcasing the qualities that matter most:
- Confidence and deep legal knowledge
- A willingness to listen
- A judgment-free approach
- Strong communication skills
- Honesty and integrity
- Respect for clients' time
More than anything, passion for your work is what sets you apart. Many lawyers burn out—one study found that 20% of lawyers under 40 are considering leaving the profession within five years. If you can show clients that you’re committed to fighting for them, you’re already ahead of the competition.
2. Support Clients Through Every Step
Criminal defense clients aren’t happy to need a lawyer. But if you understand their journey, you can position yourself as the attorney who can guide them through it. Here’s what that journey looks like:
- Discovery: Clients first become aware of your firm, even if they don’t need you yet. Strong branding—consistent messaging, a clear identity, and memorable ads—makes you stand out.
- Consideration: When they do need a lawyer, potential clients will research their options. Your website should answer their biggest questions and highlight what makes you the right choice.
- Decision: The moment a client reaches out is crucial. A fast, welcoming response can make all the difference in whether they choose you.
- Engagement: Clients trust attorneys who follow through. Overpromising and underdelivering leads to bad reviews and lost referrals.
- Loyalty: Even after a case ends, staying in touch keeps you top of mind if they—or someone they know—ever need a lawyer again.
Want to ensure you’re available when clients reach out? Scorpion’s AI Chat tool provides real-time support and engagement—helping you convert more criminal defense leads into actual cases.
3. Build a Website That Works for You
Most clients start their search for a lawyer online. Your website should make a strong first impression. A great legal site includes:
- A homepage that immediately communicates your expertise and legal services
- An “About” page that highlights your experience
- Practice area pages that outline your services
- Professional design and high-quality imagery
- Clear calls to action and easy contact options
- A resource center or blog to showcase expertise and improve SEO
SEO plays a big role in getting your firm found. Keep your site competitive by:
- Publishing authoritative content
- Targeting relevant keywords
- Updating your blog regularly
- Using clear metadata and descriptions
- Linking to other content on your site
- Including alt text for images
A well-optimized website is a powerful marketing tool—and the foundation for a strong online presence.
4. Focus on Local Marketing
When someone is arrested, they don’t just need a lawyer—they need a lawyer who understands their local laws, courts, and judges. Criminal defense is a local business. Clients need an attorney who understands their jurisdiction.
But local marketing takes more than just showing up online—it requires strategy.
- Local SEO: Create and optimize your Google Business Profile. This helps you appear in local search results. Listings on Yelp, Yellow Pages, and Apple Maps also improve visibility.
- Localized Content: Use city- or state-specific keywords throughout your site and blog. Research trending legal topics in your area to attract local searches.
- Local Services Ads (LSAs): LSAs put your firm at the top of Google search results, even above traditional ads and the local “map pack.” These ads charge per lead, not per click, making them a cost-effective option for generating criminal defense leads.
- Facebook Ads: Facebook, Instagram, and Messenger ads let you target potential clients by location, demographics, and interests. Set a budget and reach the right audience efficiently.
Want to see how your firm stacks up in online searches? Request a free Digital AI Audit from Scorpion.
Take Control of Your Firm’s Growth
The right marketing strategy can help you attract the cases you want and build a thriving criminal defense practice. With Scorpion’s support, you can strengthen your online presence, connect with more clients, and confidently grow your firm. Scorpion is here to help you make it happen. Contact us today to see how we can support your firm’s success.
