Both sides searched “dismissal”. Your page spoke to neither.
Your lawyers know employment law from both sides of the table. But an HR manager and an employee can type the same words on the same afternoon, and a site written for both reassures neither. This playbook shows how each side chooses a firm — and where the enquiry you wanted goes instead.
The short versionEmployment law firms usually lose the clients they want because one set of pages tries to speak to employers and employees at once, fees are explained for neither side, and urgent enquiries with a meeting or deadline attached wait days. Separating the two audiences, answering fees for each and routing by urgency fix more than extra spend.
Leak 3Slow replyUrgent disciplinary enquiry answered four days later.
Start here
Tick anything that sounds like your week.
Eight things employment law firms commonly describe. Select the ones that apply and we'll show what usually causes them, in the order we'd tackle it. Nothing is submitted.
Tick what applies3 of 8 selected
Why a good firm still loses the right client
Same search, opposite intent. Speak to one side at a time.
An HR manager and the employee they're about to dismiss can type almost the same thing on the same afternoon. One wants to get the process right; the other wants to know their rights. Both now ask an assistant first, then look for a firm that's clearly on their side, explains what it will cost and can talk this week. A site that tries to speak to both at once reassures neither, and the enquiry goes to a firm that picked a side.
01
The assistant answer that names an HR firm
Employment lawyer for a small business?
1Employer-side firmNamed first · cited
2HR consultancyNamed · guides
–Your firmNot namedMixed audience
Why don't AI assistants recommend our employment law firm?
Business owners ask assistants “do I need a lawyer to dismiss someone” or “employment law firm for a small business”. Assistants name firms and consultancies whose employer services are clearly described and consistently cited. A firm whose pages mix both audiences is hard to recommend to either.
02
The fee question each side asks differently
employment lawyer cost
Your page“Fees vary. Contact us.”Tab closed
Answered pageEmployer retainers · employee advice fees · fixed-fee reviewsQuoted by AI
Should an employment law firm publish its fees?
Employers want to know about fixed fees and retainers; employees want to know whether they can afford advice at all, and whether insurance or another route may cover it. A page that answers each separately — retainers, fixed-fee reviews, initial advice, how ongoing matters are charged — converts both.
03
The urgent enquiry treated as routine
We need to dismiss someone and the meeting is Friday. Can you help?Web form · 5:45 pm
Thank you for your enquiry. We will be in touch.4 days later · 9:30 am
Sorted it with another firm, thanks.9:52 am
Why do employment law enquiries go cold?
Employment problems arrive with deadlines: a meeting tomorrow, a dismissal last week, a settlement offer that expires. A generic form and a reply next week loses both employers and employees. Intake that asks which side and how urgent, then routes to a named owner the same day, keeps them.
What we'd do about it
Five moves, in the order that pays.
Fix the leaks first, then grow. Scaling a funnel that loses enquiries just spends more to lose more.
Move
W1W2W3W4W5W6W7W8W9W10W11W12M3+
01Separate the two audiencesEmployer and employee sections with their own pages, language, fees and intake — or one side made unmistakable if that is all you act for.Content Marketing
Weeks 1–4
02Answer the fee question twiceFee pages for employers (retainers, fixed fees) and employees (initial advice, reviews, funding), within the professional conduct rules where you practise.Content Marketing
Weeks 2–5
03Qualify and route by sideIntake asking which side, the issue, dates and urgency, with same-day routing to a named owner, a conflict check, and kind signposting for matters you don't take.Conversion Optimisation
Weeks 3–6
04Become citable for employersJudgement-led employer guides from named lawyers, consistent descriptions across directories and tracking of which questions name you.AI Search Optimisation
Weeks 4–11
05Then build retained workRetainer offers, HR manager updates and follow-up after fixed-fee work — once the basics work, because scaling a leaky funnel wastes money.Marketing Automation
Month 3 onward
Social presence · where clients on both sides check you
HR checks your LinkedIn. Employees check your map listing.
Employers judge you on LinkedIn; employees find you on the map and in short explainers. Six things decide whether either side sends the enquiry you actually want.
9:41●●● 5G
yourfirm.employment
YFYour FirmEmployment law firm
Employment law for employersAnd a separate desk for employeesBook a first call ↓
EnquireMessageCall
EmployersEmployeesFeesInsights
Dismissal: the processHR Q&A · by KavyaFees, stage by stageNew law, plain EnglishGrievance checklistEmployee rights · by TomSettlement terms FAQMeet the teamWebinar for HR teams
WEDEmployee explainerA rights question in under a minute.
THULaw change, explainedWhat it means for each side.
FRIWebinar inviteFor HR teams — with a sign-up link.
DAILYRepliesMessages answered within a working day.
What we'd watch
Your dashboard, minus the vanity metrics.
Six numbers that show whether the work is turning into new instructions — each pulled from a system you already own. The audit fills in your baseline; every sprint after shows the trend.
Firm growth · weeklyYour dashboard after the free audit
Enquiries by sideIntake form or CRM
Baseline—
Assistant mentionsAI visibility tracking
Baseline—
Time to first replyCRM
Baseline—
Enquiry to instructionPractice management system
Baseline—
Retainers signedBilling system
Baseline—
Unqualified paid enquiriesAd account and CRM
Baseline—
Your numbers, not ours
What is the slow reply actually costing you?
Three inputs only you know. We don't know your business yet — so nothing here is a benchmark, just your own arithmetic.
Runs in your browser. Nothing is stored or sent.
What you may be losing
$32,475a month in clients who book somewhere else — worked out from your three numbers above.
6 × 4.33 weeks× 1 in 2× $2,500
The fix is intake by side and urgency, not budget. Same-day routing to a named owner — weeks 3 to 6 of the plan.
Free with any monthly plan from $499. Domain, hosting and paid tools are bought by you and stay in your name; shops and booking systems are quoted separately. The 48-hour clock starts once your plan is active and the launch checklist is done.
yourfirm.comLIVE
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Schemallms.txtGA4Fast on mobile
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48h
Questions employment firms ask
Straight answers, no sales script.
Straight answers. If yours isn't here, a 30-minute call is the fastest route — no pitch, no deck.
We act for both employers and employees. Is that a problem?
Not at all, but the site should separate them. Each side needs its own pages, language and intake so neither feels the firm is on the other side. Conflict checks still happen at intake.
Do HR consultancies really compete with us?
For many smaller employers, yes, especially on retainers and day-to-day advice. Being clear about when legal advice matters and what a retainer covers makes the difference easy to see.
Should we publish fees?
Answer the question for each side: retainers and fixed fees for employers; initial advice, fixed-fee reviews and possible funding for employees. People who can't see how they'll be charged tend to assume the worst.
Is employment law content still worth writing when AI answers it?
Summaries of the law are worth less now. Content that shows judgement — what to do first, common mistakes, when to settle and when not to — still earns trust and citations.
What can our pages say about results?
They can describe how you work and what clients can expect. We don't write outcome promises or settlement-value figures, and case studies and testimonials stay within the professional conduct rules where you practise.
How long before we see a difference?
Intake and reply-time fixes can show within weeks. Assistant citations and rankings for employer topics usually take several months. We don't guarantee rankings, mentions or instructions.
Which social platforms matter for an employment law firm?
It depends which side you act for. Employers and HR teams check LinkedIn, so lawyers posting practical guidance there matters most. Employees search locally and watch short explainers, so your Google Business Profile and YouTube do more. Keep the two audiences on separate pages and posts, and stay within your professional conduct rules.
Do we get a free website for our firm?
Yes. Every monthly plan includes a free 5-page website for your firm — fast, AI-readable and yours to keep. It goes live within 48 hours once your plan is active and the launch checklist is done. Your domain, hosting and any paid tools sit outside the offer and stay in your name; online shops and booking systems are quoted separately. What's included
Free · one business day
Tell us about your firm. Get a plan back.
A strategist reads your brief and replies within one business day with what we'd fix first for your firm, a timeline and the real cost.
Reply in 1 business dayFrom a strategist, not a bot
Search your firm as an employer, then as an employee.
We'll check what assistants say about your firm for employer questions, review how your pages separate the two audiences, and time how fast an urgent enquiry gets a reply — then send you what we found.
Social presence · where clients on both sides check you
HR checks your LinkedIn. Employees check your map listing.
Employers judge you on LinkedIn; employees find you on the map and in short explainers. Six things decide whether either side sends the enquiry you actually want.
yourfirm.employment
Is your profile ready to sell?
Tap what's already true.
Where your clients look
A week that books, not just posts
Social Media Marketing Included in Zero to Hero (2 platforms) and Own The Answer (4 platforms).