Why small and niche law firms should still do directories

If you think that legal directories are only reserved for big full service firms with offices worldwide, handling instruction worth millions and boasting client lists full of big names then you’re wrong.

Small firms and niche firms can benefit just as much from providing a directory submission as magic circle firms. Let me explain why…

What are the benefits of appearing in the legal directories?

I'm glad you asked because, in our humble opinion here at ELE , the benefits of providing submissions are almost endless and the time invested in providing submissions is definitely worthwhile.

In short, they serve as validation for clients seeking legal representation. Ok, it may be true that the clients are unlikely to go to the directory un-prompted, but used in your marketing, the ranking offers detailed insights into your expertise, reputation, and client feedback, enabling them to make an informed decision when selecting legal professionals for their specific needs, and considering factors such as specialisation, industry recognition, and client testimonials.?

Ranking in the directories can be a huge boost to your reputation, regardless of the size or speciality of your firm, and can really make the difference between a client choosing you over your competitors.

Other benefits that appearing in the directories can bring include:

• Enhanced Credibility and Reputation: Being listed in either directory provides immediate credibility and validates your expertise. Clients seeking legal representation often turn to these directories for guidance, and a ranking or profile can serve as an endorsement of your capabilities. There are real benefits here if, for example, these are direct access clients going to barristers, in-house solicitors instructing directly (either to law firms or barristers), or international clients looking for representation in a new jurisdiction.
• Increased Visibility: Both directories have significant traffic and visibility, attracting potential clients, general counsel, and referral sources. Your inclusion ensures your firm and lawyers are exposed to a wider audience, increasing your chances of attracting new business. There are benefits from a marketing perspective too, particularly with regard to SEO, and links to your website appearing on the first page of Google.
• Competitive Edge: Directory inclusion allows you to differentiate yourself from competitors. Potential clients can easily compare your firm’s rankings and accolades against others, providing you with a clear advantage during the decision-making process. write up helps to do this by showing what clients think of you and how you’ve helped/stand out – sharing the softer skills it can be hard to otherwise communicate
• Business Development Opportunities: Appearing in these directories opens doors to new business opportunities, referrals, and partnerships. Clients and industry professionals are more likely to trust and engage with lawyers who have been recognised by the legal directories. Being ranked can also benefit your recruitment marketing efforts, showcasing a team’s competence and expertise to potential job applicants.
• Marketing opportunities: The directories process is a great way for you to collate case studies to build on over the year, and to then use in pitches, on your website, and in your marketing content, as well as building a library of testimonials and quotes.
• Career progression and personal development: Completing submissions (and looking back at those from previous years) is a fantastic method of monitoring your career and standing. With barristers in particular, there are significant benefits to career progression that come with moving up the rankings.
• Recruiting the best people: You know the old adage that success breeds success? Well, being able to demonstrate your team’s expertise in this externally validated way can help establish your firm and area of work as somewhere the very best people want to work too.

So, first things first, you may be thinking okay I can see the potential benefit here but why do small law firms even want to be included in the directories?

Well let us answer straight from the horse's mouth. One of our clients, niche legal tech firm Clayden Law, was looking to get into the legal directories chiefly, as founder Piers Clayden admits, to obtain the external validation that appearing in directories brings – both from a marketing perspective (and giving clients reassurance in working with the firm), and from a personal validation standpoint.?

And we find this to be the primary reason for most of the smaller and niche law firms we work with. After all, the directories are essentially a snapshot of the best of the best. In terms of business growth, and boosting your profile, there isn’t a better way to achieve this than through a directory ranking.?

You don’t need to be a big firm for it to be worth it.?

Chambers & Partners actively encourages small specialist and boutique law firms to make a submission so if all the other small firms are doing it then you don’t want to be the only one not included!??

Plus, both Chambers & Partners and Legal 500 like to be able to see a proven track record over several years. So if you’re set on waiting until your firm is bigger and more established before providing a submission then you still need to be thinking three to five years ahead. If you think you ought to have a ranking in five years, then the time to start preparing is now.?

Alright, you’ve convinced me. What would my next steps be??

We know that client work takes precedence, and smaller firms tend to not have the resources to spend the time needed to really make a submission pop. And that is where we come in. At ELE, we have over 20 years of experience doing directory submissions between us. We don’t just talk the talk, we walk the walk.?

We can be as involved as little or as much as you like, whether as a guiding hand or removing the problem entirely, we can help you make your submission a success.?

Get in touch with me today to find out more.?