The world wide web is essentially a vast storehouse of information, it is a virtual world made of information. Products such as Pepsi cola may have nice web sites, but nothing is really going to make it more than a carbonated beverage laden with sugar. Pepsi is an information poor product. Lawyers on the other hand offer information-based services. Law is a great unknown for businesses and individuals, that need legal information provided by lawyers.
Legal services are information rich.
The web is the ideal medium to interest and educate a client. In a world where information is available at the click of a mouse, lawyers will thrive if they are able to something of value to a potential client who will then be compelled to make personal contact. Information rules the new frontier and hints of competence are no longer sufficient. Assign paramount importance to articles written by lawyers in your firm and detailed information about your case work. This may seem obvious, but many lawyer sites fail to provide even this basic level of information.