Look, if you’re running a business in Brisbane, you’re busy. You don't have time to sit around playing 'content creator' or worrying about what to post on Instagram. You need your phone to ring. You need more enquiries from people who actually want to pay you for what you do.
Most business owners I talk to think they need to write long, fancy articles to look professional. They don't. In fact, most of that stuff is a massive waste of time because nobody reads it.
What people do read are the answers to their specific problems.
If someone is looking for a plumber in Paddington or an accountant in Chermside, they usually have a list of questions in their head. How much will this cost? How long does it take? Can you fix this specific thing?
If your website answers those questions better than the bloke down the road, you get the job. It’s that simple. We call this building an FAQ cluster, but you can just think of it as being the most helpful person on the internet for your specific trade or service.
Why answering questions makes you money
Think about the last time you hired someone. You probably went to Google, typed in a question, and clicked on the first result that looked like it knew what it was talking about.
When you answer common questions on your site, two things happen:
1. Google likes you more. Google wants to give people answers. If you provide them, Google shows your website to more people. 2. Customers trust you faster. By the time they pick up the phone, they already feel like they know you. The 'selling' is already half-done.
I’ve seen this work for everyone from electricians to lawyers. It saves you time because you’re not repeating yourself on the phone all day, and it brings in content that actually gets jobs instead of just 'likes' or 'shares' that don't pay the bills.
Step 1: Stop guessing and start listening
The biggest mistake people make is trying to be too clever. They write about 'industry trends' or 'innovation.'
Stop it. That’s rubbish.
Go grab a notepad or open a blank email. Think about the last five phone calls you had with new customers. What did they ask?
- "Do you charge a call-out fee?" - "Can you fix a leaky tap without replacing the whole thing?" - "How long does it take to get a DA approval in Brisbane?" - "What’s the difference between these two types of flooring?"
These are your golden tickets. If one person asked it on the phone, a hundred people are asking it on Google.
Step 2: Group them into 'Clusters'
You don’t want just one big, messy FAQ page with fifty questions on it. That’s hard to read and Google finds it confusing.
Instead, you group them. Let's say you're a landscaper. You might have three main groups:
- Pricing & Costs: (How much is turf? What's the cost of a retaining wall?) - Maintenance: (How do I keep my grass green in a Brisbane summer? When should I prune my hedges?) - Process: (How long does a backyard renovation take? Do I need a permit for a deck?)
By grouping them, you show people (and Google) that you are an expert in that specific area. It builds a map of information that keeps people on your site longer.
Step 3: Write like you talk
When you sit down to answer these questions, don't try to sound like a textbook. Write like you’re explaining it to a mate at the pub.
Keep it simple. Use short sentences. Use 'you' and 'we'.
If the answer is "It depends on the size of the room," then say that. Then explain why it depends. Give them a range. People love ranges. It makes them feel like you’re not trying to hide the price until you get in the door.
Using numbered lists to fill your diary is a great way to make these answers easy to read. People skim websites. If they see a list of 5 steps or 3 things to look out for, they’ll actually read it.
Step 4: The 'One Question, One Page' Rule
This is the secret sauce. For your most important questions, don't just give a one-sentence answer on a general page. Give the question its own page.
If you’re a mechanic and people always ask about European car servicing costs, make a whole page titled: "How much does it cost to service a BMW in Brisbane?"
Go into detail. Explain the parts, the labour, and why it’s different from a Toyota. When someone searches that exact phrase, your page is going to show up right at the top because it’s a perfect match.
Step 5: Connect the dots
Once you have these pages, make sure they talk to each other. At the bottom of a post about 'Turf Costs,' add a link that says, "Now that you know the cost, here is how to get more quotes for your landscaping project."
This keeps the visitor moving through your site. The more they read, the more they trust you. By the time they hit your contact page, they aren't 'shopping around' anymore—they want you.
Common traps to avoid
I’ve seen plenty of business owners try this and fail. Here’s why it usually goes wrong:
1. Being too 'Salesy' If every answer ends with "Buy our stuff now!", people will leave. Give them real value first. Help them solve a small part of their problem for free. It sounds counter-intuitive, but being helpful is the best sales tactic there is.
2. Using Jargon If you use words your customers don't understand, they’ll feel stupid and go somewhere else. If you’re an IT guy, don't talk about 'latency'—talk about 'why your internet is slow.'
3. Setting and forgetting Prices change. Rules change. Brisbane weather definitely changes. Review your answers once every six months to make sure you aren't giving out old info.
How long does this take to work?
I’ll be honest with you: this isn't an overnight fix. If you write three FAQ pages today, your phone won't start ringing off the hook tomorrow morning.
Usually, it takes about 3 to 6 months for Google to really start noticing and ranking these pages. But once it starts, it doesn't stop. It’s like an employee who works 24/7 for free, answering questions and warming up leads while you’re asleep or on a job.
What should you do first?
Don't try to write 20 pages this weekend. You’ll hate it and you’ll quit.
Pick the three questions you get asked most often. The ones that annoy you because you have to explain them over and over again.
Write 300-500 words for each. Put them on your site as individual blog posts. Link to them from your main service pages.
That’s it. Start there.
If you’re too busy running the business to worry about writing, that’s where we come in. We do this stuff for Brisbane businesses every day because we know it’s what actually moves the needle.
We don't care about 'brand awareness' or 'engagement metrics.' We care about making your phone ring.
If you want a hand figuring out which questions will actually bring in the big jobs, give us a shout.