2025
Sector
Legal
Services
CRO for Lead Generation
Tindsills – Medical Negligence
Brief
Having previously worked together, Tinsdills Solicitors were confident that One Agency’s CRO department could help to strengthen their lead generation for their Medical Negligence paid media campaign.
Rising acquisition costs and increasing competition in the legal sector meant Tinsdills needed to drive more high quality enquiries and improve key KPIs such as conversion rates and CPA. Although their campaign was attracting traffic, user experience inefficiencies were limiting conversions. To ensure the budget delivered maximum returns, Tinsdills required a data-driven strategy to refine user interactions, streamline the enquiry process, and boost campaign efficiency.
Process
Our CRO geniuses conducted an extensive research process, incorporating web data analysis, interaction analysis, competitor reviews, and behavioural psychology studies. Their findings provided key insights which the team addressed through a custom-built campaign landing page, optimised to improve engagement and enquiry rates.
- Users know about Medical Negligence. Knowing this, the CRO team focused on actionable next steps and user reassurance. They positioned Tinsdills’ excellent Review Solicitors rating at strategic touchpoints to reinforce trust, strengthen credibility, and encourage users to take action.
- Site content was overly text-heavy and visually unappealing, deterring users to disengage and not complete enquiry forms. The contact form was repositioned as a central element of the page, and a multi-step format and date picker were introduced to simplify completion, improve accessibility, and encourage enquiries.
- User motivations. Behavioural psychology research highlighted that many victims pursue claims for recognition and accountability rather than financial compensation. Addressing these emotional drivers was crucial in shaping the page’s messaging.
- Many users sought reassurance that case handlers would communicate clearly, simplify the process, and employ discretion and sensitivity. Page content was refined to align with user motivations and reduce perceived complexity by reassuring users of Tinsdills’ professionalism and discretion.
Results
Our CRO department worked tirelessly in conducting user research and actioning amendments to improve Tinsdills’ website performance, and it paid off. Following their work, Tinsdills saw outstanding results, further exemplifying why CRO should be a key component in marketing strategies.
Testimonials
One Agency’s work on our medical negligence landing page has been outstanding. They navigated a complex subject with ease, creating a clear and compassionate page. The process was smooth, and we’re delighted with the outcome.
