What is Super Lawyers? Learn 3 ways it can pay off for your firm

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 The patented selection process puts lawyers in exclusive company

 Directory advertising puts attorneys in front of legal consumers in need

 Special marketing solutions provide maximum exposure and potential leads


In today’s crowded legal marketplace, it’s vitally important that attorneys find ways to distinguish themselves and stand out from competitors. To connect with legal consumers in a meaningful and memorable way, attorneys must work to develop and promote a personal brand that highlights their unique attributes, offerings, and qualifications. One of the most effective ways for attorneys to solidify and strengthen their personal brand – and quickly rise above competitors – is to be included on the Super Lawyers list.

What is Super Lawyers?

Founded in 1991, Super Lawyers recognizes the top 5% of attorneys in each state who exhibit excellence in their respective practice areas. Honorees are selected utilizing a patented, credible, and comprehensive process combined with peer reviews. With unique visibility and engagement opportunities – including access to legal consumers via online and print opportunities – Super Lawyers is widely recognized as a go-to resource for people who want to quickly connect with and hire reputable legal counsel.

Let’s take a look at three key benefits of being on the Super Lawyers list. 

1. The patented selection process puts lawyers in exclusive company

Attorneys who invest heavily in marketing efforts see the payoff in terms of increasing online visibility and getting in front of more legal consumers. But this pay-to-play construct doesn’t apply to Super Lawyers. That’s because attorneys cannot apply themselves. In fact, the rigorous and patented selection process starts with nominations by peers, managing partners, third-party feedback, and independent research.

Next, candidates are evaluated based on 12 indicators of peer recognition and professional achievement such as: 

  • Verdicts and settlements 
  • Special certifications 
  • Honors and awards 
  • Pro bono and community service work 
  • Overall education and experience  

The third step in the Super Lawyers selection process centers on peer evaluations where leading candidates are invited to evaluate peers based on first-hand knowledge of their practice. The fourth and final step in the process is where honorees are selected to a Super Lawyers list, with no more than 5% of lawyers in each state achieving this high honor.

“Super Lawyers absolutely has garnered the attention and the respect of the legal industry. It’s the number one source of credibility.”

Jeffrey "Jack" Gordon

MANEY | GORDON Trial Lawyers

2. Directory advertising puts attorneys in front of legal consumers in need

Super Lawyers isn’t a standalone entity with few resources — it’s part of the Thomson Reuters network of legal directories. That means lawyers who make the list get to take advantage of numerous opportunities to increase visibility and engagement. Combined, Thomson Reuters legal directories garner more than 100 million visits annually and in excess of 6 million legal profile and ad engagements. Plus, legal consumers who use one of these legal directories to research and find an attorney are three times more likely to contact a law firm than those who use Google alone.

The Super Lawyers directory also supports attorney referrals, so if a law firm or attorney is overloaded with clients or has a client in need of another practice area that they don’t support, they can view other selectees to refer those clients to. Backed by the trusted Super Lawyers brand and patented selection process, law firms and attorneys can have confidence that the selectees are credible.

3. Special marketing solutions provide maximum exposure and potential leads

Being included on the Super Lawyers list is a high honor that only a small segment of attorneys enjoys. This select group has numerous opportunities to build brand awareness, increase exposure, and win over more prospective clients.  

Honorees can leverage exclusive Super Lawyers opportunities including:  

  • Inclusion in the Super Lawyers directory to connect with even more motivated legal prospects 
  • Advertising in “Super Lawyers” magazine to position attorneys directly in front of highly engaged legal consumers  
  • An exclusive honoree Super Lawyers badge to display on digital websites 
  • Special advertising opportunities to showcase Super Lawyers achievement  

Super Lawyers specifically highlights top attorneys by practice area and produces a variety of print and digital publications to publicize its select lists of attorneys – including award-winning features on distinguished attorneys through its digital magazine repository. 

Additionally, attorneys can publicize and spread news of being selected to the Super Lawyers list via press releases and social media channels.

Learn more about Super Lawyers, then discover how legal directory advertising can help your law firm increase online visibility and connect with more legal consumers.  

How law firms can use lawyer directory listings to connect with legal consumers

Online legal directories provide the perfect digital meeting place to introduce and showcase your law firm.  

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