Why Most Brisbane Businesses are Losing Customers Without Knowing It
I was talking to a cabinet maker in Geebung last week. He couldn’t figure out why his phone had stopped ringing as often as it used to. He was still doing great work, but his enquiries had dried up.
We did a quick search. It turned out that on three major maps and directory sites, his business was listed with an old mobile number he’d ditched two years ago. On another site, his address was still his old workshop in Virginia.
Potential customers were trying to call him, getting a 'dead' tone, and immediately calling the next guy on the list. He wasn't just losing a few clicks; he was literally handing tens of thousands of dollars in jobs to his competitors because his business information was a mess.
This is what 'local directory management' actually means for a business owner: It’s making sure that no matter where a customer finds you online, your name, address, and phone number are 100% correct. If they aren't, Google thinks you're unreliable, and customers think you've gone out of business.
The "Big Three" That Control Your Phone Calls
You don't need to be on every single website on the internet. That’s a waste of time. But you do need to be perfect on the ones that matter. In Brisbane, there are three main areas that move the needle for your bank account.
1. Google Business Profile (The Big Dog)
This is the map listing that shows up when someone searches for "plumber near me" or "best cafe in New Farm." If your info is wrong here, you might as well be invisible. You need to make sure your hours are right (especially on public holidays) and that your service area is clearly defined. This is also where you manage your reputation; learning how to turn your Google reviews into actual money is the fastest way to grow.2. Apple Maps and Bing
Don't ignore these. Everyone with an iPhone uses Apple Maps by default. If your workshop or shopfront is in the wrong spot on Apple Maps, people will get frustrated driving around in circles and go somewhere else. It takes ten minutes to fix, but most owners never bother.3. Industry-Specific Directories
If you're a tradie, you need to be on the big trade sites. If you're a lawyer or accountant, there are professional registries. These sites carry "authority." When Google sees your business listed correctly on a trusted industry site, it trusts you more and moves you higher up the search results.Why "Close Enough" Isn't Good Enough
Google is like a suspicious private investigator. It looks at your business name and address across the whole internet.
If one site says: 123 Sandgate Rd, Nundah And another says: Suite 2, 123 Sandgate Road, Nundah And your website says: 123 Sandgate Rd, Brisbane
Google gets confused. It wonders, "Is this the same business?" When Google is confused, it hides you. It would rather show a competitor whose information is consistent because it wants to give the user a good experience. To own your local suburb and beat the big franchises, you need to be the most 'trusted' local option in Google's eyes. Consistency is how you earn that trust.
The Real Cost: What This Will Set You Back
You have two choices here: Do it yourself or pay someone.
The DIY Route (Cost: $0 + 10-20 hours of your life) You can spend your weekends hunting down every random directory site and manually updating your details. It’s tedious, it’s boring, and it’s easy to mess up. Honestly? Most business owners start this, get through three sites, and give up. I wouldn't recommend it if your time is worth more than $30 an hour.
The Professional Route (Cost: $500 - $1,500 per year) There are tools and agencies (like us) that use software to 'lock' your data across 50+ sites at once. This ensures that if you change your phone number or move offices, you change it once and it updates everywhere instantly. For most Brisbane businesses, the cost of one or two lost jobs pays for this service for the entire year.
How Long Until the Phone Starts Ringing?
This isn't an overnight fix like turning on a radio ad. It usually takes 4 to 8 weeks for Google and other search engines to 'crawl' the new information and start rewarding you for it.
However, the results are permanent. Unlike Facebook ads where the leads stop the second you stop paying, having correct directory info builds a foundation that keeps working for years. It's about marketing that actually pays off over the long haul rather than a quick spike that disappears.
Your 3-Step Action Plan
If you want to stop losing customers to bad data, do these three things this week:
1. The Google Search Test: Search for your business name. Look at the first three pages. Write down every site that has an old phone number, wrong address, or misspelled name. 2. Claim Your Top 5: At a minimum, make sure you have 'claimed' and verified your listings on Google, Bing, Apple Maps, Yellow Pages, and True Local. You’ll usually have to click a button that says "Is this your business?" and verify it via a phone call or postcard. 3. Standardise Your "NAP": Decide exactly how your Name, Address, and Phone number (NAP) should look. Use that exact* format everywhere. Don't use "St" on one and "Street" on another. Pick one and stick to it.
What’s a Total Waste of Money?
Don't let some salesperson talk you into paying $2,000 a year for a "premium listing" on a directory site nobody has heard of. Most of these directories are ghost towns. The only reason to be on them is so Google sees your correct info—not because you expect customers to actually browse that specific site.
If a directory site claims they get "millions of visitors," ask them how many of those visitors are in your specific Brisbane suburb. Usually, the answer is "not many."
Summary: Get the Basics Right First
Managing your local info isn't flashy. It’s not as exciting as a new video or a fancy social media campaign. But if your info is wrong, all that other marketing is a waste of money because you're driving people to a dead end.
Fix your listings, keep them consistent, and make it as easy as possible for a customer in Brisbane to find you and call you. That is how you grow a business.
Need help getting your business info sorted? We help Brisbane businesses get found by more local customers without the headache. Contact Local Marketing Group today and let’s get your phone ringing.