For middle-income individuals and families, the Internet has made it significantly easier to find a lawyer for family or estate planning purposes. But for the small firms that offer these services, the Internet has created a more competitive market and a need to stand out.

While firms can use their own websites and search engine optimization to their advantage, potential clients are also better equipped to find the best deal on legal services. And they have services like LegalZoom and Rocket Lawyer available, which can take business from local general practitioners.

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