Website or Yellow Page listing?
Does your business have a website yet? Do you have a listing in the Yellow Pages? While the demise of the Yellow Pages has been predicted for years, the old directory that your grandmother relied on to find a plumber or lawyer is still going strong. It will probably be years before the print version of the Yellow Pages dies.
The problem is, your gran isn’t the one looking for a massage therapist. It’s your cousin, aunt, friend, and they are all using Google to find service providers. You don’t have an unlimited advertising budget and you need to know where to spend your money to get the best bang for the buck.
Annual running costs
Let’s look at how the old phone directory stacks up next to a website. We’ll start with a cost comparison of the listings.
A small, ¾ inch in-column ad can cost over $50 per month for a one year contract. A half page ad can cost $3,000 per month. This cost will vary depending on market size in your area. So for the basic minimum of an in-column ad, costs run $600 per year and will usually get you a listing on the company’s website. You’ll show up in Google search under their directory.
A small static web page of 5 pages (Home, about, services, directions, and links) will cost $9 per month for hosting for a 1 year contract, and $20 per year for domain name registration for a total of $104 per year. The big web hosting companies will have a site builder that will help you create your website available for free. You can register your site with the 3 major search engines for free.
Comparing annual cost alone:
Yellow pages = $600
Web Page = $104
If you charge $60 per massage, you will need to perform:
Yellow page = 10 massages
Web Page = 1.7 massages
On cost alone, the website is the clear winner. Part 2 will cover the costs of designing an ad or website and what some of your options are.