Still submitting only to Chambers & Partners? We think you need to have a rethink on your legal directories strategy.
You’d be amazed (or maybe you wouldn’t) how many high-performing firms and chambers still see Chambers & Partners as the only directory worth bothering with. Legal 500 is often perceived as duplication, or simply not as credible. But here at ELE we think that view is not only outdated but, actually, a strategic misstep.
Legal 500 isn’t an alternative to Chambers & Partners. Yes, it reaches the same audiences but it gives you different opportunities, and strengthens your market credibility when used as a complementary ranking across legal services. And if you’re already good enough for Chambers & Partners, you’re almost certainly strong enough for Legal 500 too.
So, if you’re already doing the work, why not make it go further?
Dual visibility builds trust
Clients, procurement teams, recruiters, referrers and more use both directories. They cross-check. They compare. And if you only feature in one, it raises questions: Are you really a market-leading law firm? Why aren’t you considered worthy of ranking by the other guide(s)? Are your barristers really that good?
It’s all about demonstrating consistency, reliability and credibility. Being featured in both builds trust and validates your other rankings. Legal 500 might not seem like a big deal internally, but from the outside ignoring it could reduce the perceived value of rankings elsewhere.
Search engines love Legal 500
Legal 500 profiles appear consistently at the top of Google search results — especially for long-tail queries like “top employment law firms Manchester” or “best energy litigation barristers UK”. This is partly due to the way their pages are structured, with keyword-rich headings, regional filters, and practice-specific metadata.
But more importantly, Legal 500 is now one of the first sources pulled into AI-generated search summaries. In LLM-powered tools (including Google’s new AI Overviews), Legal 500 is cited frequently when users search for trusted firms, top barristers, or sector-specific legal help.
The reality is that if you’re not in the directory, you’re far less likely to appear in those results. It doesn’t matter how well-optimised your own website is, search and summary is increasingly influenced by the credibility and established reputation of sources – and they don’t come much better than Legal 500.
Legal 500’s comparison tool makes it easier to get picked
Over the last few years Legal 500 has invested in tech – big style. One of Legal 500’s most useful features is its Firm Comparison Tool — a side-by-side table that lets users evaluate multiple firms by rankings, editorial commentary and individual lawyers. It’s a shortcut used increasingly by in-house counsel and procurement teams.
If you’re not ranked, you’re simply not in the frame. There’s nothing to compare. And when your competitor law firms are there, the contrast can be stark.
You can learn more about how to use Legal 500’s comparison tool in our recent article.
Legal 500 gives you actual data
Another area of tech development is Legal 500’s client service data. Client feedback is important in both directories, but only Legal 500 gives you Net Promoter Score (NPS) data. If you’re submitting, you can access insight into how clients view your service: are you seen as responsive, commercial, good value, or strategic?
That feedback is not only useful for improving submissions, it’s a business development tool. It helps you identify what’s resonating with clients and where the gaps are. And it gives marketing and BD teams content for pitches, panels and awards.
We looked at this in more detail in our article on Legal 500’s NPS report.
A different research methodology means different opportunities
One of the main reasons we think firms and chambers should reconsider submitting to Legal 500 is that its methodology can give you more of a chance. Overall, the process is far more reliant on the written submission and the quality of your matter summaries than Chambers and Partners (which favours referee responses). There’s less weight given to historic reputation or internal market perception. Referees are not limited in number and also count for fewer of the ‘exam marks’.
What this means is that, for newer silks, emerging teams, scaling law firms, or rising juniors, this can be a real advantage. It’s not an easier process, but if you can present a clear, well-evidenced case — and support it with solid referee feedback — you could have a stronger chance of being recognised earlier. It makes it a sensible inclusion for those teams that are trying to build momentum and market presence, in particular.
More categories. More chances to be included.
Legal 500’s category structure is often broader than Chambers & Partners. It often includes a greater number of niche, emerging and sector-specific areas and it can, therefore, be a good move for teams working in newer specialisms, innovative delivery models, or hybrid roles that don’t fit neatly into traditional Chambers & Partners definitions.
It also offers greater regional spread, especially in jurisdictions like the UK. If you’re not quite ready for national coverage but dominate in your region, Legal 500 gives you the right platform to make your case.
You can learn more about this in our Spotlight Guide for Legal 500.
Two directories = twice the marketing value
There are some basic promotional maths benefits we need to mention, too. Being ranked in both directories gives you double the opportunities to promote your team throughout the year. If you wanted to really push the boat out, that could include:
- Two rounds of press releases, LinkedIn posts and client updates
- More rankings to include in pitches, tenders, and award submissions
- More third-party credibility that enhances personal bios and team pages
- More BD-ready content for proposals and client onboarding
You’re already doing 70% of the work
And of course… If you’re already preparing a strong Chambers & Partners submission, you’ve done most of the hard work for Legal 500 too.
Yes, the format is different. Yes, it needs to be tailored and edited. But the core content — your key matters, standout individuals, referee list and team narrative — is already well on the way to being done.
With good coordination, the process is manageable. And if you work with a specialist agency, it becomes smooth, strategic, and repeatable.
We outline more on that in our guide to outsourcing legal directories.
Conclusion: Honestly, why wouldn’t you?
Legal 500 offers meaningful strategic value — from increased visibility and data-driven feedback to broader category coverage and additional credibility. If you are already investing time in Chambers & Partners submissions, expanding into Legal 500 is a logical next step.
To discuss how we can support your Legal 500 strategy, or to arrange a strategic review of your legal directory submissions, please contact us.
