Legal directory submissions generate more questions than almost any other marketing exercise in the legal sector, and a fair amount of myth along with them.
Do you have to pay to be ranked? Does the same story work for both directories? How many referees can you put forward, and should they be clients or referrers? Below, we answer the questions law firms ask us most often about Chambers and Partners and The Legal 500, drawing on what actually moves the needle rather than what firms assume.
If you’re looking for the bigger picture on strategy and the common pitfalls to avoid, our companion guide on how to rank in Chambers and Partners and The Legal 500 covers the process in full. This article is the practical FAQ to read alongside it.
The Two Directories: How They Compare
What is the difference between Chambers and The Legal 500?
Less than many firms think.
Both use submissions, market research and client or referee feedback to rank firms and individuals by practice area and geography. The main differences are practical rather than fundamental. Chambers is often seen as a little more structured around researcher-led market insight and referee management, while The Legal 500 can feel broader in how firms present team strength, recent work and momentum. The submission templates are also slightly different.
In practice, the similarities matter far more than the differences. Both reward the same things: distinctive work, genuine depth across the team, and a clear, evidenced narrative about why the practice deserves recognition.
Which directory matters more?
Usually, both.
The better question is which matters more for your audience, practice areas and growth goals. Some firms get more value from one than the other depending on sector focus, geography, client base and how much weight individual lawyers place on personal recognition.
Rather than choosing between them, it’s worth deciding where each fits within your wider reputation strategy. Rankings work best as part of a broader picture of visibility and credibility, not as a standalone tactic, which is why directory work should sit within a joined-up marketing strategy rather than running in isolation.
Should we use the same story for both directories?
Broadly, yes.
The core narrative should usually stay aligned, but the referee strategy, evidence selection and presentation should reflect the mechanics of each process. Think of it as one consistent story told two ways: the substance of what makes your team credible doesn’t change, but how you evidence and structure it should respond to each directory’s template, deadlines and referee rules.
Cost, Referees and Deadlines
Do you have to pay to be ranked?
No.
There is no fee to submit to either directory, and firms do not need to buy a profile or sponsorship package in order to be ranked. Paid products and editorial rankings are separate things. That said, the paid products are not identical. For example, Chambers offers a referee management tool which some firms find useful. The key thing to remember is that buying a profile will never buy you a ranking, the editorial process stands apart from the commercial one.
How many referees can we submit?
This is one of the clearer practical differences.
The Legal 500 is more open-ended and allows a much broader referee list. Chambers is more controlled and currently allows up to 30 referees. That affects how firms should approach selection and prioritisation: with The Legal 500 you have room to cast a wider net, whereas with Chambers every referee slot counts and needs to earn its place.
Is it best to use clients or referrers as referees?
A broad spread is usually best.
A mix of clients and referrers gives researchers a wider view of how the team is perceived. Choose people who know the work and are likely to respond promptly to emails. They do not need to be the most senior person at the client if someone else is closer to the matter and more likely to reply. You cannot use referees from your own firm.
Responsiveness is the quiet deciding factor here. A perfectly chosen referee who never replies to the researcher does nothing for your submission, so prioritise people who will actually pick up the phone or answer the email when contacted.
Do Chambers and The Legal 500 have the same deadlines?
No.
The Legal 500 tends to work to two main UK deadlines, one for regional submissions and one for London. Chambers works to a larger number of deadlines spread across different practice areas. That makes forward planning particularly important, with multiple Chambers deadlines landing at different points, a firm submitting across several practice areas needs a clear calendar well in advance rather than a last-minute scramble.
What to Include in a Submission
Can we include older matters?
Sometimes, yes.
If you are submitting to a practice area for the first time, there is usually a little more leeway on timing. In general, though, matters should be kept current. If you include anything outside the normal timeline, explain the context and why it has been included so the researcher understands the reasoning rather than seeing it as padding.
Should we anonymise confidential matters?
If needed, yes, but give researchers as much context as possible.
You can anonymise names where confidentiality requires it, but try to include as many useful details as you can, such as sector, value, complexity, jurisdictional scope, the legal issues involved and why the matter was significant. Matters with no names, no value and very little detail do not give researchers much to go on. A well-handled anonymised matter that still conveys scale and complexity will always work harder than a named one stripped of any real substance.
Can one strong partner or one major matter be enough?
Usually not.
One standout individual or one impressive matter may help, but rankings are more convincing when a firm can show depth, continuity and more than one source of strength. Researchers want to see bench strength: credible lawyers beyond a single name, rising talent coming through, and evidence that the practice can sustain quality work over time rather than relying on one person or one headline deal.
Time, Resource and Support
How long do submissions take?
The forms may take days. A strong submissions programme often takes months.
Planning, evidence capture, profile development, internal coordination, referee engagement, interview readiness and post-results leverage all take time. The form itself is only the visible tip of the work, the difference between an average submission and a winning one usually lies in everything that happens around it, much of which needs to be underway long before the deadline appears.
This is also why the wider profile matters. A submission that claims market leadership lands far better when the firm’s website, biographies, thought leadership and LinkedIn presence all back up the story. Getting those foundations right is part of the same job, and our guide to the fundamentals of legal digital marketing covers how that visibility is built.
When does outside support help?
External support can make sense when internal marketing resource is stretched, partners are too busy to coordinate properly, rankings have plateaued, multiple offices or teams need managing, or leadership wants a stronger return on the effort being invested.
Good support should not simply complete forms. It should bring structure, challenge assumptions, sharpen positioning, improve narratives and save senior internal time. For firms weighing up a more strategic external approach, our guidance on whether you need a legal marketing agency and how to choose the right one is a useful starting point.
How We Can Help
If your firm wants to rank more strongly in Chambers and The Legal 500 without the last-minute scramble, we can help. From shaping your initial strategy and assisting with drafting submissions to helping with referee selection and repurposing the content across your wider marketing, our legal directory submissions support takes the burden off your team.
Call 01903 530 787 or submit an enquiry via our contact form below and a member of our team will be in touch shortly.