When it comes to attracting new clients, law firms often highlight their legal awards on websites, marketing materials, and social media. Recognitions such as Super Lawyers, Best Lawyers, and other prestigious accolades can enhance a lawyer’s reputation in the industry. But the critical question is: do potential clients actually care about legal awards when deciding which attorney to hire?
At The CMO Attorney, we’ve studied client behavior and marketing trends for law firms, and the answer may surprise you. While legal awards signal credibility within the legal community, they are rarely the deciding factor for most potential clients. Instead, responsiveness, availability, and willingness to take on a new case often dominate the decision-making process.
Why Law Firms Promote Legal Awards
Law firms frequently feature legal awards in marketing for several reasons:
Credibility Among Peers
Awards like Super Lawyers or Best Lawyers are highly regarded within the legal community, enhancing professional image.
Marketing Differentiation
Recognitions help firms stand out from competitors, especially in saturated markets.
Perceived Client Trust
Awards suggest competence and experience, signaling to potential clients that the attorney is respected and capable.
While these are valid reasons for promoting awards, it’s important to question whether these recognitions actually influence new clients at the point of contact.
What Potential Clients Actually Look For
Most potential clients do not spend much time evaluating legal awards. Instead, their focus is primarily on:
Response Time
Clients often face urgent legal issues. Firms that respond immediately gain a competitive advantage.
Availability and Case Acceptance
Potential clients are likely to hire the first attorney who says yes to taking their case.
Clear Communication
Clients want to understand their options and feel confident their case will be handled efficiently.
In other words, legal awards rarely tip the scales for new clients. Speed and accessibility are far more influential than the prestige of accolades.
The Disconnect Between Awards and Client Decision-Making
Although legal awards recognize excellence, most potential clients do not:
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Check Award Listings: Very few research which attorneys have received awards like Super Lawyers or Best Lawyers.
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Understand the Criteria: Even if they notice an award, they may not know the rigorous process behind it.
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Prioritize Awards Over Action: Clients care more about whether someone will accept their case and provide immediate guidance.
This explains why law firms with numerous accolades can still lose cases to smaller or less decorated firms if they are slower to respond.
Case Study: Client Behavior in Personal Injury Law
Consider personal injury law, where clients often require immediate assistance. A prospective client involved in a car accident may reach out to multiple firms simultaneously. Marketing data shows:
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The first attorney to respond frequently secures the client.
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Clients often choose the attorney who expresses willingness to take their case quickly.
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Awards and recognitions are rarely mentioned during initial consultations or intake processes.
This trend is consistent across other practice areas. While awards may enhance long-term reputation, they rarely influence the immediate hiring decision.
The Role of Client Reviews vs. Legal Awards
While firms promote legal awards, online client reviews and testimonials frequently carry more weight with potential clients. Platforms like Google, Yelp, Avvo, and Facebook allow prospective clients to read firsthand experiences from past clients.
Recency of Reviews
Recent reviews indicate an attorney is actively taking cases and maintaining client satisfaction.
Specificity of Experience
Detailed reviews describing case handling and communication resonate more than general accolades.
Volume and Consistency
A higher number of positive reviews signals reliability, often more so than a single award.
Many prospective clients skip reading through awards entirely, but they do check reviews to see how past clients were treated. A lawyer with glowing testimonials but fewer awards can often attract more inquiries than a highly decorated but less reviewed attorney.
How Law Firms Should Approach Legal Awards
While legal awards should not be ignored, law firms must recognize their limited impact on new client acquisition:
Use Awards Strategically
Include them on websites, marketing materials, and social media, but do not rely on them as the primary selling point.
Prioritize Responsiveness
Ensure inquiries are answered quickly with call tracking, automated responses, and prompt follow-up.
Streamline Intake Processes
Make it easy for potential clients to get answers, schedule consultations, and feel confident their case will be handled.
Combine Prestige with Action
Awards can reinforce credibility, but the decisive factor is how efficiently a firm engages and accepts new clients.
Conclusion
Legal awards like Super Lawyers, Best Lawyers, and other accolades enhance a lawyer’s professional reputation. However, potential clients rarely rely on these recognitions when deciding which attorney to hire.
At The CMO Attorney, our experience shows that the fastest, most responsive law firms win new cases. Potential clients typically hire whichever attorney answers their inquiry promptly and agrees to take the case—not necessarily the one with the most awards.
For law firms looking to grow, the takeaway is clear: legal awards matter, but responsiveness matters more. Ensuring your team can respond immediately, communicate clearly, and make it easy for clients to move forward is the most effective way to secure new cases.
If your law firm is ready to improve client acquisition and marketing strategy, sign up for a free consultation with The CMO Attorney today.
Sources
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American Bar Association – Law Firm Marketing
Overview of how client behavior affects law firm marketing and decision-making.
https://www.americanbar.org/groups/law_practice/marketing/ -
Legal Trends Report – Clio
Data-driven insights into how potential clients choose lawyers, emphasizing responsiveness over credentials.
https://www.clio.com/resources/legal-trends/ -
Super Lawyers – Methodology
Explains how awards like Super Lawyers are determined, highlighting the difference between peer recognition and client decision-making.
https://www.superlawyers.com/methodology/