They are onerous and time-consuming, so it’s no wonder that law firms are filled with dread when it’s that time of the year for legal directories. It’s also why firms value a PR team that can come in and make them just happen.
The resource needed to compile these submissions means they are often left until the deadlines causing last-minute panic. It’s no wonder that firms look at whether they should even bother. Yet it always boils down to the fact they are still widely held as important third-party endorsement in what is an increasingly competitive marketplace. Visibility and reputation are paramount, and it takes a very brave firm to make the decision not to be involved.
Law firms of all sizes, from global giants to boutique specialists, strive to demonstrate their expertise, client service and market leadership. One of the most established ways to do this is through inclusion in leading legal directories, such as The Legal 500 and Chambers and Partners.
These directories have become critical benchmarks for clients, in-house counsel, and legal professionals when seeking to evaluate and engage legal support. Success in these rankings is not just about great legal work; it’s about telling the right story to the right people, in the right way, every year.
Despite the considerable effort and time involved in compiling submissions, legal directories continue to hold significant value industry-wide. Quite simply – they are trusted.
What are legal directories?
The Legal 500 and Chambers and Partners are independent publications that rank law firms and individual lawyers based on a combination of written submissions, client feedback, and extensive research. They cover a wide range of practice areas, offering detailed analysis and rankings that influence hiring decisions, professional reputations and firms’ marketing strategies.
These directories are not simply a “who’s who” list. They aim to provide a rigorous, third-party validation of legal expertise. Their research teams examine the complexity, scope, and significance of the work being done, along with client service and industry standing, to generate rankings that are widely trusted.
Why legal directories matter
Third-party endorsement
In a profession where trust and credibility are everything, a third-party endorsement from a respected directory is vital. These rankings identify firms or practitioners who are particularly strong in a given practice area or region, from partners and barristers to senior associates and up and coming lawyers.
Marketing and business development
Rankings and editorial commentary can be leveraged across a firm’s marketing channels, from websites and pitch materials to social media and public relations. For law firms without huge advertising budgets, a strong directory ranking can provide a significant return on investment in terms of brand visibility and client acquisition.
Benchmarking, recruitment and morale
Internally, rankings serve as a form of recognition. They can help firms benchmark their progress against competitors, celebrate team achievements, and reinforce their brand. For individual lawyers, especially those aiming to make partner, inclusion in a directory can boost their professional profile.
Securing clients
Clients, particularly in-house legal departments, frequently consult directories when seeking specialist advice. A high ranking can tip the scales in favour of a firm during competitive tenders, while a lack of visibility can mean missed opportunities.
Is the investment worth it?
While the benefits are clear, the process of compiling submissions to directories like The Legal 500 and Chambers is notoriously demanding. Each submission requires detailed write-ups of recent matters, summaries of the firm’s strengths in a particular area, and curated client references – all tailored to the specific requirements and tone of each directory.
For mid-to-large law firms with multiple practice areas, this becomes a huge annual task. Co-ordinating information from various partners, ensuring consistency, gathering sensitive details, and securing client permission to be contacted, are just some of the logistical hurdles. The process also often falls on marketing and business development teams who must balance this effort with other responsibilities, making it a real headache.
Also, the submission timelines are strict, and a rushed or poorly presented submission can lead to a drop in rankings, even if the actual legal work remains strong. This creates pressure not only to do great legal work but to package and present it effectively.
Given the effort involved, some law firms periodically question the value of continuing with directory submissions. Yet, the industry relies on these rankings. Media and legal commentators refer to them, recruiters use them to scout talent and firms that are well-ranked benefit from enhanced credibility and visibility.
Opting out of directory participation can, over time, lead to a perception of a firm’s decline or absence in the market, even if the firm is doing excellent work. This is why firms often employ external agencies, who specialise in directory submissions to handle their submissions.
At Polymedia we’ve had a long history of doing just this for law firms. We ensure submissions are written clearly and consistently, that they comply with the guidelines and crucially meeting deadlines, so there are no last-minute panics!
If you are interested in talking to us about this service, please get in touch with Jo Kedward.
