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More than 1.5 million people are arrested for drunk driving annually. With those numbers, you’d think DUI/DWI lawyers would have an easy time with client acquisition.
What if I told you that there are four tips which, if you follow them, can significantly increase your DUI leads and grow your law firm?
That’s right, four strategies can significantly increase your leads and client counts—if you execute them correctly:
- Make sure your lawyer website can be found in search engines
- Polish your Google My Business account and directory listings
- Nudge procrastinators with remarketing
- Create great content that answers all questions and concerns preemptively
Stay with me and I’ll break down each strategy and give you some tips on execution. Ready to start getting leads and new clients NOW? Contact us and we’ll help you out.
The Best Four DUI Lawyer Marketing Strategies that the Pros Use to Increase Leads and Clients
1. Make Sure Your Website Can Be Found in Search Engines
According to research by Martindale-Avvo, over 75 percent of consumers start their search for an attorney online. Each month, consumers perform more than 725,000 online searches for DUI and DWI lawyer keywords, which means that each month, you have more than 725,000 opportunities to catch the attention of people searching for your exact services.
However, in order to turn these searchers into leads, they need to find your law firm in Google’s search results.
Considering almost 95 percent of searchers won’t go past the first page of search results, it isn’t enough to have your website show up on page two or three—if you really want to increase leads, your website needs to be one of the first five listings.
How you do this is by optimizing your website for search engines, also called search engine optimization (SEO).
To get the same results, you need to be on the first page of search engines for your top key phrases. There are more than 200 actual ranking signals, but here’s what you should focus on if you want to get your law firm on page one of Google’s search results in 2019:
- Secured sites (HTTPS vs. HTTP)
- Websites that are mobile-friendly
- Schema markup
- Webpage content quality
- Optimized title tags and meta descriptions
- Keyword strategy
- Webpage content length
- Page speed
- Social signals
- Quality backlinks
- Optimized images
- Domain age
- Search intent
Learn more about why law firms need SEO »
2. Polish Your Google My Business Account and Directory Listings
If you Google “DUI lawyer near me,” you’re going to see results that look similar to this:
See that map and box of four local listings? If you want to attract local clients, that’s where you want to be. Your law firm won’t show up there by chance, though—it takes a well-optimized Google My Business page and local SEO profile.
How to Create a Great Local SEO Profile
Local SEO refers to search engine optimization specifically for local queries and the local pack (map listings). Here’s what’s included:
- Your website structure. Your website needs to have an XML map, title tags, meta descriptions, and other site structure essentials.
- Your website’s mobile-friendliness Mobile search isn’t going anywhere. On the contrary, Google and other search engines prioritize mobile over desktop online experiences.
- Your website’s association with local directories. Local searchers love using directories to find services near them, so be sure to use them to your advantage. One part of attorney local SEO is finding relevant online directories and claiming your listing. The top legal citation sources are:
- FindLaw websites
- Best Lawyers
- Law Guru
- Law Info
- Lawyers US Legal
(Read the entire list of best local SEO citations sources for attorneys here.)
- Your proximity to the searcher. Local means local. The closer you are to the search, the higher chance you have of appearing in the local pack.
- Social media profiles with consistent name, address, and phone number (NAP). Yes, your social media profiles help local SEO, as long as they’re regularly updated and have the correct information.
- An optimized Google My Business page (see next section for details).
How to Optimize your Google My Business Page
You can learn the details about how to rank in local listings here, but you should update your GMB page with:
- Your business’ categories (above, you can see it says either “attorney” or “criminal justice attorney” right under the average review rating. That’s a feature inside GMB, and it helps searchers find specific needs)
- Your main phone number
- Your business’ description
- Your hours of operation
- Your address or service area
3. Nudge Procrastinators with Remarketing
Have you ever visited a website and then suddenly started seeing ads for it everywhere, almost “following” you around the web? It’s not magic—it’s remarketing. On average, only two percent of your website visits will turn into leads and clients. Remarketing goes after the other 98 percent.
Here’s the thing—if someone gets a DWI or DUI they need to take action on it immediately. It’s a “need right now” type of service, which means if people don’t convert on your website they either didn’t find what they’re looking for or they’re just, well… procrastinating.
You can solve both problems by setting up targeted remarketing campaigns in Google Ads, Bing Ads, and across your social platforms.
How remarketing works is when someone visits your website, a few lines of code from your retargeting partner drops an anonymous cookie in the user’s browser. This cookie—a small file that stores various bits of information—tracks the site visit without storing any sensitive personal info like name and address. When this cookied user leaves your site to browse the web, the cookie tells your ad platform when that user visits another site. Then—POOF! Your ad appears and reminds the user you exist and want to help them.
Now the question becomes “what type of ads do you use for remarketing?”
I recommend using the following types of content for remarketing ads:
- Case studies
- Reviews and testimonials
- Blog posts
- Video content
The secret is to make sure every piece of remarketing nudges the browser closer to hitting the “contact” button.
4. Create Online COntent that Answers Common DUI Legal Questions:
You need to have volumes and volumes of robust content on your website. Not only does having more content increase your chances of landing at the top of the search results, but it also increases your authority and builds you up as THE expert in DUIs and DWIs—and let’s be honest, EVERYBODY wants the absolute best lawyer to represent them.
Nobody prepares themselves for a DUI, and when someone is charged they’re going to have a lot of questions about what happens next. Start building out a content plan that includes the answers to common questions like:
- What possible penalties am I facing?
- How much will the fine be?
- Am I going to have to go to jail?
- How long will I be without my driver’s license?
- Can I still drive to work?
- Is an ignition interlock going to be required?
- Is the penalty less/worse for first/second-time offenders?
- What are the laws specific to my state?
- Can I get a DUI if I refused the breathalyzer test?
- Can I get a DUI if I was not actually driving?
- What is the legal blood alcohol limit in my state?
- How much is it going to cost?
- How much will the fines be?
- How much will additional penalties like ignition interlock and alcohol awareness classes cost?
- How much will it cost to hire a lawyer?
- What impact will a DUI have on my insurance?
- What can I do to fight it?
- How can I beat a DUI?
- What specifically can you do to help me fight this DUI?
- Is there a way to avoid jail time?
- What happens next?
- How does hiring a lawyer work?
- Will I be in a courtroom?
- What should I bring to my court date?
- How should I dress for my court date?
- Can I have alcohol before my court date?
- What is the court process?
- How long does it take?
- How long will a DUI stay on my record?
Bonus points for using remarketing to advertise these blogs and pieces of content—chances are, if someone’s visited your DUI website, they’re interested in knowing the answers to the questions above.
The Final Verdict: If You Want to Win Over More Clients, You Need An Expert in DUI Lawyer Marketing
Look, in most cases, when a law firm or lawyer tries to DIY their marketing (especially digital marketing) they miss a few details. Unless you have a marketing background, you trying to execute your own digital marketing strategy is akin to me trying to win my own DUI case. It’s harder than it seems.
So, either get yourself a DUI lawyer marketing expert in-house or let a pro handle it for you. For example, our legal copywriters are well-versed in the ins and outs of the legal field, from jargon and language nuances to advertising regulations and rulings. You won’t find that at every single lawyer marketing company, so be sure to check before you sign anything.
Have any questions? Want to increase your leads and new clients? Contact us here.
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About The Author: Betsy is Blue Corona's Digital Content Manager. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
View more blogs by Betsy McLeod