Employment law marketing requires different approaches depending on whether you represent employees or employers—or both. Each side has distinct needs, search behaviors, and decision-making processes. This guide covers strategies for both plaintiff-side and defense practices.
Understanding Employment Law Client Segments
Employee-Side Clients
Workers seeking legal help often share these characteristics:
- Emotional state: Angry, scared, or feeling victimized
- Urgency: May have filing deadlines or ongoing workplace issues
- Cost concerns: Looking for contingency or reduced-fee arrangements
- Information seeking: Researching whether they have a case
Employer-Side Clients
Companies seeking employment counsel have different priorities:
- Risk mitigation: Prevention-focused, not just problem-solving
- Relationship-driven: Looking for ongoing counsel, not one-off services
- Value-conscious: Evaluate legal services as business investments
- Expertise-focused: Want industry-specific experience
Website Design for Employment Law Firms
Plaintiff-Side Websites
- Empathetic messaging: Acknowledge workplace injustice
- Case type clarity: Clearly list types of cases you handle
- Free consultation emphasis: Lower the barrier to contact
- Results showcase: Settlements and verdicts that build confidence
- Mobile optimization: Many searches happen from personal devices at work
Defense-Side Websites
- Professional, corporate design: Reflects business sophistication
- Preventive services highlighted: Training, audits, policy review
- Industry experience: Sectors you've represented
- Responsive availability: Emphasize rapid response to claims
- Resource library: Compliance guides and updates
Service Pages
Create detailed pages for each area:
- Discrimination (race, gender, age, disability, religion)
- Sexual harassment
- Wrongful termination
- Retaliation claims
- Wage and hour disputes
- FMLA and leave issues
- Employment contracts
- Non-compete agreements
- Workplace investigations
- Employee handbooks and policies
- EEOC and state agency matters
SEO for Employment Lawyers
Plaintiff-Side Keyword Strategy
- Situation-specific: "Fired for filing workers comp claim," "sexual harassment at work"
- Rights-focused: "Can I sue my employer for," "wrongful termination [state]"
- Local intent: "Employment lawyer [city]," "discrimination attorney near me"
- Question-based: "What is considered workplace discrimination?"
Defense-Side Keyword Strategy
- Service-focused: "Employment defense attorney," "EEOC response lawyer"
- Prevention: "Workplace harassment training," "employee handbook lawyer"
- Industry-specific: "[Industry] employment attorney"
- Compliance: "Employment law compliance audit"
Content Marketing
High-performing content for both sides:
Plaintiff-focused topics:
- Signs you're being discriminated against at work
- What to do if you're being harassed at work
- Understanding wrongful termination
- Documenting workplace issues
- EEOC complaint process explained
Defense-focused topics:
- Employment law compliance checklists
- Handling employee complaints properly
- Conducting effective workplace investigations
- Responding to EEOC charges
- Updates on employment law changes
Paid Advertising Strategies
Plaintiff-Side Advertising
- Target specific claim types with dedicated campaigns
- Use emotional ad copy that resonates with wronged employees
- Emphasize free consultations and contingency fees
- Geotarget carefully to your service area
Defense-Side Advertising
- LinkedIn advertising targeting HR professionals and executives
- Google Ads for urgent defense needs (EEOC response)
- Content promotion for preventive services
- Remarketing to stay visible during long sales cycles
Lead Generation and Conversion
Plaintiff-Side Conversion
- Quick intake process to qualify cases efficiently
- Clear explanation of contingency fee structure
- Fast response to inquiries (cases have deadlines)
- Case evaluation forms that gather key information
Defense-Side Conversion
- Relationship-building consultations
- Clear explanation of retainer arrangements
- Proactive follow-up with resources and updates
- Proposals that demonstrate understanding of their business
Referral Networks
Plaintiff-Side Referrals
- Other plaintiff attorneys (personal injury, civil rights)
- Union representatives
- Community organizations
- Therapists and counselors (who see workplace stress)
Defense-Side Referrals
- CPAs and accountants
- HR consultants
- Business attorneys
- Insurance brokers (EPLI policies)
- Business bankers
Thought Leadership
Position yourself as the employment law expert through:
- Regular updates on employment law changes
- Commentary on significant cases
- Speaking at HR conferences and business groups
- CLE presentations on employment topics
- Articles in HR and business publications
Specialization Strategies
Differentiate through focused expertise:
- Claim type: Sexual harassment, wage and hour, ADA
- Industry: Healthcare, tech, manufacturing
- Client size: Small businesses, mid-market, enterprise
- Service model: Fractional employment counsel, training focus
Measuring Marketing Success
Track metrics relevant to your practice model:
Plaintiff-side metrics:
- Cost per qualified lead
- Case acceptance rate
- Average case value
- Claim type distribution
Defense-side metrics:
- Client acquisition cost
- Client lifetime value
- Retainer retention rate
- Revenue by service type
Building Your Employment Law Practice
Whether you represent employees or employers, success comes from demonstrating genuine expertise in the workplace issues that matter most to your clients. For employees, that means being a fierce advocate for their rights. For employers, it means being a trusted advisor who helps them build compliant, respectful workplaces.
Build your digital presence around your target clients' needs and concerns. Create content that addresses their questions and positions you as the expert. Invest in the referral relationships that naturally connect you with your ideal clients. And deliver results that turn every engagement into a potential referral.
The employment law landscape is constantly changing—new regulations, new case law, new workplace dynamics. The attorneys who stay current, communicate that expertise, and deliver exceptional client experiences will build practices that thrive regardless of market conditions.