Seriously, though, my old firm went through this exercise a few years ago. At the time, the partners were sceptical of new technology and the inertia of doing things the same way we always had won the day. I wasn't a huge fan of Yellow Pages then and I am even less a fan now.
When I was more junior, I was tasked with handling all of the cold calls that came into the office (except for real estate matters, mind you). I kept track of how the majority of those callers found our office and the resounding answer, to my surprise, was through the Yellow Pages. However, even though a lot of people found us through the Yellow Pages, most of those leads did not result in an open file or retainer. They were pretty low quality leads and tended to be people who were shopping around for the lowest rates, desperate or not serious about retaining a lawyer.
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