SEO
SEO for law firms
The claim-level pages and slow compounding work that wins wrongful termination and wage-and-hour searches over six to twelve months.
Practice Areas · Employment Law
Two audiences, opposite fears. Most employment sites serve neither.
Someone fired on Tuesday and a company writing a handbook are not the same visitor, and a site that tries to reassure both ends up convincing neither. Pick a side, say so above the fold, and build the pages that side actually searches for. FirmForte builds for that. $3,500 flat, 21 days, code and domain stay yours.
Why this market is different
The visitor has already decided something is wrong.
Employment law splits down the middle in a way almost no other practice does. On one side is a person who was just fired, demoted, harassed or shorted on pay: emotional, unsure whether they have a case at all, worried the lawyer will cost more than the claim is worth, and searching from a phone in the days right after it happened. On the other side is a business, often small, buying prevention rather than rescue: a handbook, a classification review, a policy, or defense when something has already landed. The first is buying reassurance and a plain answer. The second is buying risk reduction and wants to know you've done this before.
A site that hedges between them loses both. Employee-side visitors read a page that talks about "advising employers on compliance" and leave. Employer-side buyers read a page about "fighting for workers" and never call. The firms that do well here say which side they're on in the first line, and then answer that side's specific questions — which is exactly the content AI engines are being asked for now, because "can they do this to me" is a question people ask a chatbot before they'll ask a lawyer.
What this looks like
"Do I even have a case" goes to an AI now.
Illustrative, not a real firm. This is roughly what someone gets in the week after something happened at work, before they've decided whether it's worth a lawyer at all. The firms named here wrote a clear explanation of the claim and the deadline instead of a slogan. No trick, no markup magic. A clear answer an engine can quote, attached to a firm it can identify.
I was fired after reporting a safety problem. Do I have a case, and how long do I have?
Being fired shortly after reporting something can support a retaliation claim, but it depends on what you reported, who you reported it to, and which law covers it — different statutes protect different kinds of complaints, and they have different filing deadlines. Some are strikingly short, and several require you to file with a government agency before you can sue at all. Because the clocks differ and missing one can end the claim, the practical advice is to get the dates in front of a lawyer quickly rather than waiting to see what the employer does. A few firms that explain retaliation claims and their deadlines clearly:
- yourfirm.com — employee-side; explains retaliation claims, which agency handles them, and the deadlines that apply.
- a-bigger-firm.com
- another-firm.com
Deadlines vary by statute and by state and are often much shorter than people expect. Speak to a lawyer licensed where you work before relying on any general guidance.
What changes when the practice area is employment law
When they search
the moment
Days after something happened at work
What the site has to be
the structure
Side declared up front, then one page per claim
What proof carries weight
the evidence
The side you take and the forums you appear in
What we build for employment firms
Pick a side. Then answer its questions.
Every employment build starts from the $3,500 Launch foundation and gets shaped around whichever side you actually serve. Four things matter more here than in most practice areas.
01
The side you're on, stated in the first line
Employee-side, employer-side, or genuinely both with separate paths. Whichever it is, it goes above the fold, not three clicks deep in an About page. This is the single most common structural failure we see in this practice area: a homepage carefully worded to avoid alienating anyone, which reads to both audiences as "not for me." If you do serve both, we build two clearly separated entrances rather than one page trying to speak in two directions at once.
02
A page per claim, not one "Employment Law" page
Wrongful termination, discrimination, harassment, retaliation, unpaid wages and overtime, severance review, non-competes, leave and accommodation. Each is a different search from a different situation, and a catch-all page ranks and gets cited for none of them. We build the ones you take most at launch and add the rest on a retainer. Employer-side, the equivalent split is by service: handbooks, classification, investigations, defense.
03
Deadlines explained without stating them as legal advice
The most useful thing an employee-side site can say is that these clocks are short, that they differ by claim and by state, and that some claims require an agency filing before a lawsuit. That framing is genuinely helpful, converts urgency into a call, and is quotable by an AI engine — without putting a specific number on your site that may be wrong for a given reader's situation. Where you want exact figures published, they get verified against current sources and reviewed before launch.
04
Fee structure said plainly, whichever side you're on
Employee-side, the unspoken question is whether this costs money the person doesn't have — so contingency or hourly, consultation fee or not, gets stated rather than implied. Employer-side, the question is predictability, so flat-fee packages and retainer structures belong on the page. Both audiences are trying to work out whether talking to you is safe. All copy runs against ABA Model Rule 7.1 and your state's variation, and never implies a guaranteed outcome.
Claim and service pages
The pages this practice is actually searched for.
Two anchor pages come with the Launch build. The rest get added on Launch + Grow as your caseload and the local competition dictate. Each one is written for a specific situation and the question behind the search.
Wrongful termination
Discrimination
Harassment
Retaliation
Unpaid wages & overtime
Severance review
Non-competes
Leave & accommodation
Employer-side firms get the same structure mapped to services instead of claims: handbooks and policy, worker classification, internal investigations, wage-and-hour audits, and defense. Union and public-sector work carries its own rules and its own vocabulary, and gets scoped separately rather than folded in.
What it costs
$3,500 flat for the build. Same number for every firm.
An employment law site costs the same as any other Launch build: $3,500 one-time, 21-day delivery, posted on the pricing page for everyone. No premium for the practice area. If you want the ongoing content and AI-citation work that wins claim-level searches, Launch + Grow adds $1,750 a month and you can cancel after month three. For context, that's roughly half the legal-industry median retainer of about $4,000 a month.
Common questions
About employment law websites.
If your question isn't here, drop it in the audit form below. We answer everything within a business day.
At FirmForte, $3,500 flat for the Launch build: a five-page custom WordPress site with claim-level pages, a clearly declared side, plain fee explanation, AEO answer blocks, and bar-compliant copy, delivered in 21 days. Same price as any other practice area. Ongoing content and AI-citation work, which is what wins claim-level searches, is $1,750 a month on the Launch + Grow retainer, cancellable after month three. The wider legal-marketing industry quotes anywhere from $1,500 for a swapped-color template to $50,000-plus for a premium agency build.
Only if it does it with two clearly separated entrances. The two audiences are in opposite positions and want opposite reassurances, so a single page hedged to avoid alienating either reads to both as not-for-me. If you genuinely take work from both sides, we build distinct paths with their own language, their own claim or service pages, and their own calls to action. If you take one side, saying so plainly is worth more than the traffic you think you're keeping by staying vague.
We can, with care, and often the better version says something slightly different. Deadlines vary by statute and by state, several claims require an agency filing before a lawsuit, and a specific number on a page can be wrong for a given reader's situation. Saying clearly that the clocks are short, that they differ by claim, and that waiting can end a claim is genuinely useful, converts urgency into a call, and is quotable by an AI engine. Where you want exact figures published, they get verified against current sources and go through your review before launch.
That's what the AEO architecture is built for. 'Can they fire me for this' and 'do I have a case' are exactly the questions people now put to an AI engine before they will speak to a lawyer, and the engine sometimes names firms in its answer. To be one of them you need content that answers those questions in plain language the engine can quote, attached to a firm it can clearly identify. We write that content and reinforce the entity footprint. Schema sits underneath as hygiene, not as the trick. AI citations for a clean entity usually start showing inside about ninety days; Google ranking is a six-to-twelve-month compound.
For the ones you actually take, yes. Wrongful termination, discrimination, retaliation, unpaid wages and severance review are different searches from different situations, and one 'Employment Law' page can't rank or get cited for any of them well. The Launch build includes two anchor pages, and the rest get added on the Launch + Grow retainer in a measured cadence rather than publishing a stack of thin pages at once. We don't build pages for claims your firm doesn't take.
All copy gets a pass against ABA Model Rule 7.1 and your state's variation before launch. The particular risk in this practice area is implying that a described situation is a winnable claim, which is both a rule problem and a way to attract calls you'll have to turn down. We write about what a claim generally involves rather than what a reader's claim is worth, we never write outcome guarantees, and we add disclaimers where the rules call for them. If you have a designated compliance reviewer, final copy routes through them.
Often, yes. The Audit + Fix tier is $1,500 and targets what's holding an existing site back: a homepage that doesn't say which side you take, one catch-all practice page instead of claim pages, no explanation of fees, no schema, slow mobile load, an empty blog. We run a free audit first so you can see exactly what's wrong before choosing between a focused fix and a full rebuild. If the foundation is sound, a fix is the honest call and we'll say so.
Two clocks. AI citations and Google Business Profile visibility can move within weeks to a couple of months for a firm with a clean setup and no dominant competitor already owning the queries. Organic ranking for a city plus 'employment lawyer' is a six-to-twelve-month compound. Because employee-side searches are urgent and often happen within days of an incident, the fastest lever is usually claim-level content plus local and AI visibility, so the right people find you while they're still deciding whether to act.
You own all of it. WordPress, fully exportable, with your choice of editor (Divi, Elementor, or the block editor). Domain stays in your registrar. Google Business Profile under your Google account. Hosting in your name on a vendor you pick. No proprietary CMS, no 12-month contract. If you ever leave, you take the whole thing with you. That's the entire point of how FirmForte is built.
Related services
What carries an employment firm after launch.
The site is the floor. In a practice where the visitor is deciding whether they have a case at all, these are what move you up it.
AEO
AEO for law firms
Get named when someone asks an AI engine whether they can be fired for something. Built into every site at launch.
GBP
Google Business Profile
Map-pack ranking and a review strategy for a visitor checking that you're real before they explain what happened at work.
Digital PR
Digital PR & Attorney Branding
Bylines and earned placements that make you the named expert when a reporter or an engine needs one on a workplace story.
Want the deeper playbook? Read what actually belongs on a practice-area page and writing content the way clients actually ask on the field guide.
Other practice areas
Same build, shaped differently.
Every vertical is the same $3,500 Launch foundation. What changes is the page structure, the questions answered first, and the tone. If you practice in more than one of these, we build the pages that carry the most weight for you.
Practice area
Bankruptcy
The cost question answered on the page, for a reader too embarrassed to call and find out.
Practice area
Business law
Matter pages, stated fees and a bio that sells, for a founder weighing you against a template.
Practice area
Criminal defense
Click-to-call and a page per charge, for the 2am search after an arrest.
Practice area
Estate planning
Education-led pages per instrument, for a client comparing firms over a week.
Practice area
Family law
A page per matter for a private client who reads for days before calling.
Practice area
Immigration
Plain copy that translates cleanly, for a deadline-driven client often searching from abroad.
Practice area
Personal injury
Intake-first pages for a client searching from a phone in the hours after a crash.
See it built
The same $3,500 foundation, shaped per practice. Here's what it looks like shipped.
- Wai, Connor & Hamidzadeh, LLP
- Markey Law Partners
- Evan Sugar Law
- Strawhun Law, PLLC
- +5 more
Free website & AEO audit
A second pair of eyes on your current site.
Send us the URL. Within 48 hours, we'll come back with a 6-page report covering what's converting, what's leaking, and where your firm shows up (or doesn't) in AI search.
- Homepage + top 3 practice-area pages reviewed
- AI citation check across ChatGPT, Perplexity, Google AI Overviews, Claude
- Schema markup & page speed audit
- Top 3 highest-impact fixes, ranked by ROI
- Competitor citation comparison
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