‘Tis the season for website updates! The holiday season can be a whirlwind, but it’s also a prime opportunity for law firms to connect with current and prospective clients.
Your website plays a pivotal role in navigating seasonal inquiries, setting expectations around office hours, and preparing your team for restful downtime while driving new leads.
Here’s the challenge: If your site isn’t optimized for the holidays, you risk missing out on key opportunities to stand out. Seasonal questions go unanswered, paid ads waste money and prospects might turn to competitors who seem more accessible.
As the holiday hustle ramps up, take a moment to make these 5 key updates to your law firm’s website.
Proactively answer questions you get around the holidays
Are there questions you get more around the holidays?
Every law firm sees seasonal trends in client questions—so use this to your advantage when creating holiday content for your blog, social media and newsletter.
- Family law firms: Highlight common inquiries about custody arrangements during the holidays.
- Estate planning attorneys: Address gift tax implications or year-end financial considerations.
- Personal injury lawyers: Discuss accident risks during busy holiday travel.
Create blog posts, FAQs or even a temporary landing page tailored to these seasonal concerns. Don’t forget to share this content via your newsletter and social media to maximize its reach.
Proactively addressing these topics not only provides value but also positions your firm as a trusted resource. Anticipating client needs boosts trust and increases the chances prospects will reach out to your firm.
Communicate about your holiday hours and availability
Make sure that your clients know when your office will be open (or closed). Include instructions on how to reach your team in an emergency.
Here’s how:
- Update your Google Business Profile with holiday hours.
- Add a banner to your website with clear availability information.
- Temporarily change your hours on the Contact page.
- Send out a mass email to current clients outlining your holiday hours with alternative ways to get help.
Current clients need to know how and when they can reach you. Manage expectations to help with retention and avoid unnecessary frustration.
Prospects will appreciate the clear communication, too. It’s okay if you’re not available—it’s not okay to not communicate about it.
Pause paid ads during the week between Xmas and New Year’s
Listen, running paid ads when your firm is closed is generally a waste of both time and money.
Before you leave the office, adjust your campaigns accordingly. Your team is likely taking time off during the holiday week, but platforms like Google Ads and Facebook don’t stop running because you’re out of the office. If leads can’t reach you promptly, your ad spend is wasted.
Here are smart ways to handle paid ads during the holidays:
- Pause ads on Google, Facebook and Instagram to avoid unanswered inquiries.
- Redirect leads with automated email responses to helpful content like FAQs, downloadable guides or self-scheduling tools.
- If you can’t stay away, use this downtime to analyze past performance and plan for the New Year.
Don’t push for no reason. A well-timed pause saves your budget and ensures leads are met with value—not silence.
Find a way to continue delivering value to prospects while your team is off
Your office may be closed but that doesn’t mean your website has to stop working for you!
Now is a great time to set up your website to provide valuable resources that will keep prospects engaged until your team is back from the break.
- Offer self-scheduling tools so leads can book consultations for after the holidays.
- Set up an automated email series with helpful insights tailored to your target audience.
- Provide downloadable resources, like guides or checklists, that address common holiday-related legal issues.
Keep your pipeline active, even when your team is hands-off for a well-deserved break.
Optimize for post-holiday demand
We know you’re knee-deep in wrapping up 2024, but 2025 is nearly here. Many firms see a surge of new inquiries in the New Year, so take time now to prepare to capitalize on this uptick.
- Draft blog posts that address January trends in your practice area, like divorce filings.
- Prepare landing pages to launch immediately on January 1st with seasonal legal concerns.
- Schedule your paid ads to resume with refreshed messaging once your team is back.
Put yourself ahead of the game by anticipating post-holiday demands.
Remember that the holidays are a key moment to express gratitude to your team. Look back at where you’ve been in 2024 and how much you’ve accomplished. If you’re like us, you’ve already got a big list of projects on deck in 2025. Now is a perfect time to take a big breath, reset, reconnect and help your firm start the New Year strong by staying positive.
Review and next steps
You’ll never see us recommending that you work through the holidays to stay competitive. We value work-life balance around here. However, you do need to put some effort in ahead of the holidays to ensure that your website keeps working for you while you’re off the clock.
Pause those ads, communicate clearly about schedule changes and provide seasonally relevant content to your online visitors. Then, come back fresh in 2025 with a full pipeline of primed prospects.
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