Lloyd Pearson

Background

About Lloyd Pearson

My focus is legal directories. I am an experienced consultant who helps law firms worldwide to raise their profile among organizations and publications that analyze, measure and write about lawyers – directories, rankings, lists, surveys, and awards. I have a unique background: I was a senior editor at a leading legal directory, have managed the directories in-house for top law firms in the US and UK, and have worked as an independent consultant to law firms around the world since 2008. That experience has given me a full-circle perspective into the world of legal directories – vital for clients seeking an effective consultancy service. I have worked in the legal sector for most of my career. My involvement in the legal directories world began in the 1990s when I was part of the team that worked on the launch of the Chambers Global, a leading international legal directory. Later I became editor of Chambers Global, and worked extensively on the early editions of Chambers USA and contributed to Chambers UK. It's difficult to advise law firms unless you’ve been on the inside and can appreciate their unique culture, so I joined the leading international firm Herbert Smith in 2004. Based in London, I ran the firm’s press office, and worked on legal directories, communications, and media relations initiatives. In 2006 I moved to the US to manage the global directories program for international firm White & Case, the market’s first dedicated law firm directories manager. I wrote and supervised hundreds of directory and awards submissions across the world. After leaving White & Case, I spent six months working for Best Lawyers, helping to develop the Best Lawyers-US News survey, and enhancing Best Lawyers' relationships with law firms and the media in Europe. Returning to the UK, I set up my consultancy business in 2008 with the aim of helping law firms promote themselves to the growing number of legal rankings, and making it easier for them to manage the directories process. Since then I have advised 200 law firms and lawyers in 100 countries in every practice area. I work hard and pride myself on a high level of responsiveness. I love working with law firms around the world, and helping them to improve their coverage in legal directories and publications. I like listening to lawyers, interviewing them, and figuring out the best way to highlight their practices. That means trying to avoid "marketing speak”, understanding the substance of what lawyers do, and writing in a concise way which is easy to understand and makes an impact.