Direct mail, if well done, is more efficient. I have a WSO (possibly from BHW) that shows a cover page "The truth about theirwebsite.com" with a 2nd page marked up regarding the site's place on Google Places.
I think four key areas for a mailing are:
1. Their site is unreadable on a mobile device.
2. They aren't in the first 10 places for a Google search.
3. They haven't claimed their Google Places (It will have a statement "Edit this page.
Are you the owner?")
4. They have a Wordpress site, and it's easily hacked. You want from BHW "Bulletproof" and WP Locktight.
I think the mobile mailing is the easiest. Go to dudamobile dot com. It takes 15 seconds to convert a site. Add a button for the phone and a button for the address. You'll be sent an unbranded link to show them.
I did a small mailing to a doctors' niche in NYC. I attached real photos (printed at CVS of their site on an Android, my conversion on an Android, and a QR code they could scan to get to the site). The images came from an emulator. I did get one call out of 25 sent. It was a bit too much work. I'll just send a 4" x 6" photo of the converted site on mobile. Do sign up for dudamobile as an affiliate. GoMobi via Open SRS is worth adding to your bag of tricks.
For dentists, plastic surgeons Prosites offers top of the line sites full of content that they will mash up with the doctor's current info. $2,500 and up and you earn $500. Clayton is the contact. They do all the work. The doctor who called me wanted a site he saw. I contacted that developer, and they said it was $30,000. Prosite's examples are just as good. They will do a from scratch site for $7,500+. They will do a quick $2,500 site on spec that you can show a prospect. The stock photos that I saw on the plastic surgery sites would be difficult for me to find. The models are gorgeous!