Drunk Driving Defense Attorney Marketing
Drunk-driving cases are the single largest type of criminal prosecution in the United States, totaling more reported cases annually than all theft and larceny cases combined. Despite commonly held beliefs to the contrary, these cases can result in serious criminal penalties. Defense counsel experienced in evidentiary issues such as the admissibility of the Breathalyzer test and other field sobriety tests are crucial to the successful settlement and defense of these cases. Counsel’s expertise with drunk-driving defense prosecutions is of paramount importance in selecting an attorney and therefore should be the focal point of any marketing strategy.
Online Marketing Resources
1. Establish your authority: Your blog should show that you are an expert by answering clients’ common questions. “What is the difference between DUI and DWI?” “Should I ever refuse a Breathalyzer test?” and “What is the penalty for a first-time offender?” are questions every potential client needs answered.
2. Explain the legal process and its jargon: Use your blog to explain what blood alcohol content (BAC) is, how it is measured and how your state statutes tailor the crime based on the percentage of BAC.
3. Become a news source: Report recent case decisions (especially yours) regarding drunk-driving prosecutions. Provide analysis of changes to statutes and police procedures such as field sobriety tests and local DUI checkpoints.
4. Spread the word: Traditional word-of-mouth advertising is especially critical in drunk-driving cases because friends and family members can be one of your most common referral sources. Use Facebook and Twitter to engage your potential clients and promote your blog posts, news reports and other useful client information. Include some personality in these posts and be sure to promote your Twitter and Facebook sites on your Web site.
5. Marketing via SEO and PPC: In short, search engine optimization (SEO) practices help identify your content to search engine visitors looking for your specific information or key words. Use words like drunk driving, arrest, penalty, DUI and DWI and your geographic location frequently on your blog to attract search engines. Pay-per-click (PPC) advertising is the business of purchasing ads that appear to visitors who search these specific key words. If you’re unfamiliar with paid search, you should read up on Google Ad Words and start with a small budget.
General Legal Marketing Resources
These tips are helpful for marketing your services to potential clients:
1. Advertise your services in highly visible areas, such as bus lines, yellow pages, newspapers, park benches, billboards, radio and television. Cultivate good relationships with the media. The more you are interviewed, the more potential clients see you.
2. Use court appointments and referrals from other attorneys.
3. Send direct mail to DUI/DWI defendants from police department lists.
4. Hand out business cards at court, jail, police stations, etc.
