Why Most Brisbane Business Owners Are Flying Blind
I’ve sat down with a lot of business owners from Chermside to Logan, and almost all of them have the same frustration: "I’m spending money on ads, I’m posting on Facebook, and I’ve got a website, but I have no idea which one actually got me my last customer."
If you don’t know exactly how a stranger becomes a paying customer, you are guessing with your bank account. Most people think a customer sees one ad and calls. That’s almost never how it happens. They might see your ute in traffic, Google you later that night, check your reviews, and then finally call you three days later when their hot water system actually gives up the ghost.
Understanding this process isn't about fancy charts; it’s about knowing where to put your next dollar so it brings back two more. If you track how people buy, you stop wasting money on the stuff that doesn't result in a phone call.
The "Three-Step Reality Check"
Marketing experts love to use big words for this, but for a small business owner, it’s simple. There are only three stages that matter:
1. The Discovery: How did they find out you exist? (Google, Facebook, a flyer, or a referral?) 2. The Consideration: Why did they choose you over the bloke down the road? (Your photos, your reviews, or your price?) 3. The Decision: What finally made them pick up the phone?
Most businesses spend all their money on step one (getting seen) but lose the customer at step two because their website looks like it was built in 2005 or doesn't work on a phone.
Quick Win #1: The "How Did You Hear About Us?" Rule
This is the cheapest and most effective way to start. If you or your staff aren't asking every single person who calls "Where did you find our number?", you are throwing away free data.
Keep a simple notepad or a spreadsheet. Don't just settle for "the internet." Ask them: "Oh, was it through a Google search, or did you see one of our Facebook posts?" You’ll be surprised how often a customer says, "I saw your sign at the local footy club, but then I Googled your reviews to make sure you were legit."
This tells you that the footy club sign is working as a lead generator, but your Google reviews are the "closer." Both are essential.
Quick Win #2: Watch the Real Numbers, Not the "Likes"
I see so many business owners get excited because a Facebook post got 50 likes. Likes don't pay the mortgage. If those 50 likes didn't result in a single enquiry, that post was a hobby, not marketing.
You need to look at numbers that actually pay. For most Brisbane businesses, those numbers are: How many people clicked the "Call Now" button on your Google profile? How many people filled out your contact form? How many people clicked the directions to your shop?
If you have 1,000 people visiting your website but only 2 people calling you, your website is broken. It’s a leaky bucket. Fixing the bucket is much cheaper than buying more water (ads).
The "Leaky Bucket" Test: Where Are You Losing Them?
I worked with a landscaper in Morningside who was spending $2,000 a month on Google Ads. He was getting plenty of clicks, but his phone was silent. When we looked at what was happening, people were clicking the ad, landing on his page, and then leaving within three seconds.
Why? Because his website took 10 seconds to load on a mobile phone. People in Brisbane are busy. If your site doesn't load fast, they'll click the next guy on the list before you can say "G'day."
To find your leaks, look at these three things:
1. The Mobile Experience
Open your website on your own phone right now. Can you find your phone number in two seconds? Is the button big enough for a tradie’s thumb to hit it? If it’s hard to use, you’re losing money.2. The Trust Factor
When someone finds you, they are looking for a reason not to hire you. They want to avoid a dodgy operator. Do you have recent photos of your work? Do you have reviews from local suburbs? If I see a testimonial from "John in Indooroopilly," I trust you more than if it's just a generic quote.3. The Call to Action
Are you telling people what to do? Don't just put your number there. Say "Call now for a free quote" or "Book your inspection online." People need to be told the next step.Stop Wasting Money on "Ghost" Leads
One of the biggest mistakes I see is businesses doubling down on marketing that looks good but does nothing. You might see 500 visitors from a specific ad campaign, but if none of them ever buy, those are "ghosts."
By tracing the path of your actual customers, you can see exactly where sales come from. Maybe your Facebook ads bring in 100 people and 0 sales, but your Google search ads bring in 10 people and 5 sales. Even though Google looks "more expensive" per click, it’s actually the only one making you money.
How Long Until You See Results?
If you start asking customers how they found you today, you’ll have better insights by the end of the week.
If you fix your website so it works better on phones and has a clear "Call Now" button, you can often see more phone calls within 24 to 48 hours. This isn't magic; it's just making it easier for people who already want your service to actually reach you.
What Should You Do First?
1. The Notebook: Start a tally of where every single enquiry comes from for the next 30 days. 2. The Mobile Test: Check your own website on your phone. If it's slow or hard to read, fix it. This is the single biggest reason small businesses lose customers online. 3. Check Your Reviews: Google yourself. If your competitors have 50 reviews and you have 2, it doesn't matter how much you spend on ads—people will go to the other guy.
What’s a Waste of Money?
Buying "Traffic": Never pay someone to just "get more visitors" to your site. You want customers, not visitors. Fancy Reports: If a marketing person sends you a 20-page report full of graphs you don't understand, they are likely hiding the fact that they aren't making you any money. You only need to know: How much did I spend? How many leads did I get? What was each lead worth? Social Media "Engagement": Unless you are a fashion brand or a cafe, don't worry about how many people "shared" your post. Worry about how many people clicked through to your site and called you.The Bottom Line
Marketing isn't a dark art. It’s just a process of finding out what makes your phone ring and doing more of it. Most Brisbane businesses are leaving tens of thousands of dollars on the table every year simply because they don't know which part of their marketing is actually working.
At Local Marketing Group, we don't care about "brand awareness" or "viral reach." We care about your bottom line. We help Brisbane businesses stop the guesswork and start growing with methods that actually show up in the bank account.
If you’re tired of wondering if your marketing is actually working, let’s have a chat. We’ll show you exactly where your leaks are and how to fix them.
Ready to get more phone calls? Contact Local Marketing Group today.