Should Your Law Firm Invest in Professional Badges Like Best Lawyers or SuperLawyers?

One frequently asked question for law firms is whether to invest in or renew badges like Best Lawyers, SuperLawyers, or other professional accolades.

These badges often come with a significant cost, ranging from $500 to $1500 per year.

But are they worth the investment? The answer isn’t straightforward.

The Case for Buying Badges

1. Marketing Advantage: Badges can significantly enhance your marketing efforts. They serve as quick visual indicators of credibility and excellence in your field. When potential clients see these badges on your website or marketing materials, it can create a positive first impression and confidently set you apart from competitors.
2. Credibility Boost: For many clients, these badges are a mark of trust and quality. While you might view them with skepticism, clients often perceive them as endorsements of your expertise and reliability. Having these badges can reassure clients that they are making the right choice when hiring your firm.
3. Personal Satisfaction: There’s also the personal satisfaction of having these accolades. They can be a source of pride and motivation for you and your team, a tangible recognition of the hard work and dedication you’ve put into your practice.

The Case Against Buying Badges

1. Significant Costs: The costs of these badges can quickly add up, especially if you are renewing multiple badges annually. This financial burden might not justify the return on investment, particularly if the badges don’t translate into direct client acquisition.
2. Skepticism in the Industry: There is a growing skepticism about the value of these badges. Some view them as mere marketing gimmicks that don’t genuinely reflect a lawyer’s skill or success. This skepticism can extend to potential clients, making the badges less impactful.
3. Limited Direct Impact on Client Acquisition: While badges may enhance your credibility, they don’t directly bring in clients. Investing heavily in badges without seeing a tangible increase in client inquiries can be frustrating and may lead you to question their actual value.

Should You Renew Your Badge?

The decision to renew or purchase a badge depends on several factors unique to your situation. Here are some questions to consider:

1. Do You Need It? Assess whether the badge significantly impacts your firm’s reputation and client acquisition. If the badge has demonstrably contributed to attracting clients, it might be worth the investment. Or, to put it another way, have you heard clients hire you because you had the badge?
2. Do You Have Other Badges? If you already have multiple badges, adding another might not provide additional benefits. Sometimes, less is more, and having too many badges can dilute their perceived value.
3. Are There Alternative Investments? Consider if the money spent on badges could be better utilized elsewhere. Could you invest in marketing campaigns, improve your website, or enhance client services with the same budget?

Alternative Marketing Strategies to Promote the Award Without Purchasing the Badge

If you decide not to renew or purchase the badge, you can still effectively promote your award and enhance your firm’s visibility. Here are some strategies to consider:

1. Newsletters: Highlight your award in your firm’s newsletter. Share the achievement with your subscribers, explain what it means, and how it reflects your firm’s commitment to excellence.
2. Website and Blog Posts: Write a detailed blog post about the award, explaining the criteria, the selection process, and what it means for your firm. Feature the post prominently on your website and share it through your social media channels to reach a broader audience.
3. Social Media Announcements: Announce your award on social media platforms like LinkedIn, Facebook, and Instagram. Use engaging visuals, such as images or infographics, to highlight the award and its significance. Encourage your followers to share the post to increase visibility.
4. Client Communications: Include information about your award in your email signature, client reports, and other communications. This keeps the award top-of-mind for your clients and reinforces your firm’s credibility in every interaction.

Final Thoughts

In the end, the decision to buy or renew a badge is not black and white. If I had a strong recommendation, I would have written it. Do what you think is best for you. Feel free to share in the comments or reach out to us with any questions.