When should you give your digital marketing a thorough check-up?
Timing is everything. You don’t want to wait until things fall apart, but you also don’t need to be in constant audit mode. Here are some guidelines I share with law firm clients:
>>> Regular schedule: Aim for a comprehensive digital audit at least once a year. Think of it like an annual physical exam for your website and marketing. (Some firms do it every 6 months, especially if their online presence is critical or rapidly evolving.)
>>> After major changes: Did you launch a new website or a big redesign? Or maybe rebrand your firm? Run an audit shortly after to catch any issues (broken links, SEO changes, content gaps) introduced during the change.
>>> When you spot red flags: If web traffic plummets suddenly, leads dry up, or your Google rankings drop unexpectedly, don’t wait — do an audit ASAP to diagnose the problem. Early detection can save a lot of pain.
>>> Before big initiatives: Planning a major marketing campaign or new content blitz? Audit first. It ensures your foundation is solid so you’re not driving a bunch of new visitors to a broken contact form or outdated info.
>>> Periodic mini-checks: In between big audits, do lighter check-ups on specific areas. Maybe a quarterly SEO check, a quick accessibility scan, or a content freshness review. It’s like checking tire pressure between annual car services.
>>> In short, frequency matters: Do a full audit annually (at minimum), with situational audits as needed. Keep the rhythm consistent — put it on the calendar so it doesn’t slip.
>>> Personal Insight: I advise clients to treat audits like dental visits: regular check-ups prevent painful problems later. One law firm client started quarterly mini-audits and caught a security certificate issue and an outdated attorney bio before either became an embarrassment.
How often do you review your digital presence? If it’s been over a year, consider this your reminder to schedule an audit.