Employment law has strong, steady search demand in Canada. “Employment lawyer” draws about 9,900 searches a month, “employment lawyer Toronto” about 2,400 and “wrongful dismissal lawyer” about 1,300. Competition is high, and many people who search have just lost their job and want one answer: is my severance offer fair? Employment firms that win online answer that question better than anyone else, then make it easy to get an offer reviewed. This guide shows how, for both employee side and employer side practices.
Decide which side you market to
Employee clients and employer clients search differently and need different messages:
| Employee side | Employer side | |
|---|---|---|
| Typical searches | “wrongful dismissal lawyer”, “severance pay calculator”, “fired without cause” | “employment contract lawyer”, “how to terminate an employee Ontario”, “workplace investigation” |
| Main worry | Money, timing and cost of a lawyer | Risk, liability and getting it right |
| Best channels | Search, Google Ads, reviews | Content, LinkedIn, referrals from accountants and HR consultants |
| Offer to lead with | Severance package review | Contract templates review, termination planning, HR policy audits |
We help Canadian law firms rank for their practice areas and the cities they serve.
If you serve both, separate the journeys on your website so each visitor sees content written for them.
Content that ranks for employment law
Employment questions are specific and repeated thousands of times a month. Strong topics:
- Termination pay and severance under the Employment Standards Act, 2000 in Ontario, compared with common law reasonable notice.
- Constructive dismissal: what counts and what to do.
- Should I sign my severance package?
- Termination clauses and when they may not be enforceable.
- Workplace harassment, human rights complaints and accommodation.
- Non competition and non solicitation clauses, including Ontario’s 2021 ban on most non compete agreements.
- Province specific versions for BC, Alberta and other provinces you serve.
Tools work especially well here. A severance estimate tool that explains its assumptions, sends the user to a lawyer review and clearly says it is not legal advice can earn links and leads. Keep it accurate and reviewed by a lawyer.
Turn the severance review into your main offer
Most employee clients arrive with a document: a termination letter or a severance offer. Build your website and ads around reviewing it:
- A dedicated “severance review” page that explains what you check and what happens next.
- Secure upload for the offer and contract.
- A clear explanation of how fees work, including any contingency or flat fee review options you offer.
- A fast response promise you can keep, such as a call back the same business day.
Google Ads for employment lawyers
Average clicks are around US$11 to US$12 for the main terms in our data, so ads can be profitable when tightly managed:
- Separate campaigns for wrongful dismissal, severance review, harassment and employer services.
- Negative keywords for job searches, “employment lawyer jobs”, “employment standards complaint form” and “EI” if you do not handle them.
- Call tracking and imports of retained clients from your CRM.
See Google Ads for lawyers and the cost per click by practice area.
Local SEO and reviews
Many employment searches include a city. Keep your Google Business Profile complete, list employment services individually and build reviews steadily. Clients who got a better package after your review are often happy to say so, as long as they can avoid naming their former employer. See our local citations guide.
LinkedIn for employer side work
HR leaders, founders and CFOs spend time on LinkedIn. Short posts on new legislation, practical termination checklists and webinars for HR teams build the trust that leads to retainers. Pair that with an email update for clients and referral partners.
Compliance points
Avoid promising a set multiple of months of severance or a guaranteed increase on any offer. Describe results carefully and in context, because misleading statements about outcomes are restricted under Law Society rules. See lawyer advertising rules in Canada.
For a program built around your practice, see our SEO for lawyers, or read the law firm marketing playbook.
Ready to grow an employment law practice? See our employment lawyer SEO service.
Frequently asked questions
How do employment lawyers get more clients?
Rank for the questions people ask after losing a job, lead with a severance review offer and run focused Google Ads with fast follow up.
How much search demand is there for employment lawyers?
In our October 2026 data, employment lawyer drew about 9,900 searches a month in Canada.
Should employee side and employer side marketing be separate?
Yes. They search differently and worry about different things, so give each its own pages and messages.
Is a severance calculator a good idea?
It can be, if it is accurate, explains its assumptions, is reviewed by a lawyer and says clearly that it is not legal advice.
What content works best for employment law?
Severance and termination pay, constructive dismissal, termination clauses, harassment and province specific rules.
Do Google Ads work for employment lawyers?
Yes, when campaigns are split by case type, negative keywords block job searches and retained clients are tracked.
Is LinkedIn useful for employment lawyers?
Especially for employer side work, where HR leaders and founders are the buyers.
Can we promise clients more severance?
No. Avoid promising amounts or increases, and present past results in context.
How do we collect reviews from employment clients?
Ask after a successful outcome and let clients avoid naming their former employer.
What should a severance review page include?
What you check, what happens next, how fees work, secure upload and a response time you can keep.
