Mass tort lawyer marketing: pages that die with the case
Mass tort is a campaign, not a practice. A litigation opens, peaks and closes, and the pages written for it stop being useful on a date somebody else decides. That changes what is worth building, and it is why the 8 US practice areas we priced contain no mass tort row.
Last updated: 5 August 2026
Why is mass tort a campaign rather than a practice?
Because the demand is created by an event and removed by a deadline, and neither is inside the firm's control.
A family firm in a city of a million people will have roughly the same work available next year as this year. A mass tort has a beginning — a recall, a study, a ruling — a period in which people who did not think of themselves as claimants come looking, and then a close, after which the searches stop and do not resume. The firm's spending has to track that curve, and the curve is set by a court rather than by a marketing plan.
Three things follow, and the third is the one that costs money.
- The build has to be fast, because the window opens before anybody is ready and the useful part of it is short.
- The reader is unusually uncertain. Somebody in a mass tort frequently does not know whether the thing that happened to them is the thing being litigated, which is a different question from any other practice area's.
- The asset expires. A page built around one litigation is a page nobody searches for once it is over, and a domain accumulating those is a domain accumulating dead pages.
The admission, early: we have never put a retirement date on a page at the point of building it. It is the obvious thing to do in a practice area whose work expires, and this page is the first place we have written it down as something a firm should insist on.
What do we actually know about the demand here, and what do we not?
Almost nothing specific, and the honest version of that is short.
Our demand data covers eight US practice areas across twenty cities, measured 3 August 2026. Mass tort is not one of them. There is no row, no volume, no click price, and no way to derive one from the categories that do exist. Personal injury is the nearest priced neighbor and it is not the same thing: injury demand is local and continuous, mass tort demand is national and episodic, and the search terms are the name of a product rather than the name of a profession and a city.
So we will not tell a firm what a mass tort campaign is worth in its market, because we cannot. What we can put a number against is the neighborhood the work sits in.
| City | Personal injury searches/mo | Cost per click |
|---|---|---|
| New York | 14,800 | $73.14 |
| Indianapolis | 1,900 | $138.16 |
| Portland | 1,600 | $98.78 |
| Columbus | 2,400 | $67.82 |
Measured 3 August 2026 across 20 US cities. These are personal injury figures describing the general injury market, not any mass tort. Indianapolis is the row worth noticing: the lowest volume of the four at nearly twice the New York price, which is a hundred clicks at $13,816 against $7,314. That is multiplication on two measured prices rather than a forecast, and it shows what advertisers in this neighborhood already pay before any campaign begins.
Why will you not price this per case?
Because the arrangements this field runs on are the ones referral-fee restrictions were written for, and the restriction reaches the firm paying.
This belongs in the body rather than in a footnote, because arrangements priced by the contact or by the signed claimant are routinely offered in this field. Aggregators assemble claimants and place them with firms; vendors sell contact details by the batch. We did not measure how common that is and will not put a share on it. It does not matter to the answer: the restriction applies to one such arrangement as much as to a thousand.
Referral fees are restricted in prescribed legal business, which includes personal injury, and the restriction binds the firm making the payment as well as the party receiving it. A supplier's assurance is not the firm's answer, because the firm is separately exposed. Lawyer advertising in the United States also runs through ABA Model Rule 7.2(b), adopted in a different form by each state, and which form binds a particular firm is for that firm and its own advisers rather than for us.
Our position, without qualification: we charge for work, by scope and time, and never by the inquiry, the case, the matter or the signed claimant. That takes us out of a category of work we could otherwise invoice for, and we would rather be out of it than write the other kind of contract. The test for telling one arrangement from the other is worked through on law firm lead generation.
What survives when the litigation closes?
Three things, and everything else should be built expecting to be retired.
| What is built | What happens at the close | What to do about it at build time |
|---|---|---|
| The page about the specific litigation | Searches stop. It has no ongoing audience | Give it a retirement date and a destination to redirect to |
| The page about the injury or condition | Keeps a small, steady audience | Write it as the durable page and link the campaign page into it |
| The firm's own credibility pages | Unaffected, and they carry into the next one | Name the attorneys and what they actually did |
| The claimant intake route | Reused every time | Build it once, properly, rather than per campaign |
| The contact database | Reused, subject to what each person agreed to | Record the permission at the point of collection, not later |
The second row is the one worth planning around. A page about a product name has an expiry. A page about the injury or condition underneath it outlives the litigation, catches people who search the symptom rather than the brand, and is the natural home for anything on the campaign page that remains true.
What we do not do, plainly: we do not run advertising campaigns and do not manage ad spend. We build pages and the structure around them, so if a firm's mass tort plan is mostly a media plan, most of it belongs with somebody else.
What does it cost, and how fast can it be built?
$1,450 for the Practice Sprint, $2,900 for the build. Fixed, published, no minimum term.
The no-minimum-term point matters more here than anywhere else, because the work has a natural end and a firm should not still be paying for a campaign that finished. Of the 40 legal-marketing suppliers we read in full on 3 August 2026, twelve published a price at all, five showed a range instead, eight claimed a guarantee, and one offered work with no minimum term.
On timing the honest answer is uncomfortable. Three to four months for movement and six to nine before organic work can be judged fairly is the general shape, and a litigation window can be shorter than that. A firm that needs to be visible next month is buying advertising, not this.
What this is worth where you are
In New York, 14,800 people a month search personal injury terms, and Google charges around $73.14 for one of those clicks. We hold the same figures for 52 cities, measured 3 August 2026. There is no mass tort row among them.
The free report gives you yours, plus which pages are missing from your site, and what 40 suppliers charge.
No call required. Our own prices are on that page.
Where should I read next?
On the arrangements this page refuses: legal leads law firm marketing.
On what happens after the claimant makes contact: new client intake form law firm, law firm client intake procedures, and client intake specialist law firm on the person doing it.
For a form to start from: sample client intake form law firm. For the wider picture: how to marketing a law firm.
Frequently asked questions
Why is mass tort different from other practice areas?
Because the demand is created by an event and ended by a deadline, neither of which the firm controls. A standing practice has roughly the same work available next year; a litigation opens, peaks and closes.
Do you hold demand figures for mass tort?
No. Our data covers eight US practice areas across twenty cities and mass tort is not one of them. Personal injury is the nearest priced neighbor and is not the same thing, because injury demand is local and continuous while mass tort demand is national and episodic.
Will you price a campaign per signed case?
No, in any market. Referral fees are restricted in prescribed legal business including personal injury, and the restriction binds the firm making the payment as well as the party receiving it, so a supplier's assurance is not the firm's answer.
What should be built so something survives the litigation?
The page about the injury or condition rather than the product name, the intake route, and the firm's own credibility pages. The campaign page itself should be given a retirement date and a destination to redirect to on the day it is built.
Can this be ready in time for a short window?
Often not. Three to four months for movement and six to nine before organic work can be judged fairly is the general shape, and a firm that needs visibility next month is buying advertising rather than this.
Do you run the advertising?
No. We do not manage ad spend, which in a field whose spending is mostly paid media means we supply a minority of what a firm needs here. We build pages and the structure around them.
What do you charge?
$1,450 for the Practice Sprint and $2,900 for the build, fixed and published, with no minimum term. Of 40 suppliers read on 3 August 2026, twelve published a price and one offered work with no minimum term.