Many criminal defense attorneys begin their career as state prosecutors or public defenders. They eventually opened their own private practice after a brief career working for the government. However, there is one important problem they encounter when they open their private practice: they no longer receive a steady paycheck.
Of course new defense attorneys understand that they are taking a risk by “going on their own”. Unfortunately a lot of these new attorneys don’t fully understand how to start generating their own clientele. Any successful private law practice understands that in order to keep your practice afloat you must generate your own clients.
The question in every new private criminal attorneys head becomes “how do I start a new practice and gain new clients to stay alive?” The answer is not simple, but the solution is.
Advertising is the key for any new business to grow and succeed. If you are new to any market or any industry, odds are that the consumers in this industry do not know who you are. If you are new to criminal defense, the odds are very slim that recently arrested individuals know who you are. The solution is to quickly let them know who you are by introducing yourself through effective advertising.
There are many forms of advertising for criminal defense attorneys: television ads, billboard ads, radio ads, yellow page listings, search engine optimization, search engine advertising and direct mail advertising. New criminal defense attorneys do not have a large budget, therefore television, radio and billboard advertising may not be an option. A yellow page listing is necessary, but is not anywhere near as effective as it may have been 20 years ago.
Search engine optimization, optimizing your firm website so that you are ranked high in search results, is slowly becoming a saturated and ineffective advertising tool. As more attorneys have their website “optimized”, the less likely it is that your website will rank high on search results. Search engines constantly change their algorithms, so your website might be “optimized” for today but it may need maintenance in the future.
Search engine advertising allows you to appear on the top of the search results. This can be extremely expensive for any attorney. For criminal defense attorneys, the cost-per-click for search engine advertising can be as high as $20. This means that anytime someone clicks your online ad it will cost you $20. This can be very expensive, and if your ads are not set up correctly it can be very ineffective.
This leaves attorneys with one more option: direct mail advertising to individuals recently arrested. Do not underestimate the power of direct mail advertising. Direct mail advertising for criminal defense attorneys can provide the highest return on investment compared to any other advertising method. With direct mail advertising, specifically mailing to those individuals recently arrested, you have a great source of leads and can target individuals who need immediate legal help. Direct mail advertising can become the ultimate client source for any criminal defense attorney.
Directly contacting those who were recently arrested not only gives you the opportunity to introduce yourself you numerous individuals at the same time, it also introduces yourself to clients at the time they need an attorney the most. Direct mail advertising for criminal defense attorneys is also one of the few methods in which you can be proactive in reaching out to a potential client. Instead of hoping they find you on their own, find them and let them know who you are.