YellowPages.com Beta Site Much Better

SuperPages recently relaunched its site with a new design and usability improvements, and now AT&T's YellowPages.com, which was recently named the fastest growing Internet yellow pages site by comScore, is about to roll out a new site with a dramatically improved design and user experience.

Almost everything about the new site, which has some glitches still, is a substantial improvement. Compare, for example, "Japanese restaurants, San Francisco" on the current site vs. the beta site. The new site also features improved refinements and navigation, including by zip and neighborhood.

Years ago I said that the rise of Google was the best thing that could have happened to IYP sites and this YellowPages.com redesign is proof. Google, not the best local search site on the market, has forced everyone to get better and to focus on quality and usability to compete.

YellowPages.com, which used to be something of an "also ran" in terms of user experience now has a site that I can honestly say I would use more often. That's what I told them on the phone yesterday.

AT&T's directory/yellow pages division increasingly sees itself as a brand with a multi-platform mission, including print, Internet and mobile. Regarding the latter it now is offering text-based mobile search and WAP search. There are also plans for yellow pages on IPTV and potentially tighter integration with 1-800-YellowPages, AT&T's ad-supported free directory assistance offering.

Given its reach, brand equity and quickly improving user experience, YellowPages.com is emerging as a formidable competitor in local search.