If your website is like most websites, you’re missing out on a lot of leads (potential customers or clients) because you haven’t created an internet lead generation system.  In this post, I’m going to outline the three critical elements of such a system.

1. Get Traffic

The first thing you’ll need is website traffic.

The fastest way to get started is with advertising, specifically pay per click (PPC) advertising. Google Adwords is the most popular choice, though we’ve had even more success lately with Facebook advertising.

But with traffic alone, you may not generate many leads…

2. Create a Lead Magnet

Most businesses just say “Contact us” or “Call us” or perhaps “Get a Free Consultation.”

You’ll generate more leads if you provide a more compelling reason to contact you. Typically, the best lead magnet is free information, in the form of a free report, video or webinar.

One of the reasons this is more effective than saying “call us” is because it’s a non-threatening way to respond.

Pay attention to the questions you’re often asked by customers, and use those FAQs as the core content for your lead magnet.

If you offer your lead magnet in exchange for the prospect’s contact information, you’ll begin to build a list (database), and that list will become one of your most valuable assets.

3. Follow Up

If you just do step 1 and 2, you’ll generate leads, but you’ll generate many more leads if you add proper follow-up to your system.  Depending on what information you collect, you can follow up via email, phone, or even direct mail.

Email follow-up is a good way to get started because it’s inexpensive to get started and can be largely automated, so it doesn’t take up much of your time.  Software tools we use include iContact, Aweber and InfusionSoft.

There You Have It…

Those are three elements you need – Traffic, Lead Magnet, Follow Up – to start generating leads online and grow your business much, much faster.  You’ll also gain much more stability in your business because you’ll have a list that you can market to over time.

List-building in particular is an area where it pays to get started right away. If you delay for months or years, you could be missing out on hundreds if not thousands of leads and customers.

More Resources

We have several years of experience developing lead generation campaigns, and have generated tens of thousands of leads over the past several years.

In our Small Business Owner’s Guide to Online Marketing, we provide more tips on lead generation.


If you have questions about lead generation, post them below.