Why Your Website Only Gets a Fraction of the Sales It Should
I see it every week with Brisbane business owners. A landscaper in Carindale or a lawyer in the CBD spends thousands on a new website, waits for the phone to ring, and then gets frustrated when only a handful of people call.
They usually tell me: "People are visiting the site, but they aren't buying."
Here’s the cold, hard truth: Most people who land on your website aren't ready to hand over their credit card details or book a quote right this second. They are just looking. If your website only has a "Book Now" button, you are effectively ignoring 90% of your potential customers.
You’re essentially a shopkeeper who stands at the door and asks, "Are you buying something?" the moment someone walks in. If they say, "Just looking, thanks," you kick them out. It’s a waste of money and a waste of your time.
To grow a business in Brisbane today, you need to understand that people go through stages before they trust you with their money. If you provide the right information at the right time, you become the only logical choice when they finally are ready to pull the trigger.
The Three Types of People Visiting Your Site
To make this simple, let’s look at a real-world case study of a kitchen renovation business we worked with. We’ll call them "Brisbane Dream Kitchens."
Before they spoke to us, their website was just a gallery of photos and a "Contact Us" form. They were getting about 2 enquiries a week. After we changed their approach to match how people actually shop, they jumped to 12 enquiries a week without spending an extra cent on ads.
Here is how we broke down their potential customers into three groups:
1. The "I Have a Problem" Group (Awareness)
These people aren't looking for a kitchen builder yet. They are looking for a solution to a frustration.Their thoughts: "My kitchen is too dark," or "I don't have enough storage for my Tupperware." What they need: Ideas, inspiration, and helpful advice. The mistake: Trying to sell them a $30,000 renovation immediately. They’ll run away. The fix: We created a simple guide for them: "5 Ways to Brighten a Dark Brisbane Kitchen Without Gutting the House."
By providing value first, you get your business in front of people who are just starting their journey. They now know your name and see you as an expert, not just a salesman.
2. The "I'm Shopping Around" Group (Consideration)
These people have decided they need a new kitchen. Now they are comparing you against the guy down the road in Geebung or the big showroom in Fortitude Valley.Their thoughts: "How long does a renovation take?" "What’s the difference between laminate and stone?" "Can I trust these guys?" What they need: Proof of quality and answers to their specific worries. The fix: We stopped the owner from writing generic "About Us" text and started getting more enquiries by answering real customer questions. We published a price guide: "What Does a Kitchen Renovation Really Cost in Brisbane in 2024?"
3. The "I'm Ready to Buy" Group (Decision)
These people have their budget sorted and they want to start next month. They just need to know you aren't a cowboy.Their thoughts: "Are they insured?" "Do they show up on time?" "What do their previous customers say?" What they need: Reviews, case studies, and a very easy way to contact you. The fix: We used photos and videos from clients to show the finished work and the happy families using it. This is the final nudge they need to hit that "Book a Quote" button.
The Data: Why This Makes You More Money
Let’s look at the numbers from Brisbane Dream Kitchens. This isn't theoretical; this is how the math works for a small business.
Old Way: 1,000 visitors to the site. Only 2% were ready to buy today. They got 20 enquiries. The other 980 people left and never came back. New Way: 1,000 visitors to the site. 20 people still enquired immediately (The "Ready to Buy" group). 80 people downloaded the "Kitchen Lighting Guide" (The "Problem" group). 50 people looked at the "Price Guide" (The "Shopping Around" group).
By capturing the email addresses of those 130 extra people who weren't ready to buy today, the business stayed in their inbox with helpful tips. Over the next three months, 15 of those people turned into high-paying customers.
Total Result: They more than doubled their sales from the exact same amount of website traffic.
How Much Does This Cost?
You don't need to spend $10,000 on a fancy video production. For most Brisbane tradies or small shops, you can do this yourself or for a very low cost.
Writing helpful guides: $0 (just your time) or $200-$500 per article if you hire a professional writer who knows how to keep it simple. Email tools: Most are free for the first few hundred customers. Photos/Videos: $0. Use your smartphone. A clear photo of a finished job in Indooroopilly is better than a polished stock photo of a kitchen in New York.
How Long Until You See Results?
You need to be realistic. This isn't a "get rich tomorrow" scheme.
1. Month 1: You create the content. You’ll see people starting to click on your guides immediately. 2. Month 2-3: You’ll notice your phone ringing from people who say, "I’ve been reading your emails for a month and I'm ready to start." 3. Month 6+: This becomes a snowball. You stop chasing every lead because you have a steady stream of people who already trust you before they even speak to you.
What Should You Do First?
If you want to stop wasting your website traffic, do these three things this week:
1. Identify your customers' biggest fear: Is it price? Is it reliability? Write one page on your site that addresses that fear honestly. 2. Create a "Lead Magnet": Give away something useful (like a checklist or a price guide) in exchange for an email address. 3. Check your phone number: Make sure it is at the top of every single page on your website. You'd be surprised how many Brisbane businesses make it hard for people to actually call them.
What is a Waste of Money?
Don't waste money on "brand awareness" ads that don't lead anywhere. If you are paying for Facebook or Google ads but your website only has a "Contact Us" page, you are burning cash.
Also, stop paying for generic blog posts about "The History of Plumbing." No one cares. People only care about their own problems. If the content doesn't help a customer solve a problem or make a decision, don't publish it.
Summary for the Busy Owner
Most of your website visitors are just windows-shopping. If you only try to sell to them, you lose them. By providing helpful info for every stage—from those just looking for ideas to those ready to sign a contract—you build trust. In a city like Brisbane, where word-of-mouth and reputation are everything, being the most helpful business in your niche is how you win.
Want to turn your website into a 24/7 salesperson that actually gets results?
At Local Marketing Group, we help Brisbane businesses stop guessing and start growing. Contact us today to see how we can help you get more calls and more customers.