Small firms and individuals can get exposure and success at an extremely low cost. It is truly a level playing field where even the little guys can compete and excel. Large firms must meet this challenge or get left behind. If you are innovative and offer interesting and useful information, clients will choose you. It doesn't take vast resources to reach your target audience, it takes a well developed web site.
Information based businesses excel online.
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.