As the summer winds down, now is the perfect time to take a fresh look at your firm’s digital presence. August often brings a natural pause—clients are vacationing, kids are heading back to school, and your fall campaigns haven’t quite kicked off yet. That makes it an ideal window to tune up your online marketing so you can hit the ground running in September and beyond.
Here are five smart, manageable ways to refresh your law firm’s online presence before fall arrives.
- Give Your Website a Quick Audit
Your website is often the first impression potential clients and referral sources have of your firm. Over time, it’s easy for content to become outdated or for small issues to go unnoticed. A light website audit can uncover quick wins and ensure you’re putting your best foot forward.
Here’s what to check:
- Attorney bios: Are they current? Have you added any new team members or credentials? Consider adding a warm, approachable photo if it’s missing.
- Calls to action: Make sure each page guides visitors to take a clear next step, whether that’s scheduling a consultation, downloading a free resource, or signing up for your newsletter.
- Contact form and phone number: Test all contact forms and clickable phone numbers to ensure they’re working properly.
- Mobile friendliness: Open your site on a smartphone. Is it easy to read and navigate? Is the phone number tappable?
- Event listings: If you host workshops, make sure your event calendar is current or clearly states “check back soon.”
If it’s been more than a year since your last major content update or visual redesign, this might also be a good time to start planning for a more strategic website refresh.
- Update Your Google Business Profile
Google Business Profiles (formerly Google My Business) are a vital source of visibility for law firms—especially for people searching for estate planning or elder law services in your local area. Taking 15–20 minutes to update your profile can lead to better search rankings and more engagement.
Here are a few key areas to focus on:
- Photos: Add recent pictures of your office, staff, or community involvement. Google rewards active profiles, and fresh images make your firm look more approachable.
- Business hours and holidays: Double-check that your hours are correct and consider adding any upcoming fall holiday closures now.
- Q&A section: Monitor and answer any questions left by users. You can even add common questions yourself and post helpful answers.
- Services: Make sure you’ve listed the estate planning, elder law, trust administration, or other services you offer. This helps your profile show up for more relevant searches.
- Review responses: Thank clients for positive reviews and professionally respond to any concerns. Engaging with reviews builds trust and signals that you’re active and attentive.
- Plan Fall-Themed Content Now
Creating content takes time—and fall tends to be a busy season for many firms. If you use August to plan (and even pre-schedule) a few pieces of fall-themed content, you’ll save yourself stress later while staying visible and relevant online.
Here are some timely content ideas:
- Back-to-school tie-ins: Use the season as a hook to talk about planning for families with minor children or setting up guardianship provisions.
- Estate Planning Awareness Month (October): Prep content, emails, or social posts now so you’re ready to roll out your campaign. (More on that in an upcoming blog!)
- Fall newsletter: Highlight any upcoming seminars, share a checklist for year-end planning, or include a short Q&A with one of your attorneys or staff members.
- Holiday messaging: Get a head start on any content you’ll want to release around Thanksgiving or the December holidays. Templates or drafts now mean less scrambling later.
- If you’re a Member of the Academy, don’t forget to check out our Estate Planning Awareness Marketing Toolkit for prewritten newsletters, social posts, and lead magnets you can adapt for your audience.
- Refresh Your Social Media Presence
Your social media channels help reinforce your firm’s brand and values—and they give you a platform to educate, connect, and humanize your work. If your social media presence has felt a bit stale, a few simple updates can bring it back to life.
Try the following:
- Update your profile and cover photos: A fresh seasonal image or an updated team photo can make your page feel more current and personal.
- Reintroduce your team: Create a “Meet the Team” post series featuring your attorneys and staff with a friendly photo and fun facts.
- Share behind-the-scenes moments: Give followers a peek at your firm’s culture—team meetings, community service, or even the office pet!
- Promote client reviews: Turn positive testimonials into polished graphics and share them on your feed with a short thank-you message.
- Use built-in features: Stories, reels, or polls can boost engagement and help you reach more people organically.
Not sure what to post? A consistent mix of educational, personal, and promotional content works well for most firms. And if you’re short on time, even just scheduling one post a week can keep your page active and visible.
- Organize Your Digital Marketing Assets
Before the fall campaign season kicks into high gear, take time to get organized. Clear systems and up-to-date materials make it easier to execute your marketing efforts efficiently—especially as your schedule fills up later in the year.
Here are a few ideas to streamline your assets:
- Update bios and boilerplate language: Keep a shared document with your firm’s “about” paragraph, team bios, and current logo handy for use in press releases, directory listings, or workshop promos.
- Check your lead magnets: Are your downloadable resources working properly? Are the links and follow-up emails still accurate?
- Organize image libraries: Create folders for brand photos, headshots, logos, and commonly used graphics so they’re easy to find when creating content.
- Centralize passwords and permissions: Make sure your team has access to social platforms, your website CMS, email marketing tools, and your Google accounts.
Taking an hour to organize now can save hours down the line, especially during your busy fourth quarter.
Ready for a Strong Fall?
Refreshing your online presence doesn’t require a major overhaul—just a little attention and intention. By doing a website checkup, updating your Google profile, queuing up fall content, polishing your social media, and organizing your assets, you’ll be ready to market your firm with clarity and confidence this fall.
Rita Chaires
Director, Integrated Member Services
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
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