How to Conduct a Content Audit of Your Law Firm Website

Sally Kane

May 3, 2016

Content Review Checklist

Whether you are launching a new website or updating an existing one, it is important to audit your law firm website content to make sure it meets user needs and business goals. Below is a checklist of items to help you evaluate whether you should keep, revise or eliminate a web page.

General Considerations

  • Is the content redundant, outdated or trivial (“ROT” content)?
  • Is the content consistent with your brand?
  • Is the content valuable to the readers you are targeting?
  • Does the site feature content that targets every market segment that you serve?
  • Does the site contain any duplicate content, including full pages or repeated sections within the content, such as repeated calls to action?
  • Does the overall site or any specific pages contain gaps in information?
  • Does the content convey your differentiating factors and outline what sets you apart from competitors?
  • Does the content violate any bar rules or attorney advertising regulations?
  • Does the site tell readers about your firm or show them through concrete examples?

The content on your law firm’s website should meet user needs and business goals.

Readability

  • Is the content written at the appropriate readership level for your target audience?
  • Does each page contain a compelling title?
  • Does the content contain headings and subheadings to guide the reader down the page?
  • Does the content include bullets, numbered items and other conventions to help break up dense text?
  • Is the page cluttered with too much text or other elements? Does it contain enough white space to allow the eye to rest?
  • Is the content 100% unique and not plagiarized from other sites?
  • Does the content contain “legalese” or jargon that may be unfamiliar to readers?
  • Are page elements structured in a “Z” or “F” pattern to promote readability?
  • Does the site include powerful images, infographics and/or videos to help deliver your message?

Usability

  • Does the site navigation make sense from a usability perspective?
    • Is it easy to move around the site?
    • Are pages grouped in an intuitive way with clear visual hierarchies?
    • Are there any orphan or hidden pages?
  • Do any pages feature too much content (thousands of words) that would be better broken up into separate pages?
  • Does the site feature content hubs for important practice areas, resource information or other information crucial for the user?
  • Does the site contain a mix of content types such as articles, blog posts, infographics, FAQs and videos?
  • Is there effective cross-linking between pages?
  • Is the site ADA compliant?

Formatting

  • Is the content throughout the site consistent in style, tone and voice?
  • Does the content follow your style guide, if you have one?
  • Are pages formatted to promote readability (which will in turn drive traffic and keep users on the page longer)?
  • Do the pages incorporate headlines, subheads, bolded lists, and other conventions to guide the eye down the page?
  • Do the pages contain dense masses of text or contain formatting errors?
  • Do hyperlinks follow best practices for linking (not “click here” or a long url)?
  • Does each page contain the appropriate amount of content? (We recommend at least 500 words.)
  • Do the pages contain any typographic or grammatical errors? (Typos will increase bounce rates.)
  • In cases of a redesign, will the content and bios integrate with the new design? Will the content need to be reworked to fit the new design concepts?
  • Are the bios formatted consistently across all professionals?

Search Engine Optimization

  • If search rankings are important, does the content feature at least 500 words per page?
  • Does the home page feature a healthy amount of content (750 words or more)?
  • Is the content optimized with targeted keywords?
  • Is each page properly optimized for search?
    • Is the page under optimized (missing keywords and/or meta data)?
    • Is the page over-optimized or stuffed with keywords?
  • Is there at least one full page of content to support each keyword phrase you are targeting?
  • Are the website’s title tags and meta descriptions properly optimized and formatted correctly? Title tags should be 60 characters or less and meta descriptions should be 160 characters or less.
  • Does the site feature content and/or resource hubs that convey valuable, client-centric information?
  • Does the site include city/geography pages for each of the primary and secondary markets you are targeting?
  • Is the site updated on a regular basis with new blog, resource and other content?   Updating daily is ideal, but we recommend adding new content at least once a week.
  • Does the site contain any blank pages or 404 errors?

Conversions

  • Is your copy written to address the benefits, needs and pain points of your target market?
  • Is contact information easily visible on every page?  Is there a separate Contact Us page?
  • Do the pages contain a strong call to action?
  • Does the content contain your value proposition and convey your unique selling points?
  • Is your copy clear, concise and relevant?

Connect with Clients

Periodic audits of your website content are crucial to your marketing strategy. If you would like assistance in auditing your law firm website copy, contact PaperStreet today for a thorough review and report.

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