Your Website Has About Two Seconds to Make You Money
I’ve sat down with hundreds of business owners across Brisbane—from electricians in Coorparoo to lawyers in the CBD—and I see the same expensive mistake over and over again. They spend thousands of dollars on a flashy website, pay for Google Ads, and then wonder why the phone isn't ringing.
Here is the cold, hard truth: Most people who click on your website will leave without ever scrolling down.
If the very first thing they see—that top section of the screen before they start moving their thumb—doesn't immediately tell them what you do and how to hire you, you’ve lost them. In the industry, people call this "above the fold," but for you, it’s simply your "First Impression Zone."
If you get this right, you get more enquiries. If you get it wrong, you’re just handing money to your competitors.
The "Grunted" Test: Can a Caveman Understand Your Site?
Most business owners try to be too clever. They use vague headlines like "Excellence in Every Detail" or "Your Partner in Success."
That means nothing to a mum in North Lakes whose hot water system just exploded.
I always tell my clients to use the "Caveman Test." If a caveman looked at the top of your website for five seconds, could he grunt back to you: 1. What you sell? 2. How it makes his life better? 3. What button he needs to press to buy it?
If your website says "Innovative Solutions for Modern Living," you fail. If it says "Emergency Plumber Brisbane - We’ll Be There in 60 Minutes," you win. The second one puts money in the bank.
You need to turn your homepage into a machine that actually books jobs rather than just looking pretty.
The Three Essentials of Your Header
To stop wasting your hard-earned marketing budget, the top of your website needs three specific things. No more, no less.
1. A Clear Headline (The "What’s In It For Me?")
Your headline shouldn't be your business name. Your logo already tells them who you are. The headline should be the biggest benefit you offer.Bad: Smith & Sons Construction. Good: We Build Stress-Free Decks and Patios in Brisbane.
See the difference? One is a name; the other is a solution to a problem.
2. The Direct Call to Action (The "Money Button")
I cannot stress this enough: You need a big, bright button in the top right corner and another one right under your headline.Don't make it say "Submit" or "Learn More." Those are boring and weak. Use action words like "Get a Free Quote," "Book My Service," or "Call Now."
If you make it hard for people to find the contact info, they will leave. I've seen businesses double their leads just by making sure they don't lose customers who are ready to buy but can't find the right button.
3. A Visual That Isn't a Cliche
Stop using stock photos of people in suits shaking hands. Everyone knows they aren't your staff.If you’re a painter in Paddington, show a high-quality photo of a beautifully painted Queenslander you actually worked on. If you’re a physio, show a happy patient moving without pain. People want to see the result of hiring you.
Why Your "Hero Image" Might Be Killing Your Sales
Many web designers love "image sliders" or "carousels"—those rotating banners that flip through three or four different photos.
I’m going to be blunt: They are rubbish.
Nobody sits there and waits for the second or third slide to load. Even worse, they often make your site load slowly on phones. When a site takes too long to load, Brisbane locals don't wait—they hit the back button and click the next guy on Google.
Pick one great image, one strong message, and one clear button. Keep it simple. You should also stop using fancy tricks that look cool but actually kill your sales by confusing your visitors.
The Mobile Reality Check
Most business owners look at their new website on a big iMac in their office. That’s a mistake.
Your customers are looking at you on an iPhone while they’re sitting in traffic or waiting for a coffee. Over 70% of local searches in Queensland happen on a phone.
If the top of your website looks great on a desktop but is a jumbled mess on a phone, you are flushing money down the toilet.
On a mobile screen, that "First Impression Zone" is tiny. You have even less space to get your point across. Ensure your phone number is clickable (so they can just tap to call) and that your text is large enough to read without squinting.
Stop Trying to Be Everything to Everyone
Another mistake I see is trying to list every single service you offer right at the top.
If you’re a mechanic, don’t list "logbook servicing, brakes, suspension, aircon, tyres, roadworthies, and blue slips" all in the main header. It’s too much noise.
Focus on your primary "money-maker" service. You can list the rest further down the page for the people who decide to scroll. The top of the page is for the big hook.
How Much Does It Cost to Fix This?
The good news is that you don't usually need a whole new website to fix your header.
If you’re using a decent system like WordPress, a good developer can usually overhaul the top section of your site in a few hours. You’re looking at maybe $300 to $800 to get it professionally sorted.
Compared to the cost of losing just one or two big jobs, that’s the best investment you’ll make all year.
If your current website is so old and clunky that it can't be updated easily, then you might be wasting money on the wrong platform and it could be time for a fresh start. But for most, a simple "header facelift" is all it takes.
How Long Until You See Results?
This isn't like SEO, which can take months to kick in. This is instant.
If you change your header on a Tuesday, the very next person who visits your site on Wednesday has a better experience. I’ve seen Brisbane businesses see an increase in phone calls within 24 hours of simplifying their top section.
It’s about removing the friction between a customer having a problem and you providing the solution.
Your Action Plan for This Week
Don't just read this and go back to work. Do these three things today:
1. Open your website on your own phone. Don't use the office Wi-Fi; use your 4G/5G. Does it load in under 3 seconds? Can you see exactly what you do and how to call you without moving your thumb? 2. Ask a friend (who isn't in your industry) to look at your site for 5 seconds. Close the phone and ask them what you do. If they hesitate, your messaging is too complicated. 3. Check your button colour. Is it the same colour as everything else on the page? Make it pop. If your site is blue, make the button orange or lime green. It sounds basic, but people click what they can see.
Summary: Make It Easy for People to Give You Money
Marketing doesn't have to be complicated. You don't need to understand "algorithms" or "responsive design" to know that if a customer can't find your phone number, they can't call you.
Focus on the top of your page. Be clear, be direct, and tell them exactly what to do next.
If you want a hand making your website actually work for your business, reach out to us at Local Marketing Group. We specialise in helping Brisbane businesses stop wasting money on marketing that doesn't work and start getting more local leads.
Ready to get more calls? Contact Local Marketing Group today.