October is directories month in the UK. If the results have left you reeling, MD Communications Director of Content (and non-accredited motivational expert) Anthony Notaras is here to help you beat those bad ranking blues.
Ah, October… A glorious time of year: heavy leaves ready for the fall, a frost in the air, and the hushed promise of new legal directory rankings.
It’s enough to bring a nostalgic tear to the eye, or multiple not-so-nostalgic tears if you have any stake in your law firm’s rankings.
Whether you’re the marketing or BD personnel who led the submission charge, or that partner whose talents have once again been scandalously overlooked, if the rankings haven’t gone your way, those feelings of grief will be raw. But please don’t fret. By navigating our seven stages below, we are confident you will reach a place of directories enlightenment.
Shock
You might be feeling overwhelmed by confusion and shock. Which is why it’s important to pause, take a deep breath and remember not to take it personally. The Legal 500’s latest UK edition ranked 9,921 law firm practices across nearly 600 categories. The Chambers & Partners stats will be similar. Such massive undertakings will never please everyone. Your direction of travel will often go sideways and even backwards. Now is the time to find your bearings. This is just one step in a long and winding journey.
Denial
Everyone has a clear idea of where they should be ranked and why. However, it’s important to be realistic and appraise the new rankings with an objective eye. Look at the published work highlights of your nearest competitors and consider how they compare with your top three matters. Gauge the volume of their client testimonials. Genuinely ask yourself whether you’ve found your level. And remember, you’re never going to shoot straight to the top. Take a strategic view of what you can achieve year on year.
Anger
You’re not happy, your partners aren’t happy, and everyone wants answers yesterday. All the same, go easy on the trigger. In those first couple of weeks, only contact the directories if they have made a genuine factual error (or if you want to say something nice – see ‘Bargaining’ below). Mistakes happen and the directories will remedy the problem quickly. But remember, those 9,921 rankings will generate plenty of feedback. An instantaneous response won’t always be feasible. Angrily demanding answers won’t do you any favours. And no, an under-ranking isn’t a factual error, which brings us to…
Bargaining
Even if the rankings didn’t go your way this time, remember to thank the researcher and editor for their hard work. They’ll be grateful, and building a constructive and positive human connection always bring benefits. No amount of bargaining will change your immediate rankings, but a friendly dialogue with the editor might provide some insight into their ranking decision.
Depression
A directory submission is roughly 40 pages long – that’s a big document with a lot of words and information. Pulling everything together and corralling the referees took time and energy. Of course it’s depressing when the new rankings don’t result in a dopamine hit. That’s why it’s important to remember that submissions and client referees aren’t just for directories. They can be repurposed for all sorts of uses. That submission content can go towards your next pitch or brochure. As for the referees, what better opportunity to call them and thank them for taking part? Who knows what positives might come of it?
Testing
If the informal feedback about your ranking wasn’t enough (see ‘Bargaining’), the Legal 500 and Chambers do offer in-depth reports. They can be extremely insightful, particularly in relation to negative feedback from clients and peers. That said, they are eye-wateringly expensive. Before you crack open the wallet, take an objective look at your previous submission, referee management, and day-to-day engagement with the research process. Better yet, get a fresh pair of eyes to conduct an informed, objective review. This can help pinpoint where your strategy, content, and approach need improvement.
Acceptance
Unless you plan on changing your profession or industry, you must accept that the legal directories aren’t going anywhere. And that’s a good thing. They enhance transparency, understanding and knowledge of an industry that can appear opaque to outsiders. They are a bridge to new clients and jurisdictions, as well as an important recruitment tool that might bring you closer to potential colleagues and friends. Those submissions and referees are a crucial part of that knowledge expansion. Which is why your campaign planning should start now, with enthusiasm and hope.
To find out more how we can support your directory submissions, take a look at our legal directories webpage or get in touch with Anthony.
