A Critical Difference Between a Yellow Pages Ad and a Web Site
Traditional Yellow Pages ad design holds that the advertiser’s number should be in the lower third of the print ad.
A shopper will read the headline, scan the ad looking at the graphical images and cometo rest on the business name, address and telephone number.
Notice the phone number in the lower right of the ad. I might add that this is a very high performing Yellow Pages ad.
Well, if you apply the same design principles to a website, particularly a small business website, you will miss business. Quite often, the lost business is staggering.
On a website, the contact information should be front and center. Top of the page, above the fold.
This small business website shows not only the phone number front and center, they reinforce the concept of making a call by putting a photo of an employee on the phone.
The website visitor does not need to scroll or navigate around the page in order to call.
In this instance, a plumbing / HVAC contractor, the phone is their primary customer contact.
It’s important to understand the difference in various media to generate the highest number of calls for each.
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