Why Most Brisbane Business Websites Are Leaking Money
I see it every single day. A small business owner in Brisbane—maybe a builder in Coorparoo or an accountant in the CBD—spends thousands of dollars on a website. They get people visiting the site, but then... nothing happens. The visitors look around for thirty seconds and leave, never to be seen again.
If ten people walk into a physical shop, the owner usually tries to start a conversation. If they walk out without buying, you at least try to give them a business card or a flyer. But on your website, most of you are letting potential customers walk out the door without saying a word.
This is where "gated content" comes in. Now, that’s a fancy term, but all it really means is trading a piece of valuable information for a visitor's name and phone number.
It is the fastest way to stop wasting money on your website and start building a list of people who actually want to pay you. If you are tired of content that doesn't make money, this is the strategy that changes the game.
The Simple Logic: Why This Makes You Money
Most people who visit your website aren't ready to hand over $5,000 or $10,000 immediately. They are "tyre-kicking." They are researching.
If your only option is "Call Now for a Quote," you are ignoring 90% of your visitors. By offering something helpful in exchange for an email address, you capture the people who are interested but not quite ready to pull the trigger yet.
Think of it as a digital handshake. You give them a helpful guide or a price list, and they give you a way to follow up with them. It’s about how to stop losing customers who just need a bit more time to trust you.
5 Quick Wins: What You Can Give Away Today
You don’t need to write a book. You just need to provide something that solves a small problem for your customer. Here are five things we’ve seen work for Brisbane businesses in the last 12 months:
1. The "Hidden Costs" Checklist
If you’re a renovator or a mechanic, people are terrified of being ripped off. Create a simple one-page PDF: "7 Hidden Costs to Look Out for When Planning a Bathroom Reno in Brisbane."Cost to create: $0 and 1 hour of your time. Result: People who download this are definitely planning a renovation. They are your perfect leads.
2. The Instant Price Guide
Everyone wants to know "how much?" but most businesses are scared to put prices online. You don’t have to give an exact quote, but a "2024 Pricing Guide for Commercial Landscaping" is lead-generation gold. People will happily trade their email to see if they can afford you.3. The Comparison Sheet
Help them choose. If you sell air conditioning, create a sheet: "Ductless vs. Central Air: Which is Cheaper for a 4-Bedroom QLD Home?" It positions you as the expert, not just another salesperson.4. Professional Templates
If you’re a bookkeeper, give away a "Small Business Tax Prep Checklist." If you’re a landscaper, give away a "Summer Garden Maintenance Schedule." Give them something they can actually use.5. Video Walkthroughs
If you don't like writing, grab your phone. Record a 3-minute video explaining a complex problem. Put it on a private page on your site that people can only see after they enter their email. This is a great way to win more jobs because they see your face and hear your voice, which builds trust instantly.The Data: Does This Actually Work?
We looked at the numbers for a local pest control company we work with.
Before: They had a "Contact Us" page. Out of every 100 visitors, 2 people would call. After: We added a free PDF download: "How to Tell if Your Brisbane Home Has Termites Before It's Too Late." The Result: Out of every 100 visitors, 2 people still called immediately, but another 8 people downloaded the guide.
That business went from 2 leads to 10 leads from the exact same amount of website traffic. That is a 400% increase in potential customers. Even if only half of those extra 8 people eventually book, that’s a massive win for the bottom line.
How Much Will This Cost You?
I promised to be honest. You can spend $0 or $10,000 on this. For a small business owner in Brisbane, here is the realistic breakdown:
The DIY Approach ($0): Write a helpful list in Word, save it as a PDF. Use a free tool like Mailchimp or your website's basic form builder to collect emails. It might look a bit "home-made," but it works.
- The Professional Setup ($500 - $1,500): Hire someone to design a sharp-looking PDF and set up an automated system so that when someone enters their email, the file is sent to them automatically and you get a notification.
What Most Businesses Get Wrong (Avoid These Mistakes)
Most people mess this up because they make it too hard for the customer.
1. Asking for too much info: Don't ask for their home address, their budget, and their dog's name. Just ask for a Name and Email. Every extra box you ask them to fill out reduces the number of people who will do it. 2. Making it a sales pitch: If your "Free Guide" is just a 5-page brochure about how great you are, people will be annoyed. It has to actually be helpful. 3. Hiding the button: Make it obvious. Use a big button that says "Send Me the Price Guide" in a bright colour like orange or green. 4. No Follow-up: This is the biggest sin. If someone downloads your guide, you need to call or email them a few days later to ask, "Hey, did that guide help? Do you have any questions about your project?"
Is This a Waste of Money for You?
I’ll be blunt: If you only get 5 visitors to your website a month, don't bother with this yet. You need to focus on getting people to your site first.
But, if you are already paying for Google Ads, or you have a steady stream of people finding you on Google Maps, and your phone isn't ringing enough—then this is the single best thing you can do for your business right now.
How to Start Today
1. Pick one question you get asked by almost every customer. 2. Write down the answer in 5-10 bullet points. 3. Put it in a PDF (use Canva or just Word). 4. Add a form to your website that says: "Want our [Topic] guide? Enter your email and we'll send it over." 5. Check your inbox.
Stop letting your website visitors stay anonymous. Start a conversation, provide some value, and watch your enquiry list grow.
Need help setting this up so it actually works while you're out on the job? At Local Marketing Group, we specialise in turning quiet websites into lead-generating machines for Brisbane businesses.
Contact us today to see how we can help you get more bookings.