Why Your Best Sales Pages Are Quietly Dying
I see it all the time with Brisbane business owners. You spent a few grand on a website three years ago, it brought in a heap of leads for the first twelve months, and now? Crickets. You’re wondering why the phone has stopped ringing even though the site is still sitting there on the internet.
Most people think once a page is written, it’s done. That’s a mistake that costs you money. In the world of getting found online, there’s something I call "content rot." It’s what happens when your website info gets stale, your competitors put up better stuff, and Google decides you aren't the best option to show to customers anymore.
If you want to keep getting found by customers ready to buy, you can't just set and forget. You need to keep your online presence fresh. Here is the honest truth about why your website traffic is sliding and exactly what you need to do to fix it.
Mistake #1: Thinking "New" is Always Better Than "Fixed"
Most business owners think the solution to a quiet phone is to write fifty new blog posts or start a whole new section of the site. That is a massive waste of time and money.
Think of your website like a fleet of work trucks. If your 2021 Hilux starts running rough, you don't necessarily go out and buy a brand-new truck immediately. You service the one you have because it’s cheaper and gets the job done. Your website is the same.
It is much easier to take a page that used to rank on page one of Google and fix it up than it is to start from scratch. Google already knows that old page exists. It just needs a reason to care about it again. When you ignore your old pages, you’re basically letting a valuable business asset rust in the driveway.
Mistake #2: Leaving Old Dates and Irrelevant Info
I was talking to a landscaper in Carindale recently. He had a great article on his site about "Pool Fencing Regulations in Queensland." The problem? It was written in 2018. Laws change. Materials change. Prices definitely change.
When a customer lands on a page that says "Current for 2018," they don't call you. They hit the back button because they don't trust the info. Even worse, Google sees people leaving your site quickly and decides your page isn't helpful.
The Fix: Go through your top 10 most visited pages. If there’s a year in the title, update it to 2024 (and actually update the info). If you mention prices from three years ago, fix them. This simple move can be the difference between a lead and a lost customer.
Mistake #3: Ignoring the "Competition Creep"
Your website doesn't exist in a vacuum. While you’ve been busy running your business, your competitors in Newstead or Chermside have likely hired someone to make their website better.
If your page on "How to choose a hot water system" is 300 words of plain text, and your competitor puts up a page with 1,000 words, better photos, and a video, Google is going to promote them over you. It’s not personal; it’s just business.
To stay on top, you need a solid introduction to SEO strategy that accounts for what the other guys are doing. You don't need to be a tech genius, but you do need to make sure your page is the most helpful one on the internet for that specific topic.
Mistake #4: Writing for Robots, Not Customers
I’ve seen plenty of Brisbane businesses get burnt by "cheap" SEO agencies that fill their pages with repetitive keywords that sound like a broken record. This might have worked in 2012, but today it just makes you look unprofessional.
If a potential customer reads your site and it sounds like a robot wrote it, they won't trust you with their money. You need to prove you're the best choice by speaking like a human.
The Fix: Read your website pages out loud. If you wouldn't say those words to a customer standing in front of you, delete them. Replace the jargon with clear, helpful advice. Tell them exactly how you solve their problem and what they need to do next (like "Call us for a quote").
How to Refresh Your Content (The Results-Focused Way)
You don't need to spend forty hours a week on this. If you’re a busy business owner, here is the 80/20 approach to getting your website back on track.
1. Identify the "Sinking Ships"
Look at your numbers. Which pages used to bring in calls but don't anymore? These are your priority. Don't worry about the pages no one ever visited; focus on the ones that used to be winners.2. Update the Facts
Change the dates. Update your pricing. Mention new products or brands you're using. If you’ve finished a big project in Indooroopilly recently, add a photo of it to the relevant page. This shows both Google and your customers that you are active and open for business.3. Make it Easier to Read on Phones
Most of your customers are looking for you while they're on their lunch break or sitting on the couch using their phone. If your old pages have giant walls of text that are hard to read on a small screen, people will leave. Break it up with bullet points and short sentences.4. Give Them a Reason to Call
Every page on your site should have one goal: getting the customer to take the next step. If your old blog posts just end abruptly, add a clear instruction. "Need a plumber in Brisbane? Call us on [Number] for a 24/7 response."How Long Until the Phone Starts Ringing?
This isn't an overnight fix, but it’s a lot faster than starting a new website from scratch. Usually, when we refresh content for a client, we see a jump in rankings and phone calls within 3 to 6 weeks.
It’s a low-cost, high-reward move. You’ve already paid for the content once—don't let it go to waste by letting it sit there and rot.
Stop Wasting Your Website's Potential
Your website should be your best salesperson, working 24/7 to bring in leads while you're out on the tools or managing your team. If it’s not doing that, it’s failing you.
Most Brisbane business owners are too busy to spend their weekends auditing website pages. I get it. You have a business to run. But ignoring this is like ignoring a leak in your roof—it only gets more expensive the longer you wait.
If you want to stop the slide and start seeing your website actually pay for itself again, we can help. At Local Marketing Group, we don't care about fancy reports or technical jargon. We care about one thing: making sure your phone rings.
Ready to get your website working again? Contact Local Marketing Group today and let’s get your business back in front of the people who are looking for you.