I have a website and also have used advertising with yell.com in the last couple of years.
I have a ServiceMaster franchise, and supposedly the national website (
www.servicemaster.co.uk ) was being pushed a year or two ago but basically I think they hired the Chuckle Brothers to do the SEO, it's nowhere. I get naff all from it, don't know about other SM franchisees.
I threw up a one-page website of my own about 3½ years ago and haven't done diddly squat with it since! It still gets me work, believe it or not. It's got a favicon though!!!!
Up until very recently, I was the only business round here who bothered to list himself on google maps, which did occasionally get me a call or two.... but now I think they've all caught on, so obviously my market share's gone down on that front.
Unlike some other areas, I'm convinced that my target market in my area aren't as switched over to the net as in some other places. I do still get a decent return on my directory ads (YP & Thomson) unlike others who've stopped them because they've become unprofitable.... whether that's because they've been running huge full colour ads or whether they've had no calls from their ads I don't know, but my ads are monochrome and not big and they return many times their value so I'm happy with that.
Yell.com is a bit of a funny one, it is extremely variable. Last June I bought a single 12 month priority listing based on my home postcode, it cost me 180 bucks and returned a respectable percentage. This year they've put it up to £240 but I wanted to place myself in the two other main towns I cover, so I've added on two more additional listings using postcodes of two flooring suppliers I work for, one in each town. The additional listings cost me £85 each so my total spend is £410.
I'm getting a few calls, but the quality isn't great. I'll only review it after 12 months, it's been running only three so I won't pass judgement either way yet.
I do most of my work within a fairly small radius as my franchise licence is territory-based. I live towards the south-east corner of my area though, so some of my jobs are a 20-30 minute drive in morning traffic. The ones furthest away are in the most affluent area though so it does make up for it. Myself and the previous two franchisees have all been based in the same place, literally within 500 yards of each other, so local business is very strong, I do many jobs within literally a 2 minute drive of my house.