As Chambers announced its 2025 research schedule in early April and both Chambers and The Legal 500 rankings are set for release in late May or early June, it’s clear that legal directory submission season has arrived. While we hear a lot about how to prepare an effective submission for these legal directories, we rarely hear about why it is important for a law firm to submit. Addressing this question upfront is critical when considering this year’s submissions because you can bet that the attorneys you rely on for the information to complete the submission are wondering about it. Being prepared to answer this question thoughtfully will enhance buy-in from these attorneys and all stakeholders.

So, an attorney comes to you, clearly frustrated with the time and effort it takes to put these legal directory submissions together, and asks, “Is this really worth it?” Here are five things you can tell them.

• Legal directories like Chambers and The Legal 500 curate exclusive guides through extensive research that include only the top lawyers in specific jurisdictions and practices. As of 2023, Chambers ranked only two percent of lawyers and 0.5% of law firms in the U.S. This statistic alone serves as excellent marketing fodder, distinguishing an attorney’s practice or firm from its competitors.

• General counsel and in-house counsel actually do use these legal directories to compile short lists of lawyers for specific matters. While these attorneys and firms are still generally vetted through an interview or RFP process, your firm may have gone unnoticed by the company if not for its presence in the legal directory.

• These types of rankings can bolster brand building and market positioning, especially if you aim to solidify the firm’s standing in a particular practice area, compete against larger firms, emphasize your firm’s DEI and pro bono commitments or enhance credibility.

• A legitimate legal directory ranking can serve as a compelling tool for attracting top legal talent, as we know the ongoing competition for skilled professionals in the legal industry does and will continue.

• Although the investment of time and effort is significant, there’s no financial commitment required. Directories such as Chambers and The Legal 500 have earned their reputation by allowing submissions without any monetary cost, relying on their thorough research and interview process.

Understanding the “why” behind your firm’s legal directory submissions can shape the process to align with broader strategic objectives. Take into account strategic implications such as brand enhancement, market positioning and attracting top talent when initiating the process this year. Doing so may increase buy-in from the attorneys involved in the completion of submissions.