Why Generic Content is Killing Your Enquiries
I see it every single day across Brisbane. A local electrician in Coorparoo or a family-run cafe in North Lakes pays a 'content writer' to put words on their website. What do they get? Fluff. Generic articles about 'How to save energy' or 'The history of coffee' that look like they were written by someone who has never stepped foot in Queensland.
Here is the cold, hard truth: Your potential customers don't care about generic advice. They can get that from Wikipedia. When someone in Chermside is looking for a plumber, they want to know one thing: "Do you know my area, and can you fix my specific problem?"
If your website looks like it could belong to a business in Sydney or London, you are losing money. You are paying for 'content' that doesn't bring in phone calls. To actually grow your business, you need to prove you are the local authority. This guide is about how to do that without wasting thousands of dollars on stuff that doesn't work.
The Data: Why 'Local' Wins the Job
We’ve looked at the numbers for dozens of Brisbane businesses. The data is clear. A page on your website that mentions specific Brisbane suburbs, local landmarks, or common housing styles in the area will get three times more enquiries than a generic 'Services' page.
Why? Because it builds instant trust. If you’re a builder and you talk about the specific challenges of renovating 'Queenslander' homes in Paddington—like dealing with sloping blocks or heritage overlays—the homeowner knows you won't mess up their project.
This isn't about 'tricking' Google. It’s about convincing a human being to pick up the phone. When you show you understand the local area, you win more local jobs because you’ve removed the risk in the customer's mind.
How to Prove You’re Local (Without Being a Writer)
You don't need to be a novelist to do this. You just need to share what you already know from doing your job every day. Here is the framework we use at Local Marketing Group to help Brisbane businesses dominate their suburbs.
1. Talk About the Houses, Not Just the Service
If you’re a tradie, stop just saying "we do painting." Start saying "we specialise in painting the weatherboards on Ashgrove homes."Different suburbs have different needs: Newer areas (like Griffin or Springfield): Focus on modern materials, smart home setups, or landscaping for smaller blocks. Older areas (like Ascot or Clayfield): Focus on restoration, high ceilings, old wiring, or lead paint removal.
When a customer reads that you understand the specific quirks of their 1920s cottage, they stop shopping around. You’ve become the obvious choice.
2. Use Local Landmarks as Proof
Don't just say you work in the Western Suburbs. Mention you were "just down the road from Indooroopilly Shopping Centre" or "working near the Botanic Gardens."This does two things. First, it proves to the customer you were actually there. Second, your local business info becomes much more relevant when someone searches for a pro 'near me'. It’s a simple way to get more phone calls without spending a cent on ads.
3. The 'Job of the Week' Strategy
This is the single most effective way to create content that makes money. Every Friday, take three photos of a job you finished that week. Write three sentences: 1. Where was the job? (e.g., "Fixing a burst pipe in Carindale") 2. What was the problem? (e.g., "The roots from a large gum tree had cracked the main line") 3. How did you fix it? (e.g., "Used our high-pressure jetter to clear it without digging up the whole driveway")Post that on your website and your Google profile. It takes 5 minutes. It shows you are active, you are local, and you solve real problems for real people.
Stop Wasting Money on These 3 Things
I have to be blunt here: most 'local marketing' advice is a waste of your time and money. Here is what you should stop doing immediately:
1. Buying 'SEO Articles': If someone offers you 10 articles for $100, they will be garbage. They won't mention Brisbane, they won't mention your specific services, and no one will read them. It’s $100 down the drain. 2. Generic Social Media Posts: Posting 'Happy Monday!' with a stock photo of a coffee cup does nothing for your bank account. If it doesn't show your work or your local area, don't post it. 3. Hiding Your Prices: I know, I know—'every job is different.' But people search for prices. Even giving a 'starting from' price or a 'typical cost for a 3-bedroom house in Wynnum' will get you more enquiries than a 'Contact us for a quote' button.
Turning Your Work into a Lead Machine
Your best content isn't what you write; it's what your customers say about you. A review from a local resident is worth more than any fancy ad. However, most businesses just collect reviews and let them sit there.
You need to turn your reviews into actual bookings. When someone leaves you a great review in Bulimba, share it! Put it on your website next to a photo of the work you did in that suburb. This creates a 'social proof loop' that makes it very hard for competitors to beat you.
The Cost and the Timeline
Let’s talk turkey. How much does this cost and when do you see results?
Cost: If you do it yourself (the 5-minute 'Job of the Week' method), it costs $0. If you hire an agency like us to handle it properly, you’re looking at $1,000–$3,000 a month depending on how fast you want to grow. Timeline: This isn't an overnight fix. You’ll start seeing better quality enquiries (people who actually want to hire you, not just tyre-kickers) in about 60 to 90 days. By the 6-month mark, you should be seeing a consistent increase in phone calls from your target suburbs.
What You Should Do First
Don't try to do everything at once. Start here: 1. Pick your 3 'Money Suburbs': Which suburbs do you make the most profit in? 2. Create a page for each: Talk specifically about the houses and common problems in those suburbs. 3. Take photos of every job: Even if you don't use them all, start building a library of 'real work' photos.
Most of your competitors are lazy. They use stock photos and generic text. By doing the small amount of work to show you are a real Brisbane local, you’ll win the jobs they’re losing.
If you're too busy running your business to worry about 'content' but you want more local phone calls, we can help. At Local Marketing Group, we specialise in making Brisbane businesses the go-to choice in their area.
Ready to own your suburb? Contact us at lmgroup.au/contact and let's get your phone ringing.