Top DUI Attorney Marketing Strategies in 2021

May 28, 2021

Patrick Carver

Hi, I’m Patrick Carver / CEO, Constellation Marketing

I hope you enjoy reading this.
If you want my team to just do your marketing for you, click here.

Today you’re going to see some of the real strategies we’re using to consistently win our clients DUI cases, even in competitive markets.

Specifically, I’ll show you what you should be doing and what you should avoid like a Friday afternoon court date.

Are you looking to:

  • Add a consistent stream of qualified DUI clients?
  • Be the attorney of choice in your market for DUI/DWIs?
  • Convert more high-value clients and filter out the tire-kickers?

Then you’ve come to the right place, let’s get into it.


As a DUI/DWI attorney, you provide an invaluable service to people who have made a mistake, but don’t deserve to have their lives ruined.

However, they can only find your criminal defense law firm if you promote your practice area properly.

Obviously, this is easier said than done because you are competing against other criminal defense lawyers and law firms who do DUI defense work for their clients.

To stay ahead of the competition, you must use these proven online marketing strategies to help you stand out from the crowd.

This article will discuss how DUI attorneys can market themselves online to generate a steady stream of leads and close more DUI cases!


Who Is Your Ideal Client?

Before we get into the tactics, it’s important to know what your goals are and specifically, who you are looking to appeal to.

A buyer persona is an imaginary character that represents your ideal customer. They describe the demographics, interests, and needs of your buyers.

You can make a buyer persona from your own life, or you could create one based on surveys.

In your case, you need to focus on customers who have been arrested for driving under the influence, as well as their friends and families. You must profile them according to different factors like age, income, marital status, education, and others.

Source: Digital Marketing Philippines

Once you have identified the average demographics of your target audience, you can tailor your DUI attorney marketing strategy based on those factors.


Determine Value Proposition

A value proposition is a promise to deliver the perfect solution for your customers. A business should have a value statement that allows them to explain what they offer and how they can help their clients.

A DUI attorney should be able to articulate what they offer and how their services can help clients. Below are some examples:

  • Legal advice for those who have been criminally charged with driving under the influence of alcohol or drugs
  • Representation at every stage in courtroom proceedings against a DUI charge, including arraignment, pre-trial preparation, trial defense counsel before a judge or jury, sentencing, and appeals
  • DUI law education to prevent drunk driving in the first place

A business that wishes to find success with their marketing strategy will need to articulate what they offer. More importantly, the offer needs to be unique from what other criminal defense law firms offer.


How to Rank for the Most Lucrative DUI Keywords in Your Market

It All Starts with a Great Law Firm Website

Your website should serve as your primary marketing tool. It helps you establish your DUI lawyer online brand and develop a lead generation strategy so you can convert them into DUI clients!

When building a website, make sure to have a responsive website design that adapts itself for viewing on phones, tablets, and computers. This means less work for your users and happier customers!

Among the different platforms where you can build your DUI lawyer site, WordPress is among the best ones in the market and it’s what we use for all of our clients.

Source: ThemeIsle

Not only does it provide you with a responsive website where you can promote your criminal defense attorney practice, WordPress also allows you to download lead capture plugins so you can generate more DUI potential clients.


SEO for DUI Lawyers

One of the best ways to get more visibility for your DUI lawyer services website is search engine optimization. It’s a great way to bring traffic directly to you and can really improve your business significantly.

There are multiple ways you can reach prospective DUI clients using search engines.

SEO is THE primary strategy we use to help DUI attorneys win more cases.

On-Page SEO

SEO is divided into two categories. The first one is on-page SEO which is a set of measures that increase the ranking of a webpage in search engine ranking pages (SERPs). The goal is for the page to reach the first page of Google, if not the top.

These measures pertain to elements of web page content and how it is structured.


Source: Moz

Below are ways you can refine your DUI attorney marketing strategy via SEO:

  • Optimize for informational, long-tail keywords to provide answers to common questions related to being a DUI attorney. In particular, target keywords that people are more likely search engines when looking up this type of information.
  • Create landing pages optimized to convert. This means having a clear call to action and providing people with information about what you do. Then optimize the pages using transactional keywords, i.e., “where can I find DUI lawyers near me?”
  • Make your pages load faster by compressing your image file sizes, using a minimalist website design, and hosting your site on fast servers, to name a few.
  • Writing content that people would want to read is a must. Doing so not only helps you rank higher or Google for your target keyword but you can also expect to boost your lead conversion strategy.
  • When optimizing your content, don’t target for the same keywords on the different pages.


Off-Page SEO

This SEO type refers to the process of getting back links from other sites.

In relation to your DUI attorney marketing efforts, you can design infographics about drunk driving, family law, and personal injury.

This content type is shared on social media platforms because they can convey complex information in an easy-to-understand format. This reason is also why websites will be more than willing to link to your site.

If you create infographics, make linking back to your site for publishers using your content much easier. To do this, create an infographic embed code that people can copy and paste on their site.

Another link-building tactic you should consider is guest posting. You can do this by reaching out to publications in your industry and asking them if you could create a guest post for their site.


Power Tip for DUI Attorneys

Display Expertise and Authority as a DUI Attorney and Earn Powerful Backlinks!

Promote your DUI Law Firm as a leader in the industry by writing an article for publications found on HARO.

Sign up to the site to receive regular emails with questions from journalists related to DUI laws, DUI penalties, and other related topics to your practice areas. Then address questions you know the answers to.

Keep in mind that not all your answers will be published. it’s a matter of how fast you answer and luck on your part for journalists to run with your quote on their piece.

Next, publish press releases for newsworthy updates about your business.  Make sure to publish a milestone about your DUI firm, i.e., wins to help increase your brand awareness and potentially help you generate DUI leads.

Finally, answer questions like this on Quora. Find questions with high demand for answers and provide your legal advice there.


Local SEO

Local SEO is an important component of your internet marketing strategy because it improves your online presence within your location to potential clients. You can use this strategy to get more calls and grow your business.

First, you must sign up to Google My Business. This will allow you to manage your listing and add information such as hours of operation, contact info, and website URL.

You can also claim local listings on sites like Yelp or Bing Places so that they show up in search results for a customer looking for DUI attorneys near them.

From here, make sure that your NAP (name, address, phone number) on all your local listings are consistent.  This can be done by editing your information on Google My Business, then copying the NAP to Yelp or Bing Places.

Using Paid Advertising for DUI Case Growth

Paid ads like Google Ads are an excellent way for DUI attorneys to reach large audiences. For years, companies have used them as an effective way of promoting their services or products in a short period of time.

We call paid ads the gift and the curse.

Why? Because they allow anyone to generate leads very quickly, but they come at a significant cost.

For new clients who don’t have much of a presence online, this can be a great path to get revenue in the door. Then, as you build up your cashflow, you can invest in a more sustainable and profitable strategy, SEO.

Source: WordStream

First, set up a Google AdWords account. Then, you’ll need to create ad text and set your budget and target audience. You can also set geographical parameters for the ads.

Use keywords to make your ad text relevant and informative so that it attracts more clicks from users searching for DUI attorneys in their area such as “Do you need a DUI attorney?,” “DUI arrest,” or “I was arrested, what do I do?”


Establish a Baseline Presence on Social Media

First, share your content from your blog and third-party sites to build an audience. You may need a social media sharing tool to help you schedule the posts in advance. This way, you can just monitor the results using engagement factors like the number of shares, likes, comments, and others.

Next, lawyers should look for opportunities by networking with other lawyers. One of the best places to do this is LinkedIn, where you can find new connections and keep up to date with old ones. Leverage your connections into securing a new DUI case or two for your practice.

Finally, DUI law firm social media ads are a great way to attract new clients. They can help you build your brand and start getting calls for your DUI lawyer services.



From the digital marketing tactics above, there’s no way you shouldn’t be to reach out to your audience properly. These DUI attorney marketing tactics should assist you in getting more DUI leads if done correctly.

However, the problem that many attorneys experience is the inability to execute the different digital marketing tactics above. To be fair, they (including yourself) may not be internet marketing experts. And nor do they have the manpower in their practice to pull off the tactics on your behalf.

At Constellation, we are more than capable to help defense attorneys and DUI lawyers generate more leads for their practice. Aside from implementing the tactics above, we can also execute other digital marketing methods like video marketing, gated content, and others.

Patrick Carver

Do You Want To
Consistently Generate More Cases?

Got 15 minutes? Let me review your current metrics and provide a forecast of your potential growth based on our client results.

Patrick Carver

Do You Want To
Consistently Generate More High-Value Cases from the Internet?

Our clients average 178 leads per month and we can help you, too!

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