Within the legal sector, criminal law is one of the most competitive areas of law to market. With high competition comes the challenge of creating a broader awareness of your criminal law practice and of course, driving that awareness to file opens.
In working with many criminal law firms across the country, we typically find that prospects looking for your services online are wanting quick results. They are facing criminal charges or difficulties that need immediate attention. The more accessible and knowledgeable you appear to them, the more likely it is that they will convert into clients. For many of your prospective clients, the Internet is their primary source of information and help.
In this blog, we’ll go over several criminal defence lawyer marketing strategies that can help you stand out and convert more leads into paying clients.
1. Build a website that is responsive and user-friendly.
When individuals seek a criminal defence lawyer, they usually turn to the Internet first. The first impression you make on potential clients is through your website.
You want to project the right image while also conveying a powerful message.
Your law firm website should have the following:
- A list of services your law firm provides
- A clear message explaining why you are the best criminal defence lawyer/law firm to defend them in court (include testimonials, years of experience, previous cases you’ve handled)
- Contact information where your prospects can quickly contact you (via phone, e-mail, appointment booking, chat bots, live chat etc.)
Your law firm website must meet specific quality standards like any other website. It must be secure, fast and responsive, and mobile-friendly. If you don’t handle these technical parts of your website, most of your efforts will be wasted.
2. Create high-quality content
Creating high-quality content that delivers helpful, relevant information to visitors to your website may help you establish your authority as a criminal defence lawyer. Create blog posts or videos that respond to some of your most commonly asked questions, describe factors that may influence court proceedings, or address legal updates. Make sure that the information is updated regularly.
Video is another important option to consider for your firm. Because 65% of the population are visual learners, visual material is generally simpler to interact with.
3. Optimise your law firm website for organic searches
It’s not enough to have a website and a blog to help you rank better in search engine results pages. Search engine optimisation (SEO) strategies are also necessary.
To improve your SEO with digital content, do the following:
- Find keywords relevant to your practice and organically include them in your content.
- To boost organic local searches, include location-based keywords.
- Strategically place keywords, title tags, meta descriptions, and blog content across your website.
- Create blog posts that go deeper into specific search queries.
The user-friendliness of your law firm website will impact traffic; make sure it loads quickly and is mobile-friendly. Verify your listings, correctly fill out the information, and include photos of your practice, yourself, and anybody else who works with you to humanise your law firm. Doing Google my Business (GMB) will also make you more likely to appear on Google Maps.
4. Encourage clients to leave a review
Never be hesitant to ask current and former clients to submit reviews or client testimonials on Google or other review sites like Yelp or Facebook. People make judgements on lawyers based on what other people have to say about them. While not everyone will give you five stars, getting generally favourable reviews can help you gain trust. How you handle bad reviews will also affect how potential clients see your law firm.
At Fast Firms, we have our own software that will considerably assist your criminal law firm get more great reviews and less bad ones.
5. Generate word-of-mouth recommendations
Even in the digital era, word-of-mouth referrals are sometimes the most successful.
Let’s say someone wants legal help with a DUI. They speak with a family lawyer they know and ask for a referral.
In this context, traditional methods for getting your name out there among referral sources still works:
- Organise a free lecture or a series of free talks.
- Offer to provide pro bono work or volunteer your services.
- Participate in community events, requesting that relevant NGO’s acknowledge your involvement by mentioning your firm on their website to gain backlinks and boost your search engine optimisation.
6. Get on social media
Social media offers law firms a platform to establish and strengthen their online reputation. Using social media channels like Facebook, Instagram, and Twitter allows you to reach a larger audience and attract new clients to your law firm.
You can publish snippets from your blog or video content, ask questions to start a conversation or share anything related to criminal defence law in your posts. Make sure to maintain an interaction with your followers regularly and engage with them.
Get Your Criminal Defense Law Firm Recognised
Having a website and keeping active social media profiles are fantastic places to start when it comes to marketing for criminal defence law firms. However, the competition for legal clients is fierce, and if you want potential clients to locate and contact you, you’ll need a robust, continuing marketing strategy.
Contact us Our law firm marketing Experts today to learn more about how we’re growing criminal law firms.