Work Comp Marketing

Every firm we audit assumes the leak is at the top of the funnel.

It almost never is.

The biggest single drop is between "we bought the lead" and "we actually spoke to a human." That step is a phone call. It has nothing to do with your ads, your website, or your brand.

Which means the most expensive fix — more traffic — is usually the wrong one.

Most firms think a lead goes cold over a day.

It goes cold over a coffee.

In our own accounts, contact rate falls off a cliff after five minutes — not because the worker changed their mind, but because they called three firms and the second one picked up.

This is not a creative problem. It's a rostering problem. And it's the cheapest thing on this list to fix, because it costs nothing in media.

Go and look at your own CRM: median time from form-fill to first human contact. If it's over five minutes, you already know where the money is going.

(Directional, from our own accounts. Not a published benchmark — measure your own.)