Attention March 13th, 2024 Webinar Attendees, please click here to complete our Survey or Attendance Verification and Credit Request Form. (required for CLE credit)

9 Tips for Marketing Your Criminal Law Practice

Last update





Print Friendly, PDF & Email
Highlight your experience and credentials.

Running a criminal law practice requires a special skillset, and marketing it requires a unique strategy.

For starters, there’s the competition, which is fierce and growing fiercer by the day. Then there is the fact that many potential clients are indigent or have financial difficulties, which means getting paid could be a challenge.

What you need is a plan, and a key component of the plan is being available when a prospect calls.

“More than any other legal practice, it’s imperative for a criminal defense firm to have someone answering the phone 24/7,” according to legal marketer Cate Giordano. “If you can’t personally staff this, many services, like, can help you outsource phone intake. Call tracking is vital for capturing leads because it lets you see how many calls are coming in and getting answered. This information can help you determine which marketing channels are most effective in generating leads. Call tracking can help you qualify those leads and decide which ones are most likely to convert into paying clients.”

Another challenge: convincing prospects that private representation will pay off.

“Overcome this by highlighting your experience with the criminal justice system, and include educational content or videos on your website,” Giordano writes.

Do you know the difference between old-school ethics and cybersecurity ethics?  If not, join us on June 29 for the free CLE webinar “Cybersecurity Ethics: Safeguarding Client Data in Today’s Emerging Hybrid Practice.” You’ll receive an insider’s tour of the American Bar Association’s annual TechReport, which covers everything from spearphishing to spam filters, and you’ll learn how small firms are using technology to stay safe, successful and competitive. “Cybersecurity Ethics” features attorney David G. Ries, a contributing author of the 2021 TechReport and a long-time expert in law office cybersecurity. Ries will draw on his cyber expertise and drill down into the TechReport to extract valuable pointers for your practice. You’ll discover the 10 Basic Cyber Safeguards and 3 Bad Cybersecurity Practices to avoid at all costs, as well as four ABA ethics opinions that could save your law license. Join us on June 29. Register here.

Tips for Marketing a Criminal Practice

Following are 9 takeaways from “Criminal Law Defense Practice: Online Marketing” in the National Law Review Journal (all quotes are from Giordano, the article’s author):

1. Create a niche. Focus on specific areas of practice like DUI, white collar crime, juvenile matters, etc.

2. Use Customer Relationship Management (CRM) software. This will help you track leads, target new business, and stay in touch with clients.

3. Have a great website. It should be accessible and easy to navigate. Include a robust “About Me” page to highlight your experience and credentials in the criminal law field.

4. Publish great content. “You want to have both practice area pages and educational blog content or resources when building your marketing content,” writes Giordano. “Practice area content consists of substantial overviews of specific areas of law. Creating videos, blog posts, and podcasts that discuss legal changes and answers to the most frequently asked questions are just a few examples of how you can relate to your client.”

5. Provide valuable information for free. If you handle traffic tickets, include a web page that explains the various violations and penalties. If you handle felonies, include penal codes and sentencing charts.

6. Leverage your bi-lingual staff. “If you have staff that can speak another language, highlight it!” writes Giordano. “Have the staff person translate your main pages and create a section of your website that helps that demographic. Having bi-lingual staff will help you connect with potential clients who may not speak English as their first language.”

7. Claim your Google My Business profile. It costs nothing, boosts your SEO, and provides an online cornerstone for your practice.

8. List your practice in the leading law directories. Here are the ones to focus on: FindLaw; LegalZoom; Justia;;;;; Yelp; Facebook.

9. Solicit client and peer reviews. “Focus on reputation management,” says Giordano. “Actively manage your social media accounts, respond to reviews, and monitor what is being said about your firm online.”

Source: Criminal Law Defense Online Marketing Practices For Your Firm (

Why choose Alta Pro Lawyers Risk Purchasing Group over other legal malpractice programs? Because Alta Pro RPG gives insured law firms exclusive access to valuable practice resources and cost-saving programs. When you join the Alta Pro RPG, you can use our Pro Practice Resource Center, filled with practical pointers and risk management tools to keep your law firm safe and soaring. Plus you get exclusive access to free CLE webinars, like our recent, highly popular program on Basics of Cannabis Law. Also: discounts on office essentials, Ask the Risk Pro, malpractice defense hotline and more. Don’t miss out on these fantastic perks. If you’re already a policyholder with Alta Pro but haven’t yet created your RPG account, here’s how to do it.


Print Friendly, PDF & Email

Related Posts on!

Alta Pro Logo Icon

About the Editorial Staff

In an age of consolidation where increasingly impersonal transactions have made customer service an oxymoron, we bring together independent agents, insurance companies, and other industry specific service providers to develop and deliver insurance products and risk management solutions that benefit our insurance customers.

May 22, 2024 1:00 pm EST
1.0 Regular Credit
June 12, 2024 1:00 pm EST
1.0 Ethics Credit

Join Our Newsletter

Occasional newsletters and CLE invites

Find Us on Social

Upcoming CLE Webinar: Essential Business Skills for Busy Lawyers Part 1 – Communicate Like A Pro

May 22, 2024 1:00 pm EST
CLE Credit: 1.0 Regular

Colleen L. Byers

Colleen Byers Mediation, LLC


Latest Videos

1 Hour

Creating an Attorney Compensation Plan That Will Build Firm Culture and Attract Top Talent

1 Hour

Ethical Uses of Generative AI in the Practice of Law

1 Hour

Four “Ds” of Client Relations: Dabbling, Documentation, Difficult Clients, Don’t Do it!

Need Help?

Visit our Frequently Asked Questions page. 

Or email us directly at

Or submit your issue in the comment form below and we will respond as soon as possible.