As legal marketers, we are regularly asked by our law firm clients about rankings, directories, awards and the like (for the legal marketers out there reading: shocking, I know). Rankings like Super Lawyers, Best Lawyers, Chambers and Partners, Martindale-Hubbell and more have proliferated to the point that entire jobs exist at law firms for the sole purpose of managing the lengthy and detailed submission processes. In fact, I believe the number now hovers around 1,000—that’s right, 1,000—surveys and rankings out there of law firms and attorneys, all competing for attention and advertising dollars.
We ourselves just spent the last month working on detailed Chambers submissions for several clients, and regularly write award submissions for media outlets like Law360, the National Law Journal and American Lawyer. While I see value in awards, especially those with advertising-independent research processes and those done by credible media outlets, I see no value in buying advertising (including display ads and “enhanced profiles”) in any legal directories out there. Here’s why: