Workers' Compensation Lead Generation Case Study
How a Boutique Florida Law Firm Converted Up to 20% of Workers' Compensation Leads
The Law Offices of Rotstein & Shiffman used exclusive, screened, real-time legal leads from Grow My Firm Online to grow a key workers' compensation practice area in Central Florida.
Situation
The Law Offices of Rotstein & Shiffman, based in Central Florida, is a leading personal injury firm with over 30 years of combined legal experience. With 60+ attorneys and staff, the firm is known for providing down-to-earth, caring, and personalized service while defending the rights of clients who have been seriously injured.
The firm's practice extends from catastrophic injury claims after Florida highway accidents to hazardous workplace injuries. The firm also handles social security law, long-term disability, life insurance claims, workers' compensation, and high-caliber criminal defense matters for its clients.
Challenge
A major practice area for Rotstein & Shiffman is workers' compensation. The firm represents clients who have suffered work-related injuries and are seeking benefits under Florida law. According to the Florida Division of Workers' Compensation, there were 73,254 total cases filed in 2020, and the firm handles hundreds of these claims each year.
As part of its overall marketing strategy and growth plan, Rotstein & Shiffman wanted to keep acquiring more workers' compensation clients, especially as claim volume continued to rise year over year.
Julie Donnell, the firm's Intake Department Manager for the past 7 years, explained that the firm generally does not directly advertise its services. Instead, it relies almost exclusively on vetting high-quality client leads, which can become challenging depending on the lead source.
At any given time, the firm may work with up to 10 different legal lead generation providers, each producing markedly different results. One recurring issue was lead freshness: many prospects had already retained an attorney by the time the firm contacted them. The firm needed fresher lead generation sources with stronger retention rates.
As part of its overall marketing strategy, Rotstein & Shiffman generally does not directly advertise its services, instead we almost exclusively rely on vetting high quality client leads received - which can sometimes be a bit daunting depending on the source.Julie Donnell, Intake Department Manager
The GMFO Solution
In the fall of 2020, Rotstein & Shiffman connected with Grow My Firm Online (GMFO), a performance-based company that provides legal leads and acquisition campaigns for law firms. GMFO helps professional practices grow by capturing high-quality legal leads for attorneys through premium marketing technology.
Starting in October 2020, Rotstein & Shiffman worked with GMFO to capture workers' compensation leads for the firm. The intake team was interested because GMFO leads are 100% exclusive and can be screened to the firm's specific criteria.
GMFO leads are also delivered instantly in real time, giving each prospect the greatest chance of converting. To help maintain quality, leads that are bad for specified reasons can be returned to GMFO for credit.
Results
43 new firm clients from 237 net workers' compensation leads
Since the start of the campaign, GMFO provided Rotstein & Shiffman with 269 workers' compensation leads. Of those, 32 were returned for credit, creating 237 net leads. The firm converted 43 of those leads into clients.
Julie Donnell noted that monthly conversion rates ran from 16% to 20%, which was higher than many other marketing organizations the firm had worked with in the past.
- 269 gross leads delivered: a scalable flow of workers' compensation prospects for a high-priority practice area.
- 32 leads returned: 11.9% of leads were credited back under GMFO's quality process.
- 237 net leads captured: the active lead base used to measure campaign performance.
- 43 clients retained: successful conversions into firm clients from the campaign.
- $134.97 cost per lead: the final lead acquisition cost based on campaign spend.
- $743.89 cost per conversion: the exact cost per case generated by the campaign.
Partner Feedback
Julie Donnell said the firm was very pleased with the high retention rates from the leads generated by Grow My Firm Online. She also mentioned that GMFO was always open to hearing feedback and continually improving service to the firm.
Mike Nissman, Co-Founder of GMFO, said it was a pleasure to help drive profitable growth for Rotstein & Shiffman. He described the firm as professional and transparent, and noted that its feedback helped GMFO continue improving the campaign while preparing to scale up high-converting leads per month.
Are you ready to grow?
Grow My Firm Online helps law firms capture exclusive, screened legal leads in real time, with campaign feedback loops designed to improve lead quality and conversion rates.
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