Law firm marketing
Marketing for employment law firms
PSM Marketing is the outsourced marketing department for employment law firms, whether you represent employers, employees or both. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, leads a team that makes your firm easy to find, clear about who you serve and trusted before the first call.
Reviewed by Terrie S. Wheeler, MBC.
Updated November, 2026
How clients choose an employment lawyer
Employers and employees look for help in very different ways. Your marketing has to speak clearly to the side you represent.
Employees search in the moment
After a firing or a hard day at work, people search “wrongful termination lawyer” or “am I being paid fairly” and call the firm that answers their question.
Employers hire through referrals
Business owners and HR leaders usually ask their accountant, banker or business attorney first, then check your firm out online.
Specifics build confidence
Visitors want to see the exact issues you handle, such as discrimination, harassment, wage disputes, compliance or executive contracts.
Timely updates show expertise
Employment law changes often. Client alerts and webinars on new rules keep employers coming back to your firm.
Your outsourced marketing department
Referrals alone aren't enough anymore, and your attorneys don't have time to run a marketing program. PSM Marketing gives your firm a partner-level strategist, a dedicated client marketing lead and a full creative and digital team, for less than the cost of one in-house hire.
Outsourced marketing
A full marketing team that works as your marketing department every month, for $4,000 to $10,000+ a month.
Learn more →
Quickstart Package
A marketing plan and the essentials to carry it out, for smaller firms and solo practitioners, at $2,000 to $4,000 a month.
Learn more →
Fractional CMO
Senior marketing leadership for firms that already have an in-house marketing team.
Learn more →
Marketing coaching
One-on-one business development coaching for attorneys and practice groups.
Learn more →
How PSM helps employment law firms
Strategy
A written plan built around the side you represent, with goals for search, referrals and client communications, built on The Four Pillars of Marketing™.
Branding
A clear identity, whether you're the employer's trusted advisor or the employee's advocate, carried through every page and profile.
Websites
A clean, fast site with pages for each issue you handle and attorney bios that show your experience.
SEO
Visibility for searches like “wrongful termination lawyer” or “employment law firm near me,” plus your Google Business Profile and reviews.
AI search optimization
Visibility when employees or HR leaders ask ChatGPT, Gemini, Perplexity, Copilot or Claude about workplace rights or compliance.
Content + communications
Client alerts, newsletters and LinkedIn posts on new employment rules, always edited and approved by a person.
Also for law firms: Local SEO for lawyers · Reputation management · All law firm marketing
What clients say
“PSM has been our outside marketing firm since 2019 and they have been great partners. Our law firm has grown from six lawyers to 15 now, and PSM has kept pace with our growth. They are strategic, practical, knowledgeable, and enthusiastically helpful.”
— Todd T., Google review
“Professional services firms continue to grapple with how to effectively market themselves. Terrie and team are the answer [...] The PSM model works.”
— Beth L., Google review
“They are the best for legal marketing and networking and business development.”
— Toni H., Google review
Marketing for employment law firms: questions
Should our marketing target employers or employees?
The side you represent. Employers and employees search, decide and respond to marketing differently, so a firm that serves both usually needs separate pages and messages for each.
What marketing works best for employment law firms?
SEO for the issues you handle, a clear website, attorney bios, referral relationships and timely content like client alerts on new rules.
How do client alerts help an employment practice?
They show employers you're watching changes that affect them, keep your firm top of mind and give referral sources a reason to share your name.
Can we share case results in our marketing?
Often, with client permission and the disclaimers your state requires. PSM follows your state's rules of professional conduct. Minnesota firms can read our guide to Minnesota lawyer advertising rules.
Do you work with employment law firms outside Minnesota?
Yes. PSM Marketing is based in St. Paul and Rush City and works with law firms across the country by video.
Law firm marketing insights
Let's talk about your firm's marketing.
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with a clear view of what to do next, whether or not we work together.