Criminal defense marketing, tuned for the call that comes at 2 a.m.

More than firms typically think, and the rules are clearer than they look once you map them. Every US state bar permits factual statements about case outcomes if accompanied by the right disclaimer (in most states, language to the effect of 'past results do not guarantee future outcomes'). California, Florida, New York, and Texas have additional specific phrasing requirements that we follow exactly. Outside the US, the UK's SRA, Canadian provincial law societies, and Australian state bars all permit case-result content with their own disclosure rules. What you may not do anywhere is imply a guarantee, compare yourself favorably to specific named competitors, or describe an outcome in a way that misleads a reasonable reader about likelihood. We supply the disclaimer template for your jurisdiction and review every case-result page against the rule before publication.

Anonymization with detail preserved. A page that says 'State v. Defendant, narcotics possession, suppressed evidence at preliminary hearing, charges dismissed' is fully anonymized and still useful. We use county-level rather than city-level geography when needed, charge type rather than specific facts, and procedural posture rather than identifying details. Many states allow named results once the conviction is expunged or the case is closed beyond a certain date, and clients sometimes affirmatively want their case used as an example. Both approaches are available; we default to anonymized.

Only if you can refer those cases out cleanly. Federal criminal defense is a different bar admission and a different practice culture, and a page that ranks for federal charges and lands a client you cannot serve produces a bad outcome (refused case, unhappy caller, lost referral relationship). The cleaner approach is a 'state charges only' note in the appropriate places and an outbound referral relationship with two or three federal practitioners you trust. If you do want to capture federal volume, the fix is a co-counsel arrangement, not a page that pretends.

Its own page, and probably its own micro-cluster. DUI searches are the largest single segment of criminal defense search volume in most US states, and they break down into specific sub-queries: first DUI, second DUI, DUI with injury, DUI refusal, DMV hearing, ignition interlock. Each can be its own page if local volume supports it. In states with a separate DMV process (California is the most prominent), 'DMV hearing' is its own keyword that very few firms target. A criminal defense firm with a real DUI focus should build out the DUI cluster the same way the firm-level cluster gets built out, with the head page at the top and sub-pages beneath.

Use a law firm intake service for after-hours. Several companies (Smith.ai, Ruby Receptionists, Alert Communications, and specialists like Lex Reception) provide attorney-trained call answering at $1-$3 per call with explicit criminal-defense scripts. The cost is a fraction of the cases lost to firms with after-hours coverage, and the answering service can collect enough information for you to triage the call in the morning. The intake service is the operational signal that lets the marketing signal ('24/7 intake') be honest.