As more firms see the benefits of digital advertising, competition for attention online is heating up. To combat this, many firms are wisely increasing their digital marketing budgets. By doing so, they’re increasing their visibility, engaging more effectively with potential clients, and staying ahead in a competitive landscape.
According to our research, digital advertising spend for criminal defense firms is up 8% since 2021. Digital ad spending reached nearly $17 million in 2023. This is the third highest increase below bankruptcy and immigration law).
So why are law firms investing in digital marketing? Because it’s one of the most effective strategies to find potential clients.
If you are trying to get more clients, it is important to understand their behavior when searching for and choosing a firm. People seeking criminal defense services typically start their search online, use online reviews to vet potential firms, and initiate conversations online. Strong digital advertising has the power to get firms in front of potential clients,generate more leads, and maximize revenue
How Potential Clients Make Decisions About Criminal Defense Law Firms
For criminal defense law firms, digital advertising helps online searchers find, evaluate, and choose a firm to help them with their case. For criminal defense firms specifically, the focus of digital marketing efforts should be on building trust, credibility, and name recognition. Digital advertising can help searchers:
- Find and recognize criminal defense firms in their area
- Evaluate a criminal defense firm’s trust and reliability
- Book consultations with criminal defense firms they find online
Digital Advertising Helps Potential Clients Find Criminal Defense Firms
Typically, people start their search for legal counsel on search engines like Google. They look at the firm websites, third-party publications, and directory listings to get an idea of what firms are available in their area. According to our latest data, three out of four consumers visiting law firm websites are just beginning to explore their options. Consumers want to know and trust the firm and attorney they hire.
What does that mean for you? For one, it means you should focus on building a strong brand with well-established name recognition. Criminal defense firm seekers are more likely to scale back their online searches if they recognize a law firm or attorney.
Your brand is unique. Help it stand out online. Scorpion’s marketing and branding experts develop focused strategies for criminal defense firms that build name recognition and trust in their communities.
When consumers don’t have a specific firm or attorney in mind, they turn to online searches to explore their options. That’s quite common in the legal industry, with 38% of online searchers looking at firm’s websites. Digital marketing strategies get your firm’s brand in front of potential clients before they need your services and in the exact moment they start a search.
Digital Advertising Helps Potential Clients Evaluate Firms
Reviews from past and current clients are a key factor for potential clients when deciding if they can trust and rely on your firm. In fact, our data showed more than 80% of searchers read more than 4 law firm reviews before making a decision. These reviews could be on a law firm’s website, directory listings like LegalZoom, or search engines like Google.
How you show up online determines who books with your law firm. Scorpion helps you track and engage with customer reviews on all the websites that matter.
For criminal defense? One in three searchers reads at least seven to nine reviews before making a decision. Not only are they looking at the quality of those reviews, but they’re also looking for a high volume of reviews.
Reputation management tools help you manage online reviews and make sure you maintain the necessary volume of high-quality reviews you need to generate more leads for your criminal defense firm.
Digital Advertising Facilitates Hiring Decisions for Criminal Defense Attorneys
Most people searching for legal services make hiring decisions within sevendays, regardless of the type of legal counsel they seek. That holds true for criminal defense seekers, but our data also showed one in four will move on if they don’t receive a response from a firm within a few hours.
Wish you could be more available for your website visitors? Nobody can be available around the clock, but Scorpion offers a cutting-edge AI Chat feature dedicated to growing your law firm 24/7. Those who have used it have already increased their conversion rate by 30% in a 20-day period!
Your personalized AI Chat continuously learns about your firm and offers immediate, helpful support to your website visitors. Spend less time on the phone, book more appointments with clients, and boost revenue for your firm. Learn more.
Optimize Your Criminal Defense Firm’s Digital Strategy
All roads in digital advertising lead back to your website. Optimizing it ensures your firm is found in the top rankings on search engines. When you appear at the top of search engines, those looking for legal services feel they can trust your firm and its attorneys. So many criminal defense attorneys find themselves asking the age-old question: How can I get to the top? Here are three steps you can take:
- Boost your criminal defense website’s performance for higher rankings
- Send credibility signals with a modern, up-to-date experience
- Offer easy ways for potential clients to get in touch with your criminal defense firm
Stay ahead of the game with Scorpion’s SEO capabilities. We’re here to help you boost your online presence and drive more business, so you can focus on what you do best.
Firms using Scorpion’s SEO solutions have seen significant benefits:
- A 35% boost in keyword ranking
- 40% of their keywords rank in the top 10 search results, compared to 32% without
- Consistent lead generation, even during lower periods in 2023, while firms without SEO saw stagnant growth
Use SEO Tactics to Boost Your Criminal Defense Site’s Performance
When we talk about site speed, we are referring to how quickly your website loads for users, and it is one of the most important performance metrics for your criminal defense website. According to our research one in two criminal defense seekers says a quick site speed is a must.
Search engines prioritize fast-loading sites, so improving your site’s speed can boost your ranking and help potential clients find you more easily. Google also recommends site speed optimizations for firms looking to optimize paid ad campaigns.
Send the Right Credibility Signals With a Modern Website Design
First impressions matter. In digital marketing, the first real impression criminal defense seekers have of your law firm is often your website. And according to Scorpion’s data, these are two of the biggest factors for creating that memorable first impression:
- Proper Spelling and Grammar:
Clear, error-free content is key to establishing credibility. When your website features polished and well-written material, it highlights your attention to detail and commitment to quality. This presentation helps build trust with potential clients, making them feel confident in your expertise and more likely to choose your firm.
- Modern, Up-to-Date Design:
A website that looks outdated or is difficult to navigate can quickly turn potential clients away. A contemporary design, on the other hand, not only enhances user experience, but also reflects your firm’s commitment to staying current and relevant. An intuitive layout and visually appealing design make it easier for visitors to find the information they need, leading to higher engagement and a stronger connection with your firm.
A successful criminal defense website starts with a strong foundation. Let Scorpion help you build a website that meets the top three must-haves from criminal defense searchers: quick load times, proper spelling and grammar, and a modern design.
Understand Your Audience and Provide Better Client Experiences
Individuals seeking a Criminal defense attorney value convenience and speed. The easier you make it for them to understand your firm, the kinds of cases you take, the basics of criminal defense law, and how to get in touch with you, the more likely you are to generate leads with your website.
Ready to get started? Check out Scorpion’s latest report on digital marketing trends in legal and speak to an expert about how to incorporate those findings into your criminal defense law firm’s digital marketing strategy.
