How the internet is changing the way drunk driving defense lawyers do business

While it is possible to build a good DUI practice through hard work and years of building a solid reputation, the amount of money spent on advertising by certain "shortcut" firms is creating a situation where, in the very near future, being the best DUI defense lawyer simply will not be enough. It is bad enough that media-hog and dump-truck firms have dominated the yellow pages, billboards, TV and radio (old media). It's bad enough that they cozy up to reporters, and shamelessly exploit media interviews at their client's expense to gain recognition and to be able to advertise "as seen on TV." They are now moving into the internet (new media) as well, because they see that the web is an effective way to spread massive amounts of information (or misinformation).

Unlike to old media, the internet is getting better at weeding out junk. In many respects, the internet may prove to be the slayer of the large "bleed and plead" DUI and criminal defense firms. This is because quality matters online.

How some law firms used to dominate

Let's take a step back to put things in context. On television, the advertiser has 30 seconds in the average commercial to inspire the target customer or client to take action. The action is typically picking up the phone to make an appointment for a consultation. With the vast complexity of DUI law, there is no way that even a tongue-tip taste of useful information can be conveyed in a 30 second spot. Therefore, most firms go with either scare tactics, a sense of urgency, bragging or the client testimonial in their TV and radio advertising.

These ads are extremely effective at getting people to take the initial action of picking up the phone.

Before the days of the internet, most of the information the television viewer would learn would be from the law firm at the initial consultation. A person accused of DUI would have to digest legal information (the truthfulness of which he had no means to evaluate), and assess the personality, ethics and skills of the lawyer. This perfect storm of urgency and disorientation created a niche for unethical, mass volume firms, to herd clients and their fees in by the hundreds each month. Millions of dollars of legal fees each month fueled even more old-media spending.

With the expense of old media advertising, there was simply no way that smaller firms and solos could compete.

Enter internet advertising for DUI lawyers.

Now any small firm can have a blog or website for free. Now we have a means to correct the information given by certain firms, and arm consumers with the correct information that is badly needed to evaluate any attorney or firm, and to assess the client's situation.

Advertising is dying, and its not coming back in the form we used to know it.

Today, the mass advertising firm's TV ads still get the calls, but the clients are more educated, thanks to the internet. They are more likely to see through the sales pitch. They are less prone to give in to pressure. They are more literate and better able to help with their cases.

Be part of the internet DUI lawyer revolution

Advertising online today is really about empowering the reader. It is about sharing what you know that can help them. It is about letting the consumer of legal services know that he or she has choices, and that they should not be moved by fear, but rather empowered to take intelligent action in their best interest.

In a nutshell, the truth is out there, and it is free. It is up to you to deliver it to your clients, and my position is that its best delivered clearly and in full to the client during the DUI attorney selection process. In short, you thanks to the internet, clients facing drunk driving charges now know how to hire the best DUI lawyer for their case.

If you are not a good lawyer, or if your business depends on keeping clients uninformed or misinformed, then you've probably clicked away from this page already. If you are a top DUI lawyer who is passionate about your profession, then be part of the solution, give information away for free, and help our profession gain back the public's trust by offering the truth, and lots of it.