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Employment lawyer marketing for the side of the table you're on
A worker who was just fired and an HR director facing a new state law both search for an employment lawyer, but they want very different things. Our employment lawyer marketing and SEO starts with which side you represent, then builds the pages, profiles and intake that bring in the cases you actually want.
See whether ChatGPT, Google and Perplexity mention your firm. Your report arrives by email within 2 business days. No sales call.
- Say who you help
- Ask a few questions
- Track what turns into a case
- Follow up fast
Worker-side and employer-side firms need different marketing
The first question we ask an employment firm is simple: who do you represent? The answer changes almost everything about the plan.
| Worker-side (plaintiff) firms | Employer-side firms | |
|---|---|---|
| Who’s searching | Someone just fired, harassed or underpaid | An HR director, a founder, a company’s general counsel |
| How they search | “wrongful termination lawyer near me”, “unpaid overtime lawyer” | “employment lawyer for small business”, “handbook review attorney” |
| Urgency | High, often days after the event | Varies: a complaint just landed, or a law just changed |
| What builds trust | Clear explanations, reviews, how fees work | Credentials, articles, LinkedIn, who else you advise |
| Where we focus | SEO, Maps, ads, intake screening | Content, LinkedIn, attorney profiles, referrals |
Some firms do both. If yours does, we keep the two audiences on separate sections of the site so nobody feels they’ve landed in the wrong place.
How workers search after something goes wrong at work
Worker-side clients usually search soon after a firing, a demotion or a final paycheck that came up short. They’re angry, worried about money and not sure whether they even have a case.
Their searches tend to describe what happened, not the legal claim:
- “fired after reporting harassment”
- “boss won’t pay overtime”
- “fired for taking medical leave”
- “can my employer fire me for being pregnant”
- “do I have a wrongful termination case”
Our employment lawyer SEO builds a page for each situation you want more of. Each one explains, in everyday language, what the law in your state says, what to do next and how your firm can help. Those pages also answer the questions people now type into ChatGPT, which tends to quote specific, well-organized sources.
State law is the search
Employment law changes at the state line, and so do the searches. “California final paycheck law” and “Texas at-will employment” are different questions with different answers.
Our content marketing team writes for your state, and for each state you’re licensed in:
- Wage and hour rules: overtime, meal breaks, final pay, misclassification.
- Leave and accommodation: family leave, disability, pregnancy.
- Discrimination and retaliation under your state’s law as well as federal law.
- Non-competes and severance agreements, where the rules keep changing.
When a state passes a new employment law, a timely, accurate page is one of the quickest ways to show up for the searches that follow.
Intake that screens before it rings
Worker-side firms get a lot of inquiries that aren’t cases they can take. Good marketing brings in more of the right ones, not just more calls.
Say who you help
Pages that explain what you do and don’t take, and how contingency or hourly fees work for each kind of case.
Ask a few questions
A short form that asks for the basics (employer size, dates, what happened) so your team can prioritize.
Track what turns into a case
Call tracking and form tracking show which pages and searches bring in matters you accept, not just volume.
Follow up fast
Our Lead-to-Consultation Kit gives your team an intake guide and speed-to-lead steps.
For worker-side firms that need calls this month, Google Ads with screening landing pages can fill the gap while SEO builds.
Employer-side: be the firm HR already knows
Employer-side clients rarely pick a lawyer from a map. They pick one they’ve read, heard speak or been referred to, then check the attorney’s profile before the first call.
Reviews when the other side is a former employer
Employment firms face a reputation problem other practices don’t: the people on the other side of your cases can leave reviews too. A disgruntled manager or a company you sued can post a one-star rating without ever being your client.
Our reputation work handles both halves
- A steady request system for clients who are happy with how their matter went, timed for the end of the case.
- Calm, private replies. Responses never confirm someone was a client or mention a case, and they never argue.
- Reporting reviews that break Google’s rules, such as reviews from people who were never your clients. No one can promise removal, but rule-breaking reviews are worth reporting.
- Monitoring, so a new negative review never sits unanswered for weeks.
Reviews matter most for worker-side firms, where people compare firms on the map. For employer-side firms, a clean, professional profile is usually enough.
Nick is a creative web designer with high integrity. Nick upgraded my website to a much more impressive site and listened to my requests and desires carefully to provide a creation very much comparable to my personality and business style. I am very pleased with the results and he continues to work with me to insure the website is as I want it to be. I recommend Nick and PointClick without hesitation to anyone who wants to update your website
Skanadore Reisdorph Law Office
How it comes together
All of this runs inside the PointClick Client System, with a monthly report and a call with our founder. We’ve worked with law firms since 2008, and law firms are all we do.
The PointClick Client System starts at $2,500/month. If you’d like to start with something smaller, see every way to get started.
Questions firms ask
Do you work with worker-side or employer-side employment firms?
Both, and we market them very differently. Worker-side firms need search visibility for wrongful termination, harassment and wage claims, plus intake that screens cases quickly. Employer-side firms need credibility with HR teams and business owners, which comes more from LinkedIn, timely articles and referrals than from Maps. Many of the tools overlap; the plan doesn't.
Why does employment law SEO need state-specific pages?
Because the law and the searches change at the state line. Final paycheck rules, overtime, leave and non-compete laws differ from state to state, and people search with their state in mind. A general page about wrongful termination competes with national sites. A page about your state's rules answers the real question and ranks closer to home.
How do you cut down calls that aren't real cases?
With clear pages and a smarter intake form. We explain what you do and don't take, and how contingency or hourly fees work, before anyone calls. The form asks a few screening questions, such as employer size and dates, so your team can prioritize. Call tracking shows which pages bring in cases you accept.
Should employment firms run Google Ads?
Worker-side firms often should, for searches like 'wrongful termination lawyer', with landing pages that screen as they convert. Employer-side firms usually get more from SEO and LinkedIn. We'll tell you which fits after the free audit. You pay Google and Meta directly; we set and manage the budget.
How much does employment lawyer marketing cost?
The PointClick Client System starts at $2,500/month. Firms that cover several states, or both worker-side and employer-side clients, usually invest more, because there are more pages and audiences to build for. There's no setup fee and no long-term contract, and you'll get a firm number after the free Growth Audit.
Related pages
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