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The Painter Benchmark
Most Aussie painter businesses leave about $3,675/mo on the table. Here’s where the leak is. Every number sourced. No guesses.
What good looks like across the five measures — the Google review bar, the website scorecard, the GBP setup, the ops baseline, and the buyer’s actual questions. Every figure is sourced or labelled. No guesses.
modelled — sizes the leak, not a quote. Average job value (AJV) from modelled: weighted blend: single room ~$650 / partial repaint ~$2,500 / full repaint ~$6,000 (20/30/50) (painters.edu.au, airtasker, brushworks); close rate from hipages platform analysis (20minutemarketing.com.au); default 10 enquiries/month.
Field data · 2026-06-12 · How we score
Where you stand
Five things decide whether a painter gets found and gets the call. Here’s where you stand on each — and the number to beat.
| The review bar | 27 reviews (your suburb) | → |
| The website scorecard | 34.8/45 vs market 31/45 | → |
| The Google profile | category check primary category review | → |
| Your numbers | AJV $3,500 · leak $3,675/mo | → |
| What buyers ask | 8 questions to answer in writing | → |
The 45-point test for your trade
Painter sites score 34.8 / 45 on the same nine-dimension rubric we ran across 289 Australian trade sites. The market median is 31/45. Read the trade score as a guide, not a hard stat — it rests on 5 AU sites. Your Google review bar above is the harder number. Top of the pack: Rochele at 41/45.
The two weakest spots are SEO/AI Usefulness (3.2/5) and Mobile/Speed Confidence (3.6/5). Good sites look good and they convert. They don't answer buyer questions in plain form.
| Dimension | Trade average /5 |
|---|---|
| 3-Second Clarity | 4.4 |
| Visual Polish | 4 |
| Trust Above Fold | 4 |
| CTA Clarity | 3.8 |
| Local Relevance | 4 |
| Service Architecture | 3.8 |
| Proof Depth | 4 |
| SEO/AI Usefulness weakest | 3.2 |
| Mobile/Speed Confidence weakest | 3.6 |
The one to study
QPaint — qpaint.com.au
Copy this: Service segmentation, pricing page, locations, warranty/FAQ structure, gallery, quote form and trade-specific pages.
Design direction: Premium, calm, image-led, strong whitespace and proof
Build rule. Use AU model for realistic owner-operator structure; use national/US models for scale, proof, conversion and service-page architecture.
Your Map Pack reality
Your suburb's bar: about 27 Google reviews (Google Places API (New) (field median)). The quiet quarter sits at 10, the top quarter at 52, the busiest carries 692 — across 289 listings.
Reviews here are table stakes. The top-3 (median 29) carry about the same as spots 4–6 (median 36). Hit the bar, then win on distance, category fit, and site signals.
| Metro | Median reviews |
|---|---|
| Adelaide | 36 |
| Ballarat | 4 |
| Brisbane | 44 |
| Cairns | 26 |
| Canberra | 30 |
| Darwin | 37 |
| Geelong | 6 |
| Gold Coast | 34 |
| Hobart | 24 |
| Melbourne | 31 |
| Newcastle | 29 |
| Perth | 26 |
| Sunshine Coast | 23 |
| Sydney | 28 |
| Toowoomba | 13 |
| Townsville | 11 |
| Wollongong | 24 |
Reviews get you seen. The profile they tap decides what happens next →
The Google profile
Your Google Business Profile (GBP) is the cheapest win on this page. It costs nothing. It moves first.
Most in your trade have the main category set right. Check yours is the most exact one Google offers. Bland always loses to exact.
What we measure — and what we won’t
Review count and prominence rank are public — we read them via the Google Places API. The owner-only fields — photo count, post cadence, messaging response speed — we never scrape from a competitor. Connect your own profile to read those.
Profile set right. Now answer what they ask before they ring →
What homeowners ask before they hire you
A homeowner searches before they call. They're already looking, reading and choosing. Below are the real questions — from accounts across 8 states.
Answer each one on your site in plain form. That's the SEO/AI gap, closed.
How much will this cost me?
most Aussie homeowners pay between $10 to $40 per square meter, which typically works out to $250 to $400 for an average-sized room Price/cost · source
How much will this cost me?
Painting - am I being ripped off? Price/cost / Comparison · source
What actually happens during the job?
Paint is the easy part. The repairs and prep is where all the time is. Process/what-happens-next · source
How do I know they're any good?
the cheap one might just sand and paint over... the pricier ones may sand, fill up... leading to a better finish Trust/red-flags / Outcome · source
What does the job involve?
three coats must be applied to any bare plaster or timber surface... minimum of three coats on all new unsealed surfaces Process / Outcome · source
What actually happens during the job?
Our clients don't need to move out during renovations. We have plenty of experience working around people in their homes. Process/what-happens-next · source
How do my options compare?
We offer our clients a choice of brands and explain the differences and advantages. Comparison/alternatives · source
How long will I be waiting?
anyone decent is generally already booked for 5-6 weeks in advance. Only the cowboys are available to jump straight on to a job. Timing/urgency / Trust · source
Read what your customers are reading — the painter buyer guide on Need A Trade
Where your trade leaks money
AJV: $3,500 (modelled: weighted blend: single room ~$650 / partial repaint ~$2,500 / full repaint ~$6,000 (20/30/50) (painters.edu.au, airtasker, brushworks)). Close rate: 20–25%. With follow-up: up to 33%. (hipages platform analysis (20minutemarketing.com.au))
Revenue-leak calculator
Benchmark close rate ~25–33% (hipages platform data). AJV is modelled — see the label above. This is an estimate to size the leak, not a quote.
The 30/60/90 play
Three stages. Each one closes a gap on a measure above.
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First 30 days — Foundation.
- Fix the two weak dimensions on the scorecard.
- Set the right Google profile category.
- Tighten the above-the-fold trust strip.
-
By 60 days — Proof.
- Start the review engine. Ask every completed job.
- Push toward the 27 review bar.
- Add before/after proof to the weakest dimension.
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By 90 days — Activation.
- Publish the structured FAQ/answer blocks.
- Wire fast response to every enquiry.
- Re-score against the 45-point test. Aim for at least 4 points up.
Score yourself (0–5 each)
Ten questions. Tap your score on each. The total updates as you go.
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3-Second Clarity — trade + suburb + customer in your headline?
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Visual Polish — real job photography, consistent design?
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Trust Above Fold — reviews/licence/years visible before scroll?
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CTA Clarity — obvious primary + secondary next step?
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Local Relevance — service area and suburbs explicit?
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Service Architecture — services organised by buyer intent?
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Proof Depth — specific proof stack (before/after, named jobs)?
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SEO/AI Usefulness — buyer questions answered in structured form?
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Mobile/Speed — fast, readable, thumb-friendly?
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Google reviews vs your trade bar (27)?
Score: 0/50
Tap your score on each question above.
Guides for your trade
Fix the leaks yourself. Each guide is one topic, one method, one move.
Common leaks for this trade
The leaks good painters feel first. Read the one that sounds like your week.
Build the first fix
Each leak has a fix you can build. Start with the one at the top of your list.
That's what good looks like for painter.
See how your profile, site and reviews actually score.
Run the Visibility Check