Marketing For Criminal Defence Lawyers – Your Step By Step Guide

The world of criminal defense law is as cutthroat as it gets. To maintain a successful law firm, you need to have a good marketing strategy in place. Aside from generating new clients, marketing also helps build relationships with existing clients and referral sources. In addition,  your marketing efforts can…

The world of criminal defense law is as cutthroat as it gets. To maintain a successful law firm, you need to have a good marketing strategy in place. Aside from generating new clients, marketing also helps build relationships with existing clients and referral sources. In addition,  your marketing efforts can also help create a favorable public image for your firm, which can go a long way in building credibility and trust.

You may or may not have paid much attention to marketing in the past, but in today’s digital age, it is more important than ever to have an effective marketing strategy. Not only do you need to be visible online, but you also need to ensure that your website and social media platforms are up-to-date and informative.

After all, your digital presence is like your firm’s virtual business card. If potential clients can’t find you online, they are likely to move on to the next firm on their list.

If you’re not sure where to start, or if you’re simply looking for some tips on how to market your law firm more effectively, we’ve listed below some essential marketing tips for criminal defense lawyers:

How To Market Your Law Firm

There are several ways to market your criminal defense law firm. Below are some of the most effective methods:

Invest in SEO

One of the best ways to market your law firm is by investing in SEO (search engine optimization). This will help your website rank higher in search engine results pages (SERPs), making it more likely for potential clients to find you.

If you're unfamiliar with SEO, think of it as a way to make your website more visible to search engines like Google. When someone searches for a keyword or phrase related to your law firm, you want your website to appear close to the top of the results page. This is where SEO comes in.

There are many different ways to improve your SEO, but some of the most effective methods include:

  • Creating keyword-rich content
  • Optimizing your website for mobile
  • Building backlinks

Generate Reviews and Testimonials

Another great way to market your law firm is by generating reviews and testimonials. These can be published on your website, social media platforms, and even online directories like Google My Business. When potential clients see the positive reviews and testimonials from your past clients, they will be more likely to contact you for legal assistance.

To generate reviews and testimonials, you can simply ask your satisfied clients to leave a review on your Google My Business page or post a testimonial on your website. You can also incentivize them by offering a discount or other perk in exchange for their feedback.

Create Helpful Blog Posts and Legal Guides

Another great way to market your law firm is by creating helpful blog posts and legal guides. This will not only help potential clients learn more about your firm, but will also show them you are an expert in your field.

Start by offering solutions to your clienteles’ most frequently asked questions. For example, if you are a criminal defense lawyer specializing in impaired driving/DUI cases, you could write a blog post about “5 Things You Need to Know If You’ve Been Charged with Impaired Driving in Canada.” Alternatively, you could write a broader legal guide that covers all aspects of impaired driving law in Canada.

​​Not only will these blog posts and guides help educate potential clients, but they will also help improve your SEO. This is because search engines love fresh, keyword-rich content.

Develop a Strong Social Media Presence

Another important aspect of marketing for criminal defense lawyers is developing a strong social media presence. This will help you connect with potential clients and referral sources and make your law firm more visible online.

There are a number of different social media platforms out there, but not all of them will be equally beneficial for your law firm. The most important platforms for criminal defense lawyers are LinkedIn and Instagram.

Social Media Marketing for Lawyers in Canada

LinkedIn is a great platform for connecting with other professionals, including referral sources. Instagram, on the other hand, is useful for sharing your blog posts and legal guides, and for engaging in online conversations about relevant topics.

Facebook is also a popular social media platform, but it is not as useful for marketing a law firm. This is because Facebook’s algorithm favors personal connections over business connections. As such, it is difficult to reach potential clients and referral sources on Facebook unless you have a personal connection with them. Nonetheless, it's good to have a Facebook profile for your law firm so potential clients can learn more about you.

Launch Targeted Digital Marketing Campaigns

Another great way to market your criminal defense law firm is by launching targeted digital marketing campaigns. These campaigns can be highly effective at generating leads and boosting your website’s traffic.

There are several different types of digital marketing campaigns that you could launch. The most effective ones for criminal defense lawyers include pay-per-click (PPC) advertising and email marketing.

PPC advertising is a form of advertising that allows you to place ads on search engines and other websites. When potential clients click on your ad, they will be taken to your website. You only have to pay when someone clicks on your ad, making PPC a very cost-effective way to generate leads.

Email marketing is another effective way to reach potential clients. With email marketing, you can send out newsletters, announcements, and other updates to your subscribers. You can also use email marketing to promote your blog posts and legal guides.

Our Success Stories

dNOVO Group has worked with many law firms to help them strengthen their marketing efforts. We have helped our clients generate more leads, boost website traffic, and improve online visibility. Here are a few examples of our success stories:

Posner Craig Stein LLP

One of our clients, Posner Craig Stein LLP (https://pcslaw.ca/), is a criminal defense law firm based in Toronto. When they came to us, they were struggling to get their website to rank high in search engine results. We launched a targeted digital marketing campaign that helped them boost their website’s ranking and generate more leads.

Criminal Defense Lawyer Digital Marketing Toronto

Through deep content analysis and rework, dNOVO Group was able to help them improve their site visibility by over 19% in just under three months. We also did a full content audit and worked with them to identify gaps in their content strategy. This included replacing short, missing, and duplicated content with high-quality, keyword-rich content.

In addition, we also worked on improving their backlink profile with the support of high-quality backlinks on high-domain authority websites with good organic traffic. As a result of our efforts, Posner Craig Stein LLP saw a significant increase in its website’s traffic and leads.

Costa Law Firm

Costa Law Firm (https://costalawfirm.ca/) is another one of our clients, and we helped improve their marketing efforts. The criminal defense law firm in Toronto was looking for ways to prominently figure on the map in the city of Newmarket. 

We conducted a comprehensive SEO analysis and found that their NAP (name, address, phone number) citations were inconsistent. We also found that they had very few reviews and did not use their social media accounts effectively.

Criminal Defense Lawyer Newmarket Costa Law

dNOVO Group helped Costa Law Firm clean up their NAP citations and get more reviews. We also helped them create and manage their social media accounts. After six months of in-depth work on improving their citations, Costa Law Firm’s position on Google maps in Newmarket improved, leading to increased website traffic.

Alberta Legal

Alberta Legal (https://albertalegal.ca/) is a criminal defense law firm based in Calgary. They were looking for ways to improve their online presence and increase their website’s traffic. We conducted a comprehensive SEO analysis and found that their website was not optimized for search engines.

Criminal Defense Lawyer Digital Marketing Calgary

We helped Alberta Legal optimize its website for search engines and create high-quality content. We also helped them build backlinks on high-quality websites. As a result of our efforts, Alberta Legal’s website traffic increased significantly. Their average position also improved by over 53 points in less than a year. Given that criminal defense is a highly competitive industry, such an improvement in SEO ranking is nothing short of remarkable.

Get Started Today

If you are a criminal defense lawyer or law firm in Canada looking for ways to improve your marketing efforts, contact dNovo group today and let us show you how we can contribute to your marketing strategy. 

dNOVO Group is a full-service marketing agency in the business of helping law firms reach their target audiences. Our team can help you create content, design marketing materials, and launch targeted digital marketing campaigns that deliver results. We will also provide you with monthly reports so you can track your progress and plan your next steps.