Case Study · Legal · Employment Law · Bilingual
How We Helped The Work Justice Firm Become California's Go-To Employee Rights Firm
A bilingual paid-plus-organic strategy that 4.8x'd signed cases, slashed cost per lead by 59%, and unlocked LA's massive Spanish-speaking workforce, turning a focused employment law firm into the most visible workers' rights advocate across two languages.
The Work Justice Firm
Los Angeles, CA · Employment Law
Industry
Employment Law
Specialty
Employee Rights
Languages
English + Spanish
Engagement
Ongoing
Engagement
Active · Ongoing
Two Languages. One System. Massive Growth.
+367%
Organic Traffic
4.8x
Signed Cases / Month
-59%
Blended Cost Per Lead
184
Keywords in Top 10
A Firm That Fights Only for Workers
The Work Justice Firm is a Los Angeles-based employment law and workers' compensation practice founded by Brent, a Super Lawyers Rising Star with degrees from Tulane University Law School and Washington University in St. Louis. The firm exclusively represents employees, never employers across the full spectrum of workplace issues: discrimination, harassment, wrongful termination, retaliation, unpaid wages, whistleblowing, workplace accidents, and workers' compensation.
Operating on a contingency-fee model with bilingual English and Spanish services, the firm serves workers across Los Angeles County, the greater LA region, Bakersfield, El Monte, and throughout California. With 65+ years of combined experience, the firm has handled thousands of cases and recovered millions for mistreated workers and was named to TopVerdict.com's Top 50 Settlements in California (2023).
The firm partnered with DesignFXPro to dramatically expand its reach across both English-speaking and Spanish-speaking LA workforces a massive, underserved market that no competitor was targeting effectively.
Top 50 CA
Recognition
1,000s
Cases Handled
EN + ES
Languages
65+
Combined Years
A Massive Audience. A Crowded Market.
LA has one of the largest worker populations in the US but reaching them required cracking both English and Spanish search markets at once.
Untapped Spanish-Speaking Market
LA County is home to nearly 5 million Spanish speakers a massive workforce facing discrimination, wage theft, and workers' comp issues yet almost no employment firms were marketing effectively in Spanish.
Heavy English-Market Competition
Well-established employment firms with TV ads, billboards, and decades of brand recognition dominated the English-language LA market making it brutal for newer firms to break through organically.
Weak Organic Visibility
Despite strong legal results and Super Lawyers recognition, the firm was ranking page 3+ for high-intent terms like "Los Angeles employment lawyer" and "abogado laboral Los Angeles."
High Google Ads CPCs
Employment law CPCs in LA routinely hit $80–$200+ per click. Existing campaigns were burning budget with low Quality Scores and weak landing page conversion paths.
Technical SEO & UX Debt
Slow load times, missing schema, broken hreflang for bilingual pages, 175+ technical errors, and a site architecture not built to scale across two languages.
Local SEO Gaps
Minimal Map Pack visibility across LA County workforce hubs (Downtown LA, El Monte, Bakersfield, Long Beach, San Bernardino) where workplace disputes happen daily.
A 10-Service Bilingual Growth System
We built two complete marketing programs; English and Spanish running in parallel, sharing data, and reinforcing each other. The result: a market footprint twice the size of any single-language competitor.
SEO Strategy
12-month bilingual roadmap targeting 420+ commercial keywords across English and Spanish employment law verticals.
Technical SEO
Resolved 175+ errors. Built proper hreflang architecture for EN/ES pages. Core Web Vitals all passing.
On-Page SEO
70+ practice area and city pages optimized across both languages with E-E-A-T-rich content and intent-matched copy.
Off-Page SEO
72 high-authority backlinks earned from legal directories, worker advocacy organizations, and Spanish-language media.
Local SEO
Optimized GBP and built 22+ city pages targeting Downtown LA, El Monte, Bakersfield, Long Beach, San Bernardino + more.
Bilingual Content (EN/ES)
Wrote and optimized 70+ practice area pages plus blog content in both English and Spanish; not translated, but locally written for each audience.
GBP Management
Weekly bilingual posts, photo uploads, Q&A management in both languages, and a review-generation system across EN/ES clients.
Google Search Ads
Built dual-language ad campaigns with EN/ES ad groups, dedicated bilingual landing pages, and language-aware negative keyword strategy.
Meta Ads Campaigns
Awareness, retargeting, and lead-gen funnels on Facebook and Instagram running in both languages with culturally tailored creative per audience.
Website Maintenance & Design
Built dedicated EN and ES landing pages for paid traffic. Ongoing performance, security, and bilingual UX improvement.
The Bilingual Advantage
Two Languages. Twice the Market.
LA County is home to nearly 5 million Spanish speakers and most experience workplace issues at higher rates than English-speaking workers. We didn't translate. We built two native marketing programs: separate keyword research, culturally tailored content, dedicated Spanish landing pages, and Meta Ads creative in both languages. Today, 42% of signed cases come from Spanish-language searches a massive growth channel that virtually no competitor is capturing effectively.
Cadence
Daily ad optimization · Weekly bilingual SEO sprints · Bi-weekly client syncs ·
Cadence
Weekly SEO sprints · Bi-weekly client syncs · Monthly executive reporting
Pages Optimized or Built: 80+
The Results
Seven Categories. Every One Up.
Every metric we set out to move traffic, rankings, calls, signed cases, and bilingual reach moved measurably and sustainably.
Keyword Wins
Page 1 in Two Languages
High-intent employment law and workers' compensation keywords carry CPCs of $50–$200+. Every organic placement here in either language saves the firm thousands every month.
Biggest Wins
Highlight Reel
4.8x More Signed Cases
Monthly signed cases climbed from ~14 to 67 - driven by a coordinated paid+organic system running in both English and Spanish.
42% of Cases From Spanish Channel
Built an entirely new revenue stream by capturing LA's underserved Spanish-speaking workforce - a market most competitors completely ignore.
Blended CPL Down 59%
Cost per lead dropped from $218 to $89 by improving ad Quality Scores, building bilingual landing pages, and reducing wasted spend.
Meta Ads Channel Launched
Built a profitable Meta Ads program from scratch in both languages, now generating leads at $57 CPL with culturally tailored creative.
Map Pack Wins Across LA County
Now in the top 3 of the local map pack across Downtown LA, El Monte, Bakersfield, Long Beach, San Bernardino + more major LA workforce hubs.
Google Ads Quality Score Jump
Average Quality Score rose from 4/10 to 8.2/10, cutting CPCs by 43% and unlocking premium ad positions on the highest-CPC employment keywords.
Site Speed 3.6x Faster
Mobile load time dropped from 6.9s to 1.9s. Core Web Vitals all passing across both English and Spanish page sets.
Domain Rating Doubled
Ahrefs Domain Rating climbed from 24 to 49 through white-hat link earning, digital PR, and Spanish-language media features.
Mission-Aligned Growth
Reaching more workers in their preferred language means the firm now delivers justice to thousands of employees who would otherwise have nowhere to turn.
Our mission is to fight for workers and DesignFXPro built us the system that finally lets us reach all of them, in both English and Spanish. The Spanish-language channel they built has connected us with thousands of workers who didn't even know firms like ours existed. More signed cases, lower costs, and a deeper impact on the communities we serve. They've become a true extension of our team.
Brent Marlis
Founder · The Work Justice Firm, Los Angeles
Ten Services. Two Languages. One System.
A breakdown of every DesignFXPro service deployed for The Work Justice Firm and the role it played in the transformation.
SEO Strategy
12-month bilingual roadmap targeting 420+ commercial keywords across English and Spanish employment law verticals
Technical SEO
175+ errors resolved · Hreflang architecture built for EN/ES · Core Web Vitals all passing · Schema and crawl architecture rebuilt
On-Page SEO
70+ practice area & city pages optimized across both languages with E-E-A-T-rich content and intent-matched structure
Off-Page SEO
72 high-authority backlinks earned from legal directories, worker advocacy organizations, and Spanish-language media outlets
Local SEO
Map Pack top-3 across Downtown LA, El Monte, Bakersfield, Long Beach, San Bernardino + more · 22+ city pages built in both languages
Content Writing & Optimization (English & Spanish)
70+ practice & city pages plus supporting blog content written natively for each language not translated, but culturally tailored to each audience
Google Business Profile Management
GBP calls up 410% · Weekly bilingual posts, photo uploads, Q&A management in both languages, and review-generation workflows
Google Search Ads Management
Quality Score up to 8.2/10 · CPL down 61% · Dual-language ad groups, dedicated bilingual landing pages, and language-aware negative keyword strategy
Meta Ads Campaign Management
Launched from scratch · $57 CPL · Awareness, retargeting, and lead-gen funnels in both languages across Facebook & Instagram
Website Maintenance & Design
Mobile load time 3.6x faster · 0 critical security issues · Built dedicated EN and ES landing pages for paid traffic · Bilingual UX refined across conversion paths
Ready to Double Your Market in Two Languages?
Let's build a bilingual paid + organic system designed for your practice wherever you are in the world.