Audit Your Firm’s Website with the New Legal Marketing Scorecard

Legal Marketing Scorecard

It’s common to bring your car in for routine maintenance, make an appointment for an annual physical or stop by the dentist for that six-month cleaning. But why stop there? Give your law firm’s website a checkup with the new Legal Marketing Scorecard from FindLaw.

Because things are constantly changing on the world wide web, carving out time to regularly audit your website will empower you with actionable insights for a healthy and strong web performance going forward. That’s why FindLaw has created the Legal Marketing Scorecard, an auditing tool designed specifically for law firm websites. The tool examines and grades the performance of your legal website to determine its effectiveness while identifying potential problems.

Once you provide your site’s URL, the process takes seconds to complete and provides a detailed report of your performance based on tactics in five key categories:







What it measures: This section looks at your search engine optimization performance to let you know how visible your site is on places like Google and Bing. Some of the parameters analyzed include:

  • Image Optimization – Reducing the size of your images without losing quality for faster load time and better user experience
  • Schema Markup – Website tagging that explains to search engines that you work with intellectual property patents, not patent leather shoes
  • Inbound Links – The amount of times another website links to your site
  • Legal Directories (FindLaw Exclusive) – The different legal directories your firm shows up on
  • And more

Why it matters: According to imFORZA, 75 percent of people never get past the first page of search results when conducting an online search. Having a handle on SEO can have a major impact on your search engine ranking and missteps in this department mean less chance of driving quality organic traffic to your site.


What it measures: A mobile-optimized website means your site will reformat itself for a variety of different devices for ideal usability. This section measures how well your site holds up on mobile devices, looking at the following elements:

  • Mobile Hosting – The responsiveness of your web host compared to industry best practices for delivering mobile websites
  • Compatible Technology – Checks to see if your site uses unsupported plugins like Adobe Flash, Microsoft Silverlight and more
  • Screen Optimization – How your site looks on a variety of screen sizes

Why it matters: FindLaw’s 2018 Consumer Legal Needs Survey shows that 54 percent of legal consumers are searching for an attorney on a mobile phone. If your website isn’t up to the standards of on-the-go prospects, you’re missing out on a growing audience.


What it measures: Conversion is the amount of website visitors that end up taking some sort of action with your firm (chat, call, email, etc.). This part of the audit looks at how well your website is converting leads into clients, measuring:

  • Contact Information – Checks if your website includes multiple ways for users to contact, such as phone number, email address and a contact form
  • Social Media – Provides a score of how active you are on social media
  • Spanish Ready (FindLaw Exclusive) – Looks to see if your site can accommodate this growing demographic
  • And more

Why it matters: Did you know? On average, legal consumers visit only four websites before contacting an attorney (FindLaw 2018 Consumer Legal Needs Survey). Including a variety of ways for people to connect with your firm means a better chance to convert passive visitors into engaged clients.


What it measures: No one wants to wait around for a website to load. Figure out how fast your firm’s site is in this section of the audit. It measures:

  • Site Speed – The load time of your website
  • Browser Caching – Stored information on a user’s browser for faster load time
  • Page RedirectsEnsures page redirects are being used correctly
  • And more

Why it matters: “Two seconds is the threshold for e-commerce website acceptability,” said Maile Ohye, former tech lead for Google. Site speed is not only a ranking factor for search engines like Google, but a slow-moving website is a surefire way to lose the attention (and business) of prospects.


What it measures: Is your website made with your clients in mind? This portion of the audit looks at how user-friendly your site is, examining:

  • Research Ready – Looks to see if your website includes details about your firm, like practice areas served, staff biographies and more
  • Security – How legitimate and trustworthy your site is
  • Legal Services Schema (FindLaw Exclusive) – Tells search engines who you are and what you do professionally
  • And more

Why it matters: When almost 90 percent of legal consumers care about reputation, you can’t drop the ball when it comes to providing secure and correct content (FindLaw 2018 Consumer Legal Needs Survey). Having a website that’s user-friendly ensures people can trust the information they read online.

Want to see how your firm measures up? Plug in your site’s URL to the Legal Marketing Scorecard and get your grade.

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