Legal directories can feel like you’re on a treadmill with an increasing incline. You’ve submitted strong cases. You’ve followed the template. You’ve ticked every box. And still no movement.
If that sounds familiar, you’re not alone.
This article is a whistlestop tour of what really drives legal directory rankings like Chambers & Partners and Legal 500. And it looks at why some firms with fantastic practices stay stuck. Whether you’re a seasoned directories pro or starting from scratch, these ten insights are designed to help you take a step back, sharpen your approach, and finally start seeing the results you’re after.
1. Directories don’t measure prestige. They measure proof.
Researchers aren’t ranking the best-known firms or lawyers, they’re responding to the best-supported submissions. That means recent, relevant, impactful work with clear evidence of complexity, importance, and quality. In short, they’re looking for significance and they’re looking for proof.
2. It’s not just the submission. It’s the referees.
It’s easy to get bogged down in the submission document and see the referee spreadsheet as a quick and dirty admin job. The problem is, a significant amount of the “exam marks” is built on what referees say (or don’t). If your referees aren’t responding (or worse, aren’t included), your strongest matters may go uncorroborated. A referee strategy is just as important as a submission strategy.
Further reading: Why some outstanding lawyers remain unranked
3. Great work that’s badly explained gets ignored.
Researchers aren’t legal experts. If your standout matter isn’t clearly explained—why it was difficult, why it mattered, what your team actually delivered—they shouldn’t be expected to fill in the blanks for you. Your summary must do the heavy lifting and it must explain things in language that the non-expert researcher can understand and that allows them to see the significance quickly and with impact.
4. Volume ≠ strength.
Overloading a submission with 10–15 minor matters weakens your best work. Directory researchers are looking for standout, not average. It’s better to show just five brilliant matters than 15 bland ones.
5. Matter selection is where most firms go wrong.
The best submissions are curated. They support the applications your shortlisted individuals are making for ranking, and feature work that shows strategic value, market relevance, and high complexity. If you’re just listing “wins” or “big clients,” you’re probably missing what really moves the dial.
Further reading: Why where you submit matters as much as what you submit
6. Researchers can spot waffle instantly.
Directory teams review thousands of entries. They know when language is vague or padded. Overstated wins, generic claims, and soft focus won’t work. Clear, direct, evidence-led summaries do.
7. Referee job title matters less than you think.
The best referee is the one who’ll take the call and speak in detail about your team’s work. A senior person who ignores directory emails is less useful than a mid-level legal manager who’ll actually respond.
8. Ranking takes consistency, not perfection.
Directories want to see a track record. A single strong year won’t always secure a jump in the tables. Progress often comes from sustained submissions that build year-on-year credibility and presence.
9. Category choice can make or break your submission.
Submitting in the wrong area is one of the biggest own-goals in legal directories. If you’re in the wrong pool, you’re not being compared to your true peers, and your work might be misunderstood.
Further reading: Category strategy: why it matters
10. Your current rankings aren’t the limit.
We see firms improve their rankings every year. The difference? A clear strategy, smart positioning, well-managed referees, and compelling case summaries. Progress is possible, but it rarely happens by accident. It comes through research, analysis and detailed planning year-on-year.
Ready to decode your rankings?
If your rankings aren’t reflecting your performance, our Directories & Rankings Strategy is the best place to start. We’ll review your past submissions, referee response rates, matter choices and write-ups, as well as your category choices and key people. We’ll look at how your competitors are performing as well as what you’re saying in your wider marketing communications. And then we’ll tell you exactly where and how to improve things to get the results you want. It’s as simple (and as valuable) as that.
Need help right away? Get in touch to talk to us about how we can support your next submission.
