Many criminal defense attorneys are quick to overlook the value of branding and marketing.
Why?—because many don’t think of their practice as a business or their legal expertise as a product.
Yet, that’s exactly what they are.
And that’s exactly why criminal defense attorneys need to invest in branding and marketing to boost their reputation and highlight their successful case results.
1. Build a Welcoming Website
Every time your website appears in front of a potential client, it needs to make the right impression—just like you would in court. A professional, mobile-friendly website is often the first touchpoint in a potential client’s journey.
Take Amable Law, PLLC as an example. After partnering with Scorpion, the firm saw a 45% increase in organic traffic, 21 new keywords ranking in the top 10 results, and a 25% projected increase in revenue. As founder Gerardo M. Delgado said, “Our website is constantly ranked in the top two or three results on Google, and that’s a really cool thing to see”.
2. Display Authority Through Content
Use your blog, FAQ pages, or short videos to break down complex legal topics and demonstrate your experience. Answer common questions, like “What should I do after a DUI arrest?” or “How long does a criminal case take in [your state]?”
Dischley Law, PLLC, a criminal defense firm in Northern Virginia, saw a 79% increase in the number of online reviews and a 45% increase in revenue using content-rich digital strategies powered by RevenueMAX. Creating helpful, localized content can build both visibility and trust.
3. Make Sure You Show Up on Google Maps
Your Google Business Profile needs to be up-to-date and verified. This helps you appear in local map results, which are especially critical on mobile where map listings can appear above organic links.
Clients rely on those top results—especially when they're in crisis mode. Dischley Law’s strategy also included localized optimization that helped the firm build prominence across Northern Virginia’s search map packs.
4. Garner Online Reviews
Encourage satisfied clients to leave reviews on Google. Highlight specific wins (confidentially), talk about their experience, and mention your responsiveness and professionalism.
Scorpion client Winters & Chidester saw a 5x increase in leads and a 54% decrease in cost-per-lead, thanks in part to increased online visibility and engagement. They also saw a 106% lift in organic traffic—a signal that the review strategy helped boost credibility and conversions.
5. Get Some Professional Help
If you're short on time (or marketing isn’t your strong suit), hire a partner with legal marketing expertise. Scorpion has helped hundreds of criminal defense attorneys take control of their brand online.
From full-funnel strategy and SEO to paid ads and review management, expert help frees you to focus on defending your clients while the leads come in.
6. Generate Buzz the Old-Fashioned Way
Word-of-mouth still matters—especially in smaller communities or tight-knit professional circles. Attend legal events, host community know-your-rights workshops, and network with local business owners.
Bring marketing materials that match your online brand. When real-world credibility and digital presence align, your reputation grows even stronger.
7. Become a Social Media Maven
Social media helps you build visibility and keep your name in front of potential clients.
Even if someone doesn't need legal help today, staying top-of-mind ensures they think of you (or refer you) when the time comes. Share recent wins (with consent), case law updates, and client education in short video clips.
8. Send Email, Not Spam
Keep your firm visible with helpful newsletters, law changes, or community updates. Email is an effective and affordable way to stay top-of-mind—especially with former clients who might refer friends or need help again.
Ready to Elevate Your Criminal Defense Brand?
Whether you need more leads or want to improve your online reputation, Scorpion helps criminal defense firms win online just as effectively as they do in court.
Let’s talk about what’s possible for your practice. Get started today.
