Legal directory rankings are worth so much more than a humble brag a couple of times a year. Given that they take BD and lawyers an obscene amount of time to compile, it seems like a missed opportunity to just use them for marketing purposes. If all you’re doing is updating your website or sharing an “I’m delighted to be ranked” post on LinkedIn, you’re missing out on some serious business development opportunities. Here’s how you can make your rankings work harder for you:
The basics
Share on LinkedIn
While we joke about the ‘humble brag’, sharing your rankings and testimonials does make marketing sense. Some tips for maximising the post:
- Include one or two testimonials
- Ensure you have sufficient spacing between paragraphs to make it easier to read
- Tag the Legal 500 or Chambers in your post
- Make sure to thank clients and intermediaries (it’s good manners)
- Link to the webpage of the ranking (though please note that linking to pages outside of LinkedIn may impact your reach
- If your firm has created imagery be sure to include this – posts with images tend to fare better
Add to your website profile
Adding the logos, rankings, and testimonials is standard procedure for most firms, and it’s a sensible approach—directory accolades are external validation and can sway some clients.
Add to your pitches and proposals
As with the website, rankings are an excellent way to build credibility in pitches and proposals. Incorporate relevant quotes and logos from the directories to show how your strengths align with a potential client’s needs.
Use in your marketing collateral
While the tendency is to just add the logos or quotes onto marketing brochures, there is absolutely no reason why you cannot include a quick note in your regular newsletter about your rankings. Go further than the usual content and perhaps link it to an anonymised case study.
Add to email signatures
This one doesn’t need any explanation, really. Our tip is that if you’re going to add them to your email profile, ensure that you have a page set up on your website that talks about your rankings and has a clear user journey mapped out after this (i.e., you’ve thought about where you would like your audience to go next). Linking to the Legal 500 or Chambers & Partners just directs your website traffic elsewhere and potentially to your competitor profiles.
Next level
Use it as an excuse to connect with clients and intermediaries
Your ranking is a perfect excuse to check in with clients and intermediaries. At the very minimum you should be sending a personalised thank you note to each client or contact that agreed to be a referee, but you should also be using this as an excuse to catch up, continue the conversation and learn (and possibly win work).
Analyse your market
The directories have a wealth of information that firms rarely use. Think about: What trends are emerging in your practice area/sector? What are your competitors doing? Who’s climbing the ranks, and why? Use this data to help you spot new opportunities and areas where you need to improve.
Learn what clients are really interested in
Client feedback (and not just your own) is hidden gold, in our opinion. Personally, I love to know why clients are raving about my competitors and benchmark myself against them. Law firms should be doing the same thing.
A note on best practice
Keep a database for future submissions
This is aimed more at BD and marketing teams, but the last-minute scramble by organising your testimonials, client feedback, and rankings in one place. By keeping a central repository, you’ll not only be able to track how your rankings evolve over time but also make your lives easier.
Start preparing now
If you haven’t already started thinking about the process for the upcoming 2026 submissions – start now. Chambers & Partners has some deadlines as early as November (see below). If you’re a lawyer, start thinking about your biggest and best matters from the last 12 months and any clients or contacts who might be willing to give positive feedback about you. If you’re in BD start pulling the data, and case studies, check on the recent changes to the submission templates and enjoy the calm before the storm!
