Criminal Defense Firm – Dialing Up Local Visibility on the West Coast

The Challenge: Outranking Established Law Firms in Google Search

This criminal defense law firm knew that most clients searching for a lawyer online are in urgent situations. Their previous agency had promised results but failed to increase their visibility in Google Maps and search rankings. The firm’s website was also confusing for potential clients, leading to missed opportunities.

Why They Chose Webmasons Legal Marketing

After trying other marketing agencies with lackluster results, this firm turned to Webmasons because:

• We specialize in local SEO for law firms—helping attorneys win Google Maps searches.
• Our Google Ads strategy focuses on urgency-based legal needs, reducing wasted ad spend.
• We optimize StoryBrand messaging to make their website more compelling and conversion-driven.
• We use AI-driven call tracking to refine ad targeting and improve lead quality.

The result? A 120% increase in phone calls from Google Business Profile alone and a top 3 ranking in Google Maps for DUI and criminal defense searches.

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Key Objectives:

Winning the Fight for Google’s Top Spots

For a criminal defense law firm, visibility in local searches is critical. We implemented a targeted SEO strategy focused on “DUI lawyer near me” and “criminal defense attorney [city]” searches. By optimizing their on-page content, refining their Google Business Profile, and earning authoritative backlinks, we secured top 3 rankings in Google’s local pack, leading to a surge in client calls.

Google Business Profile: The Secret Weapon for Criminal Defense Firms

A well-optimized Google Business Profile is one of the most powerful free marketing tools for law firms. We refined this firm’s GBP listing by adding high-quality case study content, strategic keyword placement, and a reputation-building review campaign. This resulted in a 120% increase in call volume directly from Google Maps.

Turning Google Ads into a Lead-Generating Machine

Instead of wasting ad spend on generic legal keywords, we developed a PPC strategy that prioritized high-urgency, high-conversion keywords. By adjusting the bidding strategy and refining ad copy, we lowered their cost-per-click by 35% while doubling lead volume.

Data-Driven Content That Positions the Firm as a Local Authority

Content is more than just blog posts—it’s about answering the right questions at the right time. We built an FAQ-driven content plan that addressed common legal concerns for potential clients while integrating high-performing local keywords. The result was higher rankings and an increase in organic client inquiries.

Project Timeline

Month 1-2: SEO & local search audit, PPC setup, GBP optimizations.
Month 3-6: Link-building campaign, landing page optimizations, ad refinements.
Month 7-12: Consistent Google Maps rankings and refined marketing strategy.