Why Your Phone Isn't Ringing (And How to Fix It)
I see it every single week here in Brisbane. A local sparky in Coorparoo or a physiotherapist in Indooroopilly wonders why their competitor down the road is booked out three weeks in advance while their own phone stays silent.
They’ve got a decent website. They do great work. But when a local resident searches for "electrician near me" or "physio open now," they are nowhere to be found.
Most of the time, the problem isn't your work or your prices. The problem is that the internet is confused about who you are and where you are.
In the marketing world, people call this "local directory management." To you, it should just be called "making sure people can find my bloody phone number."
If Google sees three different addresses for your business, or if your name is spelled differently on Yellow Pages than it is on your website, Google gets suspicious. And when Google is suspicious, it hides you. It would rather show a business it trusts—even if that business is 10 kilometres further away.
This guide is about fixing that. It’s about making sure your business shows up everywhere it should, with the right details, so you can stop losing jobs to the guy down the street.
What is This Actually Going to Do for Your Business?
Before we dive in, let’s be clear about the payoff. Spending time on your business listings isn't about looking pretty online. It’s about three things:
1. More Phone Calls: When your details are consistent, Google trusts you more and shows you higher up in search results. 2. Better Reputation: When customers see you listed on reputable sites like True Local or Yelp, you look like a "real" established business, not a fly-by-night operation. 3. Saving Money: This is essentially free advertising. Once you set it up, it works for you 24/7 without you having to pay for every click.
I’ve seen Brisbane businesses go from 5 enquiries a month to 25 just by cleaning up their online listings. If you want to win your suburb and become the go-to choice in your area, this is where you start.
Step 1: The Golden Rule - NAP
In this game, there is one rule you cannot break: NAP. It stands for Name, Address, and Phone Number.
Every single time your business appears online, these three things must be identical. Not "similar." Identical.
Name: If your registered name is "Smith & Sons Plumbing QLD," don't write "Smith Plumbing" on one site and "Smith & Sons" on another. Address: If you are at "Suite 4, 123 Sandgate Rd, Nundah," don't write "4/123 Sandgate Road" on the next site. Pick one format and stick to it. Phone Number: Use your local landline or your main business mobile. Don't swap between them.
Why does this matter? Imagine you ask three different people for directions to a pub. One says it's on the corner, one says it's two blocks down, and the third says it closed last year. You’d probably give up and go somewhere else. Google is the same. If the info is messy, Google won't recommend you.
Step 2: Start with the Big Three
Don't waste time on obscure websites nobody visits. Start where the customers are.
1. Google Business Profile
This is the most important tool you have. It’s the box that shows up on the right side of the screen or in the map section when people search. If you haven't claimed this yet, stop reading and do it now. It is the single best way to get more phone calls without spending a cent on ads.2. Apple Maps
Think about how many people use iPhones. When they say "Siri, find a mechanic," Siri looks at Apple Maps. If you aren't there, you don't exist to half the population of Brisbane.3. Facebook Business Page
Even if you hate social media, you need a page. People use Facebook as a directory to check if a business is still active. Ensure your NAP matches here, too.Step 3: The Aussie Directories That Matter
Once the big three are sorted, you need to hit the local Australian directories. These act as "votes of confidence" for your business. The more of these that have your correct info, the more Google believes you are a legitimate local business.
For a Brisbane business, focus on these: Yellow Pages / White Pages: Still relevant for the "trust" factor. True Local: Very popular for tradies and services. Yelp: Important for hospitality and professional services. HotFrog: An oldie but a goodie for search rankings. Localsearch: Very strong in Queensland.
The Strategy: Set aside two hours on a Saturday morning. Open a spreadsheet, write down your exact Name, Address, and Phone Number, and then go through these sites one by one. Search for your business first—you might already have a listing that was created automatically. If it's there, "claim" it. If not, create a new one.
Step 4: Don't Just List It—Optimise It
Most business owners just put their name and number and stop. That’s a mistake. To actually get customers to choose you over the guy next door, you need to fill out every section.
Photos: People buy with their eyes. If you’re a painter in Paddington, show off a freshly painted Queenslander. If you’re a cafe, show the coffee. Use real photos, not stock images. People can spot a fake photo from a mile away. Business Hours: There is nothing more frustrating for a customer than driving to a shop that says "Open" online but is actually closed. Keep these updated, especially for public holidays (Ekka Wednesday, anyone?).
- Services: Don't just say "Plumber." Say "Hot Water System Repairs," "Blocked Drains," and "Emergency Plumbing." Use the words your customers actually say.
Step 5: The Power of Reviews
Your directory listings are also where your reviews live. A listing with 50 five-star reviews will get the call every time over a listing with zero reviews.
I know it feels awkward to ask, but you have to do it. After you finish a job and the customer is happy, say: "I'm glad you're happy with the work! It would really help my small business if you could leave a quick review on Google."
Pro Tip: Don't just get reviews; reply to them. Even the bad ones. If someone leaves a 1-star review, don't get into a shouting match. Reply professionally: "I'm sorry we didn't meet your expectations. Please call us on [number] so we can make it right." It shows future customers that you actually care.
What’s a Waste of Money?
I’ll be blunt: you will get phone calls from "directory companies" promising to put you on 100 different sites for $99 a month. Most of these are a scam.
Most of those 100 sites have zero visitors. Google doesn't care about them, and neither should you. You are much better off having 10 high-quality, accurate listings on sites people actually use than 200 listings on junk sites.
Also, be careful with paid "premium" listings on some directories. Unless it's a very specific industry site where you know your customers are looking, the "free" version is usually enough. Spend that extra money on better signage for your van or a local sponsorship instead.
Real-World Example: The Morningside Landscaper
We worked with a landscaper based in Morningside. He was frustrated because he was getting outranked by a guy in the CBD who didn't even service the Eastern Suburbs.
When we looked, the Morningside guy had three different phone numbers listed across the web (an old home phone, his mobile, and a defunct office line). His business name was listed as "Green Lawns," "Green Lawns Brisbane," and "GL Landscaping."
We spent a few hours cleaning it all up. We made sure every single site said "Green Lawns Brisbane," used his current mobile, and listed his Morningside address. Within six weeks, he was the #1 result for "landscaper Morningside." He didn't spend a dollar on ads; he just stopped confusing the internet.
How Long Until You See Results?
This isn't an overnight fix. Google needs time to "crawl" these sites and see the changes.
Typically, you'll start seeing a difference in your search rankings and phone call volume in about 4 to 8 weeks. It’s a slow burn, but it’s one of the most stable ways to grow. Unlike ads, which stop the moment you stop paying, these listings keep working for years.
Your Action Plan: What to Do First
If you're feeling overwhelmed, just follow these steps in order:
1. Audit Yourself: Search your business name on Google. Click through the first three pages and note down any incorrect addresses or phone numbers. 2. Fix Google First: Claim and verify your Google Business Profile. Fill it out 100%. 3. Standardise Your NAP: Write down your Name, Address, and Phone Number in a document. Copy and paste it exactly when you create new listings. 4. Hit the Big Ones: Get listed on Apple Maps, Facebook, and the top 5 Australian directories (Yellow Pages, True Local, etc.). 5. Ask for Five Reviews: Reach out to your five best customers this week and ask for a review.
If you want to take it a step further and really dominate your local area, you should also look at community Facebook groups to build that local trust even further.
Need a Hand?
Look, I get it. You’re a builder, a baker, or a bookkeeper. You didn't start your business to spend your weekends updating address details on HotFrog.
Managing all this takes time and a fair bit of patience. If you’d rather spend your time on the tools or running your shop, we can handle the heavy lifting for you. At Local Marketing Group, we specialise in making sure Brisbane businesses get found by local people who are ready to buy.
Stop letting your competitors take your jobs just because their Google listing is tidier than yours. Let's get your phone ringing.
Ready to grow? Contact Local Marketing Group today.