CMCs vs Online Leads: What’s Best for My Firm?

In a highly competitive legal marketplace, finding the best approach to lead generation represents a significant strategic challenge. With so many firms competing for the same finite supply of potential customers, the advantage will go to the brands that can find the most efficient ways to generate leads.

In many cases, this can become a straight question of whether to invest in claims management companies (CMCs), or to pivot towards online lead generation. Traditionally, CMCs have been a primary source for generating leads, offering a straightforward pathway to securing potential clients with clear ROI and quantifiable results. However, in recent years, more and more firms have invested significantly in building their web presence and digital marketing initiatives, aiming to generate leads more organically.

Both approaches are potentially beneficial lead generation strategies. Still, each method has its own distinct pros and cons, and law firms will need to understand these to identify which approach is most likely to suit their current business needs. This is especially important in an era when traditional lead generation methods are giving way to more innovative approaches in various fields, with more brands harnessing search engine optimisation (SEO), content marketing and social media engagement to ensure a steady influx of high-quality leads.

Here, we'll explore the advantages and disadvantages of CMCs vs. online lead generation as methods of attracting a larger pool of prospective leads. We'll also help you determine which approach is best suited to helping drive your firm's growth and success.

The pros and cons of working with claims management companies

CMCs have traditionally played a significant role in the lead-generation efforts of many UK legal firms. Acting as intermediaries, these entities specialise in acquiring and selling potential customer inquiries, predominantly in sectors like personal injury, financial mismanagement and insurance disputes. For law firms, CMCs offer a direct route to acquiring prospective leads - albeit at a cost.

CMCs engage in extensive marketing campaigns and consumer outreach to gather leads. Once these companies capture lead information through various channels, such as online advertising, television commercials or cold calling, they filter these leads based on specific criteria to identify the most promising potential clients. These qualified leads are then sold to legal firms, which in turn pursue them as potential cases.

This is unquestionably a proven lead generation strategy that's delivered significant benefits for many firms over the years. However, this model has a number of inherent disadvantages that need to be factored into your strategy.

The advantages of working with CMCs

• Immediate access to prospective customers: CMCs provide legal firms with immediate access to a pool of potential clients, which can be particularly beneficial for firms needing to quickly build their caseload.
• Useful for firms without an online presence: for legal firms lacking a significant online presence or the capabilities to drive traffic to their own site, CMCs can fill a critical gap in lead generation efforts.
• Ease of use: collaborating with CMCs can be straightforward, as they handle the complexities of lead capture and initial filtering, delivering leads that are theoretically ready for follow-up.
• Resource efficiency: small businesses or firms with limited marketing resources may find CMCs an efficient way to access leads, without the need to invest heavily in their own marketing channels or lead-generation tools.
• Variety of leads: CMCs often operate across various sectors and can provide leads for different legal issues, offering firms a more comprehensive range of potential cases.

The drawbacks of relying on CMCs

• Cost concerns: purchasing leads from CMCs can be expensive, particularly if the conversion rate from potential to paying customers is low, impacting the firm's financial health.
• Non-exclusive leads: leads provided by CMCs are often sold to multiple firms, increasing competition and diminishing the likelihood of conversion into actual clients.
• Lack of brand building: utilising CMCs for lead generation does little to enhance a firm’s brand awareness or reputation, as there is minimal direct interaction with the potential client.
• Short-term solution: dependency on CMCs offers a short-term fix rather than a long-term strategy, potentially leaving firms vulnerable if the CMC's lead quality drops or prices increase.
• Missed opportunities for client relationships: the indirect nature of leads from CMCs means firms miss out on early engagement opportunities, which are crucial for building trust and understanding client needs.

As such, the legal firms that might find collaboration with CMCs most beneficial are typically those that are in the nascent stages of establishing their online presence, or those that require a rapid influx of cases without the immediate resources or infrastructure to implement a comprehensive digital marketing strategy. Small firms or solo practitioners, particularly those with limited marketing budgets or expertise, often leverage CMCs to kickstart their caseload while gradually building their own lead-generation capabilities. Additionally, firms specialising in high-volume, low-complexity legal matters might find the bulk lead purchasing model of CMCs suits their business model, as it allows them to process a large number of cases without the need to invest heavily in marketing or lead generation.

On the other hand, if your firm's strategy is based on building a strong, distinguishable brand and long-term client relationships, CMCs become a much riskier proposition. Larger firms or those with established reputations will often find that the non-exclusive and unpredictable quality of CMC leads does not align with their goals, and they will prioritise finding a more organic and sustainable approach to generating leads online.

Establishing the basics of online lead generation

As legal business models have migrated online, more and more law firms are adapting their lead generation process away from CMCs towards online lead generation through a holistic digital marketing approach. There are various facets to this:

• Web development: a lead-generating website acts as the cornerstone of effective online lead generation. By optimising your site for search engines through targeted SEO strategies, your firm can improve its visibility in search results, attracting more traffic and, consequently, more potential clients. High-quality, informative content tailored to your target audience’s pain points establishes your firm as a thought leader, further enhancing consumer trust and interest.
• Content marketing: inbound marketing techniques are pivotal in attracting prospective leads by creating valuable content and experiences tailored to them. By understanding the specific needs and questions of your target audience, your firm can create content - such as blogs, white papers, and industry research reports - that address these issues, driving engagement and establishing a connection even before the first consultation. This content showcases your expertise and acts as a magnet for high-quality leads seeking the solutions your firm can provide.
• Social media and email marketing: social media platforms and email marketing campaigns offer additional channels to reach potential clients, build brand awareness, and drive traffic to your landing pages. By sharing engaging online content, participating in legal discussions, and showcasing client success stories, your firm can attract and retain the interest of prospective customers. When used effectively, email marketing keeps your firm top-of-mind for potential clients, nurturing leads through the sales funnel until they are ready to engage your services.
• Lead magnets and landing pages: lead magnets, such as free consultations, eBooks, or webinars, provide value in exchange for a potential client's contact information. When paired with well-designed landing pages, these tools facilitate the lead capture process, converting website visitors into leads. Form submissions from these pages can provide valuable lead information, allowing your sales team to follow up with tailored proposals that address the specific legal needs of potential clients.
• Tracking and optimisation: using various lead generation tools and analytics platforms, firms can track the performance of their lead generation campaigns, identify which strategies are generating the most leads, and adjust their efforts accordingly. This continuous cycle of testing and optimisation ensures that your lead generation efforts remain efficient and effective, maximising the return on investment (ROI) of your online marketing activities.

This suite of online marketing methodologies is being embraced by law firms of all sizes, due to the significant advantages these tools can provide. However, there are also several potential drawbacks that businesses will need to overcome to realise these benefits.

The advantages of online lead generation

• Cost-effectiveness: online lead generation often presents a more cost-effective solution compared to the high fees associated with CMCs. By investing in digital marketing strategies, firms can reduce costs per lead and improve overall return on investment.
• Higher-quality leads: by targeting specific audiences through SEO, content marketing, and tailored landing pages, online lead generation tends to attract more qualified, interested prospects, enhancing the chances of conversion from potential to paying clients.
• Greater control and customisation: digital marketing allows firms to have complete control over their branding, message, and the type of leads they attract. This level of customisation is not possible with CMC-generated leads, which are typically generic and non-exclusive.
• Long-term relationship building: online strategies enable firms to build long-term relationships with their audience through informative content, social media engagement, and email marketing, leading to higher client retention rates compared to the transactional nature of CMC leads.
• Measurable results and optimisation: with online lead generation, firms can track the effectiveness of each strategy in real time, allowing for quick adjustments and optimisation to improve lead quality and quantity continuously.
• Brand development and authority-building: generating leads online contributes to building a firm’s brand and establishing it as an authority in its field, which can have long-lasting benefits beyond immediate lead generation, including referrals and repeat business.

The potential drawbacks of online lead generation

• Time-intensive setup and maintenance: developing and implementing an effective online lead generation strategy can be time-consuming, requiring ongoing effort in content creation, SEO, and monitoring of digital campaigns.
• Requires digital expertise: successful online lead generation necessitates a certain level of digital marketing expertise. Firms without this knowledge or the resources to hire experts may struggle to see significant results.
• The initial investment required: while cost-effective in the long run, setting up a comprehensive online lead generation system involves an initial investment in website development, content creation, and marketing tools.
• Slow build for brand recognition: unlike CMCs that can provide immediate leads, building a brand and generating leads online typically takes longer, which may not be ideal for firms needing quick caseload increases.
• Overwhelming data and analytics: the vast amount of data generated from online lead generation campaigns can be overwhelming and difficult to interpret without the proper tools and expertise, leading to missed opportunities for optimisation.
• Risk of lower-quality leads: without well-defined target personas and a strategic approach, online lead generation can attract unqualified or irrelevant leads, wasting resources and time.

The benefits of online lead generation and digital marketing for legal firms are potentially massive. By embracing these strategies, firms can deliver a cost-effective, controlled, and customisable lead generation process, attracting high-quality leads tailored to their specific services and expertise. This approach enhances the firm's ability to convert qualified leads into paying clients and contributes to long-term brand development and authority in their field. The measurable nature of digital marketing campaigns allows for continuous optimisation, ensuring that resources are invested in tactics that yield the best results, ultimately leading to an improved return on investment compared to traditional lead generation methods like CMCs.

However, realising the full potential of online lead generation and digital marketing requires additional investment - not just in financial terms, but also in time and expertise. Developing and implementing effective digital marketing strategies involves a steep learning curve and a continuous commitment to staying abreast of the latest trends and technologies. This can present a significant challenge for many legal firms, particularly those without in-house digital marketing expertise. In such cases, enlisting the support of a digital marketing expert or agency may be a necessary step, providing the necessary skills, experience, and resources to develop and execute a comprehensive digital marketing strategy, while allowing the firm to focus on its core activities.

How to transition from CMCs to online lead generation

If your firm is ready to make the transition from relying on CMCs to harnessing the power of online leads, the process will require strategic planning, investment, and a shift in mindset. Below, we detail the key steps and considerations for legal firms looking to make this change:

• Evaluate your current position: start by conducting a thorough analysis of your current lead generation process. Assess the quality, cost, and conversion rate of leads obtained through CMCs, versus those generated through any existing online channels, providing a clear baseline. You should also evaluate your firm’s current digital assets and capabilities; understanding what you already have in place can help you identify gaps and areas for improvement, without starting from scratch.
• Set realistic goals: establish clear, measurable objectives for your online lead generation efforts. Begin with achievable targets and scale up as you gain more confidence and see tangible results. This helps maintain motivation and focus among your team.
• Develop a strategic, integrated online marketing plan: creating a comprehensive online marketing plan is essential. This should involve defining clear objectives, identifying your target audience, and understanding their online behaviour and legal needs. Your plan should detail strategies for content marketing, SEO, pay-per-click (PPC) advertising, social media engagement, and email marketing in a cohesive strategy, all aimed at generating more leads online.
• Phase the implementation of the new strategy: implement your new strategies in phases, rather than all at once. This approach allows you to test what works best for your firm, and adjust accordingly without overwhelming your team or budget. Focus initial efforts on improving your website’s SEO and creating valuable content, as this will act as a foundation for driving organic traffic and establishing your firm’s online authority.
• Transition away from CMCs gradually: do not abruptly end your relationship with CMCs if your current lead generation campaign is reliant on them. Instead, start by allocating a portion of your budget to online lead generation while still using CMCs. Gradually increase this allocation as your online strategies begin to yield results. This approach ensures a steady flow of leads during the transition period.
• Train and communicate with staff: invest in training your team on the basics of digital marketing and lead generation, and create a mechanism for regular feedback from your team regarding the new strategies and tools. This feedback is vital for identifying issues early and making necessary adjustments.
• Monitor your performance and be prepared to adjust: implement analytics tools to track the success of your online efforts, and take time to review and adjust your processes accordingly. This might include setting up new systems for tracking online leads, establishing protocols for follow-up, and integrating digital tools into your daily operations.
• Seek professional help if needed: if the transition seems daunting or if your team lacks digital marketing expertise, consider partnering with a digital marketing agency that specialises in the legal sector. They can provide the skills, tools, and strategies necessary to accelerate your online lead-generation efforts, allowing you to focus on your core business activities.

Both CMCs and online lead generation represent invaluable tools in the arsenal of modern legal firms. Each offers distinct advantages and can be pivotal in driving a firm's growth and success; the key lies in determining which methods align best with their specific goals, resources, and market dynamics. By setting clear, measurable targets - and being prepared to shift approach to provide the best chance of achieving those goals - firms can find the approach to lead generation that will work best for them.

Need help with online lead generation? Get in touch!

If you're looking to unlock the benefits of online marketing for your inbound lead generation strategy, get in touch with I-COM. We have a large in-house team of specialists providing a complete range of digital services, including web design, web development, digital marketing, SEO, branding, content marketing, PR and outreach, social media marketing, and paid search marketing; we also have in-depth knowledge of the specifics of the legal sector and can point to a number of success stories to show how we've helped law firms manage this vital transition.

Call us on 0161 402 3170 or use the contact form to get in touch.