Legal directories - do they still matter?
With the release of the Chambers and Partners Asia-Pacific 2024 Guide last week, the annual debate about the value of legal directories has resurfaced. In today’s legal market—dominated by digital transformation, fierce competition and increasingly savvy buyers—many law firms are continuing to ask: Do these rankings still matter?
The short answer is yes—but only for specific client types and if you know how to leverage them strategically.
Why legal directories still matter to sophisticated clients
Sophisticated buyers of legal services - general counsel, procurement teams and corporate decision-makers - use legal directories as part of their due diligence process, particularly in high-stakes or specialised areas.
Directories like Chambers and Partners and The Legal 500 do more than provide rankings. They serve as trusted, independent evaluations of law firms and lawyers, offering detailed insights into practice strengths, client feedback and jurisdictional expertise. This positions directories as a critical data point for comparison during the tender/procurement process.
For buyers—especially those navigating tenders or working in unfamiliar jurisdictions—directories act as a reassurance tool. While they don’t replace the tender process, they help refine shortlists and offer external validation of a firm’s capabilities and reputation.
Your referees drive the rankings
While submissions provide useful structure for researchers, it’s client feedback that truly determines your rankings. Referees - your clients - are the unsung heroes of legal directories. Their insights, not just your submission, drive the decision-making process.
Directories rely on referees to provide:
Credibility: Validating your claims with real-world examples.
Differentiation: Highlighting the nuances that make your firm stand out.
Consistency: Reflecting the trust and value you consistently deliver.
Firms that focus on engaging referees and ensuring they share compelling, authentic feedback will always have the edge.
The value of legal directories for law firms
Being ranked in legal directories goes far beyond client acquisition. A strong showing can:
Build credibility Rankings act as third-party endorsements, giving firms an edge in a crowded market.
Attract top talent High rankings signal to prospective employees that your firm is recognised for its quality, boosting recruitment in a difficult market.
Boost market visibility For boutique firms or those expanding into new jurisdictions, directories provide a gateway to a global audience.
Are legal directories worth the effort?
Let’s not sugarcoat it - preparing submissions can be resource-intensive, requiring input from lawyers, BD teams and clients. Some firms view rankings as reputation maintenance rather than a driver of client acquisition.
But here’s the reality: For clients, rankings may not close deals, but they can shape perceptions and influence decisions early in the buying journey. And if you treat referees as the key to success, the ROI of directory participation can skyrocket.
How to maximise ROI from legal directory submissions
If you’re going to invest time and resources into legal directories, make it count. Here’s how:
1. Be strategic
Focus on rankings that align with your firm’s strengths and strategic goals. A ranking in a niche or emerging practice area often delivers more impact than competing in saturated categories.
2. Prioritise referee engagement
Choose the right referees: Nominate clients who can speak confidently and positively about your work. It is not about the most senior individual, but about someone in the organisation who can add value.
Educate referees: Many clients don’t realise the importance of their feedback. Help them understand the process and how their input supports your firm. Getting them ready to participate and communicating what is expected is important.
Refresh your referee pool: Avoid overloading the same clients year after year to prevent fatigue and maintain fresh insights.
3. Stay consistent
Rankings are a long game. Treat submissions as an ongoing process rather than a one-off effort. Over time, consistent participation builds credibility and keeps your firm visible.
4. Leverage your rankings
A ranking isn’t just a trophy—it’s a tool. Use it strategically in:
Pitches and proposals to enhance credibility.
Recruitment efforts to attract top talent.
Marketing campaigns and website content to boost visibility.
The bottom line
Legal directories are still relevant, but their value lies in how you approach them. For sophisticated clients, they provide reassurance and clarity. For law firms, they offer opportunities to build trust, showcase expertise, and attract talent.
However, the secret to success isn’t just a polished submission—it’s the strength of your referees. Their feedback shapes your rankings and makes your efforts worthwhile.
At Growth Circus, we specialise in helping law firms optimise their approach to legal directories and broader marketing strategies. Whether you’re refining submissions, engaging referees, or building a strategic growth plan, we’re here to help.
