In this episode of the Pareto Legal Podcast, we sat down with Shawn Wanta, managing member of Wanta Thum, to explore how authentic, educational marketing can powerfully support an employment law firm’s growth. As a leading attorney in workplace equity and collective action, Shawn has built a brand known for trust, transparency, and a client-first approach, offering a blueprint for employment firms ready to scale with substance.

Educational Marketing & Content Strategy

Employment law presents a unique challenge: most clients don’t know if they have a case.

Unlike personal injury or family law, potential clients in employment disputes often question whether their experience rises to the level of legal action. That uncertainty shapes Wanta Thum’s entire marketing strategy, which is centered on educating before converting.

Their content helps prospects:

  • Understand their rights
  • Recognize red flags (e.g., retaliation, discrimination, unpaid wages)
  • Feel empowered to consult an attorney without feeling “litigious”

But Shawn also flagged a critical nuance: over-educating can backfire. Many people self-diagnose their issues, wrongly assuming they don’t have a case. A client may believe they were terminated for age, only to discover it’s actually a strong whistleblower retaliation claim. That’s why their messaging strikes a careful balance between being helpful and urging a professional review.

Key Takeaway:

  • In employment law, marketing must reduce uncertainty, not just drive leads.
  • Educational content should guide, not gatekeep, legal consultations.

Positioning & Differentiation

Wanta Thum doesn’t just talk about adapting to client needs, they brand around it.

Their firm mascot? A “karma chameleon.” More than just a fun symbol, it reflects their core philosophy: meet people where they are and evolve with them throughout the case. This metaphor permeates everything from client onboarding to case updates.

They also embrace a long-term view of marketing, valuing impact over immediate conversions. Their intake conversion rate hovers around 7%, a figure many firms would consider low. But to Shawn, that stat represents something more important: every person who contacts the firm leaves better informed, whether or not they become a client.

Key Takeaway:

  • Position your brand around values, not tactics.
  • A “low” conversion rate may reflect a high-trust, long-term marketing strategy.

Client Intake & Conversion Approach

Wanta Thum’s intake philosophy is deeply aligned with its brand: help first, convert second.

Unlike high-volume PI firms that aim for 40–50% conversion, Shawn’s team:

  • Screens for alignment with their practice areas and values
  • Shares resources even with unqualified leads
  • Focuses on making every interaction valuable, even if no case is opened

This mindset builds goodwill, strengthens brand equity, and increases referrals over time, even from people who never became clients.

Key Takeaway:

  • Optimize for lifetime trust, not just immediate ROI.
  • A thoughtful intake process can become your most valuable marketing channel.

Digital Marketing Tactics

Wanta Thum uses a mix of channels, each with clear purpose:

Google Ads
They invest in PPC for lead generation, though results can vary in quality. It remains an essential top-of-funnel source.

LinkedIn
Primarily used for referral relationships and thought leadership, not direct client acquisition. Sharing legal updates, firm milestones, and personal stories helps humanize the brand.

SEO & Language Choice
Shawn highlighted that clients don’t search in legalese. Their content focuses on terms like:

  • “Wrongful termination”
  • “Hostile work environment”
  • “Unpaid overtime”
    …rather than the legal statutes behind them.

Key Takeaway:

  • Speak your clients’ language, not your law school’s.
  • Use platforms with intent, not just visibility.

Relationship Building & Retention

The firm stays connected to its audience well beyond case resolution.

Their approach includes:

  • Email newsletters with legal updates and firm news
  • Social content that includes both legal education and personal milestones
  • State law updates to help clients (and past clients) stay informed

The result? A consistent brand presence that’s human, informative, and relationship-driven.

Their 4.8-star Google rating (across 50+ reviews) reflects this trust-building approach, and supports future client acquisition.

Key Takeaway:

  • Marketing doesn’t end after intake. Retention and referrals require ongoing engagement.
  • Consistency beats frequency, especially in high-trust practice areas like employment law.

Metrics & Feedback Loops

Wanta Thum uses a blend of qualitative and quantitative metrics to evaluate performance.

Their approach includes:

  • Direct-response tracking for Google Ads and paid search
  • Post-intake surveys to measure client experience and adjust messaging
  • A marketing scorecard to track broader outreach, including events and community engagement

Importantly, not all activities are measured by ROI. Brand-building initiatives, like thought leadership and social content, are tracked for impact, not just conversion.

Key Takeaway:

  • Don’t judge every channel by the same metric.
  • Use feedback loops across the funnel, from ad clicks to intake experience.

Final Takeaways

Shawn Wanta’s approach offers a fresh perspective on legal marketing: one rooted in empathy, education, and long-term trust, not just leads and conversions.

Core Lessons for Employment Law Firms:

  • Educate without overwhelming, help people recognize they might have a case
  • Speak like your clients, not like a statute
  • Accept lower conversion rates if they mean higher reputation equity
  • Build lasting relationships through content, updates, and responsiveness
  • Focus on value-based growth, not volume-based intake

Want help applying these strategies to your employment law firm?
Pareto Legal helps growth-minded firms build smart, sustainable marketing systems, from intake to SEO to retention. Let’s talk.