How to Conduct a Marketing Audit for Your Law Firm

A marketing audit is your first step toward a smarter, more strategic law firm marketing plan. It helps you understand what’s working, what’s wasting resources, and where untapped opportunities lie. Whether you're aiming to attract more clients, strengthen referral relationships, or sharpen your brand, a legal marketing audit provides the clarity you need to move forward with confidence.

Here’s how to conduct one that actually makes a difference:

Step 1: Clarify Your Objectives

Start by asking: What are we trying to achieve with our law firm marketing? More leads? More referrals? A stronger reputation in specific practice areas?

Clear objectives make it easier to measure progress and refine your strategy over time. Don’t skip this. It sets the tone for the entire audit.

Step 2: Inventory Your Marketing Assets

List every marketing component currently in play, including:

• Website (homepage, practice area pages, blog, landing pages)

• Social media accounts

• Google Business Profile

• Email campaigns or newsletters

• Digital advertising (Google Ads, Meta, LinkedIn)

• Print materials (firm resume, brochures, mailers)

• Sponsorships and community events

• Online reviews and directories (Avvo, Martindale-Hubbell, Justia)

This step alone often uncovers outdated content, unused platforms, or opportunities to repurpose existing material.

Step 3: Check for Brand Consistency

Your law firm’s identity should be cohesive across all platforms. Ask:

• Are your logo, colors, and fonts consistent?

• Does your messaging reflect the same tone and value proposition?

• Are all materials (digital and print) aligned with your current brand strategy?

Inconsistent branding can dilute your credibility, especially when referral sources or prospective clients encounter mixed signals.

Step 4: Evaluate Website Performance

Your website is your firm’s digital front door. Use tools like Google Analytics or Hotjar to examine:

• Website traffic and top-performing pages

• Bounce rates and time on page

• Conversion metrics (form fills, calls, downloads)

• SEO rankings for key practice areas

• Mobile responsiveness and load speed

If your website isn’t generating leads, dig into why and fix it fast.

Step 5: Review Your Law Firm Content Strategy

Strategic content is key to both SEO and client trust. Review:

• How often you’re publishing blog posts

• Whether topics are relevant to your ideal clients or referral base

• Educational materials (FAQs, videos, eBooks)

• Thought leadership opportunities in niche practice areas

A consistent content strategy helps position your firm as a knowledgeable, approachable resource.

Step 6: Analyze Marketing Data and ROI

Data should drive your decisions. Examine:

• Which marketing channels generate the most qualified leads?

• What’s your average cost per lead and per retained client?

• Are your campaigns aligned with your business goals?

• Which efforts take time or money but produce little return?

Look beyond vanity metrics like social media likes. Focus on what actually moves the needle.

Step 7: Gather Internal and External Feedback

Your team and your network can offer valuable insight. Ask:

• Can your staff clearly explain the firm’s brand and services?

• Are clients finding you through the channels you expect?

• Do referral partners have the tools they need to send you business?

Outside perspectives often highlight gaps or missed opportunities.

Step 8: Identify Priorities and Next Steps

Once your audit is complete, identify what needs immediate attention versus what can be improved over time. Some examples:

• Fix now: Broken contact forms, outdated bios, missing directory listings

• Plan ahead: Rebranding efforts, a new website, or a targeted ad campaign

Tie your action plan back to your larger marketing goals, and be realistic about what you can handle with your current resources.

The Takeaway

A law firm marketing audit isn’t just a once-a-year exercise. It’s an essential part of your long-term growth strategy. By taking a structured, strategic look at your current efforts, you’ll be better equipped to make confident decisions and see measurable results.

At Cartography Consulting, we help law firms navigate these decisions and build marketing strategies that actually work. Need help conducting your own audit? Let’s talk.