Pick a Business Name That Actually Gets You More Jobs

Why Your Business Name is Costing You (or Making You) Money

I’ve seen it a hundred times across Brisbane. A bloke starts a plumbing business in Coorparoo or a landscaping outfit in Chermside, and he calls it something like "J.S. Enterprises" or "Quality Solutions QLD."

Look, I get it. You want to sound professional. But here’s the cold, hard truth: nobody is searching for "Enterprises" when their toilet is overflowing at 2 AM.

Your business name isn't just a label on your tax return. It’s a tool. It’s either a magnet that pulls in customers or a wall that makes them keep scrolling. If your name is confusing, hard to spell, or sounds exactly like twenty other guys in the Yellow Pages, you’re making it ten times harder to get the phone to ring.

Most people think naming a business is about being "creative." It’s not. It’s about being found and being trusted. In this guide, I’m going to show you how to pick a name that actually puts money in your pocket.

The Three Ways to Name a Business (And Which One Wins)

In the world of small business, names usually fall into one of three buckets. Most owners pick the wrong bucket.

1. The "What I Do" Name (Descriptive)

The Good: People know exactly what you do. Google loves these names because when someone types "tree lopping" into their phone, you’re already halfway there. It’s the fastest way to get phone calls when you’re starting out. The Bad: It can be hard to stand out. If there are five businesses called "Brisbane Tiling," customers might just pick the one with the cheapest price.

2. The "Founder" Name

The Good: It feels personal and local. People like dealing with a real person, not a faceless corporation. The Bad: It’s hard to sell the business later. If your name is on the door and you want to retire to the Sunshine Coast in ten years, the new owner might struggle because customers still expect to see you on the tools.

3. The "Made Up" Name (Brandable)

The Good: You can usually get the website address easily. The Bad: Stop right there. For a small business owner, this is usually a massive waste of money. You don't have a million-dollar marketing budget to teach people what "Nexis" means. Unless you want to spend years explaining what you actually do, stay away from these.

My Advice: If you want results now, go for a mix of #1 and #2. Something like Everton Park Plumbing or Grant’s Quality Carpentry. It tells people what you do and where you are, which is exactly what they need to know before they call.

How to Avoid Looking Like an Amateur

I recently spoke to a sparky who was struggling to get high-end renovation work. His business name was "Cheap Volts." He couldn't understand why he only got calls from people haggling over $50.

Your name sets the price expectations. If you use words like "Cheap," "Budget," or "Discount," don't be surprised when you attract customers who have no money. If you want the bigger, more profitable jobs, you need to stop looking like an amateur and pick a name that commands respect.

A name like "Precision Electrical Services" or "Heritage Restoration Co." tells the customer you aren't the cheapest, but you are the best. That shift alone can add 20% to your quotes without anyone batting an eyelid.

The "Phone Test" and the "Ute Test"

Before you print business cards or get the vinyl wrap on the van, you need to run your top three name ideas through these two tests.

The Phone Test

If you have to repeat it three times, or if it sounds like a mumble, bin it. I once knew a guy whose business was "Symmetry Solutions." On the phone, everyone thought he said "Cemetery Solutions." Not great for a bloke doing home renovations.

The Ute Test

If your name is "K.L.M.P. Holdings Pty Ltd," they have no idea what you do. If it’s "Kev’s Local Mowing & Property," they’re already reaching for their phone.

Don't Forget the Digital Side (Without the Jargon)

You don't need to be a computer whiz to understand this: if people can't find you on Google, you don't exist.

When you pick a name, check if the website address (the URL) is available. Try to get a .com.au address. It looks more official for Aussie businesses. If your name is "Brisbane Decking," but the website brisbanedecking.com.au is taken by a competitor, you’re going to be sending your customers straight to them by accident.

Also, check social media. Even if you don't plan on being a "TikTok star," you want to make sure no one else is using your name on Facebook or Instagram. It’s about protecting your patch. If you don't take care of this early, you'll end up having to fix your business image down the road, which costs a lot more than doing it right the first time.

5 Quick Wins for Naming Your Business Today

If you're stuck, here is a simple formula to get a name that works:

1. Include your service: Plumbing, Tiling, Law, Accounting. 2. Include your location or a "quality" word: Bayside, Northside, Elite, Pro, Local. 3. Keep it to 3 words max: Short names are easier to remember and cheaper to print on shirts. 4. Check the trademarks: Go to the IP Australia website and make sure you aren't stealing someone else's name. Getting a legal letter six months in is a nightmare. 5. Ask your best customers: Don't ask your mum (she'll say it's lovely). Ask a couple of people who actually pay you money what they think of the name. Their opinion is the only one that matters.

The Real Cost of a Bad Name

Changing your name later isn't just about a new logo. It’s new uniforms, new signage on the shop, re-wrapping the vehicles, and telling all your existing clients. It can easily cost a small business $5,000 to $15,000 to fix a naming mistake.

I’ve seen businesses in suburbs like Milton or Toowong lose thousands in potential sales because their name made them look like a "man in a van" operation when they were actually a highly skilled team of ten. If you want the high-paying clients, your name has to match the quality of your work.

You might have the best service in Queensland, but if your name is "Reliable Dave," you’re going to struggle to start getting the best jobs because people will associate you with the cheapest price, not the best value.

What Should You Do First?

If you're starting out or thinking of a rebrand, do this today:

1. Brainstorm 10 names based on what you actually do. 2. Cross out anything hard to spell. (If people can't type it into Google, they won't find you). 3. Check the website availability. 4. Say it out loud 20 times.

Naming your business shouldn't take months. It should take a weekend of solid thought. Pick something clear, professional, and local.

At the end of the day, your name is the handshake before the meeting. Make sure it’s firm, clear, and tells the customer exactly why they should hire you instead of the other guy.

Need help making your business stand out in Brisbane?

At Local Marketing Group, we don't care about fancy awards; we care about your phone ringing. Whether you're struggling with a name that doesn't work or you're ready to take your business to the next level, we can help.

Contact Local Marketing Group today and let’s get your business the attention it deserves.