Why Phonebooks (and their Publishers) are a Dying Breed

The recent bankruptcy filings of R.H. Donnelley, publisher of Dex, and Idearc Media, Verizon Yellow Pages publisher and owner of Superpages, are a sign that fewer and fewer people are searching the phonebook for local services, trending instead towards basic Yahoo! and Google searches. Rife with user generated content, web searches allow for a fast, easy aggregation of more than phone numbers, locations and lists of services, but also for glowing and poor reviews of services and products, straight from other consumers. Plus, a small business with a simple, easily navigable website allows searchers find out who they'll be hiring (and sometimes, even see a picture of the person that will show up at their door or ring them up at the counter) and a comprehensive overview of the company's capabilities and history.

So first, there is a growing need to create a presence on the web, less a company miss out on possible online leads. Even self-defined "computer illiterate" clients understand the necessity of getting their name out there, of illustrating their professionalism and ability to keep up with technology and competitors. They may not all be twenty- or thirty-somethings with liberal arts degrees, but they know a website designed and written by a team with industry experience shows consumers a business that is smart, up-to-date, and is willing to alter their marketing technique to better reach their customers.

But it isn't just necessity that provokes clients to invest in websites. The bankruptcies of two of the biggest names in phonebooks also reiterate what small businesses hope for in an advertiser, whether paper or web based:

1. Reasonable, clear pricing.
2. A personalized approach to the process.
3. A staff, from sales to design/copy to billing, that is accessible, friendly, and easy to speak to.

Perhaps what most draws consumers to Web Works is our confidence in our product. Our websites are user-friendly, professionally designed and written, and above all, effective marketing tools. Because Web Works employees feel good about the work we do, we make ourselves our customers' advocate and are not afraid to hold ourselves accountable for every sale we make, every logo we design, every word we write.

Not to mention, we are one, if not the, most affordable web design company working specifically for the small to mid-sized business. Pricing is upfront and clearly stated before the website is built, and in the (very) rare case that a customer is unhappy with some facet of the billing, they do not go ignored, nor are their accounts held hostage by the billing department.

The failure of the two phonebook giants is unfortunate. There may have been some hope for them, if only they'd thought of their customers first.

*Note: See Idearc Media/Verizon Yellow Pages complaints to understand what their customers are sick and tired of.
-------------
Brought to you by Anne Feher, Web Works Copywriter & SEO Specialist