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July 9, 2012

Lawyers, too, use rankings in marketing

Like hospitals, professionals vying for business in the competitive legal industry rely on law firm rankings to draw in clients.

While there are a handful of firms that grade lawyers and provide detailed information, Chambers & Partners is one of the most highly regarded ranking sources in the legal field, law firms say.

Every year, Chambers conducts in-depth, detailed interviews with thousands of lawyers and their clients around the globe. The firm analyzes the reputation and expertise of business lawyers, ranks their organization and compiles them into lists.

Chambers bases its rankings on qualities including technical legal ability, professional conduct, client service, diligence and commitment.

“Chambers is widely regarded as the leading guide to the legal industry for business professionals,” said Robert Morris, chairman for Pullman & Comley LLC in Bridgeport. “We are pleased that a number of both our attorneys and practice areas have been recognized in the 2012 guide.” 

Law firm rankings usually are marketing- or research-based and can include peer reviews, client input and directory listings., a Seattle-based law and medical ranking firm, boasts that it's the web's largest expert-only health and legal Q&A forum and directory.

Additionally, consumers can access free legal or medical advice from more than 125,000 experts listed in the company's professional listings.

The company uses search algorithms to seek out publicly available information online and create a profile for every doctor and lawyer in the U.S. AVVO has its own rating system based on individual awards earned, publications and number of years involved in practice.

“AVVO is not just a popularity contest,” said Josh King, vice president of business development and general counsel for AVVO.

“We take into account work experience, education, speaking and awards,” said King. “We think it's critically important that consumers be able to easily verity a lawyer, doctor or dentist's license status and see whether he or she was ever subjected to professional discipline.”

Company leaders say the ranking system is transparent and does not accept payment. Information on the website makes AVVO the most heavily-trafficked resource for information on lawyers, with over 4 million visits per month. King said information can't be deleted either.

AVVO includes client reviews and peer endorsements, and relies on state licensing sources, disciplinary records and industry certification agencies for information. Professionals can also add details and photos to their profiles as well, according to company officials.

Morris, who has experience in corporate law and heads up the tax section at Pullman & Comley, has made the list several times and did so again this year.

Chambers listed Pullman & Comley as a Band 1 law firm — the highest level possible — in healthcare.

Chambers also listed Pullman & Comley as a Band 2 law firm in two areas — environment and real estate. The firm also made the list as a Band 3 law practice in other areas, including corporate law, mergers and acquisitions, labor and employment and litigation.

AVVO has a database of profiles on more than 1.3 million lawyers, 1 million doctors and 200,000 dentists, according to King.

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