-
Real Results: 336% increase in Google organic visibility for O’Leary Legal, ranking on the first page for more than 90+ keywords. 11% PPC conversion rate for Kollin Legal.
-
Hyperlocal Jurisdictional Strategy: Our criminal defense clients appreciate hyperlocal targeting based on specific counties and jurisdictions within their state. We understand that criminal law is heavily influenced by local court procedures, judges, and prosecutor relationships, so our SEO and PPC campaigns target the exact areas where attorneys practice.
-
Competition Levels: The average cost per click on Google for “DUI” related terms is $49.99, with an SEO keyword difficulty of 40%, putting criminal defense in the highly competitive category.
-
Proven Service Mix: SEO and PPC are the most popular marketing services for our criminal defense attorney clients. Social media and email marketing is bucketed into Tier 2.
Let’s discuss a marketing plan for your criminal defense firm
Case Studies From Our Criminal Defense Clients
See how we increased organic visibility for O’Leary Legal by 336% and achieved an 11% PPC conversion rate for Kollin Law Firm.
O’Leary Legal
SEO
336% Increase in Organic Search VisibilityWhen we inherited this client’s website, it was optimized for the Columbus market. After speaking with the head attorney, we realized that the majority of cases he took on were in Centerville, a smaller county located outside the Columbus metropolitan area. We optimized his website for Centerville and built out service-specific pages (from OVI & DUI to trespass in burglary).
- Increased organic search visibility by 336%
- 90+ keywords covering DUI, domestic violence, drug crimes, and other criminal charges ranking on the first page of Google
Kollin Firm
PPC
11.95% PPC Conversion Rate with $55.13 Cost Per LeadWhen we met with the client, we determined that targeting Green County, rather than Dayton or Cincinnati (larger markets), was the best approach. Wright-Patterson Air Force Base brings federal employees (higher income). There’s a mix of university town and suburban professionals in this growing market. By taking this approach with PPC, we were able to accomplish the following:
- 11.95% Account Conversion Rate on Google Ads
- Criminal Defense: 12.09%
- Domestic Violence: 9.86%
- DUI/OVI: 17.80%
- $55.13 cost per lead
Criminal Defense Marketing Competition
Criminal defense marketing is classified as “highly competitive,” although it’s not as competitive as personal injury and other legal industries we work with. The data below is from SEMRush and our internal client intel.
$49.99
Avg. Cost Per Click on Google
High CPC
40%
Average Keyword Difficulty
High Competition
$3,000
Average Case Net Value
Recommended Marketing Services for Criminal Defense Attorneys
Below are the most popular services that our criminal defense attorneys sign up for based on priority:
SEO (Tier 1 Service)
- Service Page Buildout: We build out service pages for your key practice areas – DUI, domestic violence, drug possession, weapons charges, and more – targeting your primary market. This hyperlocal strategy helped O’Leary Legal dominate its market by ranking for terms like ‘Centerville DUI Attorney’
- Google Business Profile Optimization: When someone has been charged with a DUI or a criminal offense, they want an attorney they can trust. Outside of referrals, they will turn to Google reviews. That is why it’s crucial to receive consistent reviews. We optimize your Business Profile and local directories to populate in the coveted three-pack in your local market.
- Building Trust: Google is seeking authoritative content, which is why we interview your attorneys. This helps us gain insight into local jurisdictions, big cases you’ve won, and other unique information about your firm that is not AI-generated.
PPC (Tier 1 Service)
- Campaign Structure & Targeting: We create ad groups for each practice area and target the proper location based on the jurisdiction you service. This allows us to differentiate budgets for domestic violence, DUI/OVI, and drug possession.
- Budget Allocation: We allocate budget to your most profitable practice areas. If 75% of your business comes from DUI, we can allocate a similar percentage for PPC. On the other hand, if your firm is interested in more cases involving trespassing and burglary, we can adjust the budget accordingly. Our PPC budget will align with your business objectives, and we can scale once we see sufficient leads coming through.
- Tracking: Phone calls and contact form submissions are the key conversions we track for criminal defense lawyers. All of our PPC campaigns are tied back to this objective, allowing us to gauge a true cost per lead, such as the $55 per lead for Kollin Law Firm.
Tier 2 Services
Below are other popular services criminal defense lawyers sign-up for:
- Web Design: A professional website builds instant credibility when potential clients research your firm online. Check out our legal website portfolio to see conversion-focused designs. Check out our legal website portfolio to see the stunning sites we’ve designed and developed for other lawyers.
- Email Marketing: Email automation helps nurture prospects who visit your website or contact your firm but aren’t ready to hire immediately. Automated follow-ups keep your firm top of mind during their decision-making process.
- Social Media: Meta is highly restrictive for advertising based on criminal charges or legal troubles. Because of this, we focus ad dollars on Google and Bing. It’s still important to share your expertise via organic social media.
“I have worked with Jason and his team for several years. We have had more than one Google or website emergency pop up and I have been continually impressed with their response time. If I send Jason an email at 7AM or after hours, he always responds right away. He understands how important our website and Google profiles are to our small business and his responsiveness is hugely appreciated. Website marketing can feel so stressful when your fate is the hands of the Google overlords so it is so nice to have someone I can always contact who I know will get back to me right away. Highly recommend.”
– Bridget Riddell, Riddell Law Firm
Get Started with Marketing Services
Schedule a free consultation with one of our legal marketing experts. We’ll get to know your criminal defense law firm, assess the local competition, and develop a plan of action.