Why Most Brisbane Business Owners Are Giving Too Much Away for Free
If you’re a plumber in Coorparoo, a lawyer in the CBD, or a shop owner in Chermside, you’ve probably been told that you need to 'create content.' You’ve likely spent hours writing tips, filming videos, or posting on Facebook, only to find that people take your advice and you never hear from them again.
Here is the cold, hard truth: If you give everything away for free, people have no reason to hire you.
I see this all the time with Brisbane businesses. You’re experts in what you do. You want to be helpful. But there is a massive difference between being a helpful neighbour and running a profitable business. If your website is just a library of free information, you aren't a business owner; you’re a volunteer librarian.
This guide is about 'locking' your best information behind a simple gate. To get the 'good stuff,' a visitor has to give you their name and phone number. This turns a random person browsing your site into a real lead that you can actually call and turn into a customer.
The Two Ways to Handle Your Knowledge (And Which One Makes Money)
In the world of business, there are two main ways to share what you know on your website. Most people get this wrong and wonder why the phone isn't ringing.
1. The 'Open Gate' Approach (Great for Fame, Bad for Bank Accounts)
This is where you put every bit of advice you have right there on the page. No forms, no hurdles.The Good: Google likes this because there’s lots of text to read. The Bad: People read it, solve their own problem, and leave. You have no idea who they were, and you can’t follow them up. The Verdict: Do this for basic stuff, but never for your 'secret sauce.'
2. The 'Locked Gate' Approach (How to Actually Get Leads)
This is where you offer something incredibly valuable—like a pricing guide, a checklist, or a 'how-to' video—but the visitor has to enter their email address to see it.The Good: You get a list of people who are specifically interested in what you do. You can call them. You can email them. You can close the sale. The Bad: Fewer people will see the information than if it were free. The Verdict: This is how you make money. Ten people who give you their phone number are worth more than 1,000 people who read a blog post and vanish.
If you find yourself spending too much time on the 'Open Gate' side, you need to stop wasting time and start focusing on what actually brings in the cash.
What Should You Actually 'Lock Up'?
You can't just put a form in front of anything. If you try to make people give their email just to see your 'About Us' page, they’ll leave and go to your competitor. You have to offer something that makes them think, 'Yeah, that's worth a trade.'
Here are four things that work for local Brisbane businesses right now:
A. The Pricing Guide
Every customer wants to know: "How much will this cost me?" If you're a builder, don't just say 'Contact for a quote.' Create a '2024 Brisbane Renovation Pricing Guide.' People will happily trade their details to know if they can afford you. This is one of the fastest ways to see if your website is making money or just taking up space.B. The 'Avoid a Disaster' Checklist
This works perfectly for tradies and professional services. Electricians: '5 Signs Your Home Wiring is a Fire Hazard.' Lawyers: 'The 3 Mistakes That Kill Small Business Partnerships.' Mechanics: 'The Pre-Road Trip Safety Checklist.'C. The Comparison Sheet
People are scared of making the wrong choice. If you sell air conditioners, offer a 'Daikin vs. Mitsubishi: Which one survives a Brisbane Summer?' comparison. You’re helping them choose, and now you have their number to offer a quote.D. The Secret Video
Instead of writing a 2,000-word article, film a 3-minute video on your phone showing exactly how you fixed a specific problem for a customer in a suburb like Paddington or North Lakes. People love seeing real work.Does This Actually Work for Small Businesses?
I’ve heard the excuses: "People won't give me their email," or "It's too complicated."
Let me tell you about a local pest control guy we worked with. He was writing blog posts every week about 'How to spot a termite.' He got plenty of visitors, but no one was booking. We changed his strategy. We put his 'Termite Damage Cost Calculator' behind a 'gate.'
Suddenly, he wasn't just getting 'visitors'; he was getting names and addresses of people who knew they had termites and were worried about the cost. He went from zero leads from his blog to five high-quality leads a week. That’s the power of getting leads for free by using your own expertise as the bait.
How to Set It Up Without Being a Tech Genius
You don't need a degree in IT to do this. You just need three things:
1. The 'Hook': A PDF or a video that is actually useful. 2. The Form: A simple box on your site asking for Name, Email, and maybe Phone Number. 3. The Delivery: An automated email that sends them the link as soon as they hit 'Submit.'
If your website works on phones, this should be easy to set up. Most modern website systems have this built-in. If yours doesn't, it might be time to look at why it’s not performing for you.
The Common Mistakes (And Why They Cost You Money)
Most business owners fail at this because they make it too hard for the customer.
Asking for too much info: Don't ask for their home address, their budget, and their dog's name. Just get the email and name. You can ask the rest on the phone. Boring Titles: 'Download our Newsletter' is rubbish. No one wants more junk mail. 'Get the 2024 Price List' is a winner. Poor Quality: If they give you their email and your 'guide' is just a one-page Word doc with no real info, they will never trust you again. It has to be good.What Should You Do First?
Don't try to reinvent your whole website today.
1. Identify your most asked question. What do customers ask you every single time you meet them? (Usually, it's about price or 'how long will it take?'). 2. Write down the answer. Put it in a clean PDF or record a quick video. 3. Put it behind a gate. Tell people on your website: "Want to know the answer? Just tell us where to send the guide."
Summary: Stop Being a Librarian, Start Being a Business Owner
Your knowledge is your most valuable asset. Stop giving it away to people who will never pay you. Use it to find the people who will pay you.
If you’re tired of your website being a digital brochure that no one looks at, it’s time to change tactics. Lock up your best advice, start collecting leads, and start making more sales.
Need help turning your website into a lead-generation machine? At Local Marketing Group, we help Brisbane businesses stop wasting time on 'marketing' and start getting more phone calls.
Contact us today at https://lmgroup.au/contact to see how we can help you grow.