Guest article: Clare Fanner, Find. Get. Grow
Let’s be honest, legal directory submissions are rarely anyone’s favourite job. Yet for many law firms, they’re essential for attracting new clients, referrals, and talent. So, I set out to discover what’s really happening behind the scenes, surveying 21 UK law firms – from boutique outfits to those with over 200 lawyers – to get the inside track on how submissions are planned, prepared, and valued.
What did I find? Most firms stick with a centralised approach, letting marketing teams take the lead. It’s efficient and keeps deadlines in check but only works if marketing and lawyers actually talk to each other. Hybrid models, where marketing and fee earners share the load, sound clever but often end up muddled unless roles are crystal clear. If you’re going hybrid, set out responsibilities from the start. Otherwise, centralise and communicate.
Submissions are almost always managed in-house. External help is usually for specialist advice or when resources are stretched. Firms like the control and familiarity that comes with handling things themselves, but I can’t help wondering if a bit of outside perspective might shake things up for the better.
Marketing leads the process in most firms, but lawyers do the heavy lifting when it comes to drafting content. The real challenge? Getting lawyers to care about deadlines. The process relies on collaboration, but motivating lawyers to meet deadlines remains a pain point. Make the benefits clear – recognition, reputation and business development.
Alongside this, make it easier for lawyers to do ‘their’ bit – show them what ‘good’ looks like, give them training and guidance to make their time investment as efficient and as focused as possible.
Deciding who or what to submit is a strategic exercise. Firms base decisions on a mix of factors: firm size, strategic priorities, individual choice, matter strength, and likelihood of ranking. Collaboration between marketing and department heads is common, ensuring submissions align with business goals. But let’s not pretend it’s always smooth sailing – time pressures, information gathering, and referee management are the biggest headaches. If you’ve ever chased a lawyer for a referee list, you know the pain.
Most firms rely on spreadsheets and templates. Fancy tech is rare. Maybe it’s time for a legal tech revolution – or at least a shared folder that everyone actually uses!
About half of firms pay for profiles or services from directories like Chambers and Legal 500, but many question the value. Visibility and SEO are nice, but don’t expect a rankings miracle. The Chambers referee management tool, though, gets a big thumbs-up for boosting response rates.
Collating work highlights works best when centrally coordinated. Templates and reminders help, but without a process, submissions suffer. Referee management is often handled by lawyers, with marketing overseeing consistency. Early engagement and clear communication improve response rates, but referee fatigue and poor coordination remain issues.
So, what’s my blunt advice? Centralise your process, invest in simple tools everyone will use, and don’t underestimate the power of early planning and clear communication. Motivate lawyers by showing the real benefits – recognition, reputation and business development. And if you’re still relying on spreadsheets alone, it’s time to up your game.
Want better results, rankings, and feedback? Start early, standardise, and keep everyone engaged.
Clare Fanner is the founder of Get. Find. Grow. She helps law firms get better results and rankings in the legal directories whilst also implementing better processes through training, workshops, support and more.