Why Most Business Blogs are a Waste of Time
I see it every week with Brisbane business owners. A plumber in Enoggera or a lawyer in the CBD decides they need to "do some marketing." They spend hours writing a long, rambling article about their latest office renovation or a generic "Happy New Year" post.
Then they sit back, wait for the phone to ring, and... nothing.
If you want people to actually find you on Google and call you, you need to stop writing what you want to say and start writing what they are looking for. The most effective way to do this is through a "listicle."
Don't let the name put you off. A listicle is simply an article written as a numbered list. Think: "7 Things to Check Before Hiring a Brisbane Roofer" or "5 Warning Signs Your Hot Water System is About to Explode."
In this guide, I’m going to show you why these lists are the most profitable things you can put on your website and exactly how to build them so they make you money.
The Hard Data: Why Lists Work for Small Business
We’ve looked at the data across dozens of our clients here at Local Marketing Group. When we compare a standard "about us" style post to a well-structured list, the results aren't even close.
1. People scan; they don't read: The average person looking for a service in Brisbane is busy. They are likely on their phone while waiting for coffee or sitting in traffic. A giant wall of text is intimidating. A list of 5 points is manageable. 2. Google loves numbers: Google’s goal is to give people quick answers. When someone types "How to choose a day-care in Chermside," Google looks for content that provides a clear, step-by-step answer. Lists provide that structure. 3. Higher click rates: When your website shows up in a search, a title with a number in it (like "10 ways to...") gets clicked on significantly more often than a plain title. More clicks mean more opportunities to win a job.
If you're tired of seeing no return on your effort, you need to stop writing random blogs and start focusing on the formats that actually bring in enquiries.
Step 1: Choosing Topics That Make Money
Don't write a list just for the sake of it. Every list you create should be a bridge that leads a stranger to becoming a paying customer.
I always tell my mates who run businesses: ask yourself, "What are the 10 questions I get asked every single day on the phone?"
If you’re an electrician, people ask about the cost of LED upgrades or why their safety switch keeps tripping. Those are your list topics: 5 Reasons Your Safety Switch is Tripping (and How to Fix It) 7 Ways LED Lighting Saves You Money on Your QLD Electricity Bill
This is how list articles get customers to actually pick up the phone. You aren't just giving away free info; you are proving you are the expert before they even meet you.
Step 2: The Structure of a Winning List
To make sure your list actually works on phones and helps people find you, follow this simple blueprint.
The Headline (The Hook)
Your headline must include a number and a benefit. Bad: "Our Landscaping Tips" Good: "7 Landscaping Ideas to Increase Your Brisbane Property Value"The Introduction
Keep it short. Acknowledge the problem, tell them you have the solution, and get straight to the list. Don't talk about your company history here. They don't care yet.The List Items (The Meat)
Each point should be a sub-heading (like the ones in this article). Use bold text: Make the most important parts stand out. Keep it practical: Give them one thing they can do or check right now.- Localise it: Mention Brisbane suburbs or QLD weather. It proves you aren't some AI bot or a company based in Sydney that doesn't understand our climate.
Step 3: Making Sure Your Website Works on Phones
This is where many Brisbane businesses fall over. They write a great list, but when a customer opens it on their iPhone, the text is tiny, the photos don't load, and the "Call Now" button is impossible to find.
If your site doesn't load fast and look good on a phone, you are flushing your marketing budget down the toilet. Google will notice people leaving your site immediately and stop showing you in search results altogether. Ensure your phone number is at the top and bottom of every list.
Step 4: Turning One List into a Year of Content
You are busy. You don't have time to write every single week. The secret is to take one really good list and break it apart.
You can take a "7 Tips" article and turn it into 7 separate Facebook posts, or 7 quick tips for your email newsletter. You can even turn one online talk or a video of you on a job site into a written list that works for you 24/7.
The Reality of Costs and Timelines
Let’s talk straight about the investment.
If you do it yourself: It costs you $0 but takes about 3–5 hours per article to do it properly. If your time is worth $150/hour on the tools, that article just cost you $750 in lost labour.
If you hire an agency: A professional should charge you anywhere from $300 to $800 for a high-quality, researched, and optimised list article. If they charge $50, it’s probably being written by someone overseas who doesn't know the difference between Indooroopilly and Inala.
When will you see results? Marketing isn't a light switch. Usually, it takes 3 to 6 months of consistent posting before Google starts ranking your lists at the top of the page. However, once you are there, that list can bring in leads for years without you spending another cent on it. It’s an asset, not an expense.
Common Mistakes to Avoid
1. Being too technical: Don't use industry jargon. If you're a mechanic, don't talk about "reciprocating internal combustion engine thermal efficiency." Talk about "how to stop your car from overheating in the Brisbane summer." 2. No Call to Action: I see so many great articles that just... end. You must tell them what to do next. "Call us for a free quote" or "Book your inspection online." 3. Ignoring the competition: Look at what the top-ranked business in your industry is writing. Your goal is to make your list better, longer, or more helpful than theirs.
What Should You Do First?
Don't try to write ten articles this weekend. You'll burn out and quit.
1. Pick ONE topic: The most common question you got asked this week. 2. Write 5 points: Just bullet points are fine to start. 3. Add a local touch: Mention how this specific problem affects people in South East Queensland. 4. Post it: Get it on your website with a clear "Call Us" button at the end.
If you want a website that actually works as a salesperson for your business, this is the most reliable way to start.
Most of what you read about "content strategy" is rubbish designed to make marketing people sound smart. For a local business, it’s simple: Answer your customers' questions in a format that is easy to read on a phone. That’s it.
Ready to get more phone calls without the headache? At Local Marketing Group, we help Brisbane businesses stop guessing and start growing. If you want us to handle the writing and the technical stuff so you can focus on running your business, get in touch with us here.