How to Answer Customer Questions and Win More Local Jobs

Why Most Brisbane Business Websites Fail (And How to Fix Yours)

I’ve sat down with hundreds of business owners from Chermside to Logan, and they all tell me the same thing: "I paid for a website, I put some words on it, but the phone isn't ringing."

Usually, it's because they’ve fallen into the trap of writing for themselves, not their customers. They list their services like a grocery list—"Leaking Taps," "Hot Water Systems," "Blocked Drains"—and then wonder why they aren't getting enquiries.

Here’s the reality: Google has changed. It’s no longer just looking for specific words on a page. It’s trying to understand the intent of the person searching. When someone in Ascot wakes up to a flooded kitchen, they aren't just looking for the word "plumber." They are looking for someone who understands their specific problem and can fix it fast.

In the marketing world, people call this "semantic search." But let’s keep it simple: it just means making sure Google knows exactly what you do and who you do it for by answering real-world questions. If you do this right, you stop fighting over tiny keywords and start showing up for the hundreds of different ways people actually search for your services.

The Death of the "Keyword" and the Rise of Real Conversations

Ten years ago, you could just repeat the words "Brisbane Electrician" fifty times on a page and Google would think you were the king of the mountain. Those days are gone. If you try that now, Google will likely ignore you, and more importantly, your customers will think you’re a bit thick.

Today, Google is much smarter. It looks at the context. If you’re a landscaper in Samford, Google knows that if you talk about "retaining walls," "drainage solutions," and "native QLD plants," you are probably a legitimate local expert.

This is why you need to stop chasing keywords and start focusing on what your customers actually care about. When you focus on the topics and problems your customers have, Google sees you as an authority. When Google sees you as an authority, it puts you in front of people who are ready to spend money.

Why should you care about this?

Step 1: Figure Out What Your Customers Are Actually Asking

You don't need fancy software for this. You just need to listen to your phone calls and check your emails.

Think about the last five jobs you won. What did the customer ask you during the first consultation? - "How long will the job take?" - "Do I need to be home while you work?" - "What happens if it rains?" - "Is there a warranty on the parts?"

Most business owners keep these answers in their heads. That’s a mistake. Every one of those questions is a potential goldmine for your website. If one person asked it, a hundred people have typed it into Google.

I worked with a mechanic in Moorooka who was struggling to get new customers. We stopped trying to rank for "car service Brisbane" (which is incredibly competitive) and started writing about specific problems: "Why is my Toyota Hilux making a clicking noise?" and "Best brake pads for towing a caravan in QLD."

Within three months, his phone was ringing off the hook with people who had those exact problems. He wasn't just getting "lookers"; he was getting customers ready to book.

Step 2: Build "Problem-Solving" Pages

Instead of having one long page that lists every service you offer, you need to break things down. Google likes it when you go deep into a topic.

If you’re a family lawyer, don't just have a page called "Services." You need individual pages for: - "How to handle property settlements in Queensland" - "What to do if you can't agree on parenting arrangements" - "How much does a divorce lawyer cost in Brisbane?"

This is a core part of any introduction to SEO for local businesses. You want to create a web of information that proves you know your stuff.

How to structure these pages:

Step 3: Use Local Language

Google knows where you are. If you’re a pest controller in the Redlands, you should be talking about the specific pests we get here—like those massive spiders after a summer storm or the termite risks in older Queenslander homes.

When you use local landmarks, suburb names, and reference our unique climate, you’re sending a clear signal to Google: "I am a local expert serving local people." This is often why your rivals get phone calls and you don't—they’ve made it obvious to Google that they are the most relevant choice for a specific area.

Step 4: Stop Worrying About "Exact Matches"

In the old days, if someone searched for "Cheap Electrician Brisbane," you had to have that exact phrase on your site. It sounded clunky and unprofessional.

Now, Google understands synonyms. It knows that "affordable sparky," "budget electrical repairs," and "low-cost wiring" all mean the same thing.

Write like a human being. Speak to your customers like you’re having a coffee with them at a cafe in New Farm. If your writing feels natural and helpful, Google will reward you. If it feels like it was written by a robot trying to trick a computer, it won't work.

Step 5: The "So What?" Test

Every time you add a page to your website, ask yourself: "So what?"

If a customer reads this, will they be closer to hiring me? If the answer is no, you’re wasting your time. Don't write fluff. Don't talk about your "company mission" for three pages. Talk about how you’re going to save the customer time, save them money, or fix their headache.

What’s a Waste of Money?

I see a lot of Brisbane businesses spending thousands on "SEO packages" that focus on things that don't matter. Here’s what to avoid: - Buying Links: If someone offers to sell you 100 links for $50, run away. It will get you banned from Google. - Over-Optimising: Don't pay someone to tweak the "meta tags" on every page if the content on the page is rubbish. The content is what gets you the sale, not the hidden code. - Generic Blog Posts: If your agency is posting generic articles like "5 Tips for a Clean Home," stop. Unless those tips are specific to your business and your city, they won't bring you any customers.

How Long Until You See Results?

This isn't an overnight fix. If you start updating your website today, you’ll usually start seeing more enquiries in about 3 to 6 months.

Why does it take so long? Because Google needs to "crawl" your site, see the new helpful information, compare it to your competitors, and decide you’re the new expert in town. It takes time to build that trust.

But here’s the good news: once you have that trust, it’s very hard for a competitor to take it away from you. You’re building an asset that will keep bringing in leads for years, rather than paying for ads that stop the second you stop spending money.

Your Action Plan

1. List 10 Questions: Write down the 10 most common questions your customers ask you. 2. Write the Answers: Write a 500-word answer for each one. Don't overthink it—just explain it like you would to a mate. 3. Put Them on Your Site: Create a new page for each question. 4. Add Local Context: Mention Brisbane, your specific suburbs, and local conditions. 5. Check Your Phone: Monitor your enquiries over the next few months.

If you’re too busy running your business to spend your weekends writing articles, that’s where we come in. At Local Marketing Group, we specialise in helping Brisbane businesses show up where it matters most.

We don't care about fancy marketing terms; we care about making your phone ring.

Ready to get more local leads? Contact Local Marketing Group today.