Case Study Mass Tort Marketing: How To Run A Successful SEO Campaign

Trial Guides Digital Marketing’s content creation team is honored to work with some of the country’s leading law firms, with case specialties ranging from motor vehicle accidents and insurance bad faith to nursing home abuse and wrongful death. We are always excited to work with new case types and help solve the marketing challenges that arise in this industry.

An attorney at the helm of the Camp Lejeune mass tort cases approached our team and inquired about our Mass Tort marketing services. His goal was to drive more people searching for a Camp Lejeune lawyer to his website, and generate more Camp Lejuene cases. 

Project Challenges

Target Audience. For Camp Lejeune cases, plaintiffs tend to be older, more skeptical of the legal process, and generally less adept at internet searches. This meant that on top of targeting the right audience to drive the right traffic, we had to build trust and authority in our marketing campaign.

Current Agency Relationships. Due to a previous contract with another marketing agency, we could not offer back-end support or a Pay-Per-Click (“PPC”) marketing campaign to drive Camp Lejuene cases to his website. Because of this, we opted to produce an aggressive content-heavy SEO campaign aimed to simultaneously drive organic site traffic quickly and build trust with website visitors.

A Quick Deadline. The government is only accepting Camp Lejeune cases up to August 10, 2024: just eight months from the beginning of our contract. As organic content can take 3-6 months to begin ranking, we knew we had to move fast.

How We Started

Our client bought a Tier 2 SEO package in December 2023, which included two full landing pages per month. Since we needed to get their website ranking organically, and because time was of the essence, we focused exclusively on Camp Lejeune content for the first three months. Izarra Varela Moore, Director of Content Creation, oversaw this project.

Month 1: Setting the Stage for Success

Because of its complexity and time sensitivity, we immediately conducted a deep dive into competitors’ content, trending keywords, and demographic analyses of the client’s target audience (ex-military retirees). 

We designed a content block called the Camp Lejeune Lawsuit Guide: an all-encompassing online manual that provides a background of Camp Lejeune and how to file a lawsuit; it also includes popular FAQs with the concise answers that Google search engines are looking for.

From there, we then began overhauling their Camp Lejeune practice area page, and repositioning it on their website to be more readily apparent. We wrote a series of blogs that answered frequently asked questions about Camp Lejeune. Having multiple pieces of helpful, SEO-optimized content on their website built topical authority quickly, attracting potential mass tort plaintiffs within six weeks of the first website update.

Finally, we worked with the client’s paralegal to construct weekly updates on their main page. Frequently updated content generally helps Google see that your site is trustworthy and up to date.

Month 2: Hitting the Mark With Strong Initial SEO Traffic Results

Traffic on Camp Lejeune-related keywords increased a staggering 1,450% within the first 60 days of work. By February, the client was receiving over 1,000 hits a month on his Camp Lejeune-related keywords alone. Clicks and views for the rest of his site also began climbing, as is commonly the case with content overhaul projects.

Month 3 and Beyond: Surpassing Expectations & Generating New Cases

SEO Traffic and SERP Results:

By March of 2024—just 3.5 months from the first content going live—the client saw roughly 5,000 organic hits a month, with an estimated monthly traffic value of $14,300. This is the estimated cost of what it would take to pay for sponsored ads with similar results; for clients who pay for this level of reach, PPC would cost about this much.

As of this writing, the website is at an all-time high for website traffic, and continues to climb.

While the client had a Camp Lejeune practice area page and several pieces of blog content before we began to work together, none of it ranked against the highly competitive keyword targets for this mass tort case type. Within two months of our Camp Lejeune Update Guide going live, Camp Lejeune-related traffic reached over 2,000 hits a month. 

When we filter for keywords that are specifically Camp Lejeune-related, both traffic and traffic value increased by 3,109% and 3,652%, respectively:

​​​​As of this writing, at the end of our fourth month of working together, the client has more than 750 featured snippets through Google search ranking, including a few that are not Camp Lejeune-related. This is a byproduct of their website's improved authority score; Google began to see all content on their website as more authoritative. 

Their current estimated traffic value from Trial Guides' content is more than $20,000 a month.

Keywords related to Camp Lejeune now comprise more than 40% of the firm’s total web traffic. 

Within 100 days of the first content piece going live, the client had signed four new clients, with a total net value to their firm of between $80,000-$160,000. This outcome is a direct result of Trial Guides’ content creation strategies. 

Looking Forward

While this is still a relatively new contract—full SEO potential is rarely realized before the six-month mark—the long-term benefits of our work is already showing sitewide, and will likely continue to do so for months or even years to come. As numbers continue to climb and calls continue to pour in, we are eager to build on our success through innovative new content and digital marketing strategies.

An anonymized quote from our client: "Trial Guides' work is superior. They produce content that is on the mark and on time. Izarra [Varela Moore, Director of Content Creation] is always available on short notice, and is super easy to work with.”