Whether you’re a busy criminal defense attorney just getting started with digital marketing or a seasoned firm owner tired of feast‑or‑famine case flow, you’ve likely faced at least one of these challenges:
- Unpredictable referrals that dry up when you need them most
- Leaky intake processes where good leads fall through the cracks
- No clear marketing plan (or past campaigns that underperformed)
- Stagnant growth despite steady caseloads
If your main goal right now is simply to build a bullet‑proof intake funnel, skip ahead to Section 3: Effective Intake Optimization for a dive‑deep on scripts, tech and workflow. Otherwise, read on to discover how to layer in targeted digital marketing strategies (Google Ads, Local Service Ads, SEO) and tie it all together in a modern CRM (we recommend Go High Level) so every lead gets captured, nurtured, and converted into a signed case. Let’s turn unpredictability into sustainable growth.
If you’d like assitance setting up anything in this guide: Book A Call
Is Your Firm Ready for Digital Marketing?
Digital marketing isn’t a universal solution. Your firm’s success will depend on market size, internal systems, and operational discipline. Before investing, assess whether you’re in a strong position to benefit:
Market and Firm Readiness Checklist:
- Your Google Business Profile has 4.5+ stars with strong reviews
- Your intake team signs 70–75%+ of qualified leads
- You can commit to at least $300/day in ad spend
- You have flexibility on case types to improve volume
- You answer calls 24/7, ideally with a bilingual service
- You are using or willing to adopt a CRM for automation and tracking
- Your team is aligned on growth and actively collaborates with marketing
If most of these items don’t apply yet, a custom strategy—focused on SEO, referral optimization, or intake training—may be more effective in the short term.
Intake Strategy Built for Volume and Quality
24/7 Live Answering: Non-Negotiable
High-intent leads often come outside of business hours. If you’re not available, your competitors are. After-hours leads are usually cheaper and yield strong ROI when handled correctly.
Booking the Appointment: Not Just a Courtesy, a Strategy
Don’t just tell people someone will “call them back.” They’re shopping around. Always schedule a time on the calendar—ideally with a name and confirmation.
Solution
Booking the appointment gives the client peace of mind that a time with a lawyer is guaranteed to happen within a quick timeframe with the chance of it happening sooner. It also activates appointment reminder automations within your CRM, increasing the likelihood the lead attends.
Prequalify Efficiently
Ask quick, clear questions to verify:
- Caller = the defendant
- It’s a criminal case, not civil
- It happened in your jurisdiction
- There’s a future court date
- They can afford representation or a payment plan
Improve Show-Up Rates
Hold a credit card for no-show protection (e.g., $50 fee). You don’t need to charge it—just having it on file increases commitment. Offer payment plans to those who are serious but limited on funds.
Summary Workflow:
Take deposit on the attorney call
Answer live (24/7 when possible)
Prequalify with simple questions
Book a real consultation
Collect a credit card with a no-show policy
Choosing the Right Platforms
Services Ads vs. Google Ads
- Services Ads (previously called LSAs): simple to set up, great for small budgets
- Google Ads: more advanced, more control, and higher performance when managed well
If your goal is scale, Google Ads—professionally managed—tends to produce better cost-per-case outcomes.
Google Ads Tips
- Avoid broad match. Use [exact match] keywords like:
- [DUI defense attorney]
- [criminal defense lawyer near me]
- [drug possession lawyer]
- Use location targeting and call-only ads
- Monitor click-to-lead conversion rate weekly
- Retarget non-converting visitors with display ads
- Sync CRM data with Google Ads to optimize over time
Google Ads tend to perform better when managed by a professional vs. LSA managed by an amateur
If you want a professional to set this up for you, get started with ROI Society.
SEO: A Long-Term Asset
Search Engine Optimization takes time—expect 12 to 24 months to see significant results—but it builds equity. Organic traffic reduces cost-per-case in the long run and supports brand authority.
Why a CRM Is the Core of Growth
A modern CRM gives you leverage:
- Tracks leads from all sources
- Sends automatic reminders and follow-ups
- Tells you which ads convert and which don’t
- Syncs with ad platforms to train Google’s algorithm
- Reports true cost-per-case and ROI
Recommended CRM: Go High Level
Their legal snapshots are ideal for law firms, but ROI Society can also build you a better, custom snapshot. Get started with a setup call.
Sync With Ads to Unlock Scale
Scaling your firm isn’t just about bringing in leads—it’s about closing them efficiently and at scale. Marketing only works when intake is tight, and intake only scales with proper automation, follow-up, and accountability.
If your firm is ready to:
- Generate leads predictably
- Reduce no-shows and increase booked consults
- Improve cost-per-case with data
- Build a scalable backend using CRM systems
Then you’re ready to unlock the next level of growth. Our team at ROI Society specializes in building and managing performance-driven legal marketing systems tailored to your firm.
Schedule a consultation with ROI Society and take the first step toward building your most efficient growth engine yet.
