Why Most Brisbane Business Owners Waste Their Best Leads
You’ve paid for the website. You’ve probably paid for some Google ads or spent hours posting on Facebook. Finally, someone visits your site and signs up for your newsletter or downloads a price guide.
Then... nothing.
Most small business owners in Brisbane—from landscapers in Samford to boutique owners in Paddington—make the same mistake. They collect an email address and then wait weeks or months until they have "news" to send a blast out to everyone. By then, the lead is colder than a XXXX Gold at the Gabba in July.
If someone walks into your shop or calls your mobile, you talk to them immediately. You don't wait three weeks to say hello. Your website needs to do the same thing.
A "Welcome Sequence" is just a series of automated emails that go out the moment someone joins your list. It’s your digital handshake. When done right, it builds trust, proves you know your stuff, and—most importantly—gets people to reach for their credit card or pick up the phone.
The Real Cost of Doing Nothing
I’ve sat down with business owners who have lists of 2,000 people they haven't emailed in a year. When I ask why, they say, "I don't want to annoy people."
Here’s the truth: You aren't annoying them by being helpful. You’re losing money by being invisible. If they gave you their email, they have a problem they want you to solve. If you don't offer the solution, they’ll go to your competitor who did.
Setting this up takes a few hours of work once, and it can literally make you money for years. Before you dive in, make sure you aren't using a platform that eats your profits with hidden fees. It's worth looking into email platform costs before you commit to a system that gets expensive as you grow.
The "Money-Maker" Template: The 5 Emails You Need
You don't need to be a professional writer. You just need to be helpful. Here is the exact 5-email flow we set up for our clients at Local Marketing Group.
Email 1: The Immediate Delivery (Sent: Instantly)
Goal: Give them what they asked for and make a great first impression.If they signed up for a discount code, give it to them. If they wanted a "Guide to Kitchen Renovations," link it here. Don't make them hunt for it.
Subject Line: Here is your [Discount/Guide/Quote]! The Content: Keep it short. "Hi [Name], thanks for checking us out. Here is the [Link]. I started this business because I saw too many people in Brisbane getting ripped off by [Industry Problem], and I wanted to do things differently. I'll send you a few tips over the next week to help you with [Their Problem]." The Action: Tell them to click the link or reply to the email if they have a quick question.
Email 2: The "I Can Help" (Sent: 1 Day Later)
Goal: Show them you understand their problem better than anyone else.Most people buy because they feel understood. If you’re a plumber, talk about the frustration of a leaking tap that keeps the kids awake. If you’re an accountant, talk about the stress of BAS time.
Subject Line: Why most [Industry] projects fail (and how to avoid it) The Content: Share a common mistake you see Brisbane homeowners or business owners making. Explain how you solve it. This positions you as the expert, not just another bloke with a van. The Action: Ask them to book a 10-minute chat or visit your showroom.
Email 3: The Proof (Sent: 2 Days Later)
Goal: Show them that other people trust you.Queenslanders are skeptical. We don't like being sold to, but we love a recommendation from a mate. This email should feature a story about a local customer you helped.
Subject Line: How we helped a [Suburban] local save [Money/Time] The Content: "We recently worked with a family in Coorparoo who was struggling with [Problem]. We came in, did [Service], and now they have [Result]." The Action: A button that says "See our recent work" or "Read more reviews."
Email 4: The "Why Us?" (Sent: 4 Days Later)
Goal: Overcome their objections.Why haven't they bought yet? It’s usually one of three things: It’s too expensive, it’ll take too long, or they aren't sure it’ll work for them. Address these head-on. If you offer a guarantee, scream it from the rooftops here.
Subject Line: A few questions we usually get... The Content: List 3-4 frequently asked questions. Answer them honestly. If you aren't the cheapest in Brisbane, explain why (e.g., "We use premium materials that last 10 years longer than the cheap stuff"). The Action: Invite them to call you directly.
Email 5: The Last Call (Sent: 6 Days Later)
Goal: Create a bit of urgency.This is where you remind them that their problem isn't going to fix itself. If you gave them a discount code in Email 1, tell them it expires in 24 hours. This is how you turn one-time buyers into long-term fans by showing you value their time and interest.
Subject Line: Your [Discount/Offer] is expiring The Content: "Just checking in one last time. I’d love to help you get [Result]. If you’re ready to go, use this code at checkout or reply to this email to get started."
- The Action: Clear link to buy or book.
Does This Actually Work?
I’ve seen this work for dozens of Brisbane businesses. We worked with a pest control company on the Northside that was getting leads but only closing about 10% of them. After we put this 5-email sequence in place, their "close rate" jumped to 25%.
Why? Because by the time the owner called the lead, the customer already knew who he was, knew he’d helped people in their suburb, and knew he wasn't the cheapest (and why). The "sale" was already half-done.
How Much Does This Cost?
If you do it yourself, it costs you your time. Most email software (like MailerLite or Beehiiv) is free or very cheap (under $30/month) for small lists.
If you hire an agency like Local Marketing Group to write and build it for you, you’re looking at a one-time investment. Most businesses see that investment pay for itself within the first 3-5 sales generated by the sequence. After that, every sale it makes is pure profit.
Common Mistakes to Avoid
1. Being too "Corporate": Don't write like a lawyer. Write like you’re talking to a mate at a BBQ. Use "I" and "You." 2. Too Much Graphic Design: Big, fancy images often make your emails land in the "Promotions" tab or junk folder. Plain text emails with a simple logo at the top usually get read more. You want to stop sending emails to the junk folder by keeping things simple and personal. 3. Forgetting the Phone Number: Make it easy for people to call you. Put your phone number in the signature of every single email. 4. Giving Up Too Soon: Most sales happen on the 4th or 5th contact. If you only send one email, you’re leaving 80% of your potential money on the table.
Step-by-Step: What to Do First
Don't overcomplicate this. You can have this running by next week if you follow these steps:
1. Pick your tool: Sign up for an email service. Don't use your personal Gmail to send bulk emails; you'll get blocked. 2. Write the first email: Just get the "delivery" email done. Even one automated email is better than zero. 3. Set the trigger: Tell the software to send the sequence whenever someone is added to your "New Leads" list. 4. Test it: Sign up yourself with a personal email address to make sure the links work and it looks good on your phone.
The Bottom Line
Your website is a bucket. If you don't have a welcome sequence, that bucket has a massive hole in the bottom. You can keep pouring money into ads (more water), or you can plug the hole.
This isn't about "marketing"; it's about good manners and good business. You're saying hello, proving your value, and making it easy for people to give you money.
If you’re too busy running your business to sit down and write five emails, we can handle the whole thing for you. We know what Brisbane customers respond to and we know how to get the tech side working so you don't have to worry about it.
Want us to build a sequence that actually makes you money? Contact Local Marketing Group today and let’s get your website working as hard as you do.