Why Most Brisbane Business Websites Are Just Expensive Business Cards
I’ve spent a lot of time talking to business owners from Chermside down to Logan. Whether it’s a plumber, a lawyer, or a landscaper, the frustration is usually the same: "I spent five grand on a website, it looks nice, but the phone isn't ringing."
When I look at their sites, I usually find the same problem. They have a 'Services' page that is basically just a shopping list. It says something like: Residential Plumbing Hot Water Systems Blocked Drains Gas Fitting
And that’s it.
If your service page looks like a grocery list, you are leaving money on the table. Your customers aren't looking for a list; they are looking for a solution to a problem that is currently stressing them out. They want to know if you are the right person to fix it, how much it’s going to cost them, and if they can trust you not to ruin their day.
In this guide, I’m going to show you how to stop treating your website like a digital brochure and start treating it like your best salesperson. We’re going to fix your service pages so they actually bring in more customers and more profit.
The "So What?" Factor: Making People Care
Most business owners make the mistake of talking about themselves. "We’ve been in business for 20 years," or "We use the latest technology."
I’m going to be blunt: Your customers don't care about you. They care about what you can do for them.
When someone lands on your service page, they are asking one question: "Can this person fix my problem?"
Instead of saying "We offer professional carpet cleaning," try "Get your carpets looking brand new and smelling fresh before the in-laws arrive." See the difference? One is a chore you do; the other is a result the customer wants.
What this does for your business:
Higher Quality Leads: When you explain exactly what you do, you stop getting calls from people who aren't a good fit. More Trust: You look like an expert who understands the customer's pain. Better Prices: When you sell a result, people stop haggling over your hourly rate.Step 1: Give Every Service Its Own Space
If you have one big page that lists ten different things you do, you’re making it hard for Google to find you and hard for customers to trust you.
Imagine you’re a homeowner in Coorparoo with a burst pipe. You search Google for "emergency plumber Coorparoo." If you land on a page that talks about gas fitting, bathroom renovations, and gutter cleaning, you’re going to click away. You want the guy who looks like a specialist in burst pipes.
The Rule: One service, one page.
If you’re a mechanic, have a page for Logbook Servicing, a page for Brake Repairs, and a page for Air Con Regassing. This makes Google happy because it knows exactly what that page is about, and it makes the customer happy because they feel like they’ve found the specialist they need.
Step 2: Write Like You’re Talking to a Mate
You don't need to use big words to sound professional. In fact, using jargon makes people tune out. If you’re an accountant, don't talk about "tax compliance and statutory obligations." Talk about "keeping the taxman off your back and making sure you keep more of your hard-earned money."
Write your page as if you were explaining the service to a friend at a BBQ in New Farm. Use "you" and "your" more than "we" and "us."
The Structure of a Page That Sells:
1. The Hook: Acknowledge the problem they have right now. 2. The Solution: Explain how your service solves that specific problem. 3. The Process: Tell them exactly what happens next (people hate surprises). 4. The Proof: Show them someone else you helped. 5. The Call to Action: Tell them exactly what to do to get started.Step 3: Stop Losing Leads at the Finish Line
You can have the best writing in the world, but if your website is hard to use, people will leave. I see this all the time—a great pitch followed by a contact form that asks for 15 pieces of information, including their blood type.
You need to turn your website form into a goldmine by making it incredibly easy for people to reach out. If they have to work to give you money, they won't do it.
Ensure your phone number is at the top of every page and clickable for people on mobile phones. If you’re too busy to answer the phone while you’re on a job, you might want to use a chatbot to win more customers so you aren't losing leads to the next guy on the list while you're under a sink or in a meeting.
Step 4: Show, Don't Just Tell
Anyone can say they are the best. In Brisbane, every second tradie has "Quality Guaranteed" on their ute. It means nothing anymore.
To actually convince someone to hire you, you need proof. On your service pages, you should include:
Before and After Photos: Especially for tradies, cleaners, or landscapers. This is the ultimate proof. Local Reviews: Don't just have a dedicated 'Reviews' page. Put a review from a customer in Indooroopilly right on the page for the service they used. Badges of Honour: Are you a member of a trade association? Are you insured? Put those logos on the page. It builds "social proof."Step 5: Make Sure It Works on a Phone
Most of your customers are looking for you while they are on the bus, sitting in a cafe, or standing in their backyard. If your website looks like a mess on a smartphone, you’ve already lost the job.
Google actually penalises sites that don't work well on mobile. This isn't just about the layout; it's about speed. If your page takes 10 seconds to load because you uploaded massive photos of your last job, the customer is gone. They’ll go to the next person in the search results whose site loads instantly.
When you're building your site, you want to avoid building websites that break by choosing a setup that stays fast and functional as your business grows. There's nothing worse than paying for a site that stops working the moment Google updates its rules.
How Much Does This Cost?
If you’re doing this yourself, it costs you time. To do it properly, expect to spend 3-5 hours per service page. You need to research what people are searching for, write the content, find the photos, and set up the page.
If you hire a professional agency like Local Marketing Group, you’re looking at a bigger upfront investment, but it’s done right the first time. A well-optimised service page should pay for itself within a few months through the extra leads it generates.
Think of it this way: If one extra job a month is worth $500 to you, and a professional page gets you three extra jobs a month, that’s an extra $18,000 a year in revenue. Suddenly, the cost of the marketing doesn't seem so high.
How Long Until I See Results?
This isn't an overnight fix. Google needs time to see your new pages and figure out that you’re providing better information than your competitors.
Usually, you’ll start seeing a change in your search rankings and phone calls within 3 to 6 months. However, the "conversion" part—turning the people who are already visiting your site into customers—happens the moment the new content goes live.
What’s a Waste of Money?
Buying Generic Content: Don't pay someone overseas to write generic articles for you. It won't mention Brisbane, it won't sound like you, and Google can tell it’s junk. Over-Designing: You don't need fancy animations or moving backgrounds. They just slow your site down. Clean, clear, and fast wins every time.
- Vague Promises: Avoid phrases like "Customer satisfaction is our priority." Everyone says that. Say "We show up on time or we give you $50 off." That’s a real promise.
Your Action Plan
If you want more customers this year, here is what I want you to do first:
1. Audit your current site: Look at your services. Are they all on one page? If so, make a plan to split them up. 2. Write for one service: Pick your most profitable service. Spend an hour writing out exactly how you help people, what the process is, and why you're better than the big franchises. 3. Add a clear 'Next Step': Make sure there is a big, bright button that says "Get a Quote" or "Call Now" at the bottom of that page. 4. Check your mobile: Open your site on your own phone. Try to fill out your contact form. If it’s annoying for you, it’s definitely annoying for your customers.
Need a Hand?
Look, I know you’re busy running your business. You’re on the tools, you’re managing staff, and you’re trying to find time for your family. Writing 2,000 words about "Why our hot water repairs are the best in Brisbane" might be the last thing you want to do on a Sunday night.
That’s where we come in. At Local Marketing Group, we specialise in making websites work for Brisbane small businesses. We don't care about awards or fancy jargon; we care about making your phone ring.
If you want a website that actually grows your business, let's have a chat. We’ll look at what you’ve got and give you a straight-up plan to get more customers.
Contact us today at https://lmgroup.au/contact and let’s get your business moving.