Why Most Business Blogs are a Waste of Time and Money
If you’re a business owner in Brisbane, you’ve probably been told a thousand times that you need to "write content" or "start a blog." So, you or one of your staff spends hours writing about your latest office Christmas party or a generic update about the industry.
You post it, wait for the phone to ring, and… nothing. Just crickets.
Most business owners I talk to in suburbs like Chermside or Coorparoo are frustrated because they’ve spent money on "marketing" that doesn't actually bring in a single lead. Here’s the blunt truth: most of what you read online about blogging is rubbish. If your articles don't solve a problem or answer a specific question your customer has, you are burning cash.
However, there is one type of article that consistently outperforms everything else when it comes to getting more phone calls and bookings. We call them "list articles" (or listicles). You’ve seen them everywhere: "5 Things to Check Before Hiring a Plumber" or "7 Signs Your Roof Needs Repairing."
In this guide, I’m going to show you how to do these properly so they actually make you money, rather than just taking up space on your website.
The Psychology of the List: Why Your Customers Love Them
Think about your average customer. They are busy, stressed, and probably looking for a solution to a problem right now. They don’t want to read a 2,000-word essay on the history of air conditioning. They want to know why their unit is leaking and how much it’s going to cost to fix.
List articles work because they are easy to scan. A potential customer can look at your page on their phone while they’re on their lunch break and get the answer they need in 30 seconds.
When people find answers quickly, they trust you. When they trust you, they click the "Call Now" button. It’s that simple. Instead of writing random blogs that go nowhere, you need to focus on structure that helps the reader make a decision.
Step 1: Choosing Topics That Actually Lead to Sales
Don't write about what you think is interesting. Write about what makes your phone ring.
I recently worked with a landscaper in the Western Suburbs. He wanted to write about the different types of soil pH levels. I told him to stop. No one is Googling "soil pH levels" when they want to spend $20,000 on a backyard renovation. They are Googling "how to stop my retaining wall from leaning" or "best low-maintenance plants for Brisbane heat."
To find your topics, look at your sent folder in your email. What are the top 5 questions people ask before they hire you?
Examples for local businesses: Electricians: "5 Signs Your Switchboard is a Fire Hazard" Lawyers: "7 Things to Do Immediately After a Car Accident" Gyms: "5 Reasons You Aren't Losing Weight Despite Training Hard" Property Managers: "6 Things Brisbane Tenants Look for in a Rental"
By answering customer questions, you aren't just giving away free info—you're proving you are the expert. When they realize the job is too big for them to do themselves, who do you think they’re going to call? The person who gave them the helpful list.
Step 2: The "Secret Sauce" of a High-Performing List
If you want Google to show your website to people in Brisbane, you can't just throw a few bullet points together. You need to "optimise" the list. This doesn't mean technical coding; it means making it useful for both the reader and the search engine.
Use Clear, Benefit-Driven Headings
Each point in your list should be a heading. Don't be clever; be clear.Bad Heading: "1. Maintenance is key" Good Heading: "1. Clean your filters every 3 months to save $200 on power bills"
See the difference? The second one tells the customer why they should care. It promises a result (saving money).
The "Phone Test"
Most of your customers are looking at your site on a mobile phone. If your list has giant walls of text, they will leave. Keep paragraphs short (2-3 sentences max). Use bold text for important points. Make sure your phone number is visible at the top and bottom of the list.Step 3: Turning Readers into Leads
This is where most businesses fail. They write a great list, the person reads it, says "thanks," and leaves the site. You’ve just provided free education for your competitor to benefit from.
You must tell the reader what to do next. We call this a "Call to Action."
At the end of every 2 or 3 points in your list, and definitely at the end of the article, you should have a clear instruction.
"Worried about your roof? Call us for a free inspection." "Download our pricing guide here." "Book a 15-minute strategy session."If you don't do this, you aren't marketing; you’re just running a library. To turn visitors into leads, you have to be direct. Don't be shy about asking for the business.
Step 4: Don't Forget the "Local" in Local Business
If you are a plumber in Morningside, you don't care if someone in Sydney reads your blog. You want people in Morningside, Cannon Hill, and Bulimba to find you.
To make this happen, mention local landmarks or specific Brisbane problems in your lists. Instead of "How to grow grass," write "The best grass types for Brisbane's humid summers." Instead of "How to fix a leak," write "Common plumbing issues we see in older homes in Ascot."
Google sees these local references and realizes your business is highly relevant to people searching from those areas. This is how you beat the big national franchises that have huge budgets but no local connection.
Step 5: How Much Does This Cost and How Long Does It Take?
Let’s talk brass tacks.
Time: Writing a high-quality list article takes about 2 to 4 hours if you know your stuff. If you’re hiring an agency to do it, expect to pay anywhere from $300 to $800 per article for quality work. If someone offers to write "SEO blogs" for $50, run away. It will be generic garbage that won't get you a single customer.
Results: This is not an overnight fix. This isn't like Facebook Ads where you turn it on and get a lead an hour later. It usually takes 3 to 6 months for Google to start ranking your articles and for the phone calls to become consistent.
However, unlike ads, once these articles are ranking, the leads are "free." You aren't paying $20 every time someone clicks. You pay once to create the content, and it keeps working for you for years. I have clients who are still getting 5-10 leads a week from articles we wrote in 2021.
Common Mistakes to Avoid
1. Being too technical: If you start talking about "amperage" or "statutory declarations" without explaining them, you'll lose the reader. Write like you're talking to a mate at the pub. 2. Not having a phone number: It sounds obvious, but I see it all the time. Make it incredibly easy for them to contact you. 3. Giving up too soon: Most business owners write two posts, don't get a lead, and quit. Consistency is the only way to win here. 4. Copying content: Never copy-paste from another site. Google will penalise you, and it looks dishonest to customers.
Summary: Your Action Plan
1. Identify 3 problems your customers have right now (e.g., "Why is my bill so high?", "How do I choose a builder?"). 2. Write a list of 5-7 points that solve those problems. 3. Add a clear call to action at the end of the post. 4. Share it on your Google Business Profile and your social media.
If you do this once a month, by this time next year, you will have a lead-generating machine that works while you sleep.
Stop wasting money on marketing that doesn't work. Focus on being helpful, being local, and being clear.
Want to grow your business without the headache? At Local Marketing Group, we help Brisbane businesses get more phone calls and better customers through smart, practical marketing. We don't do fluff; we do results.