Why Most Business Blogs are a Waste of Time (and How to Fix It)
I’m going to be blunt: most small business owners in Brisbane are wasting their time writing blog posts that nobody reads.
I’ve sat down with sparkies in Chermside and accountants in the CBD who have spent hours typing up "updates" about their business, only to see zero phone calls come from it. It’s frustrating. You’re running a business; you don’t have time to be a novelist for the sake of it.
But there is one type of content that consistently works to bring in leads, and that’s the "Listicle"—or as I call it, the Helpful List.
Think about the last time you searched for something on Google. You probably typed in something like "Best primary schools in Brisbane Southside" or "5 things to check before hiring a roofer." People love lists because they are easy to read, they get straight to the point, and they help people make decisions.
If you do these right, they don't just sit there on your website—they become a salesperson that works 24/7. In this guide, I’m going to show you exactly how we helped a local landscaping business turn a simple list into a lead-generating machine, and how you can do the same.
The Problem with "Marketing Speak"
Before we dive into the "how-to," we need to address a big mistake. Most advice you find online about writing lists is written by people who have never run a real business. They talk about "optimisation" and "algorithms."
In Brisbane, we talk differently. If you use a bunch of Americanised corporate jargon, your local customers will tune out immediately. We’ve seen many US content fails because the tone just doesn't sit right with a Queenslander looking for an honest tradie or a reliable lawyer.
You need to write like you’re talking to a mate over a coffee at your local cafe. Keep it simple, keep it honest, and focus on helping the reader solve a problem.
Case Study: The "5 Garden Mistakes" That Generated 12 Enquiries in a Month
Last year, we worked with a landscaper named Gaz. Gaz is great at what he does, but his website was basically a digital brochure that no one visited. He wanted more high-end residential jobs in suburbs like Paddington and Ashgrove.
We didn't write a 50-page ebook. We wrote one list: "5 Costly Mistakes Brisbane Homeowners Make When Planning a Summer Garden."
Here’s why it worked: 1. It targeted a specific pain point: People hate wasting money. 2. It was local: It mentioned Brisbane’s humidity and soil types. 3. It was easy to skim: A busy homeowner could read it in two minutes.
By the end of the month, Gaz had 12 new enquiries specifically mentioning that article. Those weren't just "tyre kickers"; they were people who trusted him because he’d already given them value.
Step 1: Pick a Topic That Actually Makes You Money
Don't just write a list of your favourite tools. Write about things that lead people to hire you.
If you’re a plumber, don’t write "10 Types of Pipes." Nobody cares. Write "7 Signs Your Hot Water System is About to Explode (and Save You a $5,000 Flood)."
See the difference? One is a boring lesson; the other is a solution to a nightmare scenario.
How to find your topics:
- Look at your sent folder: What questions do you answer over and over again in emails to customers? - Listen to the phone: What’s the first thing people ask when they call? - Think about the "pre-purchase" phase: What is someone thinking about three weeks before they are ready to buy? You want to stop losing customers who are still in the research phase by being the one who gives them the answers first.Step 2: Structure Your List for Busy People
People don't read websites; they scan them. If you give them a wall of text, they’ll leave and click on your competitor’s site instead.
The Winning Structure:
- A Punchy Title: Tell them exactly what they get. "How to Save $200 on Your Next Electricity Bill" is better than "Energy Saving Tips." - The "Why": A quick paragraph at the start explaining why this matters to their wallet or their home. - Subheadings for Every Point: Use bold headings so people can skim. - Short Paragraphs: No more than 3-4 lines each. - The "Now What?": Tell them exactly what to do next (e.g., "Call us for a free quote").Step 3: Use Real Proof, Not Fluff
Anyone can find a list of tips on ChatGPT these days. To stand out in the Brisbane market, you need to show you’ve actually done the work.
When Gaz wrote his gardening list, he didn't just say "use mulch." He said, "In our projects over in Indooroopilly, we found that using cheap pine bark actually attracts more pests during the wet season—here’s what we use instead."
This kind of original data is your secret weapon. It proves you aren't just some keyboard warrior; you're a local expert who knows the local conditions.
Step 4: Make Sure it Works on Phones
Most of your customers are looking at your site while they’re on the bus, sitting on the couch, or on a lunch break. If your list looks like a mess on a mobile phone, you’ve lost them.
You don't need to be a tech genius here. Just open your website on your own phone. Can you read the text easily? Are the buttons big enough to click with a thumb? If not, you’re flushing money down the toilet.
Step 5: The "Call to Action" (The Part That Makes Money)
This is where most businesses fail. They write a great list, the reader finishes it, and then... nothing. The reader hits the 'back' button and goes back to Google.
Every list must have a clear next step. - "Want us to check your roof for these 5 signs of damage? Click here to book a $49 inspection." - "Not sure which flooring is right for your shop? Download our price guide here." - "Ready to get started? Call Gaz on 04XX XXX XXX."
If you don't ask for the business, you won't get it.
Common Questions (and Honest Truths)
"How long should the list be?"
It should be as long as it needs to be to help the customer, and not a word longer. For most Brisbane businesses, 5 to 10 points is the sweet spot. If you go to 50 points, people get overwhelmed. If you only have 2, it feels a bit thin."How much does this cost?"
If you write it yourself, it costs your time (usually 2-3 hours). If you hire a professional agency like us to do it properly, you’re looking at a few hundred dollars. The real question is: what is one new customer worth to you? If a new customer brings in $1,000 in profit, spending $300 on a piece of content that brings in one customer a month is a no-brainer."How long until I see results?"
This isn't an overnight fix. Google needs time to find your page and show it to people. Usually, you’ll start seeing traffic and phone calls within 3 to 6 months. However, you can speed this up by sharing your list on your Facebook page or sending it out to your existing email list.What’s a Waste of Money?
Don't pay for "SEO packages" that promise to write 20 blog posts a month for $100. They will be written by robots or people overseas who don't know the difference between Logan and Landers Pocket. They will use weird phrases that make you look unprofessional, and they won't get you any real customers.
One high-quality, helpful list that actually speaks to a Brisbane local is worth more than 100 pieces of junk content.
Your Action Plan
1. Identify one problem your customers have right now (e.g., "My aircon is making a weird noise"). 2. Write down 5 tips or steps to solve that problem. 3. Put it on your website with big, clear headings. 4. Add your phone number at the bottom and top. 5. Share it on your business Facebook or LinkedIn page.
If you’re too busy running your business to worry about writing and formatting, that’s where we come in. At Local Marketing Group, we specialise in making sure Brisbane businesses get found by the right people and—more importantly—turn those visitors into paying customers.
Ready to grow your business without the headache? Contact us today and let’s chat about how we can get your phone ringing.