Jackson Law Group
Hyper-focused DUI defense practice dominating local search with aggressive content strategy and conversion optimization.
Overview
Jackson Law Group is a boutique firm handling exclusively DUI and related driving offenses in Arizona. Michael Jackson (yes, that's his real name) built his practice on the belief that specialization leads to better outcomes.
The Challenge
As a small, specialized practice, Jackson faced stiff competition from larger criminal defense firms that handled DUI as one of many practice areas. These competitors had bigger budgets and broader keyword targeting. While Jackson's win rate was exceptional, potential clients couldn't find him among the noise of general practitioners.
Our Approach
We leaned fully into the specialization advantage. The website was built around a comprehensive DUI content hub covering every aspect of Arizona DUI law - from checkpoint procedures to ignition interlock devices to specialized defenses. We created location pages for every Phoenix suburb. The messaging emphasized that general criminal lawyers dabble in DUI while Jackson does nothing else.
The Results
The niche strategy worked spectacularly. Jackson Law Group now ranks #1 for 28 DUI-related search terms in Phoenix. Monthly leads exceed 80, up from 15 before the project. The conversion rate of 18% reflects highly qualified traffic - people specifically seeking a DUI specialist. The firm has added two attorneys to handle the case volume.
Key Takeaways
- 1Specialization defeats generalization in competitive legal markets
- 2Deep content authority establishes expertise more than broad coverage
- 3Local SEO for suburbs and neighborhoods multiplies geographic reach
- 4Niche positioning attracts clients willing to pay premium rates
“Focusing exclusively on DUI was a risk, but AdvantixLaw helped us own that space completely. We're now the obvious choice.”
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