Law firms · Employment law
Employment law marketing, positioned for the side you actually take.
Plaintiff-side and defense-side clients search in completely different ways, and a firm that tries to win both with one page ranks for neither. We position your firm clearly on the side you take. Then we rank the pages your clients look for, such as wage and hour, discrimination, wrongful termination, retaliation and FMLA.
What we see
What keeps employment law firms out of Google's top results
These come up in nearly every employment law audit we run, and each one can be fixed.
Plaintiff or defense ambiguity
An employee with a wage claim and an employer defending a discrimination charge search differently and hire differently. If your website and profile could be read either way, you won't rank well for either. Pick the side that brings in most of your revenue and write your public content for that audience, while the other work carries on without being advertised.
Generic 'Employment Law' page covering FLSA, ADA, Title VII, FMLA, and state acts
Each of those laws covers a different workplace problem with a different process, so a page that gives each one a paragraph ranks for none of them. What ranks is a page per law: FLSA wage and hour, ADA accommodation, Title VII discrimination, FMLA leave and ADEA age. Add the major state equivalents too, such as California's FEHA and New York's State Human Rights Law.
No state-specific wage-and-hour content
Wage and hour law varies a lot by state. California has daily overtime, meal and rest break premiums, wage-statement rules and PAGA, New York has similar but distinct rules, and Texas mostly follows the federal FLSA. A federal-only page loses the client whose case turns on state law, which is most plaintiff wage cases in California and New York, so add state pages on top of the federal one.
Settlement and outcome content that ignores confidentiality rules
Most employment settlements are confidential, which limits what you can publish about outcomes. Firms either ignore that and risk a breach, or skip results entirely and lose the persuasive power of published wins. The middle path is describing case categories, such as 'representative wage and hour matter, restaurant industry, six-figure settlement, confidential terms,' which respects confidentiality and still shows what you can do.
EEOC and state agency procedure left unexplained
A discrimination claim needs an EEOC charge or a state agency filing before a lawsuit, and a client who doesn't know that leaves a page that doesn't explain it. A page that walks through the EEOC right-to-sue process, the state agency timeline and the deadline to sue answers their question. It ranks higher for that reason, and it brings in more clients because it shows you understand where their case stands.
What ranks
What Google looks at for employment law firms
We work on each of these from the first month, and you can measure every one of them.
Employment Attorney as the main category
Use Employment Attorney as your main category, with Labor Relations Attorney as a secondary where it applies. Plaintiff-side firms sometimes add Civil Rights Attorney as a secondary for discrimination cases.
One page per major federal act
FLSA wage and hour, ADA accommodation, Title VII discrimination, FMLA leave and ADEA age each get a page, linked from your main employment law page. State equivalents like California's FEHA and New York's SHRL get their own pages in the states where you practice.
Clear plaintiff or defense positioning
Your homepage, profile description and every practice page should say clearly which side you take. A vague 'we handle employment matters' loses to firms that plainly say 'we represent employees' or 'we represent employers.' The side you advertise can differ from the one with the biggest fees, since most plaintiff-side firms work on contingency and earn less per case across more cases.
State-specific wage and hour content
California PAGA, daily overtime and meal and rest break premiums, New York's Wage Theft Prevention Act and Spread of Hours rule, and how at-will employment works in practice in Texas each get their own page where you practice. A general 'we handle wage and hour' page loses to firms with state-specific pages.
Disclaimer-clean representative-matter content
Publish settlement amounts where confidentiality allows, and otherwise describe matters by industry and type of outcome, with disclaimer wording that fits your state bar's rule. Most employment firms underuse this, and the ones that do it well outrank firms with bigger ad budgets.
Services that fit
Services that fit employment law firms
Most firms start with one or two services and add more later. Every service has a published price.
Other practice areas
Other practice areas we work with
Each practice area is marketed differently, so each one has its own page.
Family law
Each family law service gets its own page, and reviews are collected in a way that protects client privacy.
See the family law pageCriminal defense
Each charge type gets its own page, with after-hours intake and case results that carry the right disclaimers.
See the criminal defense pageImmigration
Each visa type gets its own page, in the languages your clients search in, kept current with USCIS changes.
See the immigration pageMass tort
Each active drug or exposure gets its own page, published soon after a filing, with TCPA-compliant intake.
See the mass tort pageDUI defense
We build state, charge-tier and DMV hearing pages, and tell you honestly which searches you can win.
See the dui defense pagePersonal injury
We build injury-type and state pages, and tell you honestly what you can win in the hardest legal market on Google.
See the personal injury pageEmployment law FAQ
Employment law questions
We take some plaintiff and some defense work. How do we position the firm?
Pick the side that brings in most of your revenue and write your public content for that side, while the other work continues without being advertised. Plaintiff and defense work have different intake, fees, reputations and searches, so a page aimed at both attracts neither well. Most mixed firms are 70 to 80 percent on one side anyway, so advertise that side and let the rest come through referrals.
California wage and hour cases are most of our practice. Is one PAGA page enough?
One page isn't enough. The California wage and hour pages that rank are specific: PAGA representative actions, meal and rest breaks, off-the-clock work, expense reimbursement under Labor Code 2802 and wage statement violations under Labor Code 226. Firms with five to seven of these pages outrank firms with one general page, and we usually build meal and rest breaks first (the most searched), then off-the-clock work, then PAGA.
Settlement amounts are usually confidential. How do we show track record?
We usually combine three approaches. You can describe matters by category ('wage and hour matter, restaurant industry, California, six-figure resolution, confidential terms'), cite published decisions from cases that went to summary judgment or trial, and use firm-wide totals like 'recovered over $X million for clients across Y matters' when every matter is confidential. Each has bar-rule limits, which we work through in week one before anything goes live.
EEOC charge filing vs court suit, what content actually ranks?
Both rank, for different people at different moments. 'How to file an EEOC charge' gets many searches from people early in the process, and 'discrimination lawyer near me' gets fewer from people ready to hire. Your discrimination page should cover both moments, from the right-to-sue letter and agency timeline to the lawsuit and the damages available, so the reader moves from gathering information to choosing a lawyer.
We do union-side labor work in addition to employment law. Same site or different?
Keep it on the same site, in its own section, with careful links between the two. Union-side labor work like NLRB practice, collective bargaining and arbitration has its own searches and clients, so a separate 'Labor relations' section next to employment law works well, with links where matters overlap, such as an individual grievance that turns into a discrimination claim. Separate domains usually split the links and reputation your site has built, and they are harder to maintain.
Get a free audit for your employment law practice
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