How's my driving website?

You've probably seen them, vans and trucks with a sticker on the rear saying: "How's my driving?" followed by a number to call. I've always thought they were a bit pointless, surely nobody bothers to call these numbers? Well, today I saw something a little bit different which encouraged me to look again: as I drove through the rush hour traffic I noticed a van with one of these stickers on the back, same font, same colour, same layout as all the countless others out there. The thing which made me look twice was the text: "How's my website?" and below it the companies web address. Brilliant bit of marketing. I wouldn't have given the van a second glance if it had the standard sticker on it. Well I checked out the site and now the company name is stuck in my mind. Oh, and if you are wondering, the "How's my driving?" stickers generate around 30,000 calls a year.