Smart Goals for Executive Assistants: How to Set Objectives for VAs (That Actually Work)
As law firms increasingly rely on virtual teams, vague task lists or half-thought-out instructions can lead to confusion, delays, and unnecessary rework. The difference between a VA who helps save you dozens of hours each month and one who drains your time usually comes down to one critical element: Have you provided them with strategic, measurable objectives? Or did you throw a set of disconnected tasks at them, hoping they get the job done?
When used strategically, goals are the foundation for how your firm communicates expectations, tracks performance, and scales sustainably. It’s the secret behind every high-performing legal team that leverages VAs effectively. In this guide, we’ll show you how to set SMART objectives
Why Clear Goals & Objectives for Administrative Assistants Matter
Before diving into examples, let’s clarify why you should care about goal-setting in the first place. Working with a VA is not like working with another attorney. Your virtual assistant can’t read between the lines, walk down the hall to ask for clarification, or fill in the blanks if your directions are half-baked.
Benefits of Setting Clear Goals:
- Fewer mistakes & rework: Precise goals eliminate the guesswork.
- Better time management: A VA with clarity knows how to prioritize.
- Stronger accountability: Goals are the basis for weekly reviews.
- Faster onboarding: New VAs become productive sooner when they know what “success” looks like.
- Improved communication: Everyone knows what needs to be done—and why.
What to Do Next:
Schedule a 30-minute internal meeting this week to identify 3 recurring tasks your VA handles, and determine what success actually looks like for each. Write out clear outcome statements, not just to-dos.
What Are SMART Goals (and Why They Work)
“SMART” is more than a corporate buzzword. It’s a tried-and-true method for setting smart goals for executive assistants that are achievable and trackable.
SMART = Specific, Measurable, Achievable, Relevant, Time-bound
Example 1:
- Vague Version: “Help with intake calls.”
- SMART Version: “Respond to all client inquiries between 9 a.m. and 5 p.m. within 15 minutes and ensure intake forms are completed and logged into Clio by close of business.”
- Why it works: This version gives a clear timeline, defines success, and names the specific platform used to measure completion.
Example 2:
- Vague Version: “Keep the case files organized.”
- SMART Version: “Audit all active case files in Clio every Friday by 3 p.m. and confirm that each contains the most recent pleadings, contact logs, and billing entries.”
- Why it works: It defines frequency, specific deliverables, deadline, and software. No ambiguity means no dropped balls.
More SMART Goal Examples:
- “Follow up with clients whose invoices are over 15 days past due within 2 business days of aging.”
- “Update CRM notes after each client call by close of business on the same day.”
- “Compile a weekly intake summary report with the number of new leads, consultation bookings, and conversion rates by Monday noon.”
What to Do Next:
Find a recurring directive in your current process. Apply the SMART framework to rewrite it. Implement it in your workflow and monitor if results improve.
Smart Objectives Examples for Administrative Assistants in Law Firms
To get the most out of your legal VA, start by looking at the day-to-day tasks they already manage. Then level them up by turning them into SMART goals for executive assistants.
Intake & Scheduling
- Achieve “inbox zero” status by 4 PM each business day.
- Sort incoming messages into 4 folders: Urgent, Client-Facing, Internal, and FYI.
- Use templates to respond to 10+ routine email types within 1 hour of receipt
Inbox & Email Management
- Achieve “inbox zero” status by 4 PM each business day.
- Sort incoming messages into 4 folders: Urgent, Client-Facing, Internal, and FYI.
- Use templates to respond to 10+ routine email types within 1 hour of receipt.
Billing & Payments
- Send invoices by the 3rd business day of each month.
- Follow up on outstanding invoices every 7 days.
- Maintain 95%+ on-time payment rate through proactive follow-ups.
Document Handling
- Draft templated pleadings within 48 hours of assignment.
- Ensure all client documents are uploaded to the DMS within 24 hours.
- Audit and update case files weekly to reflect latest progress.
CRM & Data Entry
- Enter all new client data into the CRM within 1 business day of intake.
- Update case status fields by end of day when there is a development.
- Track and report on lead sources and conversion rates weekly.
Client Communication & Follow-Up
- Return all client voicemails within 2 business hours.
- Send a follow-up email after each consultation within 24 hours.
- Confirm receipt of all signed retainer agreements within 1 business day.
Calendar Management & Attorney Support
- Schedule all court dates, client meetings, and deadlines within 24 hours of receipt.
- Proactively flag any scheduling conflicts weekly.
- Confirm all appointments with clients via email and text 24 hours in advance.
What to Do Next:
Choose two tasks from this list and rewrite them to match your firm’s specific software and terminology, then assign them to your VA.
Goals & Objectives for Administrative Assistants: Aligning with Firm Priorities
One of the most overlooked parts of setting objectives is aligning them with your actual business goals. If your firm’s top priority is increasing intake conversions, your VA should be part of that strategy.
Tips to Align VA Objectives with Common Firm Goals:
- Revenue Goals: If you want to increase client conversion, assign SMART goals around speed-to-contact and lead qualification.
- Client Experience: Assign objectives for follow-up speed, consistent client communication, and call quality.
- Efficiency: Reduce time spent by attorneys on administrative tasks by setting VAs up to fully own those functions.
What to Do Next:
Ask yourself: What’s my firm’s #1 goal this quarter? How can I assign SMART objectives to my VA that are stepping stones toward achieving that objective?
Usually you can break down larger objectives into specific milestones (SMART formulation) and assign them as a way to achieve consistent results.
How to Communicate and Track Objectives Effectively
Even the best-written SMART goals will fall apart without a system to track and review them. Don’t just set and forget objectives—make sure you create a process for managing progress over time.
Tools & Processes to Use:
- Weekly Check-Ins: Review last week’s wins, roadblocks, and next goals.
- Task Management Tools: Use Trello, Asana, or ClickUp to organize priorities.
- Goal Dashboards: Share a simple Google Sheet or Notion doc that tracks goal progress.
Monthly Reviews: Revisit KPIs and performance trends to spot growth opportunities.
What to Do Next:
Choose a day and time for a recurring 20-minute weekly sync with your VA. Make sure it includes a section on goal review.
Need Legal VAs Who Can Deliver on SMART Goals? Let’s Talk.
Attorney Assistant helps law firms work smarter by providing pre-vetted legal virtual assistants who know how to deliver on strategic objectives. If you’re ready to build a virtual team that saves you time and supports your firm’s growth, let’s talk.
FAQs
What are the objectives of a virtual assistant?
Virtual assistants are tasked with improving efficiency, reducing administrative workload, and supporting core business operations through task ownership, consistent execution, and communication.
What is setting clear objectives?
It means defining outcomes in specific, measurable, and time-bound terms so that all team members understand expectations, timelines, and desired results.
What is the most important thing with virtual assistants?
Clear communication. Without it, even highly skilled VAs can underperform. Objectives are the foundation of that communication.
