Your Ute is a Moving Billboard – Stop Wasting the Space
I see it every single day driving down Gympie Road or stuck in traffic on the Gateway. Hundreds of tradie utes, vans, and trucks covered in expensive vinyl wraps that cost the owner three or four grand, yet they aren't doing a single thing to actually grow the business.
Most Brisbane tradies treat their ute signage like a piece of art or a trophy. They want it to look "slick" or "aggressive." But if you're spending money on your business, that money needs to come back to you with interest. If your phone isn't ringing while you're parked at Bunnings or grabbing a coffee in Paddington, your signage has failed.
After looking at the data from hundreds of local service businesses, we’ve found that there is a massive gap between signage that looks good and signage that actually gets you work. Here is the analytical breakdown of why your current setup is likely costing you money and how to fix it.
The Three Types of Signage: Which One Are You Using?
To understand why your ute isn't performing, we have to look at the three common approaches tradies take. Only one of these actually results in a full diary.
1. The "Invisible" Minimalist
This is the guy with just a small logo on the door and a mobile number. The Cost: Low ($300 - $600). The Result: Almost zero phone calls. The Problem: Unless you are already a household name like Jim’s Mowing, people won't know what you do. If I see "J. Smith & Co" on a door, I don't know if you're a plumber, an accountant, or a private investigator. People won't work hard to find out what you do. If they have to think, you've already lost the lead.2. The "Ego" Wrap
This is the most common mistake. It’s the full-vehicle wrap with flames, 3D textures, a massive photo of a wrench, and the business name taking up 80% of the space. The Cost: High ($3,000 - $5,000+). The Result: High brand awareness, but low direct enquiries. The Problem: These wraps look great in a portfolio, but they are often unreadable from ten metres away in traffic. If your business name is "Northside Precision Solutions," that doesn't tell a homeowner you fix leaking taps. You are prioritising your ego over the customer’s needs.3. The Direct Response Machine
This approach focuses on the customer’s problem and the solution you provide. It uses high-contrast colours and massive text that can be read in three seconds. The Cost: Moderate ($1,500 - $2,500). The Result: Consistent, inbound phone calls from people who need exactly what you offer.The Data: Why Your Signage is Being Ignored
When we analyse how people interact with mobile advertising, the numbers are clear. A driver or a pedestrian has about 2.5 to 3 seconds to digest your message before they move on or get distracted.
If your signage is cluttered with a list of 15 different services (Decks, Pergolas, Fencing, Retaining Walls, Renovations, Tiling...), the human brain simply switches off. It’s too much information. Instead of being a specialist, you look like a "jack of all trades," and in the Brisbane market, that usually means you end up chasing cheap jobs rather than winning the high-profit ones.
The "Squint Test" Go stand 15 metres away from your ute and squint your eyes. Can you still tell exactly what trade you are in? If you can't see the word "PLUMBER" or "ELECTRICIAN" immediately, you are losing money every time you drive to a job.
The 4 Things Your Ute MUST Have to Make Money
If you want your vehicle to actually pay for itself, you need to stop thinking like a designer and start thinking like a salesman. Here is the checklist we use at Local Marketing Group when advising our clients:
1. The "What" Must Be Huge
Your trade should be the biggest thing on the vehicle. Not your logo. Not your name. If you are a painter in Morningside, the word PAINTER should be visible from a block away. People search for the service first, the brand second.2. A Clear Call to Action
Don't just put your phone number. Tell them what to do. "Call for a Free Quote" or "Text for a Rapid Response." It sounds simple, but giving a direct instruction increases the likelihood of someone taking their phone out right then and there.3. Trust Signals (That Actually Matter)
Don't waste space with "Established 2014." No one cares. Instead, use icons for things that provide peace of mind: "Licensed & Insured," "Local Family Business," or "Google 5-Star Rated." These small cues tell a homeowner you aren't a cowboy.4. A Way to Find You Online
Your website address should be clear and easy to remember. Most people won't call while driving, but they will remember a simple web address to look up later. If your website is set up correctly, it will do the heavy lifting of winning you better jobs while you're busy on the tools.Comparison: Wrap vs. Targeted Signage
| Feature | Full Custom Wrap | Targeted Direct Signage |
|---|---|---|
| Cost | $4,000+ | $1,500 - $2,000 |
| Readability | Often Poor (too busy) | High (High contrast) |
| Main Goal | Look "Professional" | Get Phone Calls |
| ROI | Slow / Hard to track | Fast / Visible results |
| Maintenance | Hard to fix if scratched | Easy to replace panels |
Is Signage Enough?
Signage is a great "passive" way to get leads, but it’s only one piece of the puzzle. If someone sees your ute, likes what they see, and then Googles your business name, what do they find?
If you have great signage but a rubbish website (or no website at all), you are dropping the ball at the finish line. In the modern market, your ute gets their attention, but your online presence closes the deal. This is why we often tell our clients to stop buying leads from third-party sites and instead focus on owning their local area through a combination of great branding and a solid Google presence.
What Should You Do First?
If you feel like your ute isn't pulling its weight, don't rush out and peel it all off tomorrow. Do this instead:
1. Ask every new caller: "How did you hear about us?" If nobody says "I saw your truck," you have a problem. 2. Check your contrast: If you have a white ute, don't use light grey or silver lettering. Use dark navy, black, or red. 3. Simplify: Remove the list of 20 things you can do. Focus on the top 3 things that make you the most profit. 4. Fix your website: Ensure that when someone searches for the name on your ute, they find a professional site that works on their phone.
The Bottom Line
Ute signage isn't about looking pretty; it's about making sure that when you're parked in a driveway in Carindale, the neighbours know exactly who you are and how to hire you. Stop focusing on the "art" and start focusing on the "action."
At Local Marketing Group, we help Brisbane tradies stop wasting money on things that don't work and start building systems that actually bring in high-quality enquiries. If you're ready to grow your business and stop competing on price alone, let's have a chat.
Want to see how your business stacks up? Contact us today and let’s get your phone ringing.