Estimated Read Time: 9 Minutes
Many firms have dialed processes for the qualifications and intake of mass tort leads, yet find their bottleneck lies in the generation of these leads. This guide details our approach to mass tort lead generation, which generates mass tort leads consistently and with predictability. In this guide, we’ll cover:
- The Mass Tort Lead Generation Funnel
- Lead Sources for Mass Tort Lead Generation
- Recommended Landing Page Structure
- KPIs to Optimize Your Funnel
The Mass Tort Lead Generation Funnel
The mass tort lead generation funnel begins with generating awareness for your firm and the mass tort campaign, then driving traffic to the landing page, and converting the visitor into a lead. We visualize the mass tort lead generation funnel in the following way:
The first stage, awareness, relies heavily on demographic research: law firms or their marketing partners develop a profile of the ideal plaintiff and then assess traffic sources’ main audiences and align it with their budgetary restraints.
Ads on these traffic sources play a dual role: they increase awareness among the target population and also direct problem-aware traffic to the landing page. This can mean that the advertisements change significantly in how they are framed based on the average awareness level at each point of the campaign.
The landing page and lead conversion elements are the sieve or filter of the funnel: it is here that the marketers ensure that they are capturing the highest number of qualified leads. More specifically, the landing page itself is designed to be attractive to the target demographic, while the submission form and related verification steps are meant to exclude cases unlikely to be successful or claimants who are likely to be scammers.
Lead Sources for Mass Tort Lead Generation
We recommend the following lead sources for mass tort leads. Each has its own set of pros and cons, and campaigns in which the target claimant is easily identifiable.
| Lead Source | Pros | Cons | Best Mass Tort Campaigns |
|---|---|---|---|
| Google Search Ads | High-intent leads, extensive targeting options | High competition for best lead sources, complex to set up | CPAP machines, Roundup, Talcum powder |
| Facebook Ads | Highly targeted audiences, cost-effective | Ad fatigue, difficulties in getting content approval | Zantac, Roundup, Hernia Mesh |
| Email Marketing | Direct communication, personalized outreach, high ROI | Requires an established list, may be most effective as a secondary marketing tool | Hair relaxer, Paraquat |
| Organic Search | Free traffic over time, establishes credibility | Very competitive, must choose to be a long-term investment | Zantac, RoundUp, CPAP machines |
| Programmatic Display Ads | Highly targeted, automated, and scalable | Can be expensive depending on sites targeted, expect lower CTRs | Talcum powder, Roundup, Zantac |
| TV Ads | Wide reach, impactful for older audiences that make up majority of many torts | Higher production costs, ROI can be difficult to measure | Zantac, Roundup, CPAP machines |
| Print Media | Trusted outlet, can reach niche audiences, high visual impact | Higher costs, must monitor print circulation numbers for adequate ROI | Hernia Mesh, Roundup |
| Direct Mail | Highly targeted, personalized, can target specific demographics | Lower response rates, expensive for larger campaigns | Hair relaxer, Bard PowerPort, Hernia Mesh |
Recommended Landing Page Structure
We use the following structure for our landing pages. This page structure is set up in a way that maximizes user interaction with conversion elements that are psychologically apt to generate a conversion.
Each of these must be configured in the correct way to build trust with the visitor and give them psychological assurance to submit the lead form. Here is how each must be written:
Headline:
Ninety percent of readers do not read a single word after your headline. It is the single most valuable portion of text on the landing page and focuses solely on the potential outcome that the mass tort firm is trying to provide potential clients in terms of monetary reward, justice, etc.
Subheadline:
The subheadline is viewed at a slightly lower rate than the headline but is no less important. It should be used to minimize risk, such as by highlighting the risk-removal of mass tort firms taking cases on by contingency or a similar benefit.
Video:
The video is one of the most compelling pieces of your landing page. More than 70 percent of website visitors would prefer to watch a simple video that explains how the process works. Be sure to include the main value proposition, how the mass tort firm will benefit the client, and a strong call to action that matches the headline.
Lead Form:
It’s important to walk the very fine line between gathering enough information to ensure potential claimants are not fraudulent and have the requisite records for a successful case, and not dragging out the process so that they click away or pursue working with another firm. In the case of longer forms, feel free to use UI principles like splitting up the form, marking progress, and other tools to minimize friction.
Testimonials:
At this stage of the landing page, the design is meant to address objections. The initial value proposition might be strong, but handling skepticism in writing can often benefit from using social proof like testimonials. Feel free to use examples from similar cases if it is a new campaign.
How It Works / Process:
The process section serves a dual function: it gives worried potential plaintiffs an idea of what they can expect as they join a mass tort and alleviates any concerns. It can also be used to satisfy search engine optimization needs like keyword density, word count for paid search ad quality and so forth.
Secondary Call to Action:
The secondary CTA is not just a rehash of the headline and the subheadline. Here, a firm may be on the verge of losing out on a potential case because the person is still uncommitted. It should include the clearest form of your value proposition (perhaps the second choice for the headline). One can also use postscripts or small FAQs here; humanizing the firm is often a key element in conversion. Feel free to use A/B testing on this section and heat mapping software to test examples.
KPIs to Optimize Your Funnel
Once your campaigns have launched, it is important to remember that it will not function at their full potential at first, but rather must be optimized over time. The following KPIs should be tracked and improved over time.
| KPI | Explanation |
|---|---|
| Lead Conversion Rate | The lead conversion rate is simply the measure of visitors to a landing page based on the percentage of those who complete a form or follow a call-to-action. The higher the rate while still matching a firm’s eligibility requirements, the better. |
| Cost Per Lead (CPL) | The cost-per-lead simply measures the full funnel cost of each lead prior to vetting. Keeping it low is always crucial, but not at the expense of the quality of leads. |
| Lead Quality Score | Lead quality is a quantitative analysis of qualitative metrics: how easy is it to take each lead from the contact form to the signed retainer? It can indicate a need for more stringency or expanding eligibility requirements. |
| Customer Acquisition Cost (CAC) | The CAC expands upon the cost-per-lead by including lead nurturing, false positives, and other factors. A low CAC is the hallmark of a viable mass tort lead generation campaign. |
These KPIs should be improved from the top of the funnel to the bottom of the funnel. This approach allows the maximum outcome to be achieved on the outcome of the lead generation campaign with the smallest amount of change. A 5% improvement at the top marks a higher improvement in outcome than a 5% improvement at the bottom of the funnel.
Further Reading & Next Steps
If you found this article useful, we have similar articles for optimizing other parts of the mass tort lead generation and onboarding funnel. Read them here:
- Mass Tort Intake Best Practices: Updated for 2024
- Talcum Powder Lawsuit Marketing: 2024 Complete Guide
- Mass Tort Marketing: 2024 Complete Guide
We find that firms readily grasp the concepts of mass tort lead generation, but many lack the resources to implement them effectively. If you are looking for a partner to implement these lead-generation strategies, contact us here.
