Employment law marketing, positioned for the side you actually take.

Pick the side that drives most of your revenue and write the public-facing content to that side cleanly. Cross-over work can continue without being advertised. The reason is that plaintiff-side and defense-side employment work are not just different clients, they are different intake paths, different fee structures, different reputational signals, and different searcher queries. A page that tries to attract both ends up attracting neither well. The decision is usually clearer than it feels: most firms with a mixed practice are 70 to 80 percent on one side and use the other side as referral relationship work. Advertise the dominant side; let the other side stay quiet and continue through referrals.

No. The pages that rank in California wage and hour are surprisingly specific: PAGA representative actions, meal and rest break premiums, off-the-clock work, expense reimbursement claims under Labor Code 2802, wage statement violations under Labor Code 226. Each is a distinct keyword cluster with distinct searcher intent. Firms that build five to seven California-specific wage and hour pages outrank firms with one general 'California wage and hour' page. The build order we usually recommend is meal and rest breaks first (highest volume), then off-the-clock work, then PAGA as the bridge into representative work.

Three approaches, often combined. Representative matters described categorically, for example 'wage and hour matter, restaurant industry, California, six-figure resolution, confidential terms,' which respects confidentiality while showing pattern. Published opinions and decisions where the matter went to summary judgment or trial and resulted in a non-confidential decision, those can be cited fully. Aggregate firm-level numbers, for example 'recovered over $X million for clients across Y matters,' which firms sometimes use when individual matters are uniformly confidential. Each approach has a bar-rule footprint we manage in week one before any content launches.

Both, separately. 'How to file an EEOC charge' is high-volume, low-commercial-intent content that builds topical authority and brings in clients early in the timeline. 'Discrimination lawyer near me' is lower-volume but high-commercial-intent and converts faster. A discrimination practice page should cover both moments: the early one (right to sue letter, charge process, agency timeline) and the late one (lawsuit after the right to sue, what damages are available). The content path moves a searcher from the early moment, when they are gathering information, to the late moment, when they are picking a lawyer.

Same site, different content section, careful internal linking. Union-side labor work (NLRB practice, collective bargaining, union-side representation in arbitration) is a related but distinct practice with its own keyword profile and its own client type. Union officers and union members find counsel through different searches than non-union employees do, and the content should reflect that. A clean way to handle it is a separate 'Labor relations' section that lives alongside the employment law section, with cross-links where the matters overlap (for example, individual employee grievances that bridge into discrimination claims). Splitting them onto separate domains usually fragments authority and is harder to maintain.