A content audit shows your law firm exactly what’s working on your site, what isn’t, and what’s missing. You don’t need to delete everything and start over, but if you have hundreds of pages and your website and web presence fail to attract qualified leads, it’s a signal that something needs to change.
Content creation for legal practices cannot be guesswork. You need a clear picture of where your site and content stands today so you can make intentional decisions about where it goes next. A strategic content audit helps improve your visibility, authority, and performance with both prospective clients and search engines. Keep reading to learn more.
All of our site audits include a content audit. If you’d like help reviewing the content on your site, reach out. It’s free. Otherwise, here’s what a basic content audit entails.
A content audit is the first step to getting your law firm noticed
A proper audit evaluates your website from three angles:
- Inventory: A content inventory documents key data for every page on your site, including URLs, page titles, and content types. This initial stage tells you what content exists and where it lives.
- Analysis: Next, evaluate performance. Is the page ranking? Is it earning AI citations? Are users engaging with it? Does it support a clear topic silo? Is it aligned with search intent and genuinely helpful?
- Assessment: Finally, each page gets a decision: keep, update, consolidate, or remove. Content that’s high-performing, helpful, or strategically supporting a topic silo stays. Outdated, duplicative, or low-value content goes.
How long does this take? It depends on the size and complexity of your website and your budget. We’re happy to provide a timeline and walk you through the process so there are no surprises.
A content audit puts your firm’s future back in your control
Once the audit is complete, you’re no longer guessing. You have concrete data that shows where your content is falling short and where it’s succeeding. From there, you can fix weak areas, build on strengths, and move forward with clarity.
How a content audit helps your law firm stand out
By the end of the audit, you’ll be able to:
Pinpoint the content that is working for you
A content audit gives you a clear, data-driven view of your website’s health. You’ll know which pages deserve more attention, refinement, or promotion, and which ones don’t.
Identify content that is holding you back
Don’t hang on to old content just to inflate your page count. Thin, outdated, inaccurate, duplicative, or irrelevant content can dilute authority and hurt performance. In some cases, it’s the source of Helpful Content Update (HCU) penalties. An HCU penalty is a site-wide signal, meaning it’ll affect all the pages on your site, not just those deemed of poor quality.
Uncover content gaps your clients care about
For example, you may want more truck accident cases. You may have a truck accident service page, but no supporting content. Without depth, you’re unlikely to build authority in that space. High-quality supporting pages can boost your authority and improve how your service page performs.
Gain more visibility in AI Overviews & LLMs
Modern audits also evaluate AI visibility. Are you being cited in AI Overviews? Are LLMs referencing your brand? Thin, generic content rarely earns citations. Clear answers, strong structure, and original insight do. Your audit will show where you’re visible and where competitors are beating you.
A content audit is just one part of a stronger marketing strategy
Content audits are powerful, but they aren’t a cure-all. They work best alongside other evaluations, such as:
- Technical audits to address issues like slow page speed, broken links, or absent or haphazard schema
- AI / LLM visibility audits to identify opportunities to expand your citations and mentions
- GBP reviews to ensure you’re doing all you can to expand and improve your presence in local map results
- Competitor research to understand where you’re getting beat and why
- Keyword research to identify exactly what your audience is searching for
Our site audits look at all of these things. And they’re free.
Next Steps After Your Content Audit
The content audit is only the beginning. From there, you build a strategy that aligns your findings with your firm’s growth goals:
- Which practice areas need the most work?
- Which areas do you want to expand?
- What types of content are missing (practice pages, blog posts, authority pieces for digital PR)?
- What does your budget allow?
- Who owns writing, editing, and publishing?
The result is a clear content roadmap that priortizes, works with your budget, and aligns with business goals.
Make content audits a regular part of your game plan
Do a content audit if you’re:
- Redesigning your website
- Investigating a drop in rankings or leads
- Launching a new content strategy
- Evaluating how market changes affect your firm
It’s also wise to closely monitor your content, regularly review your digital performance, and revamp content or pivot your strategy when needed. That’s how we manage our clients’ content marketing.
When we work with law firms, we start with an audit. We inventory the site, evaluate performance, strengthen internal linking and silos, identify gaps, and build a roadmap that leverages strengths while correcting weaknesses, all within budget.
Ready to find out what a content audit says about your law firm’s website?
One of the biggest mistakes we see law firms make is moving forward with a scattered content strategy. It lacks accountability, clear structure, and a short- and long-term scope. Or worse, firms hire agencies that push thin, generic content that fails to build authority or generate cases.
We Do Web is a full-service SEO agency for law firms, but we started as a legal content agency. Content is never an afterthought for us. Today, we integrate advanced content strategy with technical SEO, AI visibility optimization, offsite brand-building efforts, and competitor research.
Our clients see meaningful growth in rankings, visibility, and case volume, often within the first 12 months. Begin now with a free site audit.
Alex Valencia is an influential entrepreneur, marketer, speaker, podcaster, and CEO of We Do Web Content, one of Inc. 5000’s fastest-growing businesses in America. His agency implements game-changing content marketing strategies and produces top-ranking web content for law firms, medical professionals, and small businesses nationwide.
