In the world of legal services, directory rankings play a crucial role in shaping a firm’s reputation and attracting clients. But how can law firms navigate this landscape effectively? In a recent Platforum9 Session, Anthony Notaras, Director of Content at MD Communications and former Legal 500 Editor, and Linsay Leslie, Partner at MD Communications, shared their expertise on legal directory submissions.

The Importance of Rankings 

Despite the current landscape, directory rankings remain as relevant as ever. They emphasise their significance: “They really are valued. General Counsels and legal service offices frequently consult these rankings when selecting firms for tenders or justifying their choices to internal stakeholders.”

For firms looking to expand their international profile, rankings serve as a critical tool in attracting referral work. “Particularly if it’s work coming through connections in London and the US, they are looking at rankings,” They note. “It’s a very obvious place for firms who will refer work out to go look at the submission rankings.”

The Submission Process: A Balancing Act

They highlighted the sheer scale of the ranking process, revealing that researchers might handle up to 500 submissions in a standard round, with each submission averaging 40 pages and most certainly underscores the need for law firms to make their submissions stand out.

“It’s got to be attention-grabbing, and it’s got to be easy to understand, and easy to understand quickly,”. It is suggested that balancing high-profile, big-ticket items with technically complex work when selecting work highlights.

Strategic Approach to Referees 

When it comes to choosing referees, the importance of strategic selection was stressed upon: “They don’t just want to see the CEO, the major key of your largest client or the most senior person. They want to talk to individuals who your team is working with day in, day out, and will really understand the value.”

This approach not only increases the likelihood of getting feedback but also provides a more accurate representation of the firm’s day-to-day performance.

The Rise of Directory Managers

As the importance of rankings grows, so does the need for dedicated management. They note a growing trend: “We’re seeing more and more firms obviously now having directories managers specifically.” These professionals oversee the entire submission process, ensuring a consistent and strategic approach across all practice areas.

Technology and Efficiency

While some firms are exploring automation and improved data management systems, they note that many are still seeking the ideal solution. It was suggested that firms could benefit from adapting techniques used by bid teams: “Maintaining an ongoing management and matter information is critical to them not having an absolute panic and a rush.”

Future-Proofing Rankings

For firms aiming for top-tier rankings, the experts emphasised the need for a long-term perspective. They pointed out the importance of showcasing junior talent alongside established partners to “future-proof” rankings. However, noted that moving into the top tier is challenging and requires genuine market recognition.

“If a firm is put into tier one incorrectly and occasionally mistakes happen, but you can take it as a given that they will be removed pretty quickly because most people will object,” Notaras explains.

The Role of AI and Automation 

As the legal industry continues to change, so too does the approach to directory rankings. Notaras sees potential for AI in certain aspects of the process: “From a translation perspective then yes, I think that that sort of tight language and that sort of thing will be really useful.”

However, both experts agree that the core principles of showcasing excellent work, nurturing client relationships, and strategic planning remain at the heart of successful directory submissions.

Conclusion 

As Leslie and Notaras make clear, mastering legal directory rankings is not just about creating a compelling submission. It’s about cultivating strong client relationships, strategically positioning the firm in the market, and consistently delivering high-quality work. For law firms looking to improve their reputation and attract new business in a competitive market, investing in a well-thought-out directory strategy could be the key to success.