Over the years, we have seen how legal directories have evolved from limited-access annual print publications (remember the thick tomes that could rival any dictionary) to dynamic, data-driven platforms that are integral to modern legal marketing and client acquisition. In short, legal directories have evolved from passive publications, to providing essential data to law firms that help with strategy development.
In this article, we delve deeper into the purpose served by legal directories and how they are used in the legal services market.
What are legal directories?
Legal directories are publications (eg, Chambers, Legal 500, IFLR, Benchmark), largely available online, that list, rank and review lawyers and law firms in various jurisdictions. Directories categorise lawyers and firms by expertise (eg, corporate M&A, disputes, etc) and location, serving as essential tools for potential clients, general counsel and other professionals to find qualified legal advice. These platforms also help law firms raise their profiles, build credibility and increase business opportunities. Lawyers and firms are ranked based on law firm submissions, independent research, peer reviews, client feedback and market reputation.
Where do legal directories get their information from? From law firms that send their notable matters and profiles of top lawyers to these directories, client and peer feedback on these law firms and lawyers.
The legal directory submissions process – what it is all about
For those of us who are familiar with the annual legal directory submissions process, we know how much time and effort is required from lawyers and business development & marketing (BDM) teams.
The monumental task involves being familiar with the submission requirements (which may be updated every year):
- developing a submissions strategy
- identifying the categories a firm should be targeting
- identifying notable matters
- knowing the market and your competition
- identifying appropriate client referees.
And when the rankings results are released each year, law firms should analyse how they have performed and where they have fallen short. This forms the foundation on how to handle the next cycle.
Against this backdrop, one must be aware that legal directories researchers have to sift through hundreds and thousands of submission documents so your script must stand out as this affects how you will be assessed.
How important are legal directory submissions?
When we examine carefully the pros and cons of the process, legal directory submissions are very important to law firms and their clients in Asia — particularly for firms that compete regionally and globally. While Asia-specific data is less published separately, global and Asia-Pacific trends clearly show that legal directory rankings influence client decisions, firm credibility, business development, and visibility. Legal directories represent a third-party platform where legal services buyers can evaluate and compare lawyers’ and law firms’ capabilities.
Let’s consider the benefits of legal directories to law firms.
1. Credibility and Trust (Third-Party Endorsement)
- A ranking from a respected directory is viewed as independent validation of quality and competence.
- A Chambers and Partners or Legal 500 ranking — often the most prestigious — was viewed as a strong driver of new and retained business by over 90% of surveyed senior legal professionals in Asia-Pacific.
- Why does this matter: In some Asian jurisdictions, a ranking and/or award counts towards the assessment of a law firm’s capabilities.
2. Business Development & Client Acquisition
- Many firms use directory rankings in marketing and pitches to clients and investors to differentiate themselves.
- Rankings increase visibility: one analysis showed directory information can significantly boost SEO and online traffic, leading to higher visibility and client inquiries (eg, up to a 65% increase in traffic). The Global Law Lists.org®
- Corporate clients increasingly consult directories as a key part of procurement and due diligence. For example:
- Why does this matter: Being ranked in a legal directory creates awareness for a law firm and builds a reputation for the firm in the long run. A firm’s reputation matters to clients.
3. Talent Recruitment and Retention / Recognition
- It is a no brainer that ranked firms attract better candidates — graduates and lateral hires want to join firms with strong reputations.
- A ranking for a lawyer and/or practice is an indication of their capabilities and helpful for raising internal morale.
- Why does this matter: An independent ranking of a firm is an important consideration for new joiners. This speaks about the quality and credibility they can expect from the firm that can support their professional growth.
4. Strategic Insight and Service Improvement
- If budget permits, submission and feedback processes often provide market insight on client satisfaction and competitive positioning, which firms can use to enhance services.
- Insights on service levels provide an invaluable opportunity to shore up gaps by providing the appropriate training and support.
- Why does this matter: Feedback from clients and peers are rarely shared with law firms and lawyers and this information will be integral in the development of the firm.
Summary
Love it or hate it, legal directories are here to stay. For firms and individuals who choose not to participate, they run the risk of not leveraging one of the most independent platforms to demonstrate their capabilities.
Legal directory submissions are highly valuable for law firms in Asia — particularly those targeting corporate, cross-border, or high-stakes work. They provide independent credibility, influence client buying decisions, enhance visibility, and support talent strategies. While directory research and submissions require substantial time and resources, the statistical evidence shows they remain central to modern legal marketing, business development and client decision-making processes.
How can Elevare Asia Consulting help?
Having had a combined experience of more than 30 years in business development and marketing for law firms across Asia, the Elevare Asia team has in-depth experience and understanding of legal directories and its submissions process.
How do we work with firms? We adopt a systematic process that starts with feedback from the legal directory and develop a strategy for submission. In addition, we analyse how the firm has progressed in the rankings over the years to see trends and leverage opportunities. For further information, please contact us at info@elevareasia.com.
