Why most Brisbane business owners are leaving money on the table
I see it every single day. A local electrician in Coorparoo or a law firm in the CBD spends thousands on ads, but their website only has one thing to say: "Call us now for a quote."
There is nothing wrong with asking for the sale. But here is the reality: at any given time, only about 3% to 5% of your potential customers are ready to hand over their credit card right this second.
What about the other 95%?
They have a problem, they are looking for a solution, but they aren't ready to book yet. If your website and social media only shout "BUY NOW," those people will leave and go to a competitor who actually helps them understand their problem.
In the marketing world, they call this the "buyer journey." For you, it’s just common sense: it’s the difference between a cold call and a referral from a mate. You need to talk to people differently depending on how close they are to making a decision.
If you want more phone calls and fewer wasted leads, you need to stop treatng every visitor like they’re ready to get married on the first date.
The Three Stages of Making a Sale
Think about the last time you bought something big—maybe a new ute or a home renovation. You didn’t just walk into the first shop and hand over $50,000.
1. First, you realised you had a problem (The "I've got an issue" stage). 2. Then, you looked at your options (The "How do I fix it?" stage). 3. Finally, you picked a winner (The "Who should I hire?" stage).
If you only provide content for stage three, you are fighting over the same tiny scrap of the market as everyone else. Here is how to win at every stage without wasting your time on fluff.
Stage 1: The "I've got an issue" Stage
At this point, the customer might not even know your business exists. They are just annoyed by a problem.
The Plumber's Example: A homeowner sees a damp patch on the ceiling. They aren't looking for "Best Plumber Brisbane" yet. They are searching for "why is my ceiling damp?" The Goal: Be the person who explains what is happening. When you help someone for free, you build immediate trust.
Quick Win: Write down the top 5 questions customers ask you when they first call. Not the price questions, but the "why is this happening?" questions. Turn those into short, helpful articles on your site. Don't use fancy talk; write like you're explaining it to a mate at the pub. If you use natural Aussie phrases, people will trust you more than some generic site that sounds like it was written by a robot in America.
Stage 2: The "How do I fix it?" Stage
Now the customer knows what the problem is. They know they have a leak. Now they are weighing up their options. Do they try to fix it themselves? Do they need a patch job? Or do they need a full replacement?
This is where you show off your expertise.
The Goal: Help them compare options. If you are honest about the pros and cons of different solutions, you look like an expert, not a salesman. What to create: Comparison guides. "Repair vs. Replace," or "Budget vs. Premium materials."
I’ve worked with a landscaper in Samford who stopped getting price-shoppers because he started publishing real cost data on his site. He told people exactly what a retaining wall costs in Brisbane right now. By being the one to give them the straight truth, he became the only person they wanted to hire.
Stage 3: The "Who should I hire?" Stage
This is where most businesses spend all their time. The customer is ready to spend money. They just need to know they won't get ripped off.
The Goal: Prove you are the best local choice. What to create: Case studies, local testimonials, and "Our Process" videos.
Don't just say "we provide great service." Everyone says that. Show a photo of a job you finished in Chermside last week. Explain how you cleaned up the mess and finished on time. This is how you tell a story that sells without sounding like a used car salesman.
How to do this without spending 40 hours a week on your computer
You’re busy. You’ve got a business to run. You don't have time to be a full-time blogger. Here is the "tradie-proof" way to get this done fast:
1. The Voice Memo Hack: Next time you’re driving between jobs, record a 3-minute voice memo on your phone answering a common customer question. Send that recording to an assistant or use a cheap tool to turn it into text. Boom—that’s a blog post. 2. The Before and After: Take three photos of every job. One of the problem, one of the work in progress, and one of the finished result. Post those to your Google Business Profile and Facebook with a two-sentence caption about what you did and which suburb you were in. 3. The "Don't Do This" List: People love to know how to avoid being ripped off. Write a quick list of 3 things people should look out for when hiring someone in your industry. It takes ten minutes and gets shared like crazy.
What is a total waste of money?
I’ll be blunt: paying a cheap overseas agency $200 a month to post generic "Happy Monday" graphics on your Facebook page is a waste of money. It doesn't get you phone calls. It doesn't build trust. It just clutters up the internet.
Also, don't bother with high-end video production if you're just starting out. A clear video shot on your iPhone where you're standing in front of your work van is often more convincing to a local customer than a polished commercial. People want to see the real you.
How long until you see results?
This isn't a "get rich quick" scheme. If you start putting helpful information on your site today, you won't get 50 calls tomorrow.
However, within 3 to 6 months, you will notice two things: 1. Better Leads: People who call you will already know who you are and how you work. They won't argue as much about price because you've already proven your value. 2. More Calls from Search: Google likes websites that actually help people. The more you answer real questions, the more Google will show your business to people in Brisbane searching for help.
Your 3-Step Action Plan
If you do nothing else after reading this, do these three things this week:
1. Identify the Gap: Look at your website. Does it only have a "Contact Us" page? If so, you are missing 90% of your market. 2. Write One "Stage 1" Post: Answer the most common "Why?" question you get. Title it exactly what people type into Google (e.g., "Why is my air conditioner making a rattling noise?"). 3. Update Your Proof: Find a photo of a job you did recently in a specific Brisbane suburb. Put it on your site with a caption like: "Fixed a leaking roof for a family in Ashgrove today. Found a cracked tile that others had missed."
Most of your competitors are too lazy to do this. They’ll keep shouting the same "Call for a quote" message while you’re busy building trust with their future customers.
This is how you grow a business that lasts. It’s not about tricks or secrets; it’s about being the most helpful person in your industry in Brisbane.
Need a hand getting your website to actually generate leads? We help local businesses get more phone calls without the marketing jargon. Let’s have a chat about what’s actually working in Brisbane right now.