The Law Offices of Mark T. Hurt Streamlines Lead-to-Case Workflows with Docusign IAM

Personal injury law can be a highly lucrative and rewarding field, but only if you can capture and convert the best leads. Some firms, like the Law Offices of Mark T. Hurt, take a wide-net approach that includes Google Ads, billboards, organic search and TV.

The multi-touch strategy has been wildly successful. The Tri-Cities-based firm, which also handles workers’ compensation, disability and traffic cases, receives over 100 leads a day. Staff typically spent up to 15 minutes vetting each one. About half are unqualified, which translates to over 12 hours spent each day on leads that don’t go anywhere. Heavy call traffic, paired with a fragmented intake process, led to overflow and missed revenue.

“Our staff was stretched to the max,” said Systems Administrator Michael Miles, who saw AI and automation as key to handling the high volume. “With Docusign IAM, we’re able to quickly vet cases, and if they’re a good fit, automatically send out agreements with minimal staff involvement.”

Connecting Litify and Docusign Maestro to orchestrate case conversion

Mark T. Hurt's Docusign transformation began with the firm’s move to Litify, a one-stop legal management system that's built on Salesforce. “We wanted to get all of our applications onto one platform so there’s less paper-pushing, fewer open browsers and a streamlined assembly line,” said Thomas Hurt, chief of staff.

This shift to a unified platform enabled a seamless flow of data between systems, so staff can manage leads and send out documents directly from Litify. By integrating Litify with the Docusign IAM platform, the firm can automate the vetting process for incoming leads, freeing up staff bandwidth for high-potential opportunities. And using Maestro workflows, the firm can orchestrate all the steps required to convert leads into cases using a simple no-code, drag-and-drop approach.

In high-volume practice areas like personal injury, Maestro can automate the routing of vetted leads, trigger document generation and track each step to ensure nothing falls through the cracks. This level of automation becomes even more critical as the firm looks to expand into mass tort cases, where coordinating large numbers of claimants and documentation requires scalable workflows.

“We want to actively pursue new cases, and having the right tools in place will help us manage that growth, especially as we enter the mass tort space,” said Miles.

Transforming lead generation with dynamic Web Forms

Mark T. Hurt invests heavily in digital marketing, including pay-per-click campaigns and localized ads. But tracking and managing leads they’ve generated has always been a challenge. 

With IAM, the firm can convert digital ads into leads—almost immediately—and act on them as they come in.

Now, when a prospect clicks on an ad, the firm can direct them to a Docusign Web Form, capture relevant information and automatically push that data into Litify.

This approach allows Mark T. Hurt to streamline lead capture, with forms that dynamically change as clients interact with them. 

During the intake process for a workers' comp case, for example, if a prospect indicates they worked in a coal mine, the form can automatically present follow-up questions about potential black lung claims. “Capturing just a little bit of information helps us identify the potential for additional claims,” said Hurt.

Using Web Forms will also enable the firm to quickly prioritize or disqualify leads based on their revenue potential or overall fit with the firm's services. High-net-worth cases can be flagged for personal engagement, while lower-value cases can be handled through automation.

“AI is coming in handy with that,” said Miles. By using AI to analyze incoming information, the firm can pinpoint keywords that signal whether or not a lead should be pursued—and how.

Unlocking a data goldmine with Docusign Navigator

When it comes to technology, Mark T. Hurt is ahead of the curve. “Most of our competitors are still using paper files,” said Thomas Hurt. “By staying on top of trends, like AI, we have a huge leg up.”

While the firm is still in the early stages of implementing Docusign IAM, the potential is already clear. With Docusign Navigator, an AI-powered repository, Mark T. Hurt can unlock valuable insights that will help refine its marketing strategy and optimize advertising spend.

By centralizing completed agreements and using AI to transform those static documents into structured data points, Navigator will allow the firm to analyze case characteristics and client demographics more effectively. 

“Data is my bread and butter,” said Hurt. “There’s a lot of valuable information we can get through IAM, and I can start to connect the dots with certain characteristics of claimants we’re hunting for.”