How to Perform a Content Audit for Law Firms to Improve Your Content Strategy
31 March 2025
Regularly auditing your content is essential for law firms aiming to attract customers searching for legal services. Conducting a thorough content audit helps you understand what’s resonating with your audience, pinpoint areas needing improvement, and enhance your SEO, conversion rates, and overall lead generation efforts.
In the comprehensive guide, we’ll show you how your law firm can perform an effective content audit tailored specifically to the needs of UK legal practices.
What is a Content Audit?
A content audit involves systematically reviewing all your existing content—including web pages, blog posts, landing pages, videos, and more—to assess performance, quality, and alignment with your law firm’s marketing goals.
Why Conduct a Content Audit?
Performing a content audit enables your law firms to:
- Improve your SEO performance and rankings
- Boost conversion rates
- Generate more qualified leads
- Remove outdated or ineffective content
- Spot content gaps and opportunities
Marketers who regularly audit their content experience increased website traffic and higher engagement, underscoring the importance of regularly evaluating and optimising your content strategy to achieve sustained growth and improved client interactions.
Step-by-Step Guide to Conducting a Content Audit for Your Law Firm
Auditing your content can seem daunting, but breaking it down step-by-step makes the process manageable and productive.
Step 1: Define Your Audit Goals
Clearly identify your objectives before starting. Typical goals might include:
- Improving visibility in search engines
- Increasing inquiries and client conversions
- Updating inaccurate or outdated information
- Enhancing the user experience
Step 2: Create Your Content Inventory
Compile a list of all your content. Use tools like Screaming Frog or SEMrush to automate the process.
Include columns for:
- URL
- Page title
- Content type (blog, landing page, video)
- Content format
- Topic
- Word count
- Date last modified
- Linked CTAs
- Key performance metrics (traffic, bounce rate, conversion rate)
Step 3: Analyse Content Performance
Review key metrics such as:
- Traffic and page views (use Google Analytics)
- Bounce rates and dwell times
- Conversion rates (contact forms, call-to-action clicks)
Pages with poor performance metrics may require adjustments to increase engagement and relevance.
Step 4: Evaluate SEO Factors
Examine how well your content meets critical SEO elements:
- Keyword optimisation (using Google Search Console)
- Metadata (titles, descriptions, headers)
- Internal linking
- Mobile usability and loading speed (use Google’s PageSpeed Insights)
Approximately 96.55% of pages receive no organic search traffic from Google. This highlights the critical importance of effective SEO practices; without proper optimisation, your law firm’s content risks being part of the overwhelming majority of pages that remain unseen by potential clients.
Step 5: Assess Content Quality and Relevance
Evaluate each content piece to ensure it:
- Clearly answers potential clients’ questions
- Provides accurate and up-to-date legal information
- Contains strong, clear calls-to-action (CTAs)
- Includes functioning and relevant internal/external links
Fix broken or outdated links to ensure a seamless user experience, and flag low-quality or irrelevant content for updating or removal.
Step 6: Identify Content Gaps
Perform keyword gap analysis using tools like SEMrush or Ahrefs to uncover areas your competitors cover that you don’t, while also identifying opportunities for your firm to uniquely stand out by offering fresh insights or distinctive resources. Prioritise creating content that addresses these gaps to improve your firm’s visibility and attract potential clients.
Consider using visualisation tools to organise your content audit more creatively. Visual mapping can help group pages by topic, making it easier to spot content gaps and identify precisely where in the client journey additional content is needed. This approach can make content audits far less repetitive and more engaging.
Step 7: Map Content to the Customer Journey
Ensure you have tailored content across all stages of the client journey:
- Awareness: Educational blogs, guides
- Consideration: Testimonials, case studies
- Decision: Consultation bookings, clear contact details
Covering each journey stage increases your ability to nurture leads effectively.
Step 8: Decide Content Actions
Categorise your content clearly:
- Update: Refresh with the latest legal developments or SEO improvements.
- Consolidate: Merge similar content to enhance SEO value.
- Remove: Delete outdated or irrelevant content (redirect appropriately).
- Repurpose: Convert popular content into new formats (videos, infographics).
Taking targeted action ensures improved content performance.
Step 9: Prioritise Your Audit Actions
Address the most impactful tasks first:
- Update high-traffic content needing SEO improvements
- Revise content with strong conversion potential
- Implement quick SEO wins like correcting broken links or metadata
Essential Tools for a Law Firm Content Audit
Maximise your audit effectiveness with these tools:
- Screaming Frog: Website crawling and technical audits
- Google Analytics: Track detailed content metrics
- Google Search Console: Monitor keyword performance and detect SEO issues
- SEMrush/Ahrefs: Keyword insights, competitor analysis, and gap identification
Measuring Audit Success
Regularly monitor key indicators to assess your audit’s effectiveness:
- Organic traffic growth
- Reduced bounce rates
- Increased dwell time
- More conversions and client enquiries
Content audits should be ongoing rather than occasional projects to ensure lasting improvements.
Enhance Your Firm’s Online Presence with Continuous Content Auditing
Conducting regular content audits helps your law firm consistently improve your online visibility, client engagement, and lead generation. Content auditing should be an ongoing part of your marketing strategy, not a one-off exercise.
Ruche Marketing specialises in helping law firms create and optimise their content strategies. Get in touch today and discover how we can transform your content into powerful marketing results.
All content in this article was correct at the time of publication.
