Audit these essential areas to avoid flying blind.
As a digital marketing consultant, I often get asked: “What exactly should we audit?” In my experience working with law firms, there are 6 key areas to review to get a true picture of your digital marketing health:
6 Key Areas to Audit:
>>> Content: Is your content relevant, valuable, and up-to-date? Audit your blogs, articles, and service pages. Remove or refresh old pieces (that 2014 case study might need an update) and identify gaps where new content is needed.
>>> Website (Design & UX): Look at your site’s user experience. Is it easy to navigate? Mobile-friendly? Fast-loading? A well-structured, modern site keeps visitors engaged and reflects a professional image.
>>> SEO: How well can clients find you online? Review the keywords you’re targeting, your meta tags, and how you rank on search engines for key terms. Also check technical SEO basics (broken links, page titles, etc.) that could be holding you back.
>>> Accessibility: Is your digital presence accessible to everyone? Ensure your site meets basic accessibility standards (clear text, alt text on images, captions on videos, good color contrast, etc.). Not only is this socially responsible, it also improves overall user experience.
>>> Strategy: Step back and evaluate your digital marketing strategy. Do your online efforts align with your business goals? For example, if your goal is more corporate clients, is your content strategy targeting that audience? Every tactic should serve a bigger plan.
>>> Planning & Process: Audit how you plan and execute marketing. Do you have a content calendar? Are roles and responsibilities clear for updating the website or posting on social? Often, marketing struggles come from inconsistent execution rather than lack of ideas.
Skipping any one of these is like skipping a section in a contract – you might miss critical issues. A thorough audit checks all the boxes so you get a 360° view of your digital health.