Legal awards help demonstrate the strength of a firm or a particular lawyer’s practice and award submissions can be a powerful resource for clients looking to secure counsel.

Here are some pointers on how to prepare a compelling legal award submission that stands out to the judging panel.

Be Selective when Submitting

Explore what previous ‘winners’ look like to gauge what a particular awarding body is after in the submission. Try not to put forward deals/practices for every award but instead focus on awards that are well-regarded in your jurisdiction or practice area, are well-recognised by clients and peers, and align with your firm’s values.

Be strategic and if, for example, an awarding body has a new and niche category where your experience fits, this is likely to outperform a generic category.

Start Drafting Early and Research Thoroughly

Strong submissions are typically drafted carefully over time and include the input of several stakeholders to demonstrate the deal/practice’s true impact. Take the time to gather relevant information, collaborate with suitable partners and team members, and ensure messaging is tight and concise.

It can be worth creating a simple timeline or using a project management tool to stay on top of who is responsible for what too.

Finally, always make sure the final draft is signed off by senior leadership well ahead of the deadline.

Tell a Compelling Story

Judging panels of awarding bodies are typically comprised of senior lawyers or leadership in the industry, and they have likely read hundreds of submissions. They know what to look for in a compelling narrative, and that is typically not a long list of deals or cases.

The submission should be structured like a story:

– provide context (the client’s problem or challenge);

–  a clear action taken (what you/your firm did to innovate);

– and the outcome (measurable results demonstrating how you helped the client).

Focus on showcasing what made the work truly exceptional, the challenges clients faced, and how you/your team added value.

Focus on Impact

Submissions often explain what was done but don’t clearly detail why it mattered. When detailing a particular strong case or deal, try to include clearly-defined results such as:

• Financial savings made as a result of the work you did (if this is confidential use % instead);
• Risks you/your team helped avoid;
• Innovative aspects; and
• Other commercial impact(s).

Follow the Instructions and Seek a Final Review

Each awarding body will likely be looking for something slightly different, so make sure you read their instructions and follow them carefully. Stick to word limits, answer every question they put forward, follow their preferred format, and submit before the deadline. It may sound simple, but judges will appreciate you following the rules.

If possible, ask someone on your team to review your edited draft to check for clarity, tone and consistency.

To conclude, a compelling legal award submission is often a powerful blend of strategy, storytelling, and impact. Not only are well-written submissions more likely to win, but they also create high-quality content that can be repurposed across pitches, client communications and other marketing materials.