How To Get More Criminal Defense Clients With SEO

Learn how to attract more criminal defense clients with targeted SEO strategies and effective marketing techniques. Start growing your practice now.

If you are looking to grow your legal practice, then there are several crucial steps you need to follow to attract the right type of client. Skipping any of these steps could lead to mixed results with a half-complete strategy that isn’t fully optimized. 

First, you’ll need to pinpoint your ideal client and who could benefit from your services. Next, you need to understand their specific needs. From here, you’ll take that information and use effective marketing strategies to reach them while pitching your unique solution to their pressing concerns.

You’ll also need to show up in places where these potential clients are looking. Google is the biggest source for those seeking professional legal help; therefore, optimizing your search engine strategy can be the best way to get more criminal defense clients.  

Below, we’ll run through how to get set up for success on search engines with Criminal Defense SEO. 

Pinpoint Your Target Audience & Client

Understanding your local market and the details surrounding different cases will be crucial when building a plan to attract new clients. Here are some things to consider when building your ideal audience and/or potential client: 

  • Types of charges: What criminal defense charges do you provide help with? Do you have a preference? DUI, drug offenses, violent crimes, etc. 
  • Demographics: Age, income, occupation, etc. 
  • Geographical area: Just one local area, city, suburbs, or entire region? 

Answering these questions helps build your ideal client, and further marketing decisions can be made to make sure these types of “high-intent” people are visiting your site. 

Analyzing Competitor Strategies 

Sometimes it makes sense to understand what your competitors are doing. What works for them? Where can you differentiate? Do they have any blind spots? What makes your offer stronger than theirs? 

This can provide a good starting point for a marketing strategy, but you also want to think outside the box and go beyond your competitor’s strategy to appeal to your ideal client in new ways. This can be through the marketing angle, the method you reach them, or by providing a more appealing offer. 

It’s also worth checking to see how a successful law firm in a different area markets similar services. Then you can find strategies to implement this in your service location while applying the correct context to your offer. 

Making a Professional Website

You’ll want to create a strong online presence, which often includes polished social media accounts and a professional-looking website. This is imperative, as the website will often be a client’s first impression of you. 

In other words, if your website needs improvement either from a visual or organizational point of view, don’t be afraid to get some help. 

This is a building block when growing your practice and attracting new clients, so make sure you have key elements like your homepage, service pages, contact information, testimonials, and more optimized. 

Also, a regularly updated blog can do wonders for your authority in the eyes of Google and your potential clients. We’ll go into more detail about this in the sections below. 

SEO For Criminal Defense Lawyers

There are several key pillars when it comes to SEO for criminal defense attorneys. To increase your visibility to potential clients seeking your services, you’ll need to implement the following: 

Blogging & Article Writing

It’s best to regularly post on legal topics related to the service you provide. Also, you’ll want to create service pages explaining your legal services in the area you serve. 

Informative videos/graphics and successful case results go a long way. 

Keyword Research & Strategy 

Identify keywords that relate to criminal defense services such as “criminal defense attorney near me”, “DUI lawyer [area]”, or answering questions like “what to do when arrested for DUI”. 

Make sure this is topical to your services and don’t be afraid to niche down to a specific area and case. 

Building Backlinks

Getting quality backlinks to your site can be tricky, but it’s a crucial step in improving your website’s authority and overall search engine rankings. A criminal defense SEO company can help in this regard (more on that in a bit). 

You can also get referral traffic from these backlinks, which often come from guest posting, directories, or other types of partnerships. 

The focus here is quality over quantity, as it’s best to build backlinks from high-authority sites. 

Gathering Testimonials 

This goes without saying, but social proof is a must when attracting new criminal defense clients. 

Gathering testimonials can sometimes be difficult because of the confidentiality associated with legal practices. However, you want to make it easy for clients to leave reviews if they choose to do so. Following up with personalized emails or cards can help as well. 

Having a dedicated page for case results makes sense, but written consent is crucial in these instances – and omit any personal details unless the client specifically gave you permission to use them. 

Paper Box SEO: Your Criminal Defense SEO Experts

As you’ve probably gathered from the steps above, getting more criminal defense clients through SEO can be a demanding process. There can be somewhat of a learning curve too. 

However, you don’t have to implement this strategy yourself, as Paper Box SEO is a leading provider of search engine optimization for Criminal Defense Attorneys

Check out our case study for Smith & Eulo, a law firm that experienced 625% year-over-year growth from 2019 to 2021 with the help of our SEO services. 

You can get in touch with us by filling out our online form or calling (202) 455-8265.

Looking For More Details? 

Check out the pricing of our popular SEO packages or glean through our Frequently Asked Questions for more information. 

Still looking for answers? Call the number above or you can also send us an email at We look forward to hearing from you! 

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