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| Compare Content |
There's very little you can say about your business in a tiny little rectangle ad. And no update of your Yellow Pages content during the year! | Showcase your local business. No size, color, or media limitations. Updates are possible, make special offers, let visitors know about new products or services, etc. |
| Visitor attention | Near zero -- eyes scanning Yellow Pages listings. (No focused attention) |
Total -- once your prospective customer is on your site, you have 100% of their attention |
| Initial Visitor mindset | Dubious, suspicious -- Yellow Pages is advertising. Have you had had ad services that were dismal. Zero credibility. | Interested, open-to-buy, PREsold -- they found you through Google,etc, feel smart, and read your web site content, becoming PREsold by a Web site that provides as much business information as your prospect needs, along with friendly/useful content, allows the prospective client to know and trust you. High credibility. |
| Potential Exposure, to traffic |
Near-zero -- Yellow Pages ad may generate a few calls per week (per month)? | Substantial -- attract many, new targeted visitors , on an ongoing, ever-building basis. And, if its done right, they will return to your site. Your web site also gives you the opportunity to reach your customers on a repeat basis. |
| Measurable ROI | No -- do you have any idea how many exposures you get, or how many people call or visit due to your Yellow Pages ad? How can you measure ROI (Return on Investment)? | Yes -- you will know exactly how many visitors arrive, every day, every hour... and you will know everything about them. You know the Lifetime Value of a new customer (i.e., the amount of profit that a new customer will bring to your business over his/her lifetime of dealing with you). It makes it so easy to compare that against the cost of a Web site. |
| Ability To Build customer loyalty | N/A -- not applicable | Your own Web Site -- develops an increasing sense of loyalty with existing customers, as well as repeat business. You can reach them, free, whenever you want to. |
| Compare Competitive advantage |
Low -- everyone takes a Yellow Pages ad. That's why you did. Who gets the attention? The companies with the expensive BIG ads. EVERYWHERE. | High -- your Web site, properly done, can both build new local business and pull your competition's customers to you. |
| Potential New revenue streams | No -- Yellow Pages just advertises that you have a business. | Yes -- a web site builds content, which builds targeted visitors and establishes you as an authority in your field. This establishes the potential for multiple streams of income that can even surpass total income from your current local business. Contact Us For Your Web Site. |
| Open to new markets | No -- Yellow Pages is a local medium. | Yes -- the Net is a global medium and a local medium. But obviously, it also opens up more potential for your business locally. |
| Expandable search -- geography | No -- Yellow Pages is a local directory. And it's totally non-interactive. Users either find you... or not. If you did not buy a listing for a particular locale, (ie 15 Miles away) they won't. | Yes -- suppose the a motorist is looking for a mechanic in a local town. None? Look in the adjacent town(s). Still none? Look in the nearest mid-size city. Success! There you are. Better still, a web site allows you to get found in that first town... even if your business is not located there. |
| Expandable search -- keywords | No -- you buy a listing for a single Yellow Pages category. If a user searches in a different-but-related category, they won't find you. For example, you sell and service light fixtures in your town? Your prospect is looking up "lighting systems " They call lighting systems who recommends a competitor. | Yes -- your prospect searches for "+light fixtures +your-town" and finds your site (because you created some content about light fixtures), and is PREsold by your site's information, and calls you! |
| Compare Cost |
Expensive -- hundreds of dollars per year, per listing, per geographic area, per category, for each 4" x 2" Yellow Pages ad. | Inexpensive -- a site will cost much less than a single 4" x 2" Yellow Pages ad, no limit on keywords, geography, size, etc. Just one single yearly fee. |