100% of my customers find me either by word of mouth or online (google, yelp, Angie's list). These days, every tree company should have one...around here at least. I know that back in Stanley, WI, the older folks would not be so inclined to search online, but the younger first time home owners would. If you are a yellow pages company, I might not drop the paper ads just yet, but I would start building my web presence so that when your prospective clients google the word "arborist" with your city name, your company is the first one that comes up.
If you build it....