That's more or less what Staring's Pest and Rodent Control would like to accomplish. The phone book is very costly and the generation that's interested in using it is dying out. Younger home owners are more likely to Google "pest control mycityhere" to find a pest control company. In the interest of keeping up with the times, they have been working very closely with Advanced Web Design to improve their online visibility.
One of the most important things they have been trying is the home-page blog or article repository. So far, there are articles about everything from spiders and wasps, to coupon announcements, and all the way to YouTube videos about killing mosquitoes with lasers. Yes, really.
In addition to taking advantage of Google's website services including Places, Analytics, etc., we've been working to incorporate social media. Next, we're looking to take advantage of mobile devices and deliver traditional marketing tools such as coupons and a referral system.
Another area to work on is soliciting user reviews, which we'll save for later - not too much later!