Introduction to Marketing for Employment Lawyers
As an employment lawyer you are generally on the plaintiff’s side, or the defense. Some employment law firms can market their services to both sides when they have transparency in presenting other clients they work with and to ensure clients there is not a conflict of interest. Marketing employment law services is all about personal connections and developing referral sources. When you market your employment law practice, it is important that all of your messages uniquely convey the experience you bring to your practice. One of the first steps to marketing an employment law practice is to conduct a review of your clients over the past three to five years and identify who referred the client to you.
To efficiently market employment law services, you need to be strategic and figure out what your niche is within the field of employment law. When you do marketing for employment lawyers, it’s important to acknowledge the personal nature of the practice. On the plaintiff’s side, some form of discrimination has been making an employee’s life miserable. It’s important when you market your employment law services that you are empathetic and supportive to the person you are consulting with.
If you market employment law services to larger companies and defend them against allegations of sexual harassment or other forms of discrimination, it’s important to first conduct an investigation into the allegations the business is dealing with.
Marketing Strategies for Employment Discrimination Lawyers
When you want to grow your practice, you must employ the right marketing strategies for your employment law practice. Having worked with employment law firms for over 25 years, we know what marketing strategies work for employment lawyers. Here are a few:
Maintain a list of your representative experience. Clients want to see you have done what they need, so summarizing the work you have done with other clients can pave the way to attracting clients in employment law. Keep them simple by focusing on the type of client, the client’s issue, the firm’s approach, and the result. All pieces of representative experience do not divulge any client-specific information.
Stay in touch with your past clients. Because employment law is such a personal and confidential service, a strong marketing strategy for employment law firms is to make a point of staying in touch with your past clients. You might even want to check in with them a few months after their issue has been settled. This is a very caring and considerate way to build your employment law practice.
Publish and Speak. The more you write articles and blog posts, and give presentations, the stronger your name recognition will become. Writing and speaking are two of the very best marketing strategies for employment lawyers. Done consistently over time, the more you write, the more you are asked to write, and the more you speak, the more sought after you are as a presenter.
Communicate with your Contacts. Staying in touch with your past clients and referral sources is a very powerful marketing strategy for your employment law practice. We recommend publishing a very content-rich communication at least quarterly. This type of strategy keeps your name recognition high. When people remember you, they refer you to others.
Website Design and Development for Employment Law Lawyers
As an employment lawyer your website will be paramount in generating the high quality leads you need to grow your employment law practice. Your website needs to be designed around your clients, not around your law firm. Website design and development for employment law firms needs to focus on connecting your prospective clients with the services and information they need. When designing the website for your employment practice, make the site as client focused as possible. It’s not about you and your service offerings as much as it is focusing on the type of clients you work with and how you help them with the most sensitive employment law issues.
It’s been many years since websites for employment lawyers have been optional. Today, a well designed and developed website will produce a steady stream of leads to you. The website for an employment lawyer will successfully communicate your experience, the type of clients you work with, and will showcase both your specific practice areas and the employment lawyers delivering services in different areas.
Online Reputation Management for Employment Lawyers
As an employment lawyer your online reputation is everything. Clients will seek you out and hire you if you have employed reputation management for your employment law practice. This means you are consistently providing a high level of relevant content on your website. You are actively posting on LinkedIn and commenting on others’ posts. In short, you are engaging with others. By engaging with those who follow you online, you will be building and managing your reputation as an employment lawyer.
Local SEO to Attract Clients to your Employment and Discrimination Practice
Let’s face it – there are a lot of employment lawyers out there. So how do you differentiate your services? By implementing a first-class SEO program. SEO for employment lawyers works. When your website is using today’s cutting-edge SEO strategies, you will be amazed at the number of qualified leads you will receive through your contact form on your website. Using SEO to attract clients to your employment and discrimination practice will turn the tide on new business development. The most critical part of effective SEO is to commit to creating new content for your website. You can’t SEO content that is not there. When people search for employment law keywords and phrases, it’s important your website is one of the top options that appear in the organic Google rankings (under the ads). If you have a sound SEO strategy to attract new clients to your employment law practice, your marketing efforts will feel less stressful. Most importantly, your SEO efforts will produce measurable results.
Pay Per Click – How it Works for Employment Law Firms
When marketing your employment law practice, Pay Per Click (PPC) advertising can produce high quality leads. The key is to know the highest-level value you bring to your clients, then to succinctly convey the messages in PPC advertising for your employment law firm. When PPC is used as part of the marketing mix, in addition to local SEO, your employment law practice will flourish. PPC should be part of how you generate marketing success as an employment law firm.