9 Simple Ways to Get DUI Lawyer Leads in 2023

Article by Meo Antolin Meo Antolin and Chintan Zalani Chintan Zalani

Last updated

Let me guess:

You’re struggling to get driving under the influence (DUI) lawyer leads. Hundreds of other law firms and attorneys are going after them. But you can set up lead generation channels to ensure your pipeline is filled with high quality leads. 

Here are 9 ways to get qualified leads for your DUI practice.

Related: DUI attorney marketing strategies

1. Leverage PPC Advertising

Pay-Per-Click (PPC) advertising is a surefire way to gain traction fast for your website. 

The rules are simple: you research and bid for target keywords, search engine users see your ads, and you pay for every click your ad campaign generates. 

Every PPC advertising platform works differently. For example, with Google Ads, your ad is shown as a listing in search engine results with the “sponsored” tag. 

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The main benefit of PPC ads is instant exposure. As soon as your ad campaign is launched, search engine users can discover your DUI law website right away. 

But in order to leverage your new-found attention to get new clients, you need to ensure the following: 

  • Target keywords that attract clients with actual intent to hire a DUI lawyer
  • Plan a PPC marketing funnel that includes compelling user experiences
  • Create top-quality content for ads that hook DUI leads
  • Set a budget based on your Customer Acquisition Cost (CAC) 

Launching a successful PPC campaign also requires a deep understanding of advertising formats and campaign models. 

You should also diligently track your PPC campaign metrics to evaluate performance and make the necessary adjustments. 

If that sounds like a ton of work, hire a law firm PPC agency to keep your advertising campaigns sailing smoothly while you focus on your core business.  

2. Join Your Local Chamber of Commerce

Joining your local chamber of commerce or board of trade provides several benefits. It will help you build credibility, foster business relationships, and get support from other firms. 

Connecting with other legal service providers who don’t specialize in DUI law can also benefit your lead generation efforts. Through your chamber of commerce, you can form mutually beneficial agreements in which you send leads each other’s way. 

Aside from networking, here are a few other benefits of joining your local chamber of commerce:

  • Access to local business directory
  • Access to invitation-only B2B events
  • Build trust among the local community 
  • Gain support when seeking grants and funding

3. Start Local SEO

Local search engine optimization (SEO) may not propel your DUI law firm website to the top overnight. But it’s a valuable strategy that will fuel your long-term lead generation efforts.

In simple terms, local SEO helps you build your rankings and become highly visible in local search results. This includes “near me” searches and queries with location-specific keywords. 

One benefit of local SEO is that it helps you appear in the Google Local Pack — a collection of snippets or “SERP features” that appear above the organic search results.

Why is this important? 

Not only are local search snippets more eye-catching, businesses that appear in Google Local Pack also get to bypass the top 10 organic results. That means they get to skip months of rigorous SEO work just to reach Google’s first page, including link building, content marketing, and guest blogging. 

Local SEO also targets potential clients who urgently need legal help. 

In other words, you’re more likely to attract DUI legal leads who will become paying clients in a short amount of time.

4. Build a Professional DUI Law Firm Website

PPC, SEO, or any other DUI attorney marketing strategy works best if you already have a professional DUI law website up and running.

A professional law firm website is designed for one thing: seamless user experience.

Keep it simple, informative, and helpful. Also, your website should help prospects know what to do next with your contact information, Calls-To-Action (CTAs), contact forms, and other essential conversion elements in the right places. 


It’s also important to build a dedicated landing page for your DUI law services (or any other relevant service area). 

A landing page is where you answer all your prospective client’s questions. The information should also be easy to scan, well-structured, and relevant to the prospect’s needs. 

Your landing page copy can be as comprehensive as you like. You can cover topics like the types of DUI injuries, the definitions of drunk crashes, and other Frequently Asked Questions (FAQs) in your practice area.  

Just be sure there are plenty of conversion elements that will walk prospects through the steps, like contact forms, CTAs, and a business phone number. 

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Designing a compelling landing page is just one item off your checklist for creating a professional DUI website

Next up, you need a consistent content strategy that will bolster your credibility and push up your website’s search engine rankings. 

5. Start Organic Criminal Defense SEO

Organic SEO is perhaps the most time-consuming aspect of running a DUI lawyer website. 

While it may take weeks or months to produce results, a holistic SEO approach will provide long-term benefits in the form of increased traffic, leads, and revenue. 

Modern SEO has three core components: content creation, design optimization, and link building. These were the pillars of our personal injury SEO campaign, which resulted in a 435% increase in website visitors and 411% more leads per month. 

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SEO content creation is a multi-step strategy that focuses on researching, developing, and publishing high-quality content. The steps include keyword research, content writing, keyword optimization, and internal linking. 

Design optimization, on the other hand, involves activities that improve the user experience on your website and, by extension, its SEO-friendliness. 

Lastly, link building is the process of obtaining links or “backlinks” from other relevant websites. These links can generate referral traffic from people who click them. More importantly, search engines use them to crawl your website, gauge its relevance, and determine rank-worthiness. 

To succeed with SEO, you need to invest time as well as resources in tools, research, and manpower. Or, you can hire a law firm SEO agency that understands DUI cases and knows what it takes to get high rankings. 

6. Create Videos Around Your DUI Legal Services

Video content is a proven way to reach and connect with the online audience on an emotional level. 

Short-form videos, in particular, give businesses — DUI attorneys included — easy exposure on popular platforms like Instagram, YouTube, and TikTok. 

For example, lawyers Jeff Roberts and Michael Jeandron of Roberts Jeandron Law publish Instagram Reels to generate engagement. They use a mix of entertainment and educational topics, which work together to ramp up views, build authority, and address the concerns of potential DUI clients. 

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Some law firm video ideas you can try are:

  • Short explainer videos
  • Lists
  • Q&A videos
  • Client testimonials
  • Event announcements 
  • Video introductions to your legal services

Of course, video marketing isn’t something you just implement in a snap. It takes the right team, equipment, and a lot of planning to produce clips that will stand out. 

The cost-effective alternative is to hire a professional DUI marketing company to create law firm videos to do all the heavy lifting.  

7. Try Traditional Marketing

Here’s the thing: most people who urgently need DUI legal services will look high and low for a DUI attorney they can trust. 

That includes traditional marketing channels, like print ads, direct mail, and billboards. 

Below are a handful of other DUI attorney marketing ideas that utilize traditional channels:

  • Cold calling
  • Referral marketing
  • Event marketing
  • Review pieces from past clients
  • Partnerships with other local businesses

Traditional marketing is reliable in terms of raising brand awareness and building trust within your local community. 

Remember, billboards may not instantly turn drivers and passers-by into DUI law clients. The same goes for radio ads, TV commercials, and newspaper ads — they won’t turn the average person into a paying client in a flash. 

But whenever they’re in need of your services, contesting a DUI arrest, or if they see your ad online, there’s a good chance they’ll remember you. The familiarity you established early will then improve their likelihood of converting into paying clients. 

Traditional marketing also works best when blended with online marketing practices for generating leads.  

For example, if you offer free consultation through your website, you can mention the link or include a QR code in your print ads. Face-to-face interactions can also be substituted by video conferences, in which you arrange real-time virtual meetings with prospects.

8. Get Instant DUI Leads From Pay-Per-Lead Services

If you need guaranteed leads fast, you can turn to Pay-Per-Lead (PPL) services like Nolo and Service Direct and buy leads upfront. 

PPL services charge a fee for every lead you acquire through their platform. Service Direct, for instance, charges anywhere between $50 and $500 for DUI attorney leads. 

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Just remember that PPL services are meant to hit short-term business goals. While they’re reliable in helping you gain some traction, they’re not meant to replace your long-term legal marketing and advertising strategies. 

9. Work With a DUI Attorney Digital Marketing Agency

It makes sense that legal professionals have a lot on their plates. 

Although plenty of legal professionals are knowledgeable in marketing and advertising, very few actually have the time and resources to plan, execute, and manage their own campaigns. 

We at On The Map Marketing are happy to step in and fill your digital marketing needs. 

Our vast experience in PPC and SEO campaigns will help us engineer a successful lead generation strategy tailored to your firm’s goals. Read our case studies here to look at some of our success stories. When you’re ready, contact us to kickstart your lead generation efforts with us.

Article by Meo Antolin


  • Chintan

Freelance writer since 2014. I produce digital marketing content of all lengths and depths. I run A Million Words Later, which I built to help aspiring freelance writers get the knowledge, inspiration, and resources they need to succeed.