Legal Directories and Rankings: Still Relevant or Just Vanity?

Every year, law firms receive a familiar flood of emails: “Submissions now open for Top Lawyers 2025!” From Chambers to Best Lawyers to a host of newer (and sometimes questionable) directories, the legal rankings industry has exploded in recent years. But with more players than ever—and with growing skepticism about what these accolades really mean—it’s fair to ask: Are legal directories still worth the effort?

The short answer: Yes—but only if you choose wisely, and approach them strategically.

Why Legal Directories Still Matter (When They’re Credible)

At their best, rankings and directories provide:

• Third-party validation: A well-respected directory offers social proof to clients, particularly in competitive or high-stakes sectors.

• Visibility in new markets: International clients or general counsel often consult directories like Chambers Global when seeking local counsel.

• Recruitment and retention benefits: Top-tier lawyers want to be recognized—and the right listings can support morale and internal credibility.

In certain sectors (e.g., M&A, litigation, cross-border tax), rankings can help firms get on RFP lists, especially when dealing with procurement-driven clients.

The Risk: Not All Rankings Are Created Equal

For every Chambers, there are a dozen “pay-to-play” directories with glossy awards and vague criteria. The danger is not just wasting time—it’s eroding credibility. Clients are increasingly savvy, and they can tell the difference between a hard-earned legal ranking and a bought badge.

Red flags to watch for:

• Lack of transparency in methodology

• No peer review or client feedback component

• Mandatory “marketing packages” to appear on the site or in the directory

• No clear editorial authority or recognized legal team behind the brand

If a directory feels more like a marketing transaction than a merit-based process—it probably is.

How to Choose the Right Legal Directory

Stick with established, research-driven publications, such as:

• Chambers and Partners

• The Legal 500

• Benchmark Litigation

• Best Lawyers

• IFLR1000 (for finance)

• Who’s Who Legal

• WTR 1000

These publications conduct independent research, interview clients, and compare peers across jurisdictions and sectors. They also tend to reward not just technical skill but client service, business savvy, and strategic thinking.

Ask these questions before engaging with any directory:

• Is this directory recognized by our clients or peers?

• Is there a clear, merit-based evaluation process?

• Do we have the track record to compete credibly in this category?

• Are we investing the same time and energy in our online presence, business development, and client feedback?

How to Succeed With Legal Directory Submissions

a) Be selective.

Don’t try to be everywhere. Focus on a few categories or regions where you have real strength and client support.

b) Tell a story.

Directory researchers aren’t looking for a résumé—they want impact. How did your work move the needle for a client? What legal complexities did you navigate?

c) Invest in quality over quantity.

A tightly written, client-focused submission with clear metrics and case summaries beats a long list of generic matters.

d) Involve marketing and practice leaders.

Lawyers shouldn’t have to carry this burden alone. Your firm’s marketing and BD team can bring structure, polish, and strategy to the process.

e) Coach your referees.

Many directories ask for client references. Make sure those clients know why they’re being contacted, and what you’d like them to highlight. Their feedback often determines your ranking.

In Conclusion: Prestige Is Earned, Not Purchased

Legal directories aren’t going away—but their value depends entirely on how you approach them. When used strategically, they can enhance reputation, strengthen client trust, and support business development. But when used carelessly—or pursued indiscriminately—they can drain resources and dilute credibility.

Choose wisely. Focus on substance. And remember: the best rankings are the ones that reflect the impact you already have—not the image you want to buy.