Audit Your Existing Digital Presence

Know Where You Stand

You wouldn't build a case without knowing the evidence, right? Same goes for your marketing. You'll learn how to gather that "evidence."

Your digital presence is either your best asset or your biggest liability. And you probably don't really know which it is.

Think of this lesson as a comprehensive check-up for your firm's online health. We're not just talking about vanity metrics. We're talking about identifying the exact areas where you're losing leads and revenue.

Before you can grow, you must know where you’re starting from. 

I’ll guide you through a comprehensive audit of your digital footprint so you can identify what's working and what needs fixing.

You can't fix what you don't measure. 

Before you spend another dollar on marketing, you need to know exactly what's working, what's broken, and where the opportunities lie.

Comprehensive Audit Checklist

This checklist covers all essential elements of your online presence:

• Website: (design, mobile-friendliness, SEO, content)
• Social media profiles: (completeness, branding, engagement)
• Online reviews: (Google, Yelp, Avvo, etc.)
• Local listings: (accuracy, consistency)
• Content marketing: (blog, videos, articles)

Make sure your law firm name and branding is consistent across all your social media, Google Business Profile, listings, etc.

Law Firm Digital Presence Audit Framework

The Seven Pillars of Your Digital Audit

I. Website Analysis

Overall Design & User Experience (UX):

• Navigation: Assess ease of use and clarity.
• Call-to-Actions (CTAs): Evaluate effectiveness and placement.
• Visual Design: Evaluate aesthetics, branding consistency, and professionalism.
• Bounce Rate: Check the bounce rate of the site.
• Time on Page: Check the average time spent on each page.

Content Quality & Relevance:

• Blog Content: Quality, frequency, relevancy.
• Service Pages: Depth of information, clarity of messaging.
• Case Studies/Testimonials: Presence and effectiveness.
• Video Content: Quality, relevance, and engagement.
• Downloadable Resources: Availability and value.

SEO (Search Engine Optimization):

• On-Page SEO:
  • Keyword Optimization: Analyze keyword usage in titles, headings, content, and meta descriptions.
  • Content Quality: Evaluate content relevance, accuracy, depth, and readability.
  • Title Tags & Meta Descriptions: Check for compelling and keyword-rich elements.
  • Header Tags (H1-H6): Ensure proper usage and hierarchy.
  • Image Optimization: Verify alt text, file size, and relevance.
  • Internal Linking: Evaluate the quality and relevance of internal links.
  • Content Freshness: Determine when the content was last updated.
• Technical SEO:
  • Site Speed (Desktop & Mobile): Use tools like Google PageSpeed Insights.
  • Mobile-Friendliness: Ensure responsive design.
  • Crawlability: Check for robots.txt, sitemap.xml, and crawl errors via Google Search Console.
  • Site Structure: Evaluate URL structure, internal linking, and site hierarchy.
  • HTTPS: Confirm secure connection.
  • Schema Markup: Check for relevant schema (e.g., LocalBusiness, LegalService).

• Off-Page SEO:
  • Backlink profile - quantity and quality of backlinks. Use tools like Ahrefs, Semrush, or Moz to analyze.
  • Domain Authority/Domain Rating.

Legal Compliance & Accessibility:

• Privacy Policy: Is it up-to-date and easily accessible?
• Terms of Service: Are they clear and comprehensive?
• Accessibility: Does the website meet WCAG (Web Content Accessibility Guidelines)?
• Are there necessary disclaimers related to legal advice?

Contact Information & Lead Capture:

• Is contact information (phone, email, address) prominently displayed?
• Are there contact forms on key pages? Are they easy to use?
• Contact Forms: Check functionality and ease of use.
• Is there a clear process for following up with leads?
• Check live chat functionality (if available).

Quick wins:

- Install Google Search Console today (it's free) to identify technical issues Google is flagging on your site.

- Install heatmap software (e.g., Hotjar) on your top 5 pages to see where visitors are clicking (and where they're not).

II. Local SEO Audit

Google Business Profile (GBP):

• • Completeness & Accuracy: Verify all information (name, address, phone, website, hours).
  • Category Optimization: Ensure accurate and relevant categories.
  • Reviews: Analyze quantity, quality, and responsiveness.
  • Photos & Videos: Evaluate quality and relevance.
  • Q&A Section: Check for answered questions and potential opportunities.
  • GBP Posts: Frequency and quality of posts.

  Citations:

  • NAP Consistency: Check for consistency across major directories (e.g., Yelp, Avvo, Justia, FindLaw).
  • Citation Volume: Evaluate the number of relevant citations.

  Online Reviews:

  • Review Monitoring: Track reviews across platforms.
  • Reputation Management: Develop a plan for responding to reviews.

Quick Win:

Claim or update your Google Business Profile to boost local SEO.

Read more: The Attorney's Guide to Google Business Profile

III. Social Media Presence

Platform Strategy:

• Platform Selection: Evaluate presence on LinkedIn, Facebook, Twitter, and emerging platforms
• Profile Optimization: Assess completeness, branding consistency, and keyword usage
• Content Strategy: Analyze posting frequency, content mix, and audience engagement
• Thought Leadership: Evaluate participation in industry discussions and groups

Analytics & Performance:

• Key Metrics: Track followers, engagement rates, reach, and website referrals
• Competitive Analysis: Compare performance against industry benchmarks and competitors
• ROI Measurement: Assess lead generation and client acquisition from social channels.

Quick Win:

Use LinkedIn Analytics to review profile engagement and post performance.

IV. Online Reviews & Reputation Management

Review Monitoring

• Platform Coverage: Track reviews across Google, Avvo, Yelp, and legal-specific sites
• Response Strategy: Evaluate timeliness and quality of responses to both positive and negative reviews
• Sentiment Analysis: Use tools to analyze overall sentiment of reviews

Reputation Management

• Brand Monitoring: Set up alerts for firm name and key attorneys
• Crisis Management: Assess readiness to handle potential PR issues
• Proactive Reputation Building: Evaluate strategies for generating positive content and reviews.

Quick Win:

Set up Google Alerts for your firm’s name to monitor online mentions.

V. Search Engine Marketing (SEM) & Paid Advertising

Google Ads:

• Campaign Structure: Analyze account structure, ad groups, and keyword targeting
• Ad Copy & Extensions: Evaluate relevance, compelling messaging, and use of all available extensions
• Landing Page Optimization: Assess relevance, load speed, and conversion optimization
• Quality Score: Monitor and strategize for improvement
• Conversion Tracking: Verify accurate tracking of leads, calls, and form submissions

Social Media Advertising:

• Platform Selection: Evaluate effectiveness of ads on LinkedIn, Facebook, and other relevant platforms
• Targeting: Assess precision of audience targeting and use of custom audiences
• Ad Creative: Analyze performance of different ad formats and messaging
• Retargeting: Evaluate implementation and effectiveness of retargeting campaigns

Quick win:

VI. Email Marketing

List Management & Segmentation:

• List Growth: Assess strategies for ethically building email lists
• Segmentation: Evaluate sophistication of list segmentation based on practice areas, client status, etc.
• Compliance: Ensure adherence to CAN-SPAM, GDPR, and other relevant regulations

Content & Design:

• Email Design: Assess mobile responsiveness and brand consistency
• Content Relevance: Evaluate personalization and value of content to recipients
• Automation: Analyze use of drip campaigns and triggered emails

Performance Metrics:

• Key Metrics: Track open rates, click-through rates, and conversion rates
• A/B Testing: Evaluate ongoing testing of subject lines, content, and send times
• ROI Measurement: Assess contribution of email marketing to lead generation and client retention

VII. Analytics & Reporting

Google Analytics:

• Implementation: Verify correct installation and configuration, including goal tracking
• Custom Reports: Assess use of custom dashboards for law firm-specific KPIs
• User Journey: Analyze user flow and conversion paths

Google Search Console:

• Performance Tracking: Monitor organic search performance, CTR, and average position
• Technical Issues: Regularly check for and address crawl errors, mobile usability issues, etc.
• Core Web Vitals: Monitor and optimize for Google's page experience signals

Holistic Reporting:

• Integrated Dashboards: Evaluate use of tools that combine data from multiple sources
• Client Acquisition Reporting: Assess ability to track leads from first touch to signed client
• ROI Analysis: Measure and report on return on investment for all digital marketing channels

This Law Firm Digital Presence Audit Framework ensures your firm is optimized for visibility, engagement, and lead generation. By regularly assessing these seven pillars, you can make data-driven decisions that drive consistent client growth.

Action Steps:

• Schedule Your Audit: Dedicate time to review each section of your digital presence.
• Document Findings: Complete the Digital Presence Audit Worksheet.
• Implement Changes: Prioritize fixes that can have the biggest impact on your online presence.

Read more:

7-Step Digital Marketing Strategy for Law Firms

Step 1: Set Business & Marketing Goals

Step 2: Define Your Target Audience

Step 3: Audit Your Existing Digital Presence

Step 4: Research Your Competition

Step 5: Define Your Value Proposition and Your Offer

Step 6: Create a Digital Marketing Strategy & Set KPIs

Step 7: Implement, Track, and Iterate

If you want more actionable advice, join the Law Firm Growth Marketing Community