This article has been authored by Anshu Sharma, a seasoned professional with expertise in client management, business development, and marketing within the legal sector.

Anshu has held key roles at renowned firms such as Chandhiok and Mahajan, Advocates and Solicitors, Singhania & Partners LLP, and LexStart Partners, where she was instrumental in managing internal and external communications, building strong client relationships, and driving business development initiatives.

Imagine you’re preparing for a big race. You wouldn’t just throw on any pair of shoes, nor would you enter the first competition you find. You’d take your time, research the race that fits your strengths, choose the best gear, and train meticulously. In many ways, applying for a law firm award is similar. It’s not just about the race to submit the most polished application, but rather about selecting the right race to run in the first place.

As a business development professional with experience working across law firms of various backgrounds, I’ve seen firsthand how award applications can bring significant value. However, it’s not just about applying to every prestigious award you come across. Some of the most commonly overlooked aspects of the award process begin well before the submission phase—starting with thoughtful selection. The awards you choose to pursue should reflect your firm’s strengths, and the approach should be deliberate, not hasty. With that in mind, here’s a guide to both selecting and submitting for law firm awards, avoiding some of the common mistakes along the way.

Selecting the Right Award: The Foundation

1. Align with Your Strengths: It’s tempting to aim for big-name awards, but you should focus on awards that match your firm’s strengths. If an award has categories that align with your practice areas, don’t hesitate to submit, even if you don’t dominate in that particular field. If you have a few standout matters, you’re in the running.
2. Research the Award’s Credibility: Before committing, take time to research the award’s standing. Look at the firms and individuals who have been previously ranked or recognized. This helps you understand the weight and reputation of the award. After all, not all awards are created equal, and an award’s value often hinges on the company it keeps.
3. Budget Wisely: Awards often require submission fees, but it’s important to see this as part of a broader strategy. It’s not just about paying to play; it’s about setting a budget for awards annually. Allocate funds not only for submission fees but also for hiring professionals who can help craft compelling applications.
4. Annual Award Planning: It’s a good practice to map out your award strategy at the beginning of the year. Plan which awards to target, allocate your budget, and ensure you have resources—whether internal or external—to handle the submissions efficiently.

Preparing the Submission: Common Pitfalls to Avoid

Once you’ve selected the right awards, the focus shifts to the submission itself. This is where many firms, despite their strengths, can falter. Award submissions often involve complex forms and detailed responses, so here are some tips to avoid missteps:

1. Match the Research Criteria: Every award has a specific research methodology. Don’t just submit a generic description of your firm or your matters. Study the guidelines, print them out, and highlight the elements that align with your practice. Tailor your submission to match the criteria and language used by the award body.
2. Simplify Your Case Descriptions: When submitting matters, remember that less is often more. Focus on how your firm excelled in handling the case. While it’s important to convey the complexity of the matter, don’t get bogged down in technical jargon. Simplify where possible, and ensure that your key achievements shine through.
3. Clear, Non-Technical Language: Lawyers are trained to write technically, but your award submission isn’t a legal brief. It’s a presentation of your expertise in a way that’s accessible to a wide audience. Use clear, straightforward language that highlights your firm’s achievements without overwhelming the reader with legal terminology.
4. Bullet Points Work: When describing your firm, don’t be afraid to use bullet points. This is especially effective when listing achievements or key milestones. It breaks up the text, makes the content easier to digest, and allows the most important points to stand out.
5. Stick to the Guidelines: No matter how well-crafted your submission is, if it doesn’t follow the award’s guidelines, it’s likely to be overlooked. Always refer back to the submission criteria and ensure your application ticks all the boxes.

Time is of the Essence

One of the most common mistakes is getting so caught up in perfecting the submission that the deadline is missed. It’s far better to submit a less-than-perfect application than none at all. Keep a calendar with upcoming award deadlines, and, more importantly, keep a running record of your firm’s key matters and achievements throughout the year. This will save you a lot of time and stress when it comes to completing submissions.

Final Thoughts

Applying for a law firm award isn’t just about filling out forms and sending them off. It’s a strategic process that begins with careful selection and continues through a thoughtful submission. By choosing awards that align with your strengths, following a clear and simple submission process, and keeping track of your key matters throughout the year, your firm can increase its chances of earning well-deserved recognition.

Just like preparing for that big race, success is all about choosing the right path, preparing well, and knowing when to cross the finish line. Keep these tips in mind, and you’ll be on the right track to standing out in the competitive world of law firm awards.

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