As current and potential clients, recruits and other important audiences began increasingly using the Internet as a primary information source for the past decade, law firms have lavished more attention and more dollars on their Web sites. The result, according to a prominent marketing consultant, has been better Web sites — but also an increase in the number that look and feel the same.

“What law firms are trying to do is differentiate, but do it without really being different,” Micah U. Buchdahl told the Delaware Valley Law Firm Marketing Group at its March 21 meeting. “That’s a very difficult challenge. Law firm Web sites in general are much better than they used to be, but most firms are still finding it very hard to truly differentiate themselves.”