Marketing for employment law firms
Employment is two businesses wearing one nameplate. On one side, an urgent enquiry with a deadline counted in working days. On the other, a company retainer that takes six months and three meetings to close. They need different pages, different channels and different intake, and mixing them costs a firm both.
A 30-minute video call. The audit document and the 90-day plan.
What changes
The individual enquiry has a deadline of days: late is the same as never.
The company retainer is a long sale and does not arrive through the same door at all.
A single site aimed at both audiences convinces neither.
Volume of individual enquiries can bury a firm in work that never becomes a retainer.
Two clients in one practice: the dismissed employee and the company that needs a retainer.
We separate the two from the first page. The individual side is built for speed: pages about deadlines and procedure, a Google profile that answers, an intake that replies the same day. The company side is built for patience: LinkedIn from the partner, comment on reform as it happens, a newsletter for HR directors and material a partner can leave behind after a meeting. Same firm, two machines, one dashboard that reports them separately.
How it runs
Two entry paths, cleanly separated
Individual and company sections that do not compete for the same page, the same headline or the same call to action.
Deadline and procedure content
The working-day clock is the strongest converting subject in the practice, and the one most firms leave unwritten.
LinkedIn aimed at HR and management
Where the company retainer is actually decided, months before anyone requests a proposal.
Comment on reform, published fast
Every change to employment law is a reason for a company to reconsider who advises it. The firm that explains it first gets the call.
Every service
Content & SEO
Eight pieces a month, reviewed to legal standards, and the rankings that carry them.
Newsletter & CRM
A fortnightly newsletter, a segmented CRM and three automations that stop enquiries going cold.
Social
LinkedIn three times a week for the partner and the firm. Measured in enquiries, never in likes.
PR & Media
One article a month in the house media, one third-party appearance a quarter.
Branded & Cases
One documented case a quarter, anonymised or with express authorisation.
Strategy & Data
A live dashboard, a quarterly plan and one number: cost per signed instruction.
Questions
Can one firm target employees and employers at once?
Yes, if the two paths are kept apart on the site and in the intake. What does not work is one homepage trying to reassure a dismissed employee and a managing director in the same paragraph.
Which side pays better?
The company retainer is worth more per client and takes far longer to win; individual work pays sooner and in volume. The plan sets the mix deliberately instead of letting whichever enquiry shouts loudest decide it.
What if we only want company work?
Then we take the individual pages off the critical path and put the weight on LinkedIn, PR and material for meetings. Say so in the audit and the plan changes shape.
Can we advertise how much compensation we obtain?
No. Compensation depends on facts and on a court. We write about process, deadlines and criteria, and we leave results to the file.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.