Should Lawyers Use: The Yellow Pages?

For most lawyers and professionals nowadays, the answer to this one is an easy "no."

The Yellow Pages were long a great source for advertising, because everyone went to the Yellow Pages when they needed to know who to call for certain things. Even now, I'm sure that in an emergency my first instinct might be to reach for the big yellow book, if I need to call somebody NOW. However, with the rise of the internet as a search and marketing tool, anyone who's anyone, seeking new business, is advertising there rather than in the Yellow Pages primarily because it is cheaper (or free) and provides practically unlimited opportunities to reach consumers.

Yellow Pages ads range from expensive to outrageously expensive, and their internet products are similarly expensive (even if they are a little more useful). I do not recommend the Yellow Pages unless your law practice is not built on referrals and relies on one-shot advertising for clients, and even then the clients must be looking at the book and not at the internet.