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When people ask me, “Should I advertise with Yellow Pages or on Google?” I tell them that is like asking if you want green or ice cream – they are two very different things! Yellow pages are searched for a specific something – like a doctor or dentist in your area — and you probably even know generally who or what you are looking for.
You want to see their website, you want to find out about the services they offer, when they are open and how to get there. Statistics show that 9 out of 10 websites you look at as a result of a Google search results in a visit of less than 10 seconds and a a high bounce-rate. On the other hand, if you go to a website as a result of having looked the business up using the yellow pages search first, you are more likely to spend as much as 5 times longer on the site and you will go past the first page to other pages.
So the REAL question should be “Should I use Yellow Pages AND Google?”, to which the answer would be yes, definitely. Second, the moment it is committed and you can no longer change anything, your business will change. Third, you don’t really want your customers to spend time deciding on your “value” by looking at a static print ad. These days that is the sole purpose of a yellow page ad is to drive people to your website where you can begin to establish a relationship that will turn Looky-Lou’s into Loyal-Lou’s. I’m not here to argue against use of the Yellow Pages* — but your online presence is just as important, if not more important.
What do I mean by “online presence?” You don’t need a fancy website full of bells and whistles.
It’s true that online Yellow Pages, other aggregators, and review sites like Yelp or Angie’s List, may already have listings for your business. We find that our most successful brick-and-mortar customers are those who use their websites as an information portal, to share information about events, sales, and other happening at their physical locations.
Blogs, online mailing lists, social media, and events calendars can all help with this process.

Once upon a time, whenever a consumer needed to find a local restaurant, dry cleaner, plumber, TV repairman, florist or pretty much anything, they lugged out the big yellow book. The Yellow Pages concept became so popular that as business began to shift online in recent years, so did the yellow pages solutions. Just as consumers naturally turned to the big yellow book in print, they turned to the online version. One of the things consumers often found frustrating about the Yellow Pages was its limited number of categories.
Businesses, on the other hand, found the concept of search engines to be quite a bit more daunting than the much simpler Yellow Pages. While getting a high ranking on Google for category keywords may be difficult, it is important to update a business’ online platform. Having a social media presence across Google+, Facebook or Yelp is crucial for today’s local businesses, as customers want to feel connected and valued. The key to getting the most from these online services is providing good products, value and customer service. You are likely to spend five times as long on their website if you used the yellow pages before using Google.
First, there is far too much information about you that you want people to know and you can’t do that even on a full page add.
There is a high number of ads in the yellow pages that are incorrect or incomplete when the book is delivered because of some change or over-site the business owner didn’t catch before being published.
You want them to go to your website where they can see your personality, look at pictures of you and the family, see themselves in your shop, and start feeling like they really know you – even before they’ve met you!
You may still receive a digest-sized Yellow Pages every year or two, but you might be hard-pressed to identify its current whereabouts.
Customers who used to thumb through that “big yellow book” are now firing up their laptops or iPhones and typing your service or product, along with their location, into a Google search box.

The website draws visitors to the physical store, then visitors return to the website… the goal is to turn a single visit or transaction into an ongoing, mutually rewarding relationship. If this seems like a lot to keep track of, just make sure the basics are visible, so  that your customers can find you, know when you’re open, and what you have to offer.  Still not sure where to start? Known as the Yellow Pages, the big yellow book provided a complete listing, by category, of all of the businesses in the consumer’s local area. Sometimes it was difficult to determine in exactly what category to search for a particular product or service, whereas with Google and other search engines, they could simply type in a few words and be taken to the right place. Once this is taken care of, it’s possible to augment this presence by purchasing advertising. Particularly, small businesses can gain more valuable (and free) advertising through social media than through any paid source.
While it might be cost-effective for some types of businesses, your primary focus should be on your online presence and customer interactions if you want to build long-term customer relationships. Take control of your messaging: when your site is up and running, contact these third party sites, and others which could be relevant for your business, to add your website to their listings. Customer review sites such as Yelp can make or break a business, so when a Yelp page is managed carefully, it can be invaluable to a local business. Your site design should be mobile-friendly, so those customers on the go can read it on their smartphone or tablet screens. And your one or two pages should be search engine-optimized, so your future customers, searching “your product your city your state” in Google or Bing see your site as the top result.

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