DUI / DWI attorneys face unique problems when deciding how to market their practice online. Drunk driving defense is the single most competitive practice area for internet marketing.
Pay per click bids for phrases such a “Boston DUI Attorney” or “San Francisco DUI Lawyers” can exceed $50 a click. This niche area has become ridiculously competitive.
Many of the best DUI attorneys become frustrated with expensive directories and the cost associated with pay per click ads. These same attorneys also become frustrated when they see younger attorneys or even out of town attorneys start to dominate the local search results for their city or county.
At Internet Lava, we believe the best DUI attorneys in town should have the best website. Dominating the search engines requires having a bigger and better website with more informative content, better graphic design, the best content management system (CMS), and a professional social media presence.
Designing Web Sites for the Best DUI Attorneys
Why are we interested in designing the websites for the best DUI attorneys? The answer is simple – our product is different. Many attorneys want to take more DUI cases, but they also represent clients in several other practice areas.
Those general practitioners want to take the shotgun approach when it comes to their website because they want to add too many different and diverse practice areas to the site.
The best DUI attorneys in town primarily focus on DUI cases. Those attorneys are willing to create websites that primarily focus on drunk driving defense. We understand that the best DUI attorneys have a huge advantage in dominating the search engines for the following reason:
- Providing Information: Those attorneys are certainly at an advantage when it comes to providing the best information related to this niche practice area and the procedures used in drunk driving cases for that particular jurisdiction.
- The Best Biography: The best DUI attorneys are also at a huge advantage because the attorney’s biography page will show off the attorney’s unique qualifications to handle these cases.
- Case Results: The best DUI attorneys have more information to provide on the website concerning their recent case results if allowed under the bar rules in their state.
- Authoritative: Because the best DUI attorneys are in high demand, their website should also be in high demand as other blogs and websites will link to that website because it is deemed to be authoritative.
- Quality Back Links: Some of the most powerful websites for this practice area, such as the National College of Drunk Driving Defense (NCDD) and many others link to the attorney’s website.
For any number of reasons, the potential exists for the best, most well-established attorneys to have the best, most well-established websites.
- Does your website showcase your unique training and experience?
- Are you proud of your website and the message it conveys to your ideal clients?
- Is your website dominating the search engines for DUI cases in your particular state, county and city?
- Does your website provide unique, quality information that answers those questions that your clients typically ask during the initial consultation?
If not, contact Internet Lava to discuss your current internet marketing efforts and your long term goals. During the free initial consultation, we can help you understand how the search engines really work.
Like anything else, a website requires a lot of hard work and effort. By understanding why our product is different our potential clients begin to appreciate all the work that goes into these unique drunk driving defense websites.
Your Marketing Company Has to Understand the Drunk Driving Laws In Your State
At Internet Lava, we understand the value of unique informative content. We believe that the key to dominating the search engines requires that the attorney actively participates in writing the content on the website.
In fact, we have an attorney in our company that understands how to write content for a website and who will help you through every step of this process.
You know the law. You know the answers to the questions unique to your jurisdiction. You know the types of questions that you answer over and over again during the initial consultation.
Let us help you turn that unique knowledge into the content on your website. Give your potential clients general information that answers their preliminary questions and they will quickly figure out that you are one of the best attorneys in town for their case.
We work with you to come up with the specific information that explains how these cases are handled in your jurisdiction. We write the content for your review. We work with you to edit the information until it conveys your message perfectly.
Our staff works with you and your staff to publish the most informative content available in your area to explain how you fight drunk driving cases in your city and state.
What Your Ideal Client Wants After a Drunk Driving Arrest is Information
From the client’s perspective, after an arrest for driving under the influence (DUI) or driving while impaired (DWI) the person is not looking for just any attorney. Your clients want to know which attorneys in town focus primarily on drunk driving defense.
When the person begins their search, often within 48 hours after an arrest, they are looking for general information about the criminal charge, possible punishments, and defenses. The person will look at the documents they were handed after their arrest such as the DUI citation.
They may do searches on the internet for particular phrases found on those documents. Your ideal client may perform a search for phrases such as “Florida DUI Laws” or “California Drunk Driving Defense.”
After a DUI arrest, your ideal client will be searching online for information about how to protect their driver’s license. During their online search, the potential client will come across several websites developed by attorneys.
Those attorneys have a distinct advantage because the client may call them during the first phase of their search or may recognize the website again later in their search.
Searching for an Attorney Focused on DUI Defense
Next, the client will narrow their search to begin looking for attorneys in their particular city or county. The client wants an attorney focused on DUI / DWI defense. If the website talks about other practice areas such as family law or personal injury the client is likely to click off the page within the first few seconds.
It is possible to add other criminal defense categories into the website, but the design of the website is very important to keep the viewer’s attention during those first few seconds.
Additionally, the viewer may land on an interior page deep within the website and never see the homepage. For instance, the viewer may be looking for information about a “DUI arrest that involves a refusal to take a chemical test,” “first DUI penalties,” “DUi arrest after a car crash” or “fighting the DUI breath test reading.”
Ideally, the potential client will use the search engines to click on a result that takes them directly to an interior page of your website that addresses that exact issue. By answering those general questions on very specific topics you show the potential client that you have experience with their particular type of case.
We optimize the website so that search engines can point your ideal clients to the exact page on your website that answers their specific questions.
Searching for a Local Attorney Fighting DUI in the Right Jurisdiction
The potential clients are also looking for attorneys with the main office in their town. A picture of the city or courthouse helps the client quickly realize that the website is for a local attorney.
The home page of the website must show the viewer that the law firm is focused on DUI / DWI cases in the particular jurisdiction where the drunk driving arrest occurred. Your ideal clients are looking for indications that the law firm is recognized as leaders for DUI defense in the right jurisdiction.
You can also list information about the courthouses in your jurisdiction, DUI/DWI schools, and related information that is important for your current or potential clients. Of course, each page of your website should list your address and a local phone number.
The DUI Attorney’s Biography
Next, the client will read the attorney’s biography. If the biography indicates that the attorneys have special education, training, and experience related to drunk driving defense, then the potential clients are more likely to contact the attorney for an initial interview.
If the website is designed properly, the viewer will click on that attorney biography page while looking at the website. If the website is designed properly, the next step taken by the viewer will be to contact the law firm to set up the initial consultation.
Verifiable Past Case Results to Highlight Your Experience
Like never before your ideal clients can research many attorneys in their area looking for the perfect attorney for their particular type of case. Your potential clients are looking for verifiable past case results and the answers to their questions regarding potential punishments and collateral consequences.
Your Online Reputation
Ideally, the search engines would help the consumer find the best attorney for their particular type of case. Being recognized as a great DUI attorney comes down to reputation. Are you known among the defense attorneys, judges and prosecutors for providing a great defense to your clients?
In the realm of internet marketing, your online reputation also matters. Is your website known among the other websites and blogs as the best website in your area for information on DUI / DWI defense?
If those websites link to your website, then the search engines see those connections as indications of your online reputation.
Keys to Optimizing a DUI Defense Website
The most important technique for dominating the search engines in the highly competitive DUI / DWI field involves having more and better content than your competition. Search engine optimization (SEO) involves the following factors:
- The number of pages on the websites (the more relevant well-written pages the better);
- A content management system that allows the attorney to edit and add content on the website on a regular basis to supplement the work the internet marketing company created when the website was launched;
- Working with an internet marketing company that continues to add additional content to the website and improve the content added by the attorney over time;
- Properly tagged and unique photographs on each page of the website;
- Properly optimized and relevant videos on various topics related to DUI defense;
- The number of social media profiles that link to the website;
- Internal linking to see if the various pages on the website are linked together in a way most helpful to the viewer;
- Backlinks from other highly-respected and relevant websites.
Writing Content for a Drunk Driving Defense Website – Charges and Defenses
At Internet Lava we provide attorneys with better content focused on their ideal cases. The content on the website should usually be divided into two categories. The particular types of DUI cases and the particular types of DUI defenses.
If there are hundreds of potential defenses to a DUI case, then your website should have a separate page on as many of these defenses as possible. If there are 15 different ways that the prosecutor can charge the offense, then your website should have 15 different pages on each different type of charge.
Additionally, we use a content management system that allows the attorney to easily add or edit content at any time from any computer. We work with the attorney to training them on simple techniques for writing content for an attorney website.
If the attorney writes a memorandum of law on a particular topic unique to drunk driving defense, much of that information can be “cut and paste” onto a particular page within the website.
If no page deals with that particular issue then the attorney can use our content management system to add an additional page of content within a matter of minutes.
Visit the website we created for DUI Attorneys in Tampa, Florida, with over 75 pages of unique informative content on a variety of criminal charges related to DUI, defenses, and collateral issues.
Read more about why attorneys spend too much on pay per click ads.
Our Solutions Marketing Busy DUI Attorneys
You must be in charge of your internet marketing campaign. No company can do it all for you. But an internet marketing company can help you get started. We can help you use your unique qualifications to highlight your experience. The best attorneys deserve the best websites.
Call us today so that we can show you how our techniques and strategies can help you. We help you market your law firm so that your ideal clients contact you for an initial consultation.
If you want to focus on a particular niche area of the law, such as DUI, we can show you how to dominate the search engines to attract more of those cases.
DUI Attorney Internet and Website Resources
National College for DUI Defense NCDD – NCDD is a non-profit professional corporation devoted to providing information to the public about drunk driving laws and assisting attorneys that focus on this specialty area of a criminal defense practice. The best DUI attorneys tend to be active in this organization.
National Commission Against Drunk Driving – NCADD develops strategies and programs geared towards reducing the incidences of driving impaired. This website provides a wealth of information and statistics on drunk driving charges.
Mothers Against Drunk Driving (MADD) – This organization is devoted to stopping drunk driving, supporting victims, and preventing underage drinking. The MADD website provides a wealth of information on DUI stories, statistics, and public policy arguments for stricter enforcement of DUI laws.
This article was last updated on Friday, August 14, 2020.