Mass Tort Marketing: 5 SEO Strategies to Get More Mass Tort Cases

The most important element of mass tort marketing is timing. Attracting new mass tort cases takes time – and requires sustainable marketing strategies to grow your mass tort practice.

Mass tort cases are unique in that they can involve dozens to hundreds of plaintiffs. The key is to not only earn a case but also attract plaintiffs to it.

So, if you’re in the practice of holding businesses accountable and helping injured parties get the justice they deserve, we suggest using the following mass tort marketing strategies to attract more cases (and clients). 

The Unique Nature of Mass Tort Marketing

Mass tort marketing can be quite different from more traditional legal marketing. Here are a few factors to consider when marketing your mass tort practice:

Lifespan

A mass tort lawsuit can take months or even years to complete, so it’s never too early to attract clients so you can begin planning litigation. You’ll want a marketing plan that attracts clients from the beginning and, potentially, across the case's lifespan.

Competition

Multiple law firms may be managing mass tort cases for the same event. That means there may be competition or, alternatively, room for collaboration. As the case's visibility grows, potential plaintiffs may be searching for the right attorney for their needs.

In most instances, you’ll likely want to be the first firm on the case. You may later decide to partner with other firms, but getting that signed and steady retainer is what’s most financially sustainable for your business. 

Awareness

Many clients don’t even realize they have a case until they encounter information that connects their injury to clear corporate negligence. For example, they may be experiencing health issues but haven’t connected the dots between their condition and a particular product or event.

Education is so important to drum up awareness for your mass tort lawsuit. Building awareness is twofold: You must get the message out there and make people aware of how you can help them. We’ll discuss how to do this using the strategies below.

SEO Marketing to Attract Mass Tort Cases

Search engine optimization (SEO) is the practice of optimizing your website to appear higher in search engines, namely Google. Google is one of the top channels people use to seek legal information. In the legal industry, this is referred to as SEO for Lawyers.

With this in mind, the foundation of any successful mass tort marketing strategy is using SEO to drive targeted, organic traffic to your practice. Here are the top 5 SEO strategies for getting more mass tort cases. 

1. Create content that targets search terms related to the mass tort you are litigating. 

Your goal should be to be one of the first law firms to educate potential clients about your mass tort case. This means getting your content to rank at the top of the search results for keywords or questions people use to find more information about their potential case.

For example, take child safety seats, often subject to recalls. A parent may be searching for any variation of terms relating to a brand recall, safety issue, or specific injury. These terms might include:

• “Baby whiplash symptoms” (50 searches per month)
• “Graco recall” (320 searches per month)
• “Broken baby car seat” (260 searches per month)
• “Child car seat recalls” (20 searches per month)

Keyword research tools like Ahrefs.com can help you surface these keywords and the monthly search volume for each. You can search for a range of topics related to your mass tort case and come up with keywords to target in your content.

Once you have a list of keywords, these may become individual web pages or blog articles. For example, using the keywords above, some articles could be:

• “Baby Whiplash Symptoms: X Signs You Should Call a Lawyer”
• “X Things You Need to Know About the Graco Car Seat Recall”
• “Got a Broken Car Seat? - Why the Brand May Be Liable”
• “X Car Seat Recalls to Pay Attention to Right Now”

You can then see how if anyone searches for the previous keywords, you are giving them a chance to land on your content and find answers to their questions.

SEO can be a great way to position your brand as an aid in them overcoming their issue – and discovering that they may have a case.

2. Build trust with potential clients through testimonials.

Now, even if you have information and SEO-friendly content on your website, you may need more than this to convince a potential client to work with you. You’ll need to showcase proof that you are the solution to their legal woes.

This is where testimonials and reviews come in.

By showcasing testimonials on your website, you provide valuable social proof that builds trust with potential clients. But even more, in terms of SEO, “mass tort”-specific testimonials on your website send signals to Google that your firm offers this as a service.

If people search for mass tort services – and your website is optimized for these terms – this increases your chances of ranking high in the search results. Further, adding client reviews to your Google My Business listing can also help attract more mass tort cases. 

 3. Increase your firm’s authority with case studies. 

Another way to build trust is through case studies. These are more in-depth references to your work with your clients, including an overview of the case, the approach, and the results.

Descriptive case studies can help potential clients make the connection between the business’s negligence and how it impacted the lives of your previous clients. It essentially spells out how you could hold a business accountable and achieve justice for your clients.

If a potential client is nervous about joining a mass tort case, your case studies can help put their mind at ease. Optimizing your case studies for related keywords (the name of the case, the name of the brand, etc.) can help drive additional traffic to your website.

4. Build awareness through YouTube SEO. 

We’re all familiar with TV ads saying, “Have you been harmed by X? Then you may be subject to compensation!” And honestly, these ads still work. But there is a new player in town: YouTube.

YouTube is one of the world’s largest and most engaging search engines. It is not just a video platform; its search function uses keywords to help users find the content they are looking for. This means that, yes, you can do SEO for YouTube!

In the realm of mass torts, this means creating video content that targets the keywords a person may be using to find information about their case or issue. TubeBuddy is a great YouTube keyword tool for uncovering these topics.

With your topics in mind, you can create engaging videos, upload them, and then optimize the video title and description with the designated keyword. This will help your video surface in YouTube search.

For example, the “Johnson and Johnson lawsuit” was a hot topic on YouTube around four years ago, and this is when you started seeing video content like this and this being created by law firms. This marketing tactic attracted more clients to their mass tort case. 

Earn referral traffic and authority through PR. 

Sometimes, your SEO efforts can take a while to generate results, especially if you have a new website. This is when it can be helpful to leverage PR and partnerships to drive referral traffic to your firm.

You can contact existing partners or third-party publishers and propose publishing content on their platforms. This content may be an interview, press release, blog article, or another type.

Then, you can leverage that site’s authority and following to drive traffic to your website. The partner may also be encouraged to share your content on social media to generate even more visibility.

Another huge benefit of this type of PR is that it can direct links back to your website, which is good for SEO. This can bolster your own website’s authority and, therefore rankings for your target “mass tort” terms.

Mass Tort Marketing: The Takeaway

SEO is by far one of the most effective marketing tactics to use when it comes to attracting new mass tort clients. As people actively search for information in Google, SEO allows you to put your law firm above the competition with optimized, relevant content.

Testimonials, content, PR, YouTube, and case studies can all be used to improve your SEO. The result is more organic traffic, referral traffic, YouTube views, and awareness of your case across various platforms.

What would it mean for your law firm to get hundreds of new visitors to your website with SEO?