Last month, saw the publication of the 2023 edition of The Legal 500 while next week will mark the launch of the latest edition of Chambers and Partners‘ UK Guide. As usual, law firms and barristers’ sets will waste no time gushing over their new and/or improved legal directory rankings in press releases, on websites and on social media platforms.
This collective trumpet blowing is a good indicator of how much the legal sector still value their legal directory rankings and, how much they invest in obtaining (and maintaining) them. It is no quick or easy undertaking to pursue a directory entry, it may take teams several years to get any sort of mention and then several more to move up the tiers. While much of the leg work of getting a ranking can be outsourced to non-legal staff, there is still a significant investment required from lawyers, not least in building a relationship with clients who are willing to be interviewed and give a glowing testimonial.
Despite some questioning in recent years of whether a mention in the legal directories is still worthwhile, the answer for most law firms appears to be a resounding “yes”. So, given the resources required, once the prize of an impressive ranking has been achieved, how can law firms make sure they wring the most they possibly can from it? Here are my top tips for making the most of a directory ranking:
Internal comms – it’s so obvious it may get overlooked but, make sure everyone is aware internally that the directory has been published and where the firm and its various teams are within them. Letting people know they are part of a team which is externally recognised for its excellence will be great for morale (and is cost neutral!)
Website – Another obvious one but, make sure your website is updated to reflect the latest directory ranking in a prominent place – an out of date reference lacks professionalism. If a website is the modern-day shop window, make sure your excellence is on display to potential clients.
Social media – encourage fee-earners to post details of rankings on their personal social media platforms such as Linkedin and Twitter. Interestingly, research shows that posts by individuals gain far more traction on social media than those posted by corporate accounts.
Personal profiles – make sure personal profiles on the firm’s website are updated to include details of a recommendation. It may even be worth adding a reference to a Legal 500 and/or Chambers ranking on the email signature of appropriate fee-earners.
Marketing materials – make sure that all marketing materials and pitch documents showcase your directory ranking, even if this is not enough by itself to secure new clients it will provide reassurance as to the firm’s reputation and experience.
Client networking – finally, don’t forget existing and perspective clients, send them a link to your new ranking, if appropriate, to remind them of what a great job you are doing or what you could be doing! It also goes without saying that any clients that you know gave interviews or provided testimonials to the directories deserve a personal “thank you”.
Take a look at some of my other blogs for further guidance on legal directories and other tips on profile raising:
Legal PR: what’s a news hook and why does it matter?
SEO: three simple tips to help you law firm rise to the top of Google
How to smash a Chambers or Legal 500 interview
Need some help with PR? Feel free to drop me an email to arrange a 30 minute complimentary call or take a look at some of the packages I offer law firms, accountancy practices and other b2b businesses.