Year after year, this question seems unavoidable: “Should our firm purchase Super Lawyers directory profiles?” Like most legal marketing decisions, it depends on many different factors. After all, these profiles aren't cheap, and the value isn't always crystal clear. But with potential clients consistently turning to online resources to find legal representation, it's a topic worth exploring.
Super Lawyers is an annual recognition program identifying exceptional attorneys across various practice areas. Established in 1991, it has become a valuable resource for potential new clients seeking and vetting legal representation.
As stated on the Super Lawyers website, Super Lawyers “recognizes the top attorneys nationwide, across various practice areas and firm sizes, using a patented process of independent research and peer input. The lawyers selected include those with many years of experience and the Rising Stars of the profession.”
A representative number of small, medium, and large firm attorneys are selected. Candidates are eligible for Rising Stars if they are 40 or younger or have been practicing for fewer than ten years. Five percent of the total lawyers in each state are selected for inclusion in Super Lawyers, while the Rising Stars list comprises 2.5%.
Super Lawyers describes the distinction as a ‘resource designed to aid those needing an attorney’ and outlines the selection process. If selected, attorneys also have the option to purchase profiles and premium listings with guaranteed placement within the attorney directory.
There’s a distinct difference between these products (profiles versus directory listings); the former is intended to help bolster results within branded search, while the latter holds the potential to generate leads from prospective clients who may have no idea you even exist.
If your goal is to build and protect your firm’s brand, and the Super Lawyers directory shows up prominently and consistently across the search engine results pages (SERPs) when searching for you or your firm's name, then investing in the online profile is likely a worthwhile investment.
The majority of lawyers generate their business via referrals. Your referral partners, as loyal as they may seem, share at least 1-2 other names besides yours when someone asks them for a recommendation. Most sophisticated buyers do their research and due diligence.
For many, the first step is usually a Google search for your name or your firm's. And if the Super Lawyers profile is one of the top results (i.e., under your website, LinkedIn profile, etc.), there's a good chance someone will click it.
This could be your only chance to make a great first impression, so put your best foot forward. Alternatively, a consumer viewing a neglected or incomplete profile might fallaciously assume that the same (minimal) effort put forth is what they can expect when working with the firm.
Like other legal directories, Super Lawyers will continue highlighting competing firms on your non-paid profile without the Enhanced or Premium profile subscription. Yes, they will show display-like advertisements for competing lawyers in the same practice area in your market. So, while it doesn't feel good to be forced to pay what seems like a ransom, purchasing the paid profile will help prevent visitors from immediately wandering to check out the competition.
Yes, there is an SEO benefit. Links from legal directories are usually highly authoritative. Here’s an insider tip: Beyond your main website link, Enhanced and Premium profiles allow you to include links to specific pages within your website directly from your profile's About section. But tread lightly here—you don’t want to go overboard. Do this in moderation. Better yet, ask for your agency's input and guidance.
Why does this matter, and how does it help law firm SEO?
Remember, links from reputable online publications and directories pointing back to your website can significantly enhance your SEO efforts and authority. Think of high-quality links as endorsements, signaling to search engines that your site is a trusted and valuable resource. As a result, your website’s rankings and organic traffic can improve. Additionally, the association with authoritative sites boosts your credibility and trustworthiness in the eyes of both search engines and potential clients, further solidifying your online reputation and presence.
To determine if a paid Super Lawyers profile is worth your investment, start by searching for your name or your firm's name online. If the Super Lawyers directory doesn't appear in the results, pass on the opportunity and invest your resources elsewhere. Instead, focus on enhancing your existing online presence. Identify all of the other listings and business citations for your branded searches. Then, invest time, effort, and money into ensuring those results are as professional, distinguished, and complete as possible.
Your firm may opt against purchasing the profile because you prefer to focus on other marketing strategies such as SEO, content marketing, paid advertising, or business development. In my experience, these are usually instances where the perceived value of the listing is in question, or there’s a healthy dose of skepticism regarding the selection process, with some viewing it as a pay-to-play model.
At the end of the day, Super Lawyer profiles can be costly, and firms obsessed with attribution perfection, especially smaller firms with limited marketing budgets, will likely be unable to justify the expense.
If you’ve decided that an Enhanced or Premium Super Lawyers profile is the right choice for you and your firm, here are some additional tips to ensure you’re setting yourself up for success.
As you evaluate the potential of Super Lawyers profiles for your firm, remember that they're just one piece of a comprehensive marketing strategy. Whether you invest in a profile or not, focus on maintaining a strong, consistent online presence across all platforms. Regularly assess your marketing efforts, track your results, and be prepared to adapt your approach as the digital landscape evolves. If you need more clarification about the best path forward, feel free to consult with a legal marketing professional who can provide tailored advice for your firm's unique needs and goals.
Ron Latz is a seasoned legal marketing consultant and the founder of LegalFenix, a consultancy dedicated to providing industry-leading marketing consulting and fractional CMO services to the legal community. With a deep understanding of the unique challenges lawyers face with their legal marketing, Ron has helped numerous law firms enhance their market presence, attract more clients, and transform their marketing results. His strategic approach and industry expertise make him a sought-after consultant and fractional CMO in the legal space.
