Glossary
marketing
Lead Generation
Definition
The process of attracting and capturing potential customers' contact information. Turns anonymous website visitors into people you can follow up with.
What is Lead Generation?
Lead generation (or lead gen) is the process of attracting potential customers and capturing their contact details so you can follow up and convert them into paying customers.
The Lead Generation Process
- Attract: Drive traffic to your website (SEO, ads, content)
- Capture: Collect contact information (forms, chat, phone)
- Qualify: Determine if they're a good fit
- Nurture: Build relationship over time
- Convert: Turn leads into customers
Lead Generation Methods
Inbound
Attract leads through valuable content:
- Blog posts and articles
- SEO and organic search
- Social media content
- Webinars and guides
- Videos and podcasts
Outbound
Reach out directly:
- Cold email
- LinkedIn outreach
- Paid advertising
- Telemarketing
Website Optimisation
Convert existing traffic:
- Contact forms
- Live chat
- Lead magnets (free guides, tools)
- Clear calls to action
What Makes a Good Lead?
Quality over quantity. A good lead is:
- Interested in what you offer
- Able to afford it
- Ready to buy (or nearly)
- A good fit for your business
100 qualified leads beat 1,000 random email addresses.
Lead Generation for Small Businesses
You don't need complex systems:
- A clear website with obvious contact options
- Google Business Profile for local visibility
- Basic SEO for relevant searches
- Email capture for follow-up
Measuring Lead Generation
Track:
- Number of leads generated
- Cost per lead
- Lead quality (conversion to customer)
- Lead sources (which channels work)