Employment law
Two audiences. Two clear paths.
Employee-side and employer-side work need distinct pages. Start with the audience your firm serves, then connect the useful answers to the right conversation.
Book a FREE Strategy CallTwo audiences, two different searches
Employee-side firms handle wrongful termination, discrimination, harassment, wage and hour claims and retaliation. Their clients search like injury clients do: urgently, locally, and by the problem they have.
Employer-side firms handle HR counseling, compliance, internal investigations and defense. Their clients search like the buyers of a business law firm: carefully, comparing firms, over a longer decision. The pages, the content and the reporting all have to match the audience you serve.
Pages that follow the worker's story
Employee-side pages should follow the problem as a worker describes it. Most people are worried about money, references and what comes next, and they want plain answers.
These topics overlap, and federal and state rules differ, so your attorneys check each page's eligibility, deadlines and process before it goes live. Attorney bios and reviewed case examples build trust where your advertising rules allow. Local visibility and reviews are measured, not assumed.
Discrimination and harassment
What counts, what to keep, and where a complaint goes.
Wages and hours
Unpaid overtime, missed breaks and misclassification.
Leave and accommodation
Medical leave, family leave and disability accommodations.
Termination and retaliation
Being let go after speaking up, and what can be done about it.
Employer-side work is won on depth
Employer-side sites need a main page with service pages under it: employee handbook drafting, HR audits, internal investigations, employment litigation defense, severance and separation, and non-compete matters.
The readers are HR directors and general counsel. Depth and credibility matter more than the map pack. Case studies shared with client permission, and articles that explain new rules clearly, are what bring consultations. The first contact is often a request for a proposal rather than a phone call, so the site should make that easy.
Both sides, kept clearly apart
Some firms work both sides, often a small partnership where the partners split the practice. Then the site has to keep them apart: separate sections of the site (or separate sites), separate services on your Google Business Profile, and separate streams of articles.
Mixing them confuses everyone. A worker who lands on a page about defending employers will leave, and so will the HR director who lands on a wrongful-termination page. The multi-practice page explains how to keep sections apart on one site, and site structure covers the detail.
Local work sized to your audience
For employee-side firms, local results matter a good deal, because people want a lawyer nearby who knows their state's rules. Your Google Business Profile, the map pack and a steady review program get real attention. For employer-side firms, the profile still needs to be complete and accurate, but the weight shifts to depth and reputation.
Different sides, different scoreboards
For both sides, the scoreboard is signed matters and what each one cost. On the employer side the path is longer, so we also show proposal requests and consultations along the way. Both come from your own intake records.
Worker calls are often urgent and deadlines to file can be short, so the first reply matters. Intake support sets up routing, screening questions and follow-up, while your team does the answering.
Employment often meets other practices. A worker who is hurt and then let go may have a workers' comp claim too, and a crash on the job can overlap with personal injury. More practice plans are on the SEO for law firms page.
What you get in an employment engagement
Decision first
Which audience your site serves, or both.
Structure
A main page with claim-type or service-type pages under it, kept cleanly apart if you serve both sides.
Local
Your Google Business Profile, sized to your audience: fuller for employee side, lighter for employer side.
Content
Claim explainers and right-to-sue guides for employee side; HR updates and compliance guides for employer side.
Reporting
Cost per signed matter on both sides, with proposal requests and consultations shown along the way on the employer side.
Before you make the plan.
Can one website serve both sides?
It can, if each side has its own clearly separate section, services and articles. A reader should never land on the wrong side's page.
Should employee-side pages mention filing deadlines?
Yes, where your attorneys confirm them for your state. Deadlines to file can be short, and people need to know early.
Do employer-side firms need reviews?
They help, but they carry less of the decision. Case studies shared with client permission and clear articles often matter more.
How do we start?
With a free strategy call, plus a written audit of your site that is yours to keep.
The next useful question.
See how this work connects to the rest of your plan.
Start with your firm
Which side of the matter do you serve?
We’ll look at your employee and employer work, then plan distinct pages and inquiry paths around the audience your firm wants to reach.
Book a FREE Strategy Call