Digital presence checklist

Legal services

Most clients search online before they call a lawyer. They compare websites, read reviews, and look at the firm's content before making contact. The practices that consistently win new instructions have invested in making that research process work in their favour.

This checklist covers 23 items across five areas, your website, local SEO, content, lead conversion, and paid advertising. Work through it honestly. The gaps you find are where potential clients are choosing another firm.

Areas covered
5 categories
Items to check
23 specific actions
Time to complete
About 10 minutes
Your score so far: 0 / 0
Talk to us about the gaps

Tick every item that genuinely applies to your business, not what you intend to do, but what is actually live and working right now. That honest number is the one worth talking about.

Score 19 or above and you are ahead of most local competitors. Below 12 and there are quick wins here that are probably costing you clients every week.

1

Website & first impressions

0 / 5

A client searching for legal help has usually already made some kind of decision before they pick up the phone. Your website is where that decision gets confirmed or reversed. Credibility signals, clear practice areas, and an obvious path to contact are what close the gap between a visit and an enquiry.

Fast, mobile-optimised professional website
A website that loads quickly on mobile devices and presents your firm in a professional, credible way.
Individual practice area landing pages
A dedicated page for each area of law you practise, covering what the service involves and who it is for.
Solicitor or barrister bio pages with a photo
Individual profile pages for each lawyer at the firm, including a photo, background, and areas of specialisation.
Clear and prominent contact and consultation CTA
A visible call to action on every page that makes it easy for a visitor to get in touch or book a consultation.
Trust signals including awards, memberships, and results
Visible indicators of credibility such as Law Institute membership, awards, or notable case outcomes.
2

Local SEO

0 / 5

Most people searching for a lawyer start on Google. The firms that appear in local results are not always the largest or most experienced — they are the ones that have invested in their local search presence. This is one of the highest-return areas for a legal practice.

Google Business Profile fully optimised
A complete and verified Google listing with photos, practice areas, hours, and a full business description.
Practice area and location keyword pages
Website pages written around specific combinations of service and location, such as family lawyer in your suburb.
50+ Google reviews actively managed
Reviews on your Google Business Profile with a response from the firm on each one.
Listed on legal directories such as Avvo, Justia, and FindLaw
Your firm listed on legal-specific directories with consistent contact details and a complete profile.
Schema markup using the LegalService type
Structured data added to your website code that helps Google categorise and feature your firm in search results.
3

Content & authority building

0 / 5

Legal content serves two purposes: it builds trust with people who are not yet ready to call, and it keeps your firm ranking for the searches that matter. Plain-English explainers and FAQ content are particularly effective for attracting and converting research-phase visitors.

Legal explainer blog written in plain English
Regular articles on your website that explain legal concepts and processes in accessible, jargon-free language.
FAQ pages for each practice area
A page of common questions and answers for each area of law, written to match the way people actually search.
Free guide or checklist as a lead magnet
A downloadable resource relevant to one of your practice areas, offered in exchange for a visitor's contact details.
Video content including lawyer introductions and Q and As
Short videos where lawyers introduce themselves or answer common client questions, published on the website.
LinkedIn thought leadership articles
Long-form posts published on LinkedIn that share expertise or commentary relevant to your practice areas.
4

Lead conversion & nurture

0 / 4

Legal decisions are rarely made quickly. A client might research for weeks before making contact. Having systems that respond fast to enquiries and stay in touch with leads over time is how firms convert more of the interest they already generate.

Automated response to enquiry forms within 5 minutes
An automatic reply sent immediately when someone submits a contact form, confirming receipt and next steps.
Email nurture sequence for non-immediate leads
An automated series of emails sent to enquiries that are not yet ready to proceed, keeping the firm visible over time.
Past client referral campaign
A structured outreach to past clients designed to encourage referrals, with a clear process for following up.
Client newsletter covering relevant legal updates
A regular email sent to your client list covering changes in the law or firm news relevant to their situation.
5

Paid advertising

0 / 4

Legal is one of the highest-intent categories in paid search. People searching for a lawyer are usually ready to act. Paid advertising in this space is expensive, but the value of a single new client makes it viable when campaigns are structured correctly.

Google Search Ads for high-intent search terms
Paid ads that appear when someone searches for a lawyer or legal service in your area.
Meta Ads targeting relevant audiences
Paid ads on Facebook and Instagram targeted by location, life events, and interests relevant to your practice areas.
Geo-targeted campaigns by suburb or court location
Campaigns configured to show only to people in specific geographic areas where your clients are based.
Remarketing to guide downloaders and website visitors
Ads shown to people who have already engaged with your website or downloaded a resource but have not yet made contact.
Overall progress0%

Where to start if you scored under 12: the highest-impact items here are your Google Business Profile, your review count, and your practice area pages. These are what clients look at first and what Google uses to rank you. Get those right before investing in paid search.

Your result
0 / 23
0% of items complete

Work through the checklist above to see your result.

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