Criminal Lawyer Marketing: A Simple Plan That Works
There are endless ways to spend money marketing a criminal law practice. Only a few bring clients reliably. This page lays out a simple plan: what to do first, what to add later and what to skip.
Updated October 2026 · Built for criminal defense firms
Start with the basics
Most criminal law clients find a lawyer in one of two ways: someone they trust recommends one, or they search Google. A good plan covers both.
Be easy to find. A complete Google Business Profile and a website with one page per charge. This is the foundation.
Be easy to trust. Reviews from real clients, a clear photo and a short bio. People are choosing someone to stand next to them in court.
Be easy to reach. Answer the phone, or have a service that does, at night and on weekends. Many arrests happen outside office hours.
Where to spend first, and what can wait
A rough order for most practices.
| Do first | Add later |
|---|---|
| Google Business Profile and reviews | Paid Google Ads |
| A page for each charge you take | Social media posts |
| Fast, phone-friendly website | Video and podcasts |
| Relationships with lawyers who refer cases | Direct mail and print |
Common mistakes
We see these often, and each one costs calls.
- Paying for ads before the website can turn visitors into calls
- Buying shared leads that go to five other lawyers at once
- Letting calls go to voicemail after hours
- Never asking clients for reviews
A 90-day marketing plan for a criminal lawyer
Weeks 1 to 2: fix the foundation
Complete your Google Business Profile, check your firm details match everywhere online, and make sure your site loads fast and is easy to call from on a phone.
Weeks 3 to 4: start the review habit
Set up a simple text message with your review link and ask every satisfied client. Reply to every review, good or bad, without mentioning any case details.
Weeks 5 to 8: build charge pages
Write or improve one page for each of your top charges, starting with the one that brings your best cases.
Weeks 9 to 12: measure and adjust
Look at which pages and searches brought calls. Do more of what worked, and fix or drop what did not.
Referral sources worth building
Search brings new clients, but referrals still bring some of the best cases. These relationships take time and pay off for years.
Past clients
A short check-in after the case, and a thank-you when someone refers a friend, keeps you in mind.
Other lawyers
Family, injury and civil lawyers get asked for criminal referrals all the time. Make sure they know what you handle.
Bail bond agents
Where your state rules allow it, a professional relationship with local bail agents can lead to referrals. Check your bar rules first.
Community groups
Talks on rights during a police stop, expungement clinics and local events build your name and earn links from local sites.
How to judge if marketing is paying off
The only numbers that really matter are calls, consultations and signed clients. Everything else is a step on the way.
Track calls by source. A tracked phone number on your website shows how many calls came from Google search, the map and ads.
Track cost per client, not cost per click. A channel with expensive clicks can still be your cheapest source of clients if the cases are good.
Give each channel a fair test. SEO needs months. Ads can be judged in weeks. Referrals take a year or more.
Frequently asked questions
Still have a question? Ask us directly.
What is the best way to market a criminal law practice?
For most practices: a strong Google Maps listing, clear pages for each charge, steady reviews and fast phone answering. Then add paid ads if you want more calls quickly.
Are paid lead services worth it for criminal lawyers?
Sometimes, but shared leads often go to several lawyers at once, so you compete on speed and price. Leads from your own website and listing are yours alone.
How much should a criminal lawyer spend on marketing?
There is no fixed rule. Start with what you can keep up for at least six months, and track the cost of each new client by channel.
Can you handle all of it?
We focus on SEO, your Google listing, your website and content. See criminal defense marketing for the full list.
What should a new criminal defense practice do first?
Set up your Google Business Profile at a real office address, build a simple fast website with a page for each main charge, and start asking for reviews from your first clients. Then add more pages as your caseload grows.
Should I put my case results on my website?
Only if your state bar rules allow it, with the disclaimers they require. Many states require a statement that past results do not guarantee future outcomes. We check this before anything goes live.