Legal directory submissions: go from meh to yeah! with these strategic and practical tips
With the start of 2025 comes a fresh round of legal directory submissions. By the end of the month, submission season will be in full swing. Take the pain out of the process with Bidtique's top tips for making your submissions more efficient and impactful.
The bigger picture: why directories matter
Participating in directories provides an independently verified endorsement of your firm’s expertise. These rankings enhance credibility, boost profile-raising efforts, and can even lead to inbound work, particularly from interstate and overseas clients. For current clients, seeing their chosen firm ranked confirms their decision is validated by the broader legal community.
It’s worth noting that while reputable directories like Chambers and Partners and The Legal 500 maintain strict editorial independence, some other directories operate on a pay-to-play basis. Purchasing advertisements or sponsorships in these publications does not influence rankings in credible directories, but it may enhance visibility. Firms should focus on high-quality submissions and genuine client feedback to achieve meaningful results, rather than relying on paid placements or awards.
Strategic approach: set the mindset for success
Decide if directories are right for your firm
Not every firm or practice group needs to participate in legal directories. Consider the strategic value of submissions based on factors like practice group, market profile, and client targets.
Ask yourself:
Does this directory align with our business development goals?
Will the effort pay off in terms of referrals, credibility, or new work opportunities?
Is the submission relevant to specific practice areas or geographies we want to highlight?
If you choose to proceed, commit to doing it properly, with the necessary time and resources.
Referees are crucial for successfully moving up the ranks
Client referees play a pivotal role in determining your rankings. Here are some strategies to ensure your referees contribute effectively:
Thoughtful selection: Obviously you will choose clients who are highly satisfied with your work and likely to respond promptly to directory researchers. Their timely and detailed feedback is critical to your ranking.
Pre-brief referees: Explain the importance of their role and provide context about the specific matters they may be asked about. Ensure they are comfortable discussing your expertise and client service.
Diverse representation: Depending on the practice area select referees that represent a variety of matter types - business as usual and ultra complex - and client types to showcase the breadth of your expertise.
Maintain relationships: Use the referee process as an opportunity to reconnect with those satisfied clients. It’s a valuable touchpoint that strengthens client relationships while benefiting your directory submission.
Leverage feedback: Post submission positive client comments can be repurposed for marketing materials such as your website, proposals, or social media, boosting credibility and visibility.
Managing referees strategically is one of the secrets to improving rankings and creating a strong submission.
Be realistic about priorities
Legal directories might not be a top business development priority compared to tenders or client-focused activities, and that’s okay. The key is to approach them strategically, ensuring your efforts are focused and efficient.
Focus on incremental improvement
Improving rankings is a long game. Even small enhancements to submissions can yield better results over time. Strive to make this year’s submission 5% to 10% better than the last. Quality submissions require consistent effort and adequate resourcing.
Practical steps: take action with these tips
Start early
Directory deadlines often feel like they come out of nowhere, but their formats change little from year to year. Kick-starting the process early, such as in January when workloads might be lighter, can set you up for success. Use this time to create a master shortlist of standout cases for consideration.
Build a repository of case summaries
Create detailed master summaries of shortlisted cases early in the year. These can serve as a comprehensive resource that can be quickly adapted for directory submissions and other marketing purposes, such as newsletters, case studies, or proposal materials. Don’t forget to re-purpose content for your bid content library, master CVs and profiles, LinkedIn, and your website.
Develop a project plan
Map out all upcoming directories, key dates, and areas to showcase in a master project plan. Circulate it among the team to ensure everyone understands the deadlines and goals. Having a clear plan prevents bottlenecks and reduces the likelihood of last-minute rushes.
Secure partner buy-in early
Identify partners who are willing to champion the process. These individuals should be engaged from the start to encourage broader participation and keep the team motivated. Clearly communicate the benefits of participating, such as enhancing personal and firm reputations, and how it aligns with business development goals.
Make directories part of KPIs
If you want to get radical, consider making directory contributions part of lawyers’ KPIs. Some firms, for example, require updated CVs as part of performance appraisals. Tying directories to measurable goals can drive participation and ensure that submissions are prioritised alongside other business development activities.
Delegate drafting tasks
Partners often have limited time. Encourage them to delegate first drafts to early-career colleagues or junior lawyers. Alternatively, marketing and BD team members can conduct brief interviews with partners and draft content based on their input. This ensures drafts get done without overloading senior staff.
Stay on top of deadlines
Persistence is key. Regular nagging (!) or rather, polite and persistent follow-ups can keep the process moving without causing friction. Balance gentle reminders with clear communication of deadlines and expectations.
If your team needs guidance, practical support, or a review of your directory submission, get in touch with Bidtique today.
Happy ranking!