The Best Lawyer Certifications to Advertise

There are as many lawyer clubs and meaningless awards out there as there are lawyers. Seeing a huge list of credentials padded with nonsensical awards, certifications and memberships is poor lawyer advertising. How many times have you seen a lawyer advertisement with a huge list of credentials and not much else but a photo and a phone number?

If you want to show your clients that you're a competent, trustworthy lawyer and feel that showing off your certifications is the best way to do so, I would suggest focusing on those that are the hardest to obtain: NBTA certification, a listing in the Best Lawyers in America directory and a Martindale-Hubbell "AV" rating.

Lawyer Certification from the National Board of Trial Advocacy

The NBTA is a committee that certifies lawyers in civil, criminal and family law, among other areas. They're accredited by the American Bar Association and review panels are actually chosen by the ABA Standing Committee on Speculation. Aside from state bar certification, this is the next best thing a lawyer can have on their credentials.

To receive lawyer certification from the NBTA you must:

be in good standing with the ABA and local bar;
actually participate in trial proceedings (not just say you do!);
have taken a minimum of 45 hours of continuing legal education in the past 3 years;
provide references from 3 judges and 3 attorneys familiar with your courtroom ability;
have been lead counsel in a substantial number of trials that were taken to judgment;
have been lead counsel in at least 40 trials involving evidence discovery (depositions, hearings, motions, etc.); and
pass the trial technique, evidence and ethics essay exam (a 6-hour ordeal!).

As you can see, this is a very involved process in which very few lawyers would qualify, especially those whose lawyer advertising screams "WE GO TO COURT FOR YOU" when they really avoid trial like the plague. Because of the elite status you earn when you manage to make it through all these requirements, the NBTA lawyer certification is an important credential to advertise.

Lawyer Certification from Best Lawyers in America

NBTA lawyer certification is self-initiated, so technically any lawyer can attempt it. There are some lawyer certification venues that are "invitation only," such as the Best Lawyers in America listing. To be considered for BLA, a current member must recommend you. After the recommendation, you'll be evaluated by the same standards as the person who recommended you.

The listings in BLA are geographically specific, so it pays to create good relationships with your peers. Listing on BLA puts you in a special directory of lawyers with a personal bio page, links to your website and law office information. This database is free for clients to search and is a great form of lawyer advertising!

Lawyer Certification from Martindale-Hubbell

Martindale-Hubbell is an independent attorney rating group that conducts its ratings in 5-year intervals. You cannot solicit a rating from them - you must be selected by the committee. Once selected, you are evaluated by a number of sources, including other members of the bar (both rated and not) and judges in your jurisdiction.

Your Martindale-Hubbell rating can range from "C- good to high" to "V - very high, the general ethical standards rating." The highest rating is "AV" and is bestowed upon a select group of lawyers every 5 years. When rated, Martindale-Hubbell takes into consideration your legal ability, ethics, reliability, diligence and professional responsibility.

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