Building a Strong Employment Law Practice: Marketing Insights from Shawn Wanta
In a recent episode of the Pareto Legal Podcast, Shawn Wanta, managing member of Wanta Thum, shared valuable insights about marketing and client relationships in employment law. As a recognized employment attorney championing workplace equity through class and collective actions, Shawn offered a unique perspective on how law firms can effectively market their services while maintaining authenticity and providing value to potential clients.
Educational Marketing: The Foundation of Client Trust
Shawn emphasizes that employment law marketing differs significantly from other practice areas, like personal injury or family law. While clients in those fields typically know they need legal help, employment law prospects often aren’t sure if their situation warrants legal action. This uncertainty creates both challenges and opportunities in the marketing approach.
The firm’s marketing strategy focuses heavily on education, helping potential clients understand whether they have a viable claim before they make that first call. By offering educational resources, Wanta Thum reduces potential clients’ anxiety about reaching out to attorneys and helps them see the value of consulting with an employment lawyer. This strategy fosters trust and positions the firm as a reliable source of information and guidance.
The Educational Marketing Paradox
While providing educational content is crucial, Shawn notes the delicate balance required. The goal is to give potential clients enough information to recognize when they might need legal help without encouraging them to self-select out of valid claims. Employment cases often involve complex legal issues that clients may not initially recognize, making this balance essential.
For example, many clients contact the firm believing they have an age discrimination case, only to discover through consultation that they actually have a strong whistleblower claim. This underscores why educational content should inform without oversimplifying legal matters. By carefully crafting content, law firms can ensure that potential clients feel empowered to seek legal advice rather than dismissing their concerns prematurely.
The Power of Authentic Client Relationships
Wanta Thum’s approach to client relationships is embodied in their unique mascot—the “karma chameleon.” This symbol represents the firm’s adaptability and commitment to meeting clients where they are in their journey. The chameleon concept extends beyond marketing into their operational philosophy, emphasizing the need to evolve with clients throughout their cases. This commitment to genuine client engagement helps build trust and fosters long-term relationships.
Intake Strategy and Conversion Expectations
Unlike personal injury firms that might expect 50% conversion rates, Wanta Thum maintains a 7% conversion rate—and they’re satisfied with this number. This lower conversion rate reflects their commitment to helping everyone who reaches out, whether or not they become clients. The firm’s philosophy is that every contact should leave better informed than when they first reached out. By prioritizing education and assistance over immediate conversions, they create goodwill and a strong reputation within the community.
Digital Marketing Tactics and Client Acquisition
Shawn shared several insights about effective digital marketing strategies for employment law. One key aspect is focusing on common language rather than legal jargon. Potential clients are more likely to search for terms like “wrongful termination” rather than technical legal phrases. Google Ads play a role in generating leads, though they often produce lower-quality prospects. Despite this, they remain an essential part of the marketing mix.
LinkedIn is another important platform, primarily used for brand awareness and referral networking rather than direct client acquisition. Additionally, the firm strategically targets metropolitan areas where they have offices, ensuring their marketing efforts reach the right audience.
Long-Term Relationship Building
Wanta Thum maintains connections with past clients and contacts through various channels. Regular email newsletters provide firm updates and highlight important legal developments. Social media engagement keeps audiences informed with educational content, while updates about state law changes help people stay aware of their rights. The firm also shares personal news to maintain a human connection with its audience, reinforcing its brand identity and approachability.
Measuring Marketing Success
Shawn takes a nuanced approach to marketing metrics. While top-of-funnel activities aren’t strictly measured for ROI, direct response channels like Google Ads are held to specific performance benchmarks. Post-intake surveys provide immediate feedback on client experience, helping the firm refine its approach. Additionally, Wanta Thum maintains a marketing scorecard system to track community involvement and outreach, ensuring their efforts align with their broader mission.
Final Thoughts
Shawn’s approach to employment law marketing emphasizes the importance of leading with value and building authentic relationships. Rather than focusing solely on immediate client acquisition, the firm takes a long-term view, believing that helping everyone who reaches out—whether they become clients or not—ultimately serves both the community and the firm’s growth.
This strategy, combined with their commitment to education and authentic communication, has helped Wanta Thum build a strong reputation in employment law while maintaining high client satisfaction. Their impressive Google reviews (4.8 stars from 54 reviews) serve as a testament to the effectiveness of their client-centric marketing approach. By prioritizing education, authenticity, and long-term engagement, employment law firms can create a sustainable marketing strategy that benefits both clients and the practice.
