Why Local Marketing Is So Important for Criminal Defense Attorneys

As a criminal defense attorney, your potential pool of clients is fairly small. And of that small pool, the majority will likely be local.

The majority of people searching for an attorney start their search online. And when they do a search, nine times out of ten, they will choose a lawyer that is in close proximity to them. This is especially true when it comes to criminal defense attorneys because people want someone who is familiar with the local court system.

Let’s take a look at three reasons.

Reason #1: The Majority of Your Clients Will Be Local

As we mentioned before, the majority of your clients as a criminal defense attorney will be local. This is because people usually seek out the services of an attorney that is based in their city or state.

Sure, there are some national firms that get a lot of business from all over the country. But for the most part, people want to work with someone who is familiar with the local court system and has good relationships with the judges and prosecutors in their jurisdiction.

Reason #2: Local Marketing Is More Cost-Effective Than Other Marketing Channels

When you compare local marketing to other marketing channels like TV, radio, or print advertising, it’s practically a no-brainer—local marketing is way more cost-effective.

Not only that, but it’s also more targeted because you can specifically target potential clients in your city or state. You don’t have to worry about wasting money on advertising to people who will never use your services because they live too far away.

Reason #3: People Are More Likely to Trust and Use the Services of a Local Business

People are generally more trusting of businesses that are based in their community. There’s just something about working with a local business that makes people feel good—maybe it’s because they know that their money is staying within the community or maybe it’s because they can pop into the office if they ever need anything.

Whatever the reason may be, people are more likely to use the services of a local business over a national company any day of the week.

So how do you make sure that you are visible to those potential clients who are searching for you online?

Here are some strategies to get you started:

1. Google My Business: Claiming and verifying your Google My Business listing is crucial. Once you claim your listing, make sure that all of your information is accurate and up-to-date. You will also want to add photos and posts to help potential clients get to know you and your firm better.

2. SEO: Search Engine Optimization is key for any website, but especially important for those in the legal field. Make sure that your website is optimized for both desktop and mobile devices and that your content is rich with relevant keywords.

3. PPC: Pay-per-click advertising is another great way to increase your visibility online. When someone does a search for an attorney in your area, your ad will pop up at the top of the results page. PPC can be very effective, but it’s important to note that it can also be expensive so you will need to weigh the costs and benefits before deciding if it’s right for you.

4. Reviews: Online reviews have become increasingly important in recent years. In fact, potential clients will often read reviews before choosing an attorney. So, it’s important to actively manage your online reputation by monitoring sites like Google, Yelp, and Avvo on a regular basis and responding promptly to any negative reviews.

5. Social Media: Social media platforms like Twitter and Facebook offer a great opportunity to connect with potential clients on a more personal level. Use social media to share relevant articles, blog posts, or even just quick updates on what’s going on at your firm. Just make sure that you are active on social media and that you are providing valuable content that potential clients will find useful.

Next Steps

Local marketing should be a top priority for criminal defense attorneys because potential clients are searching for them online—and if they can’t find them, they will go with someone else who is visible in their search results.

By focusing on strategies like SEO and PPC, attorneys can reach potential clients who are searching for their services online. And since local marketing is more cost-effective than other marketing channels, there’s really no downside!