Practice area
Marketing for Employment Law Firms
Employment enquiries come from two directions, a worker searching the night they were let go and an HR director shortlisting firms before a restructure. We build separate search, content and intake routes for each side you act for.
Book a strategy callWhy employment firms need two marketing plans
An employment firm may act for the dismissed employee, the company that dismissed them, or both. Those two buyers search with different words, at different moments, and judge a firm on different evidence. A single page written for both tends to confuse the claimant and bore the general counsel.
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Claimants search in plain words
They type 'fired after complaining about overtime' long before they know the word retaliation. Pages should start from that phrasing and introduce the legal term once the reader is there.
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Employers buy on trust
An HR head facing a grievance or a GC planning redundancies checks who has handled similar matters, who writes clearly on new regulation, and who a peer recommends.
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Deadlines shape every enquiry
Discrimination and dismissal claims carry short limitation periods, so an enquiry left unanswered for a week can become a matter nobody can take. Intake speed is part of the marketing.
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Each bar sets its own limits
ABA Model Rules 7.1 to 7.3 and state bars in the US, law society rules in Canada and Rule 36 in India each restrict what an employment firm may say about itself and its results.
What holds employment practices back
These problems come up whether a firm acts for employees, employers or both, and each has a practical fix.
- Problem
One page trying to serve both sides
How we fix itWe split the site into separate claimant and employer paths, each with its own language, calls to action and intake form.
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Claimants search in words the site never uses
How we fix itWe build pages around the phrases workers type, such as 'let go after sick leave', and explain the claim from there.
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Enquiries the firm cannot take
How we fix itIntake questions on dates, location and employer name screen out time-barred, out-of-area and conflicted enquiries before they reach a fee earner.
- Problem
Employer work that search alone will not bring
How we fix itHR and legal buyers find firms through LinkedIn, directories and briefings, so we build regulation-led content and directory profiles that reach them there.
- Problem
Ads that stray from bar rules
How we fix itCampaigns are written to the advertising rules of each jurisdiction they run in, with no settlement figures or outcome promises the local rules would not allow.
Why employment firms work with us
We market law firms only, from offices in Dubai, Mumbai, New Delhi, Bengaluru, Toronto and New York.
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We plan claimant and employer marketing as separate campaigns with separate budgets.
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Copy is checked against the advertising rules of each jurisdiction where it runs.
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We report on signed matters and retainers, and treat form fills as a step toward them.
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GEO work shapes your guidance so AI assistants can quote it when a worker or HR lead asks about dismissal or compliance.
If you act for only one side, we build for that side alone.
How we work with employment practices
Four stages, starting with who you act for and where you are admitted.
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Decide who you act for We agree which claims or employer services you want more of, in which jurisdictions, and which enquiries you would rather not receive.
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Build separate paths Claimant pages go deep on specific claims and their deadlines. Employer pages cover compliance, investigations and disputes, written for HR teams and in-house counsel.
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Fix intake before traffic We set up forms and call handling that capture the dismissal date, location and employer name, so conflicts and time limits are checked at first contact.
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Measure signed matters Reporting follows each enquiry to a signed matter or retainer, split by claimant and employer side, so budget moves to the work you want.
Frequently asked questions
We act for both employees and employers. Should that be one website?
Usually one domain with two clearly separate sections works best, because authority builds in one place while each audience gets its own pages and intake. Some firms with a large employer practice run a separate site for business clients. We look at your conflict position and the mix of work you want before recommending either.
How quickly do we need to respond to claimant enquiries?
The same day where possible, because the deadlines are short. In the US, a discrimination charge with the EEOC generally has to be filed within 180 days of the discrimination, or 300 days where a state or local agency enforces a similar law. Canada, the UAE and India set their own periods, and an enquiry that sits for a week uses up time the claimant may not have. We set up routing and alerts so a new enquiry reaches someone who can call back.
Is Google Ads worth it for wrongful termination cases?
It can be, if the landing page and intake screen well. Clicks on dismissal and discrimination terms are expensive in most US cities, so campaigns that send every visitor to a homepage waste money. We run claim-specific campaigns and cut keywords that keep bringing in enquiries you turn away.
How do employer-side clients find an employment lawyer?
Often through referrals, legal directories and people they already know from LinkedIn or industry events. Search plays a part, but the queries are narrower, such as 'workplace investigation lawyer' or a new regulation by name. We build directory submissions, partner profiles and regulation-led articles aimed at HR directors and general counsel.
What can we say about past settlements and results?
It depends on where you practise. Most US states allow past results with disclaimers under rules based on ABA Model Rule 7.1, though several add their own conditions. Canadian law societies require marketing to be accurate and verifiable and limit how results are presented. We write to the strictest rule that applies to each page and ad.
Can we market an employment practice in India at all?
Within tight limits. Rule 36 of the Bar Council of India Rules prohibits advocates from soliciting work or advertising, and the Bar Council has directed state councils to act against online solicitation. A website carrying the information the rules permit is allowed. Our India work stays inside those limits, with no ads or paid solicitation, and the final call on anything borderline sits with your own counsel.
What content works for a claimant employment practice?
Pages built around specific situations such as dismissal after raising a complaint, unpaid overtime, harassment by a manager or a severance offer. Each should explain what counts as a claim, what evidence to keep and the deadline in your jurisdiction. A guide on whether to sign a severance agreement reaches a worker before they waive their rights, which is when a lawyer can still help.