For many law firms and chambers, the directory submission process follows a familiar rhythm: weeks of chasing for matter details, endless reminders about referees, and late nights shaping the final narrative. Eventually, the submission goes in, everyone breathes a sigh of relief, and then… the process quietly disappears from the agenda until the next deadline looms.
But if you want better rankings — and less stress next time around — the real work shouldn’t stop when you hit “submit”. Directory submissions work best when they’re treated as a year-round process, not a once-a-year scramble. Staying engaged between deadlines can make the difference between a rushed submission and a strategic one.
Here are a few ways to keep the momentum going.
1. Review the process while it’s fresh
Once submissions are sent, it’s tempting to forget about directories entirely. But this is actually the perfect moment to step back and assess how things are working.
Did the process run smoothly internally? Were there delays collecting information? Did you struggle to identify strong matters? Were referees engaged and responsive?
Reflect on what worked and what didn’t, and plan for improvements that will make the next cycle significantly easier. Treat directory submissions like any other business development initiative — something that benefits from regular review and refinement.
2. Track standout work as it happens
One of the biggest challenges in submission season is remembering the detail behind key matters.
By the time deadlines arrive, that “major instruction from last spring” can become a hazy recollection rather than a compelling case study.
Instead, encourage teams to log notable work as it happens. It doesn’t need to be elaborate – a shared spreadsheet or other simple internal tracker can make a huge difference.
At minimum, capture:
- The team members involved
- What makes the matter significant
- The outcome or current status
By the time submissions open, you’ll already have a strong shortlist of matters ready to refine.
3. Revisit your referee strategy
Referees play a significant role in ranking outcomes, yet they’re often selected in a rush as the deadline approaches. When that happens, firms may default to familiar contacts rather than considering who is best placed to advocate for them.
The period after a submission is a good time to review how your referee list is working. Did the contacts you put forward engage with the process? Are there newer relationships that could better reflect the work your team is doing today?
Most importantly, a strong referee list is built through consistent client engagement yearround. When lawyers actively nurture those relationships as part of their wider BD and client care efforts, it becomes much easier to identify the right referees. It also gives you plenty of time to confirm they are happy to participate and understand what to expect, making them more likely to respond positively when researchers eventually reach out.
4. Keep your directories radar switched on
Treat submissions like any other long-term marketing strategy by identifying new categories or publications you didn’t have time for this year but plan to submit to next time.
Mapping out all submission opportunities and key dates makes it much easier to plan ahead and ensure partner engagement (we all know lawyers who will drag their feet until a couple days before the deadline).
If you’re coordinating multiple teams, jurisdictions or practice areas, a central tracker is invaluable. And if you’re looking for a place to start, we’ve already done some of the groundwork. You can access our directories calendar here.
Final thoughts: Think beyond the submission itself
Submissions contain some of the strongest marketing content a firm produces. Think about how the content could be repurposed throughout the year:
- Website updates
- Award submissions
- Client alerts or case studies
- Internal BD materials
With a little planning, the work you’ve already done for directories can support a much broader, year-round marketing strategy.
