Dallas Criminal Defense Marketing

Dallas criminal defense attorney Jim Spangler seated at counsel table

Spangler Law

Spangler Law is a Dallas criminal defense firm led by former public defender Jim Spangler. Since 2014, the team has handled more than 2,000 cases and secured 850+ dismissals.

People looking for a defense lawyer rarely browse casually. They search after an arrest, before a court date, or when their freedom and record are at risk. The website and campaigns had to meet that urgency without making outcome promises.

JRR connected the whole acquisition path: practice-area campaigns, search-focused landing pages, calls, forms, Lawmatics intake and case-value reporting. That made it possible to judge the work by the cases entering the pipeline, not clicks alone.

The Challenge

Ad-platform conversions didn't show which enquiries carried case value

The firm already knew which cases were most valuable. The missing piece was a search system that separated those priorities, gave each one the right landing path and tied every enquiry back to case value.
— Initial account and website assessment

What the audit uncovered

The legacy website was slow, clunky and difficult to scale across the firm's full page library
Different criminal charges needed separate budgets, search terms and landing paths
The website had to convert urgent searches without making legal-outcome promises
Calls, forms and intake updates needed one traceable reporting chain

The situation

For a criminal defense firm, a lead total hides the commercial picture. A call about the wrong issue and a viable felony case both count as one conversion inside an ad platform. The system needed to show what happened after the click.

We replaced the slow, clunky legacy website with an AI-assisted React rebuild spanning 61 indexed site pages and a 101-article SEO library. The new site was built around the decisions prospective clients make under pressure: what the charge could mean, why this firm is credible, what happens next, and how to request a free case review.

Google Ads was split into six Dallas campaigns so general criminal defense, sex crimes, DWI, drug crimes, domestic violence and wider service searches could be managed independently. That made budgets, search terms and landing destinations easier to control around the firm's case priorities.

SEO supported the same practice-area structure instead of operating as a separate project. Calls and forms then flowed through WhatConverts and Lawmatics, with case value attached to opportunities as intake records were updated.

For the wider acquisition model, see our law firm marketing agency service and lawyer PPC agency service.

Where they started, where they are now

Equal 45-day windows: 16 May to 30 June versus 1 July to 15 August 2026. The first window is a connected-account baseline, not proof that the firm received no enquiries elsewhere.

Recorded Case Value

No comparable WhatConverts activity in the equal preceding window

Tracked Leads

No leads recorded from 16 May to 30 June

Ads Conversions

No connected Google Ads activity in that baseline window

Active Campaigns

A launch baseline, not a percentage-growth claim

$223.75k

Case Value

Quote value attached to tracked opportunities

108

Tracked Leads

64 calls and 44 forms

Ads Conversions

Recorded in the first 45 days

Active Campaigns

Split by Dallas practice-area intent

$223.75k

Case Value

Quote value attached to tracked opportunities

108

Tracked Leads

64 calls and 44 forms

Ads Conversions

Recorded in the first 45 days

Active Campaigns

Split by Dallas practice-area intent

The rollout

From launch baseline to $223,750 in case value

Seven weeks of website, paid search, organic search, intake and attribution work

Week 1

Map Cases, Intake & Tracking

Mapped the firm's priority practice areas, reviewed the website and account structure, and connected the lead-to-case-value reporting path.

Week 1-2

Rebuild the Conversion Path

Rebuilt the full website and priority practice-area pages around urgent search intent, case-review forms, credibility signals and a simpler Lawmatics intake path.

Week 2-4

Launch Six Dallas Campaigns

Separated general defense, sex crime, DWI, drug crime, domestic violence and wider service searches so each campaign had its own terms, spend and destination.

Week 5-7

Refine Search & Case Value

Reviewed search terms, added negatives, improved page copy and SEO, and reconciled calls and forms with the values recorded during intake.

What We
Changed

One acquisition system, measured from the search through to the value recorded in intake

01
Start with case economics
Build the reporting around valuable case opportunities instead of treating every click or enquiry as equal.
02
Separate search intent
Give major criminal-defense services their own campaign structure, search terms and budget controls.
03
Match the landing path
Send each search to a page that answers the immediate legal concern and makes the next step obvious.
04
Close the reporting loop
Connect calls, forms and intake updates so the team can see case value by opportunity, not just platform conversions.

A full AI-assisted website rebuild, not one landing page

We replaced the old site with a faster conversion system spanning 61 indexed pages and 101 articles. Open six representative pages below and scroll every one from header to footer.

Open any page, then scroll it from header to footer

indexed site pages

Rebuilt or migrated into the new production website.

101

articles preserved

The existing SEO content library stayed live through the rebuild.

90/100

desktop performance

Current PageSpeed Insights lab score; SEO scored 100/100.

40+

ranking places gained

DWI gained 43.1 places; theft gained 40.5 on average.

Page inventory is from the production source. PageSpeed Insights was tested 14 September 2026. Google Search Console compares 1–28 June with 17 August–13 September 2026.

Spangler Law Dallas criminal defense homepage shown from header to footer — Criminal defense homepage
spanglerlaw.com/
The page leads with the legal problem, backs the firm with 850+ dismissals, and keeps the free case-review path visible from the first screen through the final form.

Spangler Law Dallas DWI lawyer page shown from header to footer — Dallas DWI lawyer page
spanglerlaw.com/dwi-lawyer-dallas
A DWI-specific conversion path that explains the immediate licence risk, shows relevant proof and leads into a free case review.

Spangler Law Dallas drug lawyer page shown from header to footer — Dallas drug lawyer page
spanglerlaw.com/dallas-drug-lawyer
Search-specific copy, situational imagery and a direct intake route for possession, delivery and felony drug enquiries.

Spangler Law Dallas assault lawyer page shown from header to footer — Dallas assault lawyer page
spanglerlaw.com/assault-defense-lawyer-dallas
The page addresses urgent concerns, explains how evidence is reviewed and keeps the free case-review action close at hand.

Spangler Law Dallas domestic violence lawyer page shown from header to footer — Dallas domestic violence page
spanglerlaw.com/domestic-violence-defense-lawyer-dallas
A discreet, issue-specific page covering protective orders, family consequences and the next step to speak with the firm.

Spangler Law criminal defense practice areas page shown from header to footer — Criminal defense practice areas
spanglerlaw.com/practice-areas
The central services hub connects visitors and search engines to the rebuilt practice-area architecture.

What we built

AI-assisted rebuild of 61 indexed site pages
9 custom high-intent practice-area pages
101-article SEO library migrated and preserved
Case-review forms
Lawmatics intake path
WhatConverts call and form tracking
Technical SEO, redirects and on-page optimisation

$223,750 in case value in the first 45 days

WhatConverts and Google Ads records for 1 July to 15 August 2026, compared with the equal preceding window.

Case value is the quote value attached to tracked opportunities in WhatConverts. It isn't signed revenue or collected cash, and values may change as lead records are updated. The preceding period is a connected-account baseline, not proof that the firm received no leads elsewhere.

$223,750 in case value was attached to 108 tracked opportunities: 64 calls and 44 forms.
WhatConverts · 1 July to 15 August 2026

The equal preceding window returned no connected Ads or WhatConverts activity; the first 45 days recorded 78 Ads conversions and 108 tracked leads.
Google Ads and WhatConverts · Equal 45-day windows in 2026

$223.75k

case value

108

tracked leads

Ads conversions

Dallas campaigns

The connected Google Ads and WhatConverts accounts returned no activity for the equal preceding 45-day window. That is the launch baseline for the measured system. It doesn't prove the firm had no enquiries through other routes before tracking began.

From 1 July to 15 August, WhatConverts recorded 108 leads: 64 calls and 44 forms. Those opportunities carried $223,750 in case value based on the quote values entered in the account.

Google Ads recorded 78 conversions from 368 clicks and $8,522.93 in spend. The account was split across six enabled Dallas campaigns covering general criminal defense and the firm's major practice-area priorities.

Paid search, organic search and direct traffic all contributed to the tracked result. We report the combined case value because JRR managed the connected acquisition system across Ads, SEO, landing pages and conversion tracking during the window.

WhatConverts also recorded $69,750 in sales value during the period. We keep that separate from the larger case-value figure rather than presenting the full $223,750 as collected revenue.

The tracked system went from no comparable connected-account activity to 108 leads tied to $223,750 in case value within 45 days. There is no percentage-growth claim from a zero baseline.

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