Ten years after the most recent study of directory ROI, legal directory and copywriting agency ELE asked UK and global law firms whether submissions are worth it. Helen Foord shares the findings.
In 2016, researchers asked mainly US firms about the return on directory submissions. Eighty-three per cent of respondents believed it was below 10%. Yet 80% planned to maintain or increase their use of submissions.
A decade on, The Directory Dilemma 2026 draws on interviews and a survey of law firms, and the views of three ELE team members, two formerly of Chambers and Partners. It is built around six dilemmas firms tackle every year: to submit or to stop, reputation or revenue, outcome or process, insight or upsell, trust or reliance, and efficiency or sameness.
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