Why aren’t we ranking higher in Legal Directories?

Throughout my career as a legal marketing expert, I’ve had numerous conversations with editors and lead researchers from Chambers & Partners and The Legal 500, which have formed the basis of this strategic report on the rankings performance, reasons why we aren’t ranking higher, and improvement suggestions. Below, I share the key points.

How to craft a good submission?

✓ The submission should include a clear and comprehensive summary of the most relevant facts about the Firm’s practice in the last 12 months, including confidential information.

✓ Confidential information is intended solely for the directory’s internal use and is not disclosed or published. Its purpose is to facilitate a deeper and more thorough internal analysis of the firm’s work.

✓ Include only the most representative matters from the last 12 months (maximum 10 publishable and 10 confidential).

✓ Avoid repeating matters from more than 12 months ago, unless there is a valid justification such as the case is ongoing, you continue working with the same client with new developments.

✓ Do not mix cases from different practice areas in one submission. If a matter spans different practice areas, such as corporate and tax, two separate submissions should be prepared, one for each area, offering a different approach to the case for each..

How to craft a good summary of cases and the Firm practice?

✓ The case summary should highlight the Firm’s specific role, detail the transaction’s complexity, and the results obtained for the client.

✓ Avoid cases handled by a single person and highlight teamwork, mentioning all experts who collaborated on the case.

✓ The Firm’s description and its practice can be divided into three sections for clarity and organization:

Practice: specify the specialization and describe the professional experience.

Experts: discuss the senior partners and associates in the area, including their background, specialization, education, etc.

Clients: mention the most representative clients in the area in the last 12 months.

Key facts about referees

1. The lack of sufficient feedback from clients (referees) to support the information provided in your submission is the main negative factor that can affect your ranking.
2. Without client feedback, the information included in the submission cannot be corroborated. It is crucial to carefully select referees.
3. Their position or title is not as relevant as the fact that they are individuals who are in direct contact with the lawyers and can provide details about the firm’s work.

How to craft a good list of referees?

✓ Provide between 10 and 20 referees, including clients (to evaluate service quality, treatment, professionalism level, and satisfaction) and lawyers (to evaluate technical aspects of the Firm’s work).

✓ Referees who can offer testimonials about work done in the last 12 months are needed, reflecting the company’s and lawyers’ most recent activity. Instead of focusing on historical relationships, prioritize recent and current relationships.

✓ Clients who can provide references for several lawyers, including associates, are required.

✓ The list should represent client diversity, including both large companies and regular clients.

✓ Include only referees who are willing to participate in the directory’s survey.

✓ It is essential to inform referees that their data will be shared with the directory and that they will be contacted by the researcher for the survey.

✓ The data provided in the submission must match the clients’ comments to achieve the best result in the rankings.

Interview with the researcher

Before starting the interview with the directory’s researcher, it is advisable to prepare a personal script that will help you provide relevant and accurate information about the Firm’s team and achievements.

Key points to address in your script:

1. Highlight 2 or 3 significant achievements from the last 12 months and explain the Firm’s role in them, as well as the complexity of the work.

2. Describe your area of expertise and specialization:

• What do we offer that sets us apart from the competition?
• Why do we believe we are the best?
• What positions us as leaders in the market?
• What makes us innovative?

1. Talk about the team, including its size and strengths. Mention the partners and senior associates (Rising Stars) and describe their specializations and capabilities.
2. The researcher will ask you to analyze and comment on the market and the competition. It is advisable to do so with sincerity and transparency.

Best of luck with your next submission!