Do Awards Actually Win Business?

Do Awards Actually Drive Business or Just Ego?

I can’t help but think about this on a regular basis. I see so many lawyers and consultants posting about awards on social media, such as Super Lawyer, Top Consultant, and 40 Under 40. And to be clear, I think it’s great that people get recognized. That stuff matters to them, and I get it.

But I gotta wonder—how much of this self-promotion actually helps grow their business?
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Does it lead to new clients? Or is it just another feel-good post that gets a few likes and disappears?

Some awards go through a real process. Super Lawyers, for example, says their rankings are based on peer nominations, research, and evaluations, with only 5 percent of attorneys making the cut. That sounds legit. But does it actually lead to new business?

Then there are the pay-to-play ones. Submit your name, pay a fee, and suddenly you’re “award-winning.” If anyone can buy the title, how much does it really mean?

I’m not knocking the organizations that issue these awards or the professionals who receive them. Recognition can be meaningful, especially for team morale or internal credibility. But awards shouldn’t become a crutch. If you rely on them to be the big driver of your business, you might overlook some of the important basics that clients really care about.

According to Statista, 62 percent of legal consumers say responsiveness is the number one factor when choosing a lawyer, not awards or rankings.Corporate clients feel the same way. They want results, not plaques.

Here’s what actually moves the needle:

• Industry expertise – Do you understand their world?
• Track record – Can you solve the kinds of problems they’re facing?
• Bandwidth and resources – Can you handle the work?
• Value – Are you clear about cost and ROI? Are you selling on price or value?
• Referrals – Are people vouching for you? Are you staying in touch with these people?

A Thomson Reuters study found that 76 percent of corporate legal decision-makers rely on peer recommendations and past relationships. Only 14 percent said rankings like Chambers or Super Lawyers had a meaningful impact (ALM Intelligence).

And in the consulting world? Same story. Case studies, thought leadership, and referrals carry far more weight than industry accolades, even the prestigious ones like 40 Under 40.

There’s nothing wrong with celebrating a win. But if you’re spending hours chasing recognition, it’s worth asking if it’s really helping you get hired.

Instead, consider this:

• Share insights. Publish something helpful. Speak on a panel. Post a real take on LinkedIn.
• Engage directly. Reach out. Follow up. Be helpful without being salesy.
• Build visibility the right way. Show up consistently and authentically. That’s what sticks.

So, Are Awards Worth It?They can help with morale or recruiting. But if your goal is landing sophisticated clients, awards are far from the top priority.

​The best recognition? A strong pipeline, a great reputation, and clients who trust you.