Look, the old way of doing business is dead
I was sitting at the Paddo Tavern last week with a plumber from Ashgrove. Let’s call him Dave. Dave’s been in the game twenty years. He’s got five trucks on the road, a mortgage that isn't getting any smaller, and a massive headache.
He told me, "Mate, I’m spending three grand a month on some agency in Sydney, and I have no idea if it’s doing anything. My phone rings, sure, but half the time it’s people looking for jobs or sales reps. How do I just get more people in Brisbane who actually need a toilet fixed?"
That’s the problem, isn't it?
Most marketing people will try to drown you in spreadsheets and talk about things like 'indexation' or 'canonical tags'. It’s rubbish. You don't care about tags. You care about the phone ringing. You care about your boys being booked out three weeks in advance.
If you're a service business—whether you're an electrician in Chermside, a lawyer in the CBD, or a landscaper in Carindale—the only thing that matters is showing up when someone near you has a problem they need solved now.
That’s what we’re talking about today. Not the techy stuff. Just the stuff that puts money in your bank account.
Why Google is changing (And why most agencies are behind)
Google used to be simple. You put some keywords on a page, wait a few months, and boom—you’re there.
But honestly? Google has become a bit of a greedy landlord. They want to keep people on their own site for as long as possible. Have you noticed how many ads are at the top now? And then there’s that big map in the middle?
If you aren't in that map, you're basically invisible to about 70% of the people searching on their phones.
And here’s the kicker: AI is changing how people search. People aren't just typing "electrician" anymore. They’re asking their phones, "Who’s the best sparky near me who can fix a blown fuse box tonight?"
If your website doesn't answer that specific question, you’re losing that job to the guy down the road who probably isn't as good as you, but his marketing guy knows how to play the game.
We’ve seen it happen with dozens of our clients. You can have the best service in the world, but if Google doesn't trust you, you’re broke. If you want to understand the basics of how this works before we dive deep, check out our introduction to SEO for a bit of a primer.
The "Google Business Profile" is your new storefront
If you don't have a Google Business Profile (the thing that makes you show up on the map), stop reading this and go set one up. It’s free.
But just having one isn't enough anymore.
Most business owners think they can just set it and forget it. That’s like buying a brand new ute and never changing the oil. Eventually, it’s going to stop working.
You need to be active. You need photos. Real photos. Not those fake stock photos of people pointing at a clipboard. People in Brisbane can smell that fake stuff a mile away. They want to see your team, your branded shirts, and your trucks parked in front of a house in Morningside.
The Review Game: It’s not about the number
Everyone says "get more reviews". No kidding.
But here’s what they don't tell you: the words in the reviews matter more than the stars.
If a customer leaves a review saying, "Great job!", that’s fine. But if they say, "Best emergency plumber in Indooroopilly, fixed my burst pipe at 10 PM on a Sunday," Google sees those words. It connects "emergency plumber" and "Indooroopilly" to your business.
Next time someone in that suburb is panicking because their kitchen is underwater, guess who Google is going to show?
So, when you ask for a review, don't just ask for five stars. Ask them to mention what you did and where you were. It makes a massive difference.
Stop trying to rank for everything
I see this all the time. A small law firm in Toowong wants to rank for "Lawyer Australia".
Why? Unless you’re planning on flying to Perth for a morning meeting, it’s a total waste of money.
Focus on your backyard. If you’re a roof tiler in Logan, you want to own Logan. Then you want to own Springwood. Then Shailer Park.
We call this suburb-level dominance. It’s about building pages on your site that talk specifically about the work you do in those areas. Not just "we serve the Brisbane area". That’s lazy.
Talk about the specific types of houses in those suburbs. Talk about the common problems people in those areas have. When you do that, you’re not just another name on a list; you’re the local expert. This is how you dominate your suburb and actually get the phone to ring with people who are five minutes away.
Your website needs to work on a phone (No, really)
I know, you’ve heard this a thousand times. But I’m still seeing sites that look like they were built in 2005.
If I’m standing in my backyard with a broken fence and I pull out my phone to find a fencer, and your site takes six seconds to load? I’m gone. I’ve already clicked on the next guy.
You’ve got about three seconds to prove you aren't a cowboy and that you can solve my problem.
- Your phone number should be at the very top. - It should be a button I can click with my thumb. - I shouldn't have to squint to read your services.
If your site is slow or hard to use on a phone, you are literally giving your competitors money. It’s that simple.
What does this actually cost?
Let’s get real for a second. You’re going to get emails from people in India or the Philippines promising you the #1 spot on Google for $199 a month.
It’s a scam.
Think about it. If someone could actually guarantee you hundreds of thousands of dollars in new business for $200, they’d be the richest person on earth.
Real marketing takes time and effort. It involves writing real content, taking real photos, and building real authority.
In Australia, if you aren't spending at least $1,500 to $3,000 a month on your marketing, you’re probably just spinning your wheels. I know that sounds like a lot, but you have to look at the return. If that $2,000 spend brings in three jobs worth $10,000 each, was it expensive? No. It was an investment.
We actually broke down the true SEO costs in another post because we were sick of seeing blokes get ripped off by agencies that do nothing but send a monthly report full of jargon.
The "Content" Trap
You don't need to be a blogger. You’re a builder, or a locksmith, or an accountant. You don't have time to write 2,000 words on "The History of Deadlocks".
And honestly? Nobody wants to read that.
What people want is proof.
- "Here’s a job we did in South Brisbane." - "Here’s the problem the customer had." - "Here’s how we fixed it." - "Here’s a photo of the finished result."
That’s it. That’s your content. It shows Google you’re active, it shows potential customers you know what you’re doing, and it builds trust. Trust is the currency of the internet. If they don't trust you, they won't call you.
Predictions for 2024 and beyond
AI isn't going away. Google is going to start answering more questions directly on the search page.
This means you need to be the source of the answer. If someone asks "how much does a new driveway cost in Brisbane?", you want your site to be the one Google pulls the answer from.
Even if they don't click through to your site, they see your name. They see you’re the expert.
Also, video is becoming huge. Not fancy, high-production videos. Just you, on your phone, explaining a common problem. "Hey guys, I'm at a house in Coorparoo and the owner has this issue with their switchboard..."
That stuff is gold. It’s real. It’s human. In a world full of AI-generated rubbish, being a real person is your biggest competitive advantage.
What should you do first?
If you’re feeling overwhelmed, don't worry. Most of your competitors are doing a rubbish job at this too. That’s your opportunity.
1. Fix your Google Business Profile. Get some real photos up there today. 2. Get 5 new reviews. Call your last 5 happy customers and ask them for a favour. 3. Check your site on your phone. If it’s hard to use, fix it. 4. Stop paying for things you don't understand. If your agency can't explain what they're doing in plain English, fire them.
Marketing shouldn't be a mystery. It’s just about making sure that when someone in your town has a problem, they find you, they trust you, and they call you.
Everything else is just noise.
If you're sick of the jargon and want to actually see your business grow, give us a shout at Local Marketing Group. We’re based right here in Brisbane, we know the local market, and we don't do the fluff.
Ready to get more leads? Let’s have a chat.