British statesman Winston Churchill once wrote, “Those that fail to learn from history are doomed to repeat it. While this quote and its variations are usually invoked to discuss political and cultural issues. In addition, the message definitely applies to marketing expenditures as well. Looking at what a law firm has done. In the past can provide insight into the present and inform the firm’s future expenditures in order to.

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In addition, achieve better results. While it might sound time-consuming, exhausting. Moreover, and maybe even impossible to review let’s say the past year’s worth of data. If you know what to look for and have the proper access to your own digital assets. We can tell you how to make auditing your digital marketing (and other forms of marketing) happen. It is definitely not too late to begin reviewing last year’s marketing efforts to inform this year’s strategy.

How to Begin Reviewing Last Year’s Marketing Efforts

All law firms should own and control all of their own digital assets. This means that if you have an external vendor set up a Facebook Page, for example, at least one owner of the firm should individually be the owner of the Page – not just the vendor. Law firms keep notoriously bad track of their login credentials for various assets, including but not limited to online directory listings like Super Lawyers and Avvo, their websites, their domain name registration accounts, social media channels, and more. If the sole person with access to and/or control of any of these items is a vendor or a departing employee.

Law Firm Website

Most law firms do not design and develop their own website Cayman Islands Phone Number in house; therefore, the vast majority of firms have used an external vendor or multiple external vendors to create the pieces necessary for their law firm website. The first step in analyzing a website is to look back to see who created each part of it (content, code, design, etc.) – sometimes this is all done by one agency and other times it is not. Looking at that relationship, which is often ongoing for hosting and what vendors nebulously call “maintenance,” will involve reviewing the contract you signed and any subsequent addendums along with how much you paid previously and how much you pay monthly on an ongoing basis. Those services can include:

  • Website hosting
  • Website maintenance
  • Search engine optimization
  • Content marketing, copywriting, or blogging

You should first ensure the vendor is performing all work outlined under the package you are paying for – or in other words, meeting its contractual obligations. Once you confirm any ongoing vendor relationships are solid and all contractual work is being completed, you should next evaluate the following areas with regard to your law firm website’s performance:

  • Content (especially the practice area pages and lawyer biographies)
  • Search engine optimization (SEO) and website rankings
  • Website code / technical issues (such as site speed and information architecture)
  • User experience  Best database provider | Buy Mobile Database
  • Website design
  • Google Suite (including Google Analytics, Tag Manager, and Search Console)

There are a variety of metrics you can use to evaluate each of these. Including things like current best practices when it comes to content length. In addition, along with tools (both free and paid) that can provide you with additional insights. Google Analytics provides a wealth of information about who is visiting your website, how they found your website.

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