Why Most Small Business Content is a Waste of Time
I’m going to be blunt: most of the stuff small business owners post on their websites is a total waste of money.
I see it every day here in Brisbane. A local electrician pays a 'content writer' to write 500 words on the 'History of Lightbulbs' or a landscaper posts a photo of a shovel with the caption 'Happy Monday!'
Does that get the phone ringing? No. Does it put money in the bank? Not a chance.
If you are going to spend your precious time or hard-earned cash on marketing, it needs to do one thing: get you more customers. One of the absolute best ways to do that—if you do it right—is by using numbered list articles.
You’ve seen them everywhere. "5 Things to Check Before Hiring a Roofer" or "7 Ways to Save on Your Home Renovation." Marketers call these 'listicles', but let’s just call them what they are: helpful lists that answer the questions your customers are actually asking.
When you get these right, Google loves them, and more importantly, people in your local area actually read them. In this guide, I’m going to show you how to get more quotes by turning simple lists into a 24/7 sales team for your business.
The Reality Check: Why Lists Work (And Why You’re Failing Now)
Most business owners tell me, "I tried writing a blog once, it didn't work."
When I look at what they wrote, it’s usually a giant wall of text that looks like a high school essay. Nobody has time for that. Your customers are busy. They are likely sitting on their lunch break or scrolling on their phone while watching TV, looking for a quick answer to a problem.
Numbered lists work because: 1. They are easy to scan: People can find the answer they need in 5 seconds. 2. They look manageable: "3 Tips" feels easier to read than a "Guide to Plumbing." 3. Google loves structure: Google wants to give its users clear, direct answers. A list provides exactly that.
I’ve seen this work for dozens of Brisbane businesses, from pest controllers in Chermside to accountants in the CBD. When you stop trying to sound like a textbook and start providing content that gets jobs, your website starts working for you.
Step 1: Pick Topics That Actually Make Money
Don't write about things that don't lead to a sale. If you're a painter, don't write "The History of the Colour Blue." Nobody cares.
Instead, think about the questions you get asked every single day on the job. - "How much does it cost to..." - "How long will it take to..." - "What’s the difference between X and Y?" - "How do I know if I need a professional for..."
These are your goldmines.
The "Comparison" List
People love comparing things before they buy. Example: "5 Differences Between Timber and Composite Decking." Why this works: It attracts people who are ready to build a deck. It positions you as the expert who knows both products. By the time they finish reading, they don't just know about decking; they know you are the person to call to build it.The "Cost" List
Most business owners are terrified of talking about price on their website. They think their competitors will see it. Newsflash: your competitors already know what you charge. Your customers don't, and they are frustrated because no one will give them a straight answer. Example: "4 Factors That Change the Cost of a Kitchen Renovation."The "Warning" List
This is the most powerful list for building trust. Example: "7 Red Flags to Look for When Hiring a Local Mechanic." This shows you care about the customer not getting ripped off. It makes you the 'safe' choice.Step 2: Make Your List Easy to Read on a Phone
If your website doesn't work perfectly on a phone, you are flushing money down the toilet. Most of your local customers are finding you while they are on the go.
When you write your list, keep your paragraphs short. Two sentences max. Use big, bold headings for every number.
I’ve seen a plumber in Morningside double his enquiries just by breaking up his long 'Services' page into three simple, numbered lists that people could actually read while holding a crying baby or standing in line at Coles.
Step 3: Stop Being Boring (Add Your Personality)
Google is being flooded with generic, boring articles written by robots. If your list sounds like a Wikipedia entry, people will click away.
Be opinionated. If you think a certain type of tile is rubbish and will crack in three years, say so! People pay you for your expertise.
Tell a quick story. "Last week I was at a job in Carindale where the previous guy had used cheap silicone, and here’s why it failed..." This proves you are a real person who actually does the work. It’s part of how your story wins customers over a big, faceless corporation.
Step 4: The "So What?" – Turning Readers into Callers
This is where 90% of businesses fail. They write a great list, the reader gets to the bottom, says "Thanks, that was helpful," and then leaves your site forever.
You must tell them what to do next. We call this a 'Call to Action', but really, it’s just an invitation.
At the end of every list, you should have something like: "Want a quick quote for your roof? Call us on [Number]." "Not sure which option is right for your home? Book a 10-minute chat here."
- "Download our pricing guide for Brisbane Northside renovations."
The Real Cost and Timeline
Let’s talk turkey. How much does this cost and how long does it take?
If you do it yourself: It costs you time. Maybe 2-3 hours per week to write one solid, helpful list. If you hire someone: A good local agency (like us) will charge for the strategy and the writing. Beware of cheap overseas writers who will charge you $20 for a "blog post." It will be full of errors, it won't sound like a Brisbane local, and it will likely hurt your reputation more than help it.
Results: You won't see a flood of calls tomorrow. This is a slow burn. Usually, it takes 3 to 6 months of consistently posting helpful lists before Google starts showing you to more people. But once it starts, it doesn't stop. It’s like an asset that keeps paying you back.
What to Do First
Don't try to write 20 articles this weekend. You'll burn out and quit.
1. Grab a notepad. Write down the top 5 questions customers asked you this week. 2. Pick one. Turn it into a list of 3 to 7 points. 3. Post it on your site. Don't worry about it being perfect. Helpful is better than perfect. 4. Put a big button at the bottom that says "Get a Quote."
Most of what you read online about 'content strategy' is overcomplicated rubbish designed to make marketing people sound smart. In reality, it’s just about being the most helpful person in your local area.
If you want a hand getting this set up, or you're tired of your website sitting there doing nothing, reach out to us. We help Brisbane businesses get found and get chosen.
Ready to get your phone ringing? Contact Local Marketing Group today.