Traditionally, lawyers and their firms advertised their services in the various phone books in their respective areas.  Some chose billboards and newspaper advertisements.  Others relied solely on referrals from other attorneys or expensive television ads.

The old marketing campaigns have shifted with the decline of newspapers and phone books. Television campaigns remain expensive and the ROI is questionable.  Billboards only reach a small percentage of the market and are also pricey.

Some astute attorneys have re-written their marketing campaigns and moved toward the new technology of websites, blogs, and social media.  These campaigns lack the hyped aggressive (which most consumers like) calls to action of the former efforts. 

Rather, the new wave is focused on providing good consumer information.  It's also highly interactive where the attorneys share and respond to consumer questions.  It's not only good for consumers but helpful for lawyers who've been forced to engage potential clients in a free-wheeling discussion of the law and consumer protection.