The legal rankings process can be extremely frustrating. Even when you do everything right — e.g., follow the guidelines, provide stellar references, etc. — there are times when your firm or attorney ranking falls short of where you believe they should be. Whenever that happens, the question is usually the same: “We know we’re better than firm XYZ; we’ve worked on bigger, more-compelling cases. Why are we not ranked where they are?”

The truth is, legal rankings are not just about the volume or complexity of cases won — they are heavily influenced by the perceptions of industry peers and the broader legal community. Positive feedback and external validation are key components in elevating an attorney’s or firm’s standing. Even the most thorough submission can falter if it lacks peer endorsement.

Much like building a house, you need a solid foundation to support the structure above it. While legal marketers can craft detailed and impressive submissions, they can’t manufacture reputation — that must be earned and cultivated consistently. In legal rankings, that foundation is built over time through a combination of high-profile work, strategic marketing, and fostering strong industry relationships. 

Identify Whom to Nominate

Start by identifying who you will be nominating early in the year. This could be key attorneys or a practice group. Identifying the nominees early allows you to establish a marketing plan to increase industry awareness and generate positive perception of that attorney or group. You should also include this team or attorney in your marketing plans in order to focus your efforts and ensure that everyone at the firm is on the same page. 

Establish Thought Leadership

Make sure the attorney is getting her share of the press! Establishing your attorneys as thought leaders can significantly boost their market visibility and credibility. This might include:

  • Publish articles in leading legal journals, industry-specific publications, and your firm’s blog.
  • Speak at conferences, webinars, or CLE events within their practice area.
  • Engage with media for expert commentary on breaking legal news.
  • Utilize social media platforms like LinkedIn to share insights and industry trends.

The more often your attorneys appear in thought leadership roles, the more they become recognized as industry authorities. 

Set Business Development Goals

When hammering out business development goals and strategies for the year, keep in mind the kinds of opportunities that could be worthy of submission. While a business development plan should not be constructed solely to win awards, legal marketers should be spearheading the process of qualifying new matters as “ranking–worthy.” This specifically means: 

  • Identifying cases or matters that align with ranking criteria. Not all wins are created equal; focus on those that are precedent-setting, high-stakes, or involve marquee clients.
  • Encouraging attorneys to build strong client relationships. Client feedback often plays a critical role in the rankings process. Happy clients who serve as references can tip the scale in your favor.
  • Leveraging high-profile matters for marketing purposes. Showcase major wins or significant deals in press releases, case studies, and pitch materials.

Build and Maintain a Strong Network

Legal rankings rely heavily on peer and client feedback. Building a network of advocates within the legal community can significantly improve rankings outcomes. Encourage attorneys to:

  • Stay active in bar associations and industry organizations.
  • Participate in pro bono work and community initiatives that demonstrate leadership and commitment beyond billable hours.
  • Mentor junior attorneys and engage in activities that reflect positively on their personal and firm-wide reputation.

Long-Term Commitment to Rankings Success

Achieving high legal rankings isn’t a one-and-done process. It requires a long-term, strategic approach that combines excellent legal work, consistent marketing, and relationship building. Even after a successful ranking, firms should continue nurturing client relationships, promoting thought leadership, and engaging with the legal community to maintain — and ideally improve — their standing year over year.

Remember: Rankings are as much about perception as they are about performance. By strategically positioning your attorneys as industry leaders and ensuring that their expertise is visible and validated by peers and clients alike, you can build a stronger foundation for future ranking success.