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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:
| Developing Awareness |
| 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. |
| The Role of Ads in the Awareness Stage |
| Ads on these traffic sources play a dual role: they are increasing awareness among the target population and also directing 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. |
| Landing Page and Lead Conversion |
| 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.
| Key Aspect | Explanation | Best Practices |
| Focuses Attention | The head line is the first point of engagement, capturing attention and setting the stage for mass tort interest. | Use compelling, specific language that directly addresses the prospective claimant’s potential gain. |
| Psychological Impact | Aim to capture the attention of potential plaintiffs who may be emotionally driven due to their circumstances. | Use empathetic language that resonates with someone who has experienced genuine harm and seeks justice. |
| Specificity | Focus on the specific aspects of the particular mass tort you are advertising to ensure you get qualified leads. | Use highly specific language that would only apply to a potential plaintiff for the exact mass tort case in question. |
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.
| Key Aspect | Explanation | Best Practices |
| Supporting Role | Supports the headline by providing additional information and expanding on why this applies to the potential plaintiff. | Reinforce the primary message or include secondary benefits. For example: “Free Consultation, No Obligations.” |
| Strategy | Further qualifies the benefit or addresses common concerns such as legal fees or process transparency. | Be clear and transparent. Highlight the no-risk aspect, such as “No fee unless we recover damages for you.” |
| Engagement | Encourages further engagement by smoothly transitioning readers toward more detailed content lower on the page. | Connect emotionally by emphasizing a supportive, guiding legal process. |
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.
| Key Aspect | Explanation | Best Practices |
| Engagement | A video can quickly convey the emotional and logistical aspects of a mass tort case. | Include client testimonials or legal explanations that build trust and explain the firm’s role in plain language. |
| Content | Outline what claimants can expect from the process and what steps they need to take next. | Focus on simplifying legal jargon, while clearly showing the process in a step-by-step explanation. |
| Conversion Boost | A well-crafted video can be a deciding factor in converting visitors to leads. | End with a clear call to action that encourages the viewers to fill out the lead form or contact the firm. |
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.
| Key Aspect | Explanation | Best Practices |
| Purpose | The form collects essential information while making sure the user doesn’t feel overwhelmed or deterred. | Ask the most crucial questions about exposure or injury to qualify the lead while keeping the form concise. |
| Design | The form’s design should be extremely clear and user-friendly. You will lose potential leads if they get confused. | Optimize form design for accessibility, using clear labels and dropdown menus. Make sure the form is responsive so it shows up correctly on mobile devices and tablets. |
| Balance | The goal is to achieve a balance between being thorough enough to qualify leads while remaining simple enough to maximize the number of leads who complete the form. | Set up conditional logic in forms so you can ask follow-up questions based on previous answers. This refines leads without overwhelming them unnecessarily. |
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.
| Key Aspect | Explanation | Best Practices |
| Credibility | Testimonials from past clients increase credibility and trust, which is particularly important in mass tort scenarios. | To show expertise and capability, select testimonials that reflect a range of experiences and outcomes relevant to the specific mass tort. |
| Social Proof | Potential plaintiffs need to know they’re not in this process alone. By seeing how others like them have experienced good results, leads feel more comfortable moving forward with the process. | Make sure testimonials are authentic and avoid overly polished or generic praise. Try to include the client’s first name and last initial, location, and other relevant details (with permission) to show authenticity. |
| Multimedia | Including video or audio testimonials will increase both engagement and trust, as they feel more authentic and personal to potential claimants. | Embed video testimonials that capture a client’s story from beginning to end to let potential leads know they are not alone and that litigation can help them. |
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.
| Key Aspect | Explanation | Best Practices |
| Transparency | Transparency is essential to establish trust, as potential claimants need to know you are honest and clear in your communication. | Use clear, simple language to describe each step of the legal process, avoiding jargon that might confuse anyone who is not an attorney. |
| Reassurance | Explaining the process reassures potential clients that the firm is committed to supporting them during each step. | Highlight the firm’s dedication to clients, emphasizing that legal experts are accessible and happy to provide guidance. |
| Alleviate Concerns | While outlining the process, be sure to address any potential fears along the way. This is an excellent opportunity to demonstrate that you understand what is important to potential claimants. | Clearly communicate typical timelines and possible outcomes while also addressing common fears like costs and risks. |
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.
| Key Aspect | Explanation | Best Practices |
| Safety Net | Visitors who make it to this section of the page are hesitating to take action, but are still interested in gathering more information to help them make a decision. | The secondary CTA should not overshadow or compete with the primary CTA. Position this section near the end of your landing page with more subdued colors and formatting. |
| Reduced Friction | Offering a lower-commitment option reduces the psychological barrier for taking the first step, allowing you to engage with potential claimants who will be ready to take action at a later time. | Keep visitors engaged by providing them with an option that requires a lower commitment, such as subscribing to a newsletter or downloading a free guide. Have a clear plan for how you will engage with these leads later. |
| Segmentation | At this point, potential leads may be at different stages of the customer journey. Segmentation allows you to follow up with a more tailored approach. | Use questions, surveys, and drop down menus to segment leads based on behavior, demographics, and journey stage. |
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.
