Why Most Business Blogs Are a Waste of Money
I’ve seen it dozens of times with Brisbane business owners. You pay a writer or an agency to create "content," they send you a 500-word essay on the history of plumbing or why customer service matters, and... nothing happens. No one calls. No one emails. You just spent $200 on a digital paperweight.
Most of what you read about blogging is rubbish because it’s written for other marketers, not for people trying to run a business in Chermside or Coorparoo. If you want to actually see a return on your investment, you need to stop writing essays and start writing lists.
In the industry, we call these "listicles," but for you, they are simply the most efficient way to prove you know your stuff and get a potential customer to pick up the phone.
The Logic Behind the List: Why It Makes You Money
When someone is looking for a service—whether it’s a kitchen renovation, a new set of tyres, or a lawyer for a house settlement—they are usually in a rush and looking for specific answers.
People don't read websites; they scan them. A list (like "5 Things to Check Before Hiring a Roofer") is easy to scan. It promises a quick win. From a data perspective, lists consistently get more clicks and keep people on your page longer than any other type of writing. More time on your page means more trust, and more trust means more enquiries.
If you want to stop wasting money on writing that doesn't work, you need to follow a strategy that connects your expertise directly to the customer's problem.
Step 1: Pick the Right Topic (The "Pain Point" Strategy)
Don't write about your business. Write about your customer's problems.
If you’re an electrician in Ascot, don't write "Our 20 Years of Experience." Write "7 Signs Your Old Brisbane Home Needs Rewiring Immediately."
One is an ego trip; the other is a service to the customer. When you answer a question they are already asking, you become the logical person to hire. We’ve found that for our clients, the best-performing lists usually fall into three categories:
1. The Warning List: "5 Red Flags to Watch for When Buying a Used Car." 2. The Comparison List: "Ducted vs. Split System: Which is Cheaper for a 3-Bedroom Home?" 3. The Cost List: "What Actually Goes Into the Price of a Retaining Wall?"
Step 2: Structure Your List for Sales
Every list article you put on your site should follow a specific formula. If you miss these steps, you’re just giving away free advice without getting anything in return.
The Headline Must Promise a Result
Your headline is the only reason someone clicks. It needs to be blunt. Bad: Tips for Garden Maintenance. Good: 6 Ways to Keep Your Lawn Green During a Brisbane Summer.Use Numbers (Odd Numbers Work Better)
Data shows that odd numbers (5, 7, 9) tend to get clicked on more than even numbers. Don't ask me why; people are just wired that way. Use them.The "So What?" Factor
Under every point in your list, you must explain why it matters to the reader's wallet or safety. Example: "Point 3: Check the seals on your windows. Why it matters: Leaky seals can add $40 a month to your cooling bill."Step 3: Stop Being Boring
I’ve worked with a mechanic in Moorooka who was worried he wasn't "professional" enough in his writing. He wanted to sound like a corporate manual. I told him that was the fastest way to get ignored.
People buy from people. Use your real voice. If you think a certain brand of paint is rubbish, say so. If you think most people are overpaying for a specific service, call it out. This honesty is what builds a winning story that turns a casual reader into a loyal client.
Step 4: The Call to Action (The Most Important Part)
This is where most small business owners fail. They write a great list, the reader gets to the bottom, and then... nothing. There’s no instruction on what to do next.
Every list must end with a clear, bold instruction.
"Want us to check your roof for you? Call [Phone Number] for a free quote this week." "Not sure which option is right? Book a 10-minute chat with our team here."You need to lead the horse to water. If you don't ask for the business, you won't get it.
The Costs and Timelines: What to Expect
Let’s talk brass tacks. How much does this cost and how long does it take?
If you do it yourself: It costs you time. A good, researched list of 1,000 words will probably take you 3 to 4 hours to write and polish. If you hire a pro: A high-quality, sales-focused article from a local expert will usually cost between $150 and $400. If someone offers to do it for $20, they are using AI or a writer in another country who doesn't know the difference between Indooroopilly and Ipswich. It will look cheap and it won't work.
The Timeline:
Immediate: You can share the link on your Facebook page or send it to your email list. This can result in phone calls within 24 to 48 hours.- Long-term: Google likes these lists. After 3 to 6 months, a well-written list can start showing up when people search for those specific problems, providing a steady stream of content that gets jobs without you having to pay for ads every time.
Common Mistakes to Avoid
1. Too Much Jargon: If you use words like "thermostat expansion valve" without explaining it, you’ve lost them. Talk like you’re explaining it to a mate at the pub. 2. No Images: A wall of text is intimidating. Use real photos of your work in Brisbane. Stock photos of people smiling at laptops look fake and kill trust. 3. Being Too Long: You don't need 5,000 words. 1,000 to 1,500 is the sweet spot. Long enough to prove you're an expert, short enough to read over a coffee.
Summary: What to Do First
If you want to grow your business using this strategy, don't overthink it.
1. Today: Write down the 5 most common questions customers ask you on the phone. 2. This Week: Pick one of those questions and write a "5-point list" answering it. 3. Next Week: Put it on your website with a big button at the bottom that says "Get a Quote."
Most of your competitors are too lazy to do this. They’ll keep posting "Happy Monday!" on Facebook while you are actually providing value and capturing the market.
At Local Marketing Group, we specialise in taking the technical headache away from Brisbane business owners. We don't care about "likes" or "engagement metrics"—we care about how many times your phone rings. If you want a marketing partner who speaks your language and focuses on your bottom line, let’s have a chat.
Ready to get more enquiries? Contact Local Marketing Group today.