Updated: June 2025.
In criminal defense, your reputation is everything—but visibility fuels reputation. And in a crowded legal market, attention is a currency. Whether you're new to advertising or looking to refine your current strategy, the right blend of traditional and digital outreach can help you win more cases, connect with the right clients, and grow your practice.
Let’s dive into the core advertising channels for criminal defense attorneys—and the five essential tips to help you stand out.
Traditional Criminal Defense Advertising
Think billboards, radio spots, TV ads, and even benches or flyers. These are classic tactics that still work—especially for building name recognition locally.
Traditional advertising offers:
- Wider demographic reach for older audiences and less digital-savvy consumers.
- High visibility in high-traffic areas (like courthouse districts or highways).
- Perceived legitimacy, as older media is often viewed as more credible by some segments.
That said, traditional tactics tend to be more expensive and harder to track for ROI compared to digital marketing.
Digital Criminal Defense Advertising
Digital ads allow you to target with laser precision. Whether through Google PPC campaigns, Facebook ads, or retargeting banners, you can reach people who are actively looking for help—often in moments of urgent need.
Benefits include:
- Detailed targeting (by location, behavior, keyword intent).
- Trackable ROI using analytics dashboards and lead-tracking tools.
- Flexibility to adjust messaging, budget, or targeting in real time.
- Faster results for time-sensitive cases, like DUI arrests or felony charges.
Scorpion’s clients frequently use both traditional and digital advertising together—leaning on digital for lead generation and traditional for brand reinforcement.
Five Must-Follow Advertising Tips for Criminal Defense Attorneys
1. Adhere to Advertising Guidelines
You’re not just running a business—you’re practicing law. Make sure your ads comply with your state bar and the American Bar Association’s rules. Avoid promising outcomes, exaggerating expertise, or using testimonials that violate ethics guidelines.
Clear, truthful, and professional messaging builds long-term trust—and protects your license.
2. Build a Comprehensive Strategy
Advertising should never be one-off or ad hoc. A successful campaign includes:
- Defined goals (e.g., grow DUI caseload, increase felony case leads).
- Audience research (e.g., age, zip code, profession).
- Smart messaging (“Protect your rights. Call now for urgent DUI defense.”)
- Clear budget allocation between channels.
Case Study: Amable Law, PLLC
Scorpion partnered with Amable Law to increase its online presence, resulting in:
- A 45% increase in organic traffic
- 21 new keywords ranking in the top 10
- A projected 25% revenue lift
3. Emphasize Local Advertising
Criminal defense is hyper-local. People are looking for attorneys who understand the local courts, judges, and prosecutors.
Local advertising should include:
- Google Business Profile optimization
- Geotargeted paid ads (e.g., “Criminal lawyer in Maricopa County”)
- Local SEO content on your website
Case Study: Dischley Law, PLLC
Through local-focused digital marketing, Dischley Law saw a:
- 45% increase in revenue
- 79% increase in client reviews
- 3.5x ROI from their campaign
4. Include Clear Branding & CTAs
Your ads should answer:
- Who are you?
- What do you do?
- Why should someone call you now?
Every ad should feature:
- Your logo
- A memorable tagline (“Relentless Criminal Defense in [City]”)
- A direct call-to-action (e.g., “Schedule your free consultation”)
Case Study: Winters & Chidester
With professional branding and a call-driven strategy, the firm achieved:
- 5x increase in leads
- 54% lower cost-per-lead
- 106% increase in organic website traffic
5. Use Storytelling to Build Connection
Facts tell. Stories sell.
People don’t just want credentials—they want to feel like they can trust you. Stories (real or anonymized) create empathy and show the human side of your work.
Examples to use:
- “How I helped a first-time offender avoid jail time”
- “What to do if your college student is charged with a DUI”
Testimonial videos, courtroom wins, and even blog posts can serve as storytelling formats that help drive engagement—and conversions.
Marketing That Wins as Big as You Do in Court
Advertising isn’t about selling—it’s about showing up when your potential clients need you most. Whether that’s a late-night Google search, a radio ad on the commute, or a video on Facebook, your brand should be there, ready to help.
If you’re ready to build a criminal defense marketing strategy that attracts more of the right cases and grows your practice with measurable results, Scorpion is ready to help.
Let’s build your brand and grow your caseload—starting today. Contact Scorpion today.
