Legal directories like The Legal 500 and Chambers and Partners are cornerstones of reputation-building for law firms.

But what exactly are they?

How do firms get ranked?

And what separates a standout submission from a wasted opportunity?

We sat down with Rob Watson, an expert in this field, to unpack the nuances of the legal directories process, from why it’s valuable, to how firms can streamline and strengthen their submissions.

Why Legal Directories Matter

Legal directories are more than just vanity metrics.

They’re a trusted, independent form of validation, especially valuable in areas of law where client confidentiality limits public testimonials or online reviews.

“It’s great for firms that do more complex work,” Rob explains.

“Clients might not leave reviews, but a ranking is a strong brand asset that helps build credibility.”

Despite this, many firms under-communicate the importance of their rankings.

“They slap a logo on their website and expect clients to understand,” says Rob. “Instead, firms should explain the effort behind it. 20 carefully selected matters submitted, clients interviewed, and reputations scrutinised.”

In short, strong performance marketing becomes even more effective when it’s backed by a recognisable and trusted brand, and legal directories play a major role in that.

How Legal Directories Rank Firms

Both Legal 500 and Chambers and Partners assess firms based on a combination of written submissions, case summaries, and referee feedback.

The core elements include:

Matter summaries from the last 12 months;
Lawyer bios (especially those already ranked or ones being put forward for recognition);
Referees (clients, counsel, or collaborators who can vouch for the firm’s work).

Chambers also ranks individual lawyers, while Legal 500 includes accolades like “Rising Star” or “Next Generation Partner”.

The process is rigid, often compared to tender writing, with fixed templates and strict word counts.

The Submission Process (and why it’s Hard)

Coordinating a legal directory submission can be chaotic.

One practice area might involve five partners, all with different writing styles, deadlines, and ideas about what makes a good case summary.

Marketers and BD professionals within the firm often find themselves wrangling inconsistent content at the last minute.

“Firms move quicker when they know an external consultant is involved,” Rob shares.

“When someone’s holding the pen, and holding people accountable, there’s more urgency and alignment.”

Clearly, alignment is key.

“It’s like any other marketing activity,” Rob says. “If five people wrote your campaigns independently and stitched them together, it wouldn’t work. Directory submissions need a clear strategy.”

What Makes a Strong Submission?

“The best submissions have everything aligned to a clear story about what the firm wants to be known for” says Rob. 

Firms should avoid vague and overused phrases like “first-class client service.”

Instead, pinpoint a real differentiator.

Rob gives an example from clinical negligence law: “Rather than saying they do it all, one team focused on baby loss cases. That specialism made them stand out.”

Other tips include:

Keep the intro focused and tight;
Use bios strategically (include already-ranked lawyers and one or two you want to promote;
Include junior lawyers in matter summaries to raise their profiles over time;
Don’t be afraid to show niche expertise. Specialism is rewarded, not penalised;
Use external links to lawyer profiles and media coverage;
Ensure your lawyer bios and firm profiles are up-to-date at submission time.

Getting the Most from Matter Summaries

Too many firms treat matter summaries as procedural checklists.

“They just list what they did: contacted experts, filed forms. But that doesn’t tell a story,” says Rob.

“The focus should be on client outcomes. What difference did it make for the client?”

Even in multi-year matters, as long as something meaningful happened in the past year (e.g., an interim payment, admission of liability), it can, and should, be included.

Also, always aim for 20 matters.

“A lot of firms only submit 10 or 12 because they think only the very best count,” Rob explains.

“But you’re better off showing the full range. Even the less flashy cases help paint a broader picture of your capability.”

The Referee Piece: Make or Break

Referees – clients, counsel, or anyone closely involved in a matter, are vital. In fact, Rob says they are believed to account for around 60% of the ranking decision.

“If you miss the deadline for the submission document, you might get an extension. But the referee spreadsheet? That has to be in on time.”

Firms should carefully select referees who will respond.

“GCs are busy and can be hard to pin down,” Rob notes. “Sometimes junior lawyers on the client side are more responsive, whereas an impressive referee who doesn’t respond doesn’t add any value to your submission.”

Pro tip: Warn your referees. The feedback requests come via bland-looking emails from Chambers or Legal 500, often weeks or months after you’ve asked them about it.

Remind your referees when those emails are likely to land so they don’t get lost in the inbox.

How External Support Helps

Legal directory submissions can be exhausting, especially for internal marketers juggling multiple priorities. That’s why many firms choose to work with external consultants, to bring objectivity, strategy, and structure to the process.

Support can include:

A full managed service from strategy to submission;
Submission reviews including a strategic audit of what’s working and what’s not;
Toolkits or step-by-step guides and timelines for in-house teams;
Referee follow-up templates to help improve response rates.

As Rob puts it: “You’re already putting your heart into this process. If you’re not doing it right, that’s a waste. Work with someone who can help you do it once, and do it well.”

Want help with your next Legal 500 or Chambers submission?


 Whether you need full-service support or a quick strategic review, we can help you build a stronger legal brand through smarter submissions.