Pitch materials are often a client’s first impression of the firm, making accuracy, consistency and relevance essential. An annual review ensures that every proposal, presentation and credential piece reflects the firm’s current strengths, recent successes and updated market position.

This checklist guides marketing teams through the process of refreshing core information, rankings, attorney bios, representative matters and templates so that business development efforts are supported with polished, up-to-date materials.

Core Firm Information 

• Verify firm name, tagline and branding are current and consistent across all templates. 
• Update firm size: 
• Current number of attorneys (firmwide and by office) 
• Total number of staff and support professionals (optional) 
• Confirm office locations, addresses and contact information. 
• Review firm history and overview text for accuracy and tone. 
• Update leadership list (managing partner, executive committee, practice chairs). 

Rankings & Recognition 

•  Gather updated rankings from: 
  • Chambers & Partners 
  • Legal 500 
  • Best Lawyers / U.S. News 
  • Benchmark Litigation 
  • Super Lawyers 
  • Other niche/industry rankings 
• Confirm year and edition for each ranking is updated in all pitch materials. 
• Replace expired rankings with current recognitions. 
• Add notable new awards (firmwide or individual attorney honors). 

Key Attorneys & Contacts 

• Verify attorney bios are current in: 
  • Practice area experience highlights 
  • Industry sector experience 
  • Education, bar admissions and speaking engagements 
• Confirm correct headshots are used (current, professional quality, consistent style). 
• Update contact lists for pitch teams (direct lines, mobile, email). 
• Identify and add new lateral partners or rising stars to pitch teams. 

Significant Experience & Representative Matters 

• Review and refresh representative matter descriptions: 
  • Replace outdated matters with recent wins or deals (past 18–24 months). 
  • Ensure client names are used only with permission. 
  • Highlight matters that align with target industries/sectors. 
• Update metrics (deal values, case outcomes, settlement amounts). 
• Organize matters by practice area and industry for easier insertion into pitches. 

Firm Offerings & Practice Descriptions 

• Review practice area descriptions for clarity, differentiation and accuracy. 
• Remove outdated services or areas the firm no longer emphasizes. 
• Add new service offerings or niche capabilities developed in the past year. 
• Ensure cross-practice and industry teams are represented with updated language. 

Marketing Collateral & Templates 

•  Update proposal and pitch templates with: 
  • Current branding and logo files 
  • Updated disclaimers and required legal notices 
  • Refreshed imagery/graphics 

• Ensure all templates reflect current accessibility standards (ADA-friendly PDFs). 
• Standardize formatting for consistency across all documents. 

Digital Alignment 

• Cross-check updates with: 
  • Firm website content 
  • LinkedIn and other social media profiles 
  • Online legal directories 
• Ensure any changes to offerings, attorneys or rankings are reflected online. 

Internal Coordination 

• Confirm all updates are communicated to: 
  • Business development teams 
  • Practice group leaders 
  • Administrative assistants who prepare pitches 
• Archive prior-year versions for reference and compliance.