Securing a place in The Legal 500 is a strategic milestone for law firms aiming to enhance their reputation, attract high-value clients, and solidify their standing in the legal industry. However, the submission process is complex, requiring meticulous preparation, well-crafted case studies, and carefully selected client referees.
A strong ranking in The Legal 500 is not just about the quality of legal work—it reflects how effectively a firm presents its expertise, distinguishes its key practitioners, and gathers compelling client feedback. Despite this, many firms struggle with ambiguity around ranking criteria, missteps in client referee selection, and missed opportunities for post-submission follow-up.
This guide provides a step-by-step roadmap to navigating the legal 500 directory submissions process successfully, ensuring that your firm optimizes its ranking potential.
Understanding Legal 500 Evaluation Criteria
Before starting the submission, it’s critical to understand how The Legal 500 evaluates law firms. Their research methodology is data-driven, based on several key factors:
1. Legal Industry Reputation
- The Legal 500 assesses how the firm is perceived within the legal community, considering peer feedback, client testimonials, and prior rankings.
- Recognition in landmark cases, thought leadership, and market presence can strengthen rankings.
2. Casework and Legal Complexity
- The ranking heavily relies on the quality and complexity of work rather than sheer volume.
- Cases should highlight:
- Unique legal strategies and approaches.
- High-stakes or industry-defining outcomes.
- Multi-jurisdictional significance, if applicable.
3. Client Feedback and Testimonials
- Client feedback is one of the most influential factors in Legal 500 Directory Submissions.
- The Legal 500 researchers contact selected clients confidentially to assess:
- The quality of legal advice and responsiveness.
- The firm’s ability to handle complex legal challenges.
- Whether the firm demonstrates a business-driven approach.
4. Market Standing & Competitor Benchmarking
- Peer reviews from rival firms, barristers, and industry experts provide an external validation of a firm’s standing.
- A firm’s recognition in leading legal publications or high-profile legal matters can contribute positively.
Understanding these criteria enables law firms to tailor their submissions strategically rather than merely listing case details.
Step-by-Step Legal 500 Submission Checklist
1. Preparing the Submission
A well-prepared submission process can take months—firms should begin early and allocate responsibilities to the right team members.
- Identify the Most Relevant Practice Areas
- Only submit for practice areas where the firm has demonstrable expertise.
- Focus on growth areas or historically strong practice groups.
- Select Key Matters and Case Studies
- Cases should be legally significant, showing a firm’s ability to navigate complex legal frameworks.
- Include matters that reflect strategic thinking and business impact.
- Assign Submission Responsibilities
- Marketing or BD teams should oversee submission structure and formatting.
- Partners and senior lawyers should provide substantive input on cases.
- Associates and support staff can assist with data gathering and formatting.
2. Structuring Your Submission
A well-structured Legal 500 Directory Submission should be concise, data-backed, and tailored to what researchers value most.
- Write Clear and Impactful Matter Summaries
- Highlight key facts, legal arguments, and case outcomes.
- Keep summaries focused—avoid excessive detail or irrelevant background.
- Present Key Lawyers Effectively
- Showcase individual contributions of leading lawyers within each practice area.
- Highlight client testimonials or external recognitions to reinforce expertise.
- Avoid Common Formatting Pitfalls
- Ensure the submission follows The Legal 500 guidelines precisely.
- Use consistent formatting and language for clarity and professionalism.
3. Gathering and Presenting Client Feedback
Client testimonials are not just a formality—they can significantly influence rankings. Law firms must take a proactive approach to referee selection and management.
- Understand the Role of Client Feedback
- Researchers assess the depth and sincerity of client testimonials.
- Superficial or overly positive feedback with no substance can be counterproductive.
- Selecting the Right Client Referees
- Choose clients who can speak to the firm’s expertise and value delivery.
- Ensure referees are diverse, covering multiple industries and engagement types.
- Avoid repeatedly using the same referees every year—this can weaken credibility.
- Engage Clients Before Submission
- Explain to referees how their feedback contributes to the firm’s recognition.
- Provide context on what aspects of service The Legal 500 is interested in.
Post-Submission Strategies: Maximizing the Outcome
A strong Legal 500 Directory Submission is only half the battle—firms should also focus on analyzing feedback, leveraging rankings, and preparing for the next cycle.
1. Understanding Legal 500 Feedback
- The Legal 500 does not provide direct rankings explanations. However, law firms can gain insights through:
- Researcher interviews and follow-ups.
- Comparing rankings shifts year-over-year.
- Noting whether key competitors moved up or down.
- Common Insights from Feedback
- Missing client referees or insufficient feedback engagement.
- Lack of differentiation in case summaries or firm positioning.
- Not enough emphasis on individual lawyer contributions.
2. Leveraging a Successful Ranking
- Publicize the ranking through firm communications, website updates, and industry press.
- Use Legal 500 Directory Submissions in marketing materials to establish credibility.
- Encourage lawyers featured in the directory to enhance their personal brand and visibility.
3. Addressing a Lower Ranking or Non-Ranking Outcome
- Identify gaps—where did the firm fall short compared to ranked competitors?
- Increase client engagement—better referee selection and follow-up can make a significant impact.
- Enhance matter summaries—ensuring complexity and strategic insights are clear can boost rankings.
4. Strengthening for the Next Submission Cycle
- Maintain continuous tracking of key matters and client testimonials throughout the year.
- Encourage associates and junior partners to contribute to the submission process for broader input.
- Attend Legal 500 networking events to build relationships with researchers.
By treating each submission as an evolving process, firms can ensure long-term ranking improvements.
Common Legal 500 Submission Mistakes to Avoid
While the submission process can be time-intensive, certain mistakes can significantly impact rankings.
- Unclear or incomplete case studies—lack of substance reduces credibility.
- Generic, non-specific client referees—poorly selected referees weaken the overall submission.
- Excessive promotional language—rankings are based on evidence, not marketing claims.
- Ignoring post-submission opportunities—networking with researchers and tracking rankings over time is critical.
Conclusion
A Legal 500 Directory Submission is more than just an annual ranking attempt—it is a strategic investment in a firm’s brand, reputation, and long-term market positioning. By focusing on strategic case selection, strong client engagement, and thoughtful post-submission analysis, law firms can maximize their rankings and continuously improve their standing.
The key to success lies in preparation, execution, and long-term engagement with the ranking process. Now is the time to refine strategies and start building a submission that reflects the true strength of your firm.
