The verdict in three sentences
An 8-lawyer employment law firm in London or New York can generate qualified enquiries from HR directors of mid-sized companies online, provided it follows its professional conduct rules: the SRA Code of Conduct and Transparency Rules in England, or Rule 7.1 of the New York Rules of Professional Conduct. The method relies on issue-based pages (redundancy programmes, settlement agreements, tribunal or court litigation, HR due diligence) written for a busy HR director, and a form that qualifies headcount and urgency. Typical agency budgets: £5,000 to £13,000 in London or $7,000 to $18,000 in New York; Kolonell vitrine grid: 1,220 to 5,340 EUR, in 5 to 7 weeks.
What the conduct rules allow in 2026
Law firm websites can present practice areas, fees, publications and even outcomes, provided they stay accurate and not misleading. The bans cover unsolicited approaches, naming clients without consent, unverifiable comparisons and wording that implies a guaranteed result.
| Practice | Allowed | Condition or limit |
|---|---|---|
| Listing practice areas | Yes | Specialist claims must be accurate and provable |
| Publishing fees | Yes, required in some cases | In England, price information is mandatory for unfair or wrongful dismissal tribunal claims |
| Naming clients | Yes with written consent | Confidentiality by default |
| Citing case outcomes | With care | In New York, past results need a disclaimer |
| Comparing with other firms | Only if verifiable | Misleading comparisons are prohibited |
| Paid ads (Google Ads, LinkedIn) | Yes | In New York, Attorney Advertising label required |
| Client reviews | Yes on third-party platforms | No incentivised or ghost-written reviews |
The SRA Transparency Rules matter for an employment practice: firms that act in employment tribunal claims for unfair or wrongful dismissal must publish price information, the factors that affect cost and typical timescales. In New York, the site is itself attorney advertising, with filing and retention obligations. Have a partner sign off every page before launch.
Issue-based pages written for an HR director
The HR director of a 400-employee company planning a restructuring does not search for employment lawyer London. They search for collective redundancy consultation 45 days, settlement agreement senior executive or WARN Act notice requirements in New York. Each query deserves a page explaining the framework, statutory timelines and the firm's role.
An effective collective redundancy page includes the typical timeline (30 or 45 days of consultation in the UK depending on numbers, 90 days of notice under the New York WARN Act for covered layoffs), the parties involved and common mistakes. With hourly rates of £300 to £600 in London or $400 to $800 in New York, a major restructuring often represents 150 to 400 hours. Showing these orders of magnitude reassures an HR director who must get a budget approved by finance.
| Issue page | Target query | Matter value, 2026 order of magnitude | Typical duration |
|---|---|---|---|
| Collective redundancies and layoffs | collective consultation timeline | £45,000 to £180,000 / $60,000 to $250,000 | 3 to 6 months |
| Settlement and separation agreements | executive settlement agreement | £3,000 to £15,000 / $5,000 to $20,000 | 2 to 6 weeks |
| Tribunal or court litigation | unfair dismissal defence | £15,000 to £60,000 / $25,000 to $120,000 | 12 to 24 months |
| HR due diligence before acquisition | employment due diligence | £10,000 to £35,000 / $15,000 to $50,000 | 2 to 6 weeks |
| Policies and handbooks | employee handbook review | £3,000 to £12,000 / $5,000 to $15,000 | 2 to 8 weeks |
| HR advisory retainer | employment law retainer | £1,500 to £5,000 / $2,000 to $7,000 per month | Ongoing |
Project budget and timeline
A 15 to 25 page firm website, with an insights blog and issue pages, costs £5,000 to £13,000 with a London agency or $7,000 to $18,000 in New York. Kolonell offers a vitrine grid of 1,220 to 1,830 EUR (Starter), 1,830 to 3,050 EUR (Growth, with blog and analytics) and 3,050 to 5,340 EUR (Premium, with in-depth SEO). The 5 to 7 week timeline includes one week for compliance review by the firm.
Maintenance (35,000, 75,000 or 120,000 FCFA per month, or 53, 114 or 183 EUR) covers security updates, a sensitive topic for a firm bound by confidentiality. The contact form must never invite clients to upload confidential documents: it captures headcount, issue and urgency, and the rest moves to a secure channel.
Mini case study
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James, managing partner of an 8-lawyer employment firm in London, currently receives 3 qualified inbound enquiries a month, mostly through referrals. He targets 5 a month with six issue pages and a qualifying form.
Calculation: 2 extra enquiries a month, or 24 a year. At a 30% conversion rate, that gives 7 new matters. At an average of 60 hours per matter and £380 per hour, each matter is worth £22,800, or about £160,000 of estimated additional revenue. The Premium site at 5,340 EUR plus maintenance at 1,368 EUR a year represents 6,708 EUR, a small fraction of that potential gain.
FAQ
Can a law firm publish its fees online?
Yes, and in England it is mandatory for certain employment tribunal work. Give a range, for example £300 to £600 per hour depending on seniority, and explain the factors that drive cost.
Can the firm publish outcomes it obtained?
Yes if the judgment is public and the client is not identified without consent. In New York, add the required disclaimer that prior results do not guarantee a similar outcome.
Can the firm run Google Ads?
Yes, if the message is accurate. Cost per click on employment law queries in London or New York can exceed £10 to £25 or $15 to $40 in 2026, which makes solid organic search valuable.
How long does a firm website take?
Plan for 5 to 7 weeks, including one week of internal review. Each issue page needs about 2 hours of partner review.
Do we need other languages?
If the firm advises subsidiaries of foreign groups, often yes. The number of languages is set in the quote, depending on the share of international clients.
Let's scope your project. Issue-based pages, compliance review built into the schedule and a qualifying form for HR directors, delivered in 5 to 7 weeks. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
