Stop Wasting Money on Tech Marketing That Doesn't Work
If you run an engineering or technical consultancy here in Brisbane, you know that your work is complex. You solve problems most people don’t even understand. But when it comes to getting new clients, many firms make the mistake of thinking their marketing needs to be just as complex as their engineering.
I’ve sat down with dozens of directors at firms from Eagle Farm to Milton. They are brilliant at what they do, but their websites and brochures are often a mess of technical jargon that means absolutely nothing to the person holding the chequebook.
Marketing for a consultancy isn't about showing off how smart you are; it’s about proving you can solve a problem profitably and reliably. If your phone isn't ringing with the right kind of enquiries, you’re likely making one of these five common mistakes.
1. Talking to Peers Instead of Payers
This is the single biggest mistake I see. You write your website content as if you’re presenting a paper at an industry conference. You use acronyms, specify tolerances, and list every obscure software package you use.
Here’s the reality: The person hiring you—whether it’s a property developer, a government project manager, or a factory owner—often doesn't have an engineering degree. They have a problem. They have a budget. They have a deadline.
When you fill your site with technical specs, you aren't impressing them; you’re confusing them. And confused people don't click "Contact Us." They click the back button.
The fix: Talk about outcomes. Instead of saying "We specialise in FEA and structural integrity assessments," say "We make sure your building is safe, compliant, and stays on budget." Frame your expertise in terms of how it saves the client time or money. If you can become the logical choice by speaking their language, you’ll win the contract every time.
2. The "Ghost Town" Website
I see this all the time with Brisbane engineering firms. You spent $10,000 on a website in 2018, and it hasn't been touched since. The "Latest News" section features a Christmas party photo from three years ago.
When a potential client looks you up, they are looking for signs of life. If your site looks abandoned, they’ll assume your business is struggling or that you’re out of touch with modern standards.
Furthermore, if your website doesn't work perfectly on a phone, you are losing money. I’ve seen site managers in the middle of a project trying to look up a consultant on their mobile. If your site is hard to read or the buttons are too small to click, they’ll just call the next guy on the list.
The fix: You don't need a 50-page website. You need a fast, clean site that works on phones and clearly shows your recent work. A simple "Projects" page with five recent photos and a 200-word summary of the problem you solved is worth more than a thousand pages of technical theory.
3. Relying Solely on "Word of Mouth"
Don't get me wrong—referrals are the lifeblood of professional services. But relying only on referrals is a dangerous way to run a business. It leaves you at the mercy of other people’s schedules. When the referrals dry up for a month or two, your cash flow takes a massive hit.
Many engineering owners tell me, "We don't need to market; we get plenty of referrals." Then six months later, a major project ends, the pipeline is empty, and they are panicking.
Marketing is your insurance policy. It ensures that while you are busy doing the work, new leads are still coming in. It also allows you to be pickier. When you have a steady stream of enquiries, you can charge more for your services because you aren't desperate for the next job.
The fix: Set up a simple system that consistently puts your name in front of new people. This could be a monthly email to past clients or a Google ad targeting people searching for your specific service in Queensland.
4. Ignoring the Power of Local Authority
Most engineering firms are local businesses. You serve the Brisbane, Gold Coast, or Sunshine Coast markets. Yet, many firms try to look like giant multinational corporations. They use stock photos of generic skyscrapers in New York or London.
People in Brisbane want to work with people who know the local councils, the local soil conditions, and the local regulations. If your marketing looks like it could belong to a firm in Chicago, you’re missing a trick.
I’ve seen firms significantly increase their enquiries just by showing photos of their team on-site at recognizable Brisbane locations. It builds immediate trust.
The fix: Use real photos. Show your utes, your office, and your team at the job site. If you want to really stand out, consider speaking at local events or industry meetups. Being the "local expert" is a massive competitive advantage that the big national firms can't touch.
5. No Clear "Next Step"
This is a classic mistake. You have a great website, you explain what you do well, but then you make it hard for the client to actually hire you.
Your "Contact" page shouldn't just be a generic form that goes to an unmonitored info@ email address. It should tell the client exactly what happens next. - "Call us for a 15-minute feasibility chat." - "Upload your plans for a fixed-fee quote within 48 hours." - "Book a site inspection here."
If you don't give them a clear instruction, they’ll hesitate. In the world of business, hesitation is a deal-killer.
The fix: Put your phone number at the top of every page. Make it big. Make it clickable for mobile users. Tell them exactly what to do to get the ball rolling.
How Much Should This Cost?
I’ll be blunt: marketing isn't free, but it shouldn't be a black hole for your cash. For a small to medium consultancy, you don't need to be spending $5,000 a month on fancy brand agencies.
Most of the Brisbane firms we work with see the best results when they invest in a solid, fast website and a simple way to stay in front of their target audience. You should be looking for a return on your investment within 3 to 6 months. If your marketing hasn't resulted in a high-value enquiry or a new contract in that time, you’re doing it wrong.
What Should You Do First?
1. Check your website on your phone. If it’s slow or hard to use, fix that first. It’s costing you money every day. 2. Rewrite your "Services" page. Take out the jargon and explain how you save your clients' money or solve their headaches. 3. Update your project list. Put up three projects you finished in the last year. Use real photos.
Most engineering firms in Queensland are still doing marketing the old way—or not doing it at all. By fixing these common mistakes, you’ll stand head and shoulders above your competitors. You’ll stop chasing low-margin work and start attracting the high-value clients who value your expertise.
If you’re tired of your website being a digital paperweight and want it to actually start generating phone calls and enquiries, we can help.
Ready to get more high-value enquiries? Contact Local Marketing Group today and let’s talk about a plan that actually works for your business.