They’re the real pain point of any legal directories process. Lawyers spend ages pulling together information on cases that they can include, trying to cram complicated information into a couple of paragraphs… only for the marketing team to ask for even more information and – dare we say it – probably fewer words.
The truth is, the matters you include are the cornerstone of any successful legal directory submission. Your choice of matter helps showcase your expertise, highlight the most significant work carried out, support individual applications for ranking and make a persuasive case for better ranking across the board. And, the reality is, a well-crafted matter description can make or break your submission.
The problem is, many submissions fail to communicate the full impact or significance of the matters included, leaving researchers uncertain as to the “so what?” factor of each case. A clear and concise matter summary can really make all the difference, especially when you consider the amount of submissions the research team deals with.
So what does a brilliant matter summary involve? We share our top ten tips.
1. Know your audience
The first step in writing a brilliant legal directory matter summary is understanding who’s reading it. Your legal directory researcher is likely to be highly educated and capable, but with a high volume of submissions to review. Furthermore they are unlikely to be an expert in your area of law – that’s what they rely on you for. They’ll appreciate clear, straightforward information that will help them to understand the important points.
Keep in mind that they aren’t looking for legal jargon or intricate technical detail – they want to grasp the significance of the matter quickly. They want to understand why this matter is included, what it demonstrates and how it supports your application for ranking.
Action: Write with this audience in mind, using accessible language that highlights relevance and impact of the matter without too much complexity.
2. Answer the ‘so what?’ question
A great matter summary answers the fundamental question, why does this matter, matter? In other words, why should the researcher care about this particular case? Consider framing each summary around a few key questions:
- Was the matter innovative, high-profile, or particularly complex?
- Did it have a significant impact on the client’s industry?
- Did the case lead to an important precedent?
Action: The ‘so what?’ factor is critical to make each summary stand out, so it’s critical to make sure you’re highlighting what makes the matter noteworthy, rather than just reciting the facts.
3. Be concise
Remember that researchers have a vast amount of submissions to sift through, so brevity is key. Aim for 150-200 words per matter, focusing on the key details. Avoid overwhelming the reader with every single fact, instead, offer a narrative that captures the essence of the matter. Use punchy, clear sentences to hold the researcher’s attention, and cut out any waffle.
Action: The more clear and concise the summary, the quicker the researcher can grasp the significance, ultimately strengthening your submission.
4. Avoid legalese
The majority of researchers are not experts in your field, so it’s crucial to keep your language accessible. Dense legalese and technical jargon will only make the matter harder to understand, so stick to plain language.
Action: When you communicate complex issues simply, you help the researcher understand the importance of the matter without getting bogged down in unfamiliar terminology.
5. Demonstrate ranking metrics
It’s important to demonstrate ranking metrics within each legal directory matter summary. These include bench strength, sophistication of work, and client service. Ask yourself, does this matter showcase the firm’s ability to handle complex, high-stakes work? Does it illustrate collaboration across practice areas or jurisdictions?
Action: Examples of sophisticated strategy, high-level client support, or unique problem-solving approaches will help emphasise your expertise.
6. Fill out all fields
A fully detailed submission conveys thoroughness and credibility. Make sure to complete all fields in the submission form, including matter value if applicable (even if a specific number can’t be provided), involved jurisdictions, and other key players in the matter – especially if they’re ranked. If confidentiality is a concern, you can describe the scope in general terms.
Action: Researchers will have a stronger impression of the matter’s impact when all fields are completed, and an incomplete submission may leave them with an incomplete picture of the firm’s work.
7. Make each summary stand on its own
Ensure that each matter summary is self-contained and understandable without extra context. Researchers should be able to grasp the basics of the matter’s scope, complexity, and impact without needing to reference other materials.
Action: Avoid making assumptions about what the researcher knows, and instead create a clear, complete picture within each summary. This will make your submission stronger and allow each matter to stand on its own merit.
8. Avoid copy-pasting from press releases
While it may be tempting to lift content from a press release, avoid this shortcut. Press releases often focus on promotional language rather than providing the concise, matter-focused summary that a researcher needs.
Instead, rewrite the matter in a way that is tailored to the submission format, cutting out marketing language that can dilute the substance of the summary.
Action: Focus on the facts and impact, rather than the PR angle.
9. Quantify the value of the matter (where possible)
Where possible, quantify the value or scale of the matter — even if you can’t provide exact figures due to confidentiality. Researchers appreciate some measure of scope or importance, and even a general description is better than leaving the field blank.
Action: Phrasing the value and impact in terms of industry relevance or geographic scope can give the researcher valuable context.
10. Organise matters logically
The order of your matters can have a big impact on how they are perceived. Avoid random or illogical sequencing, which can disrupt the flow of your submission and make it harder for the researcher to assess the firm’s strengths.
Start with the most high-profile or impactful cases, or organise matters chronologically to present a clear narrative.
Action: A well-organised submission gives researchers a clear, cohesive view of your firm’s expertise and makes a stronger overall impression.
Matter summaries are your best opportunity to help your submission stand out, and highlight your capabilities and expertise to the research team.
Writing with the researcher’s perspective in mind, keeping things clear, relevant, and concise, will ensure that your submission packs a punch — and strengthen your arguments for ranking. A brilliant matter summary is more than just a factual description — it highlights what makes you exceptional.
Looking for help with your legal directory submissions?
Outsourcing to a specialist agency brings experience, efficiency, and expert insight, freeing your team to focus on core work while maximising your chances of a successful submission.
If you’re looking to elevate your legal directory rankings and take the stress out of the process, working with an agency like ELE could be the smartest move your firm or chambers makes.
Want to find out more? Take a look at the information on our legal directories services. If you’d like to book a call to discuss this in more detail we’d love to hear from you.
