Track calls, forms and texts by source, note which ones were real cases in counties you cover, and follow them to retained clients. Then compare what each channel cost against the fees it produced. Watch when calls arrive too, since many defense inquiries come at night and on weekends.
Criminal defense inquiries are urgent and often come from family members rather than the accused. That makes tracking especially important, because the person who calls is not always the person who becomes the client. Use call tracking on your website and a separate number on your Business Profile, record form fills and texts with their source, and have intake note how each caller found you. Keep that source attached to the client record when they retain. Without that, credit goes to the wrong channel.
Then look at the full chain. How many inquiries were real criminal matters in counties you handle, how many led to a consult, and how many retained? Compare what you spent on each channel with the fees it produced, using your own numbers. A channel with fewer calls but a higher retention rate is often worth more than one with lots of calls. Also look at timing. If many calls arrive after hours and go to voicemail, fixing that may matter more than more marketing.
Earlier signals help you see momentum. Business Profile calls and views, Search Console impressions on your offense pages, and whether AI tools name your firm when asked about DWI or criminal lawyers in your county all tend to move before retained client numbers do. We report calls, forms and profile activity each month on one page, and help firms connect it to their own intake records. Look at trends over a full quarter rather than a single month, since case volume naturally swings with court calendars and seasons.
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