A well-organized landing page is critical for generating mass tort leads and converting them into clients. This page should feature a call to action (CTA) through which you can collect information and provide valuable content that drives potential clients to follow the CTA.
By optimizing specific landing pages for mass tort leads, you will achieve higher conversion rates, be able to track existing leads, evaluate engagement and improve other marketing efforts.
Let's take a closer look at what you can do to achieve top-notch optimization.
1. Begin With a Strong Value Proposition
Your target audience has a huge variety of offers to sift through. If you don't capture a lead’s attention with a strong value proposition immediately, you are likely to lose it.
A landing page is a place where you provide an "offer they can't refuse." It should show up at the very top and encourage the visitor to continue reading the content. A weak value proposition renders the entire landing page useless.
A strong value proposition should:
- Be concise and clear
- Communicate the ultimate reason for taking advantage of your services
- Be addressed to your ideal potential client
- Position your firm as unique
- Point to a solution to the lead's problem
Unlike a slogan or a positioning statement, the value proposition can include a headline, a sub-headline, a paragraph of textual content and a piece of visual content.
2. Focus on Pain Points
The content of your mass tort landing page should address a prospect's pain points. It must focus on how your firm can solve their problems. You should go beyond saying "we'll win the case" and explain how working with you can make their life easier or better.
On your landing page, you should list your potential clients' pain points and provide solutions to each one. Here are some key pain points mass tort leads might have:
- They do not understand what their role could be in a mass tort
- They want to be involved in the mass tort but do not know how to join
- They have not found a law firm they trust enough to handle their case
3. Be Aware of Their "Buyer's Journey"
Your landing page should address clients at different stages of their buyer's journey. Pain points may differ depending on the stage the lead is at. Ask yourself the following questions about your audience:
- Do prospects already know they qualify to join a mass tort?
- Do prospects know the mass tort case exists?
- Do prospects have an idea of how much money they could make?
Tailor your landing page according to the knowledge level of your prospects to help them move forward on their journey.
Link to informational pages on your website to help potential clients understand what their needs are.
4. Add Testimonials
According to Bright Local's survey, 88% of people trust online reviews as much as they trust personal recommendations. Take full advantage of client reviews and convert them into testimonials you can include on the landing page. Make sure to get the client’s permission first.
This tactic provides credibility by displaying how other mass tort clients have succeeded while working with your law firm. Testimonials can help your firm appear more valuable and trustworthy. They can encourage clients to move on to the next stage of the buyer's journey.
5. Incorporate Video Content
Mass tort lawsuits are complex. While you are designing your landing page, you may face the need to explain various complicated issues. Such explanations may turn into long pieces of textual content, making the page hard to read.
Take advantage of video to explain complex issues and maintain the lead's attention. A video on a landing page can increase the conversion rate by 80%.
An effective video should:
- Be short
- Include a CTA
- Feature educational content
- Tell a story
- Be placed near the top of the landing page
Seeing and hearing the lawyers who will potentially represent them in court could help leads build trust in your firm.
Capitalizing on Your Landing Page Optimization
Once you optimize your mass tort landing page to be highly educational and appealing to potential clients, they will start filling out forms and sharing contact information. When they do, these prospects should be reached within two to five minutes for the best results.
Dealing with a multitude of inquiries within such a short period can be problematic for busy law firms. Failing to react quickly can lead to lost leads. To make sure all your prospects have a chance at converting, consider collaborating with a legal call center. For more information, please download our free eBook: Better Intake = Better Marketing ROI.