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Ah, the Yellow Pages. Even millennials might remember this vaguely comforting tome of a book. Did you know that the Yellow Pages continues to live on in the world of online directories?
Although it sounds crazy, law firms might want to consider updating their listings in the Yellow Pages online directory. Even though people tend to default to Google or Bing these days, online business directories are relevant to the health of your firm.
Google Places for Business
Let's not beat around the bush: if you're firm isn't detected by Google, that's money you're not earning. The sheer interactive capabilities of Google's apps (Plus, Business, Maps) make this a no brainer. Registering your firm on Places for Business is free, it makes your business pop up on Google Maps, and customers can review the firm on Google+.
Bing Places for Business
Aside from Google, you should also list with Bing, which continues to vie for top-dog spot in search. Bing's features are largely the same as Google's in that it's free to register. However, Microsoft doesn't have a well-established maps program like Google, so the map feature is out. Nonetheless, the system is highly interactive as it allows you to ad photos and videos.
Depending on where you are in the United States, and depending on what kind of practice your firm is, FindLaw can be your best bet for generating lots of hits. Recently, Dan Weeks did a study and found that FindLaw holds the top spot for online personal injury lawyer directories.
Has decidedly less internet clout than Bing and Google; and people generally tend not to think of it as a directory site, but it generally is the first place reviewers go to get a review of your firm. Yelp still tends to generate many local hits so it is a good idea to have a Yelp account if you want to attract more local eyeballs. Surveys find that Yelp still is effective for finding professionals through its directories.
Yes, the Yellow Pages still is relevant today, although significantly less so than previously. YP is actually the source of some strain for persons who have complained that the company lags in customer service. Yellow Pages was ironically one of the first service directories to the make it to the Internet. Consequently many firms and people have Yellow Pages identities that contain old contact information that has been untouched for years simply because of neglect.
There's an old saying coined by Yellow Pages: "If you're not in the book, maybe you don't exist." These days, the "book" has largely been supplanted by online searches. The point of the saying is well taken, however. You must diligently make sure that you have an online presence that makes it easy for Google and Bing to find you. As a closing touch, you should also make sure that old information about your firm is either deleted or at least current and correct.