Why Your Google Listing Looks Boring (And How to Fix It)
Have you ever searched for a service—maybe a plumber in Coorparoo or an accountant in the CBD—and noticed that some results look 'fancier' than others?
Some listings are just a blue link and a bit of text. Others have gold star ratings, prices, opening hours, or even a list of frequently asked questions right there on the search page.
As a business owner, you don’t need to know the technical name for this (it’s often called 'schema'), but you do need to know what it does for your bank account. When your listing has those extra details, people click on it more. It makes you look like the 'biggest' or most professional option in Brisbane.
If you want to help Google find the most important parts of your business, you need to give it the right information in a way it understands. This isn't about rewriting your website; it's about adding a 'translator' behind the scenes that tells Google exactly what you do, what you charge, and what your customers think of you.
The Three Ways to Get This Done
There are generally three ways to get these extra details showing up on Google. Most Brisbane business owners I talk to are doing it the wrong way, or worse, not doing it at all. Let's compare them so you can decide which fits your budget and your goals.
1. The "Set and Forget" Plugin Approach
If your website runs on WordPress, you probably have a tool installed like Yoast or RankMath. These are the "budget" versions of making your site look good on Google.How it works: You tick a few boxes in your website dashboard, and the software tries to guess what your business is about. The Cost: Usually free or about $100 a year for the 'Pro' versions. The Result: It’s better than nothing, but it’s generic. It might tell Google you are a "Local Business," but it won't tell them you are a "Family-owned Electrical Contractor in Chermside specialising in Solar Repairs." The Verdict: Good for startups on a tight budget. If you are already established and competing with big players, this isn't enough to move the needle.
2. The Manual "Code" Approach
This is where a developer or a marketing agency writes specific instructions for Google and hides them in your website’s code.How it works: A human looks at your services, your reviews, and your location, then writes a custom script that tells Google exactly what’s going on. The Cost: Usually part of a monthly marketing fee or a one-off project ranging from $500 to $2,000 depending on the size of your site. The Result: This is the gold standard. This is how you get those gold stars to show up under your name or how you ensure your phone number is clickable right from the search results. The Verdict: This is what we recommend for most service-based businesses in Brisbane. It’s the difference between a generic suit from Kmart and one that’s been tailored to fit you perfectly.
3. The "AI-Driven" Dynamic Approach
With the rise of new AI answers in search results, some high-end tools now update your information automatically based on what Google is looking for that day.How it works: Sophisticated software monitors search trends and adjusts your site's 'hidden info' in real-time. The Cost: Expensive. You’re looking at $500+ per month just for the software. The Result: Overkill for a local tradie or shop, but vital for national brands or large e-commerce stores. The Verdict: Waste of money for 95% of small business owners. Don't let a slick salesperson talk you into this unless you're turning over millions online.
What Will This Actually Do for Your Business?
I’ve seen dozens of Brisbane businesses—from landscapers in Samford to law firms in Indooroopilly—transform their online presence just by fixing this one thing. Here is the real-world impact:
More "High Quality" Phone Calls
When Google shows your star rating and your physical address in the search results, the person calling you is already half-convinced. They aren't just 'tyre kicking'; they’ve seen your proof of quality before they even landed on your site. This is often why your rivals seem to be getting all the good leads while you get the price-shoppers.Beating the Big Guys
You might not have the marketing budget of a national franchise, but Google’s system loves local data. If you clearly tell Google, "I am located at this specific street in Mount Gravatt," you have a massive advantage over a national company that doesn't have a local physical presence. This technology allows you to 'punch above your weight.'Answering Questions Before They Ask
You can actually feed Google a list of common questions and answers. When someone searches "How much does a retaining wall cost in Brisbane?", your website can provide the answer directly on the Google page. This builds massive trust. We always tell our clients to answer customer questions directly because it’s the fastest way to win a job.The Cost of Getting It Wrong (Or Doing Nothing)
Most business owners ignore this because it sounds technical. That’s a mistake. If you do nothing, Google has to 'guess' what your page is about.
I once looked at a site for a mechanic in Virginia (the Brisbane suburb, not the US state). Because they hadn't set this up correctly, Google was confused and thought they were a car museum. They were getting plenty of website visitors, but zero bookings. Once we added the right 'translator' code to tell Google they were a repair shop, the phone started ringing within three weeks.
Common traps to avoid: Fake Reviews: Never try to 'code' in 5-star reviews that don't exist. Google is smart, and if they catch you lying, they will remove your business from search results entirely. It’s not worth the risk. Broken Code: If your developer does a messy job, it can actually slow your website down. You want your site to load fast—people in Brisbane are busy and won't wait more than a couple of seconds for a page to load. Ignoring Mobile: Most of your customers are searching for you on an iPhone while they’re on their lunch break or sitting on the couch. Whatever you do must work perfectly on phones.
How Long Until You See Results?
This isn't an overnight fix. Google needs to 'crawl' your site (basically, send their robots to read the new info).
Week 1-2: You or your agency adds the information to the site. Week 3-4: Google notices the change and starts updating your listing. Month 2: You should start seeing 'rich' results (stars, prices, etc.) appearing.
- Month 3+: This is where the money is made. As your listing looks better, more people click. As more people click, Google thinks "this must be a great business" and moves you even higher up the page.
What Should You Do First?
If you’re running a business and don't have time to mess around with code, here is my honest advice:
1. Check your current status: Search for your business name on Google. Does it show your address? Does it show stars? If it’s just a plain text link, you’re leaving money on the table. 2. Talk to your 'web guy': Ask them, "Do we have Local Business and Review schema set up?" Use those exact words. If they look at you blankly, you need a new web guy. 3. Focus on Reviews: The most powerful thing you can show on Google is your star rating. Make sure you are actively asking your happy customers for Google Reviews. This data is the 'fuel' for the technology we've been talking about.
Summary: Is It Worth the Money?
If you are in a competitive industry—like plumbing, electrical, legal, or dental—then yes, 100%.
In a city like Brisbane, where every suburb has five businesses doing exactly what you do, you cannot afford to look 'plain' on Google. Making your business stand out with extra info is one of the few marketing moves that has a direct, measurable impact on how many people call you.
It’s not about the 'algorithm' or being a tech genius. It’s about making it as easy as possible for a customer to see that you are the best person for the job.
At Local Marketing Group, we specialise in taking the technical 'mumbo-jumbo' off your plate and turning it into more enquiries for your business. We know the Brisbane market, and we know what makes local customers click.
Want to see how your business looks to Google? Contact us today and let’s get your phone ringing.