Legal directories have long been a source of both validation and frustration for law firms and chambers. For some, rankings are a badge of honour. For others, a source of head-scratching. Why them, not us?
The latest addition from Legal 500, the Firm Comparison Tool, aims to bring a little more clarity to that question. It’s a simple feature with potential for some smart uses, provided you understand its limits.
What is the Legal 500 Firm Comparison Tool?
Available on the Legal 500 website, the Firm Comparison Tool lets you select up to three firms within the same practice area and region and compare them side by side on:
- Tier ranking
- Client base and standout work highlights
- Ranked lawyers
- Client satisfaction accolades
It’s designed to help users whether clients, candidates, or firms get a quick snapshot of how firms are positioned in a specific area.
There’s no cost to use the Legal 500 comparison tool and no sign-up required. Just select, compare, and view.
How to use it (and what it won’t do)
- Head to your chosen region and practice area on the Legal 500 site
- Select up to three firms using the ‘Compare’ tick box
- The tool generates a side-by-side comparison with links to profiles and lawyer details
However, it only works within one practice area in one jurisdiction at a time. You can’t compare across regions, nor can you see side-by-side lawyer rankings. This is a firm-level tool that focuses on practice area rankings.
In other words, it’s a useful snapshot, not a forensic analysis.
Why it matters (for firms, not just clients)
While Legal 500 pitches the tool at clients and prospective buyers of legal services, it’s actually a handy starting point for law firms and chambers too.
- Benchmarking: How does your ranking, standout work, and client base compare with peers? This tool won’t give you the whole picture but it can highlight obvious gaps or differences.
- Submission Strategy: What are higher-ranked firms showcasing in their highlights? Did you garner as much client feedback as other ranked firms? Are you missing a trick in the way you frame your standout matters? How many ranked individuals do other firms have and at what level of seniority?
- Recruitment and Lateral Hires: For candidates, this tool offers a quick insight into market positioning. For firms, it’s a way to check how competitors are presenting themselves, and where you stand in the eyes of the market.
- Referrals and Collaboration: When exploring referrals or joint ventures, this can be a fast way to gauge a firm’s market profile in a specific area.
What it won’t tell you (and why having a solid strategy still matters)
Like any tool, it’s only as good as the thinking behind it. The Firm Comparison Tool won’t explain why a competitor is ranked higher or lower, or why your submissions aren’t hitting the mark.
It won’t show how referee feedback, researcher relationships, or submission strategy have played a part.
That’s why we recommend using it alongside a more strategic review of your directory positioning.
We help you go beyond surface comparisons
At ELE, we believe transparency is valuable, but only if it helps to lead to strategic planning and action.
That’s why we developed our rankings and directories audit, a thorough review designed for firms that want clarity, especially during periods of change such as mergers, growth, or new practice launches.
Our legal directory consultants look at:
- Your submission documents. We’re experts at spotting missed opportunities and gaps.
- Your latest results and feedback. This helps us to shape a better action plan.
- Your referee strategy and internal processes. Improving your referee management leads to helping you drive stronger engagement
- Competitor positioning and messaging: We’ll offer you practical advice on differentiation and how to position your firm so it stands out.
- Wider category analysis: We’ll uncover opportunities you may have overlooked
- Supporting evidence like website bios and PR: We’ll check that these are in full alignment with your submissions
It’s about turning benchmarking into a clear, prioritised roadmap, which can lead to a longer-term (and increasingly successful) rankings strategy.
A few final words…
Whether you\’re a new entrant to the market or a consistently ranked firm aiming to move up a tier, one thing is certain: you\’re going to look at your competitors. It\’s a natural step — and one that mirrors how firms approach every other business opportunity. The Firm Comparison Tool taps into that instinct. It helps you spot the firms that most closely reflect your own practice and positioning. That makes it a smart place to start.
But it is just that — a start. To really refine your strategy, you need to understand what the published rankings and editorial don’t say outright. That’s where expert analysis matters. If you\’re ready to do more than compare, we\’re here to help you take the next step and turn that data into direction.
Written by Léa Sarfati, Senior Directories Consultant at ELE
Léa has spent over a decade in the world of legal directories, rankings, and awards. She has held senior roles at Morrison Foerster and Jones Day, where she managed global submissions. Léa began her career at Chambers and Partners, progressing from researcher to assistant editor, and now in her role at ELE, helps firms navigate the rankings process with confidence.
