How To Build a Criminal Defense Practice

Updated February 16, 2024
5 min read
How To Build a Criminal Defense Practice

Building a criminal defense practice can be intimidating, Whether for an experienced attorney or a fresh lawyer aiming to make an impact. This process entails numerous trials and challenges,  requiring a carefully developed and well-executed business plan. This article will highlight five crucial aspects for creating a triumphant criminal defense practice.

Building a Strong Reputation

"Reputation is an advertisement that travels faster and farther than any other"— Brian Koslow.

In criminal defense, potential clients indeed have many legal practices and attorneys to choose from, creating a dog-eat-dog competitive landscape. To distinguish yourself and understand how to get criminal defense clients, cultivating a reputation grounded in trust, reliability, and high standards is advantageous and pivotal.

This involves demonstrating exceptional client service, proactively forming relationships within the community, and, most importantly, consistently achieving successful courtroom outcomes.

Practical Implementation of Internet Marketing

The practical implementation of Internet marketing is fundamental for a thriving criminal defense practice. A well-curated online presence serves as the first introduction to your firm and the primary point of interaction with prospective clients. Therefore, ensuring a user-friendly, professional, and informative online platform is crucial.

Engaging actively on various social media channels, consistently creating quality content, and interacting with followers is essential. This increases visibility and builds relationships, helping to establish your firm as a trusted and reliable entity in the field.

The Power of Active Blogging

Maintaining an active blog on your website, replete with pertinent information, is one of the most effective methods to attract new clients. If executed properly, it's primarily cost-free. However, if you need to be well-acquainted with the world of SEO and content curation tuned to Google's algorithms, consider engaging a marketing expert. Although mastering these concepts is possible, your attention might be better devoted to other pressing aspects of your business than daily blog writing.

So, how do blogs contribute to client acquisition? They attract free organic traffic from Google, direct individuals seeking answers to specific queries to your website, and establish a stronger sense of trust and authority for your firm. 

In addition, a blog can serve as a platform to build an email marketing list and a helpful medium to generate new leads for future opportunities. Surprisingly, blogging has emerged as a critical tool in the tech-heavy world of criminal justice firms.

The Impact of Video Testimonials and Awards

An element of successful marketing that remains irreplaceable is word-of-mouth, the power of which should always be considered. A collection of video testimonials and awards can significantly amplify your firm's reputation and bolster its online and offline image.

Existing clients sharing their positive experiences and recognition from reputable bodies become tangible proof of your effectiveness and dedication in the field. This enhances your credibility and makes your firm more appealing to prospective clients, as they often prefer firms highly recommended by others.

Continual Training and Development

While your firm's branding and online presence are important from the exterior, your attorneys' constant professional development fuels the heart of your practice, forming a solid defense against competition. Expertise in research and analysis, teamwork, handling stress, effective communication, and attention to detail are all critical skills that contribute to their professional growth.

In this era of rapidly advancing technology, electronic discovery (eDiscovery), which involves the legal certification, collection, review, and exchange of information in electronic formats for use as evidence, has become increasingly important in legal practice. Familiarity and proficiency in this aspect could significantly enhance your attorneys' capabilities and your firm's competitive edge.


To succeed in a new criminal law practice, you must grow and maintain an excellent reputation and build credibility in your field. Reflect on your core values and your firm’s mission, and uphold the standards that matter to you. Ensure these concepts permeate all facets of your practice.

Article by
Douglas Parker
Manshoory Law Group, APC

Douglas Parker is a parallel legal assistant working with Manshoory Law Group, APC. He has always had a particular interest in Law and Human Rights. Dedicating his free time to understanding the small details and specifics of these fields, Douglas enjoys exploring and analyzing them in his articles. His main goal is to make this sometimes complicated information available and transparent for everyone.