How to Stop Wasting Money on Content That Doesn't Sell

Stop shouting at people who aren't ready to buy

Look, I see this every single day in Brisbane. A business owner spends thousands on a copywriter or hundreds of hours writing blog posts themselves, and then they wonder why the phone isn't ringing.

Usually, it's because they're trying to sell a marriage proposal to someone they haven't even met for coffee yet. Or worse, they're giving a technical lecture to someone who just wants to know if you can show up on Tuesday at 8:00 AM.

Most people call this the "buyer journey." I call it common sense.

If you want your website to actually make you money, you need to understand that not everyone visiting your site is ready to hand over their credit card. Some are just looking. Some are comparing you to the bloke down the road. And some are ready to book right now.

If you give them all the same message, you’re wasting your time. Here’s how we break this down so you actually get results.

The "I've Got a Problem" Stage (Awareness)

At this point, your customer doesn't care about your business name. They don't care that you've been operating since 1994. They have a problem, and they’re looking for a solution.

Maybe their roof is leaking. Maybe their staff are quitting. Maybe their tax bill was a shock.

They’re searching for things like "why is my kitchen tap whistling?" or "how to stop losing money on payroll."

If you jump in here with a "Buy Now" button, they’ll leave. They aren't ready to buy. They’re trying to figure out what’s wrong. Your job here is to be the helpful expert who explains the problem.

We’ve found that turning customers' questions into helpful articles is the fastest way to win trust here. You aren't selling; you're proving you know your stuff.

What to write here:

Don't overcomplicate it. If you're a mechanic, write about why a car might be making a clicking sound. If you're an accountant, write about the new tax rules that affect small businesses in Queensland. Be the person who helps them first, and they’ll remember you when it’s time to spend money.

The "Should I Hire Someone?" Stage (Consideration)

Now the customer knows what the problem is. They know they need help. But they’re wondering if they can do it themselves or if they should hire a professional.

This is where most businesses fail. They either get too pushy or they give away too much.

I’ve seen guys write massive 3,000-word guides teaching people exactly how to do the job themselves. Guess what? Those people did the job themselves and never called the business. You need to stop giving best advice away for nothing.

You want to show them why it’s complicated, why it requires a pro, and what happens if they stuff it up.

What to write here:

This is about narrowing their choices. You want them to realize that while they could try to fix it, hiring you is the smarter, safer, and faster option.

The "Is This Guy a Cowboy?" Stage (Decision)

This is the business end. The customer has decided to spend money. They’re looking at you and two of your competitors.

They want to know: 1. Are you reliable? 2. Do you do good work? 3. Will you rip them off?

They aren't looking for "educational content" anymore. They’re looking for proof.

One of the most effective ways to show this is through clear, structured information. We’ve seen that using numbered lists to explain your process or your pricing can settle a nervous customer's mind instantly. It makes you look organised.

What to write here:

If you don't have this stuff on your site, you're losing jobs to the guy who does. People are terrified of being ripped off. Show them you're the real deal.

The Mistake That Kills Your Profit

Most small business owners spend 90% of their time on the "Awareness" stage because it feels good to get traffic. It’s nice to see 1,000 people visited your blog.

But if none of those 1,000 people ever move to the "Decision" stage, you’ve just paid for a vanity project.

I’d rather have 10 visitors who are in the "Decision" stage than 1,000 who are just browsing.

My honest take? Start at the bottom. Fix your "Decision" content first. Make sure your service pages are sharp, your contact forms work, and your proof is solid. Then work your way up to the educational stuff.

How long does this take to work?

Look, I'm not going to lie to you. Content isn't a tap you turn on today to get 50 calls tomorrow. That’s what Google Ads are for.

Content is an asset. It’s like buying a piece of equipment for your business. It costs money upfront, but it works for you for years.

Usually, you’ll start seeing the impact in 3 to 6 months. But once it starts working, it’s the cheapest lead generation you’ll ever have. You aren't paying for every click anymore; you own the real estate on the search results page.

Stop Overthinking It

You don't need to be a world-class writer. You just need to be a business owner who knows their customers.

Think about the last five phone calls you took. - What did they ask? - What were they worried about? - Why did they choose you over the other guy?

There’s your content plan right there.

If someone asked about the price, write about the price. If they asked how long a job takes, write about the timeline. If they were worried about the mess, write about how you clean up after yourself.

My Recommendation

Don't try to write 50 articles this weekend. You'll burn out and it'll be rubbish.

Pick one question you get asked every single week. Write a clear, honest answer to it. Put it on your website. Make sure there's a big button at the bottom that says "Get a Quote" or "Call Us."

Then do it again next week.

That’s how you build a website that actually makes you money instead of just sitting there looking pretty.

If you’re too busy running your business to worry about all this, that’s where we come in at Local Marketing Group. We don't do fluff, and we don't care about "viral" posts. We care about making sure that when someone in Brisbane needs what you sell, they find you and they call you.

Want to see if we can help? Let’s have a chat.