Some potential clients want to find a criminal defense right away, while some will wait until right before their trial to call. Sometimes you’ll be hired by the client directly, and other times you’ll be hired by the cousin, girlfriend, wife, mom, etc. of the person who is in jail.
How can a criminal defense lawyer effectively market to all of these different people?
By speaking clearly and succinctly to how you will benefit your criminal defense client. Of course, be careful not to promise any particular outcome. Speak to how your experience and hard work has resulted in great outcomes for previous clients. Talk about how a client with a lawyer will have a better outcome regardless of whether or not you are able to achieve a dismissal or not-guilty verdict.
There is a value that an experienced criminal defense lawyer provides no matter the outcome of the case. This matters because your content needs to try to build value without setting an expectation of the result. An advocate with knowledge and experience by your side on your day in court will help you get the best outcome.
In everything you do on the site, try to demonstrate that you are an effective, cost-effective option. Explain how you will use your legal expertise in every way possible to minimize or eliminate the effects of the arrest.
Make the first step seem easy, if you can offer a free consultation I’d strongly suggest it – your competitors do. Remember that your target market is people who are very upset; their ability to comprehend basic things might be compromised. So repetition of key points is critical. Saying “free consultation” multiple times is a good idea. Offering video, phone or in person consults is a good idea. Think about times you’ve been upset or scared and how a block of text would feel.
If you’d like help with your criminal defense website, feel free to call or text me at 651-271-8845. I am available to provide FindLaw audits, consulting as well as website replacement.
