Why Your Expertise is Worth More Than a 'Like'
If you are running a business in Brisbane—whether you’re a builder in Coorparoo or a mortgage broker in the CBD—you’ve likely been told you need to 'post content' to get customers.
So, you spend hours writing tips, filming videos, or sharing your best advice on Facebook. People 'like' it, maybe they share it, and then... nothing. No phone calls. No new jobs.
Most business owners are essentially providing free consulting to people who will never pay them. At Local Marketing Group, we see this every day. You are giving away the 'how-to' for free, and instead of hiring you, people are taking your advice and trying to do it themselves—usually badly.
There is a better way. It’s called 'gating' your content. This simply means that instead of giving your best stuff away to anyone with an internet connection, you ask for something in return: their name and email address.
This isn't about being 'secretive.' It’s about making sure your marketing actually results in a database of people you can call, email, and eventually sell to. If you want to stop writing how-to articles that don't actually put money in your pocket, you need to change your strategy.
What is Gated Content (And Why Should You Care?)
In plain English, gated content is a 'trade.'
The Customer gives you: Their contact details (name, email, maybe a phone number). You give them: Something genuinely valuable that solves a specific problem they have right now.
Think of it like this: If you’re a landscaper, a public blog post might be '5 Plants That Love Brisbane Summer.' That’s fine for general interest. But a 'gated' piece of content would be a downloadable 'Complete Cost Guide for a Backyard Renovation in South East Queensland.'
Someone who wants to know which plants look nice is a browser. Someone who wants a cost guide is a buyer.
The Data Doesn't Lie: Why This Works
We’ve analysed the numbers for dozens of local businesses. A standard website 'Contact Us' page usually gets a tiny fraction of visitors to actually fill it out. Why? Because most people aren't ready to talk to a salesman yet. They are still in the 'research' phase.
When you offer a valuable guide or a checklist, you catch people much earlier. You get their details while they are still thinking about the project. This gives you the chance to follow up, build trust, and be the first person they call when they are ready to spend money.
The Trend: Why 'Free' Content is Dying in 2024
For the last ten years, the advice was 'give everything away for free to build authority.' That worked when there wasn't much competition. Now, everyone is doing it. Your customers are drowning in free advice.
Because there is so much 'noise' online, people are actually starting to value things more when they have to 'pay' for them with an email address. It signals that the information is higher quality than a random 300-word blog post.
In our experience with Brisbane professional services, we’ve found that a single, high-quality PDF guide can generate more actual revenue than 50 random social media posts. You should make one good post that works for you for years, rather than running on the content treadmill every single day.
What Kind of 'Gate' Should You Build?
You don't need to write a book. In fact, busy people hate long books. They want quick wins. Here are the three most effective types of gated content for small businesses:
1. The 'Avoid a Disaster' Checklist
This works incredibly well for tradies and professional services. Example: "7 Things You Must Check Before Buying a Character Home in Paddington." Why it works: It uses 'loss aversion.' People are more afraid of making a mistake than they are excited about a gain.2. The Price & Budget Guide
This is the most requested information in any industry. Example: "The 2024 Kitchen Renovation Price List for Brisbane Homeowners." Why it works: It filters out the tyre-kickers. If someone downloads a price guide, they are seriously considering spending money.3. The 'How to Hire' Guide
Help people choose the right person (which happens to be you). Example: "10 Questions to Ask Your Accountant Before You Switch." Why it works: It sets the criteria for the job. You can include things that you do well, which your cheaper competitors don't do.The Real Cost: What Will This Set You Back?
Let’s talk turkey. How much does this cost to set up?
1. The Content (Free to $500): If you write it yourself, it costs your time. If you hire a writer, expect to pay a few hundred dollars for something high quality. Do not use cheap AI-generated fluff; people can smell it a mile away and it makes you look like a cowboy. 2. The Tech ($20 - $100/month): You need a simple way to collect emails and automatically send the file. Tools like Mailchimp or MailerLite are perfect for this. They are easy to use and don't require a degree in computer science. 3. The Promotion ($10 - $50/day): You can put this on your website for free, but if you want results fast, we recommend a small Facebook or Google ad budget targeting your local area.
The Timeline: You can have this live in a week. You should start seeing your first leads within 48 hours of turning on the ads. If you rely solely on 'organic' traffic (people finding your site naturally), it might take 3-6 months to see a steady stream.
What's a Waste of Money?
Don't get sucked into 'fancy' marketing. Waste of money: Paying $5,000 for a 40-page 'e-book' that no one reads. Keep it short—3 to 5 pages is plenty. Waste of money: High-end video production for your gate. A clean, professional PDF is often more effective because people can skim it quickly.
- Waste of money: Complicated 'funnels' with 20 different steps. Keep it simple: Ad -> Landing Page -> Email -> Phone Call.
Step-by-Step: How to Start Today
If you want more phone calls and fewer 'just looking' enquiries, do this:
1. Identify the #1 question your customers ask. Usually, it's about price, timing, or 'how do I start?' 2. Answer that question in a 3-page PDF. Use your branding, put your phone number on every page, and make it look professional. 3. Put a 'Gate' on it. Create a simple page on your website where people have to enter their email to get the PDF. Your website works on phones, right? Make sure this page does too. 4. Follow up. This is where most Brisbane businesses fail. When someone downloads your guide, don't just let them sit there. Send them a personal email the next day asking if they have any questions about their project.
Predictions for the Next 12 Months
We are moving into a period where 'privacy' is a big deal. People are getting pickier about who they give their email to.
Our prediction: The 'Hyper-Local' win. Generic guides like 'How to Paint a House' will fail. Specific guides like 'The Best Exterior Paint Colours for Queenslander Homes in the Sun' will win. The more specific you are to your suburb or your specific type of customer, the more leads you will get.
Also, expect to see more 'Video Gates.' Instead of a PDF, you offer a 2-minute video explaining a complex topic. This is great for building rapport—they get to see your face and hear your voice before they even call you.
Summary: Will This Make You Money?
Yes. But only if you follow up.
At Local Marketing Group, we’ve seen businesses double their monthly enquiries just by adding one solid 'gate' to their website. Instead of 100 people visiting your site and 99 of them leaving forever, you might get 10 or 15 of them to leave their details.
That’s 15 people who are interested in what you do, who you can now contact. That is how you grow a business in a tough market.
Stop being a 'free' information booth. Start being the expert who gets paid for their value.
Ready to turn your website visitors into actual customers? At Local Marketing Group, we help Brisbane businesses stop wasting money on 'pretty' marketing and start getting real results.
Contact us today to see how we can help you build a lead-generating machine that works while you're on the tools or in the office.