$2,000 Free Audit

Get A Proposal

Lead Generation Strategies: A Complete Beginner's Guide

Building online traction is tough, with so many competitors and an overwhelming flood of other content. Generating and nurturing new leads calls for innovative strategies that set you apart. This article dives into the techniques we keep using, because of how effective they are. With these in your arsenal, you'll have 100s and 1,000s more leads in your funnel in no time.

You’ve developed a killer website, optimised it for SEO and filled it with amazing content. But there’s something missing. And it’s kind of an important thing...

You need to generate leads.

There’s a common misconception in the digital marketing world that if you build it they will come. Of course, if you do all the things you’re supposed to do - SEO, SEM, social media marketing and the like - then they will come.

But if your users are leaving without taking the next step to contact you or give you their details in some way, shape or form, then you’re in a pickle. A pickle that means your website isn’t going to make you any money.

The missing piece of the puzzle is effective lead generation strategies that initiate genuine consumer interest to cultivate potential leads. 

With the right strategies, you can direct those leads to the bottom of your marketing funnel where you can nurture them towards the sale. 

Sounds great, doesn’t it!? And there are steps you can take to get there. In this article, I’m going to reveal all the OMG lead generation strategy secrets so you can up your inbound sales and marketing game.


What is lead generation?

In a nutshell:

Lead generation is how you take someone who knows nothing or very little about your business and convert them into an interested buyer.

For example, say a person lands on your website after clicking on your page from the organic search results. They land on a blog post you have created to answer a specific market concern. Previously they had never heard of your brand but now they are here reading a really helpful piece of content. 

If that content is optimised for lead generation, you’ll have a good chance of capturing a new lead. If not, they will likely disappear into the ether, never to interact with your brand again.

At OMG, we never hide behind jargon. But it’s important you know what some of the lead generation terminologies mean so you can develop the best strategies. In terms of lead generation strategies, there are three key terms - or types of leads - that you need to know. 

lead generation funnel

Image source: Hubspot 

Marketing Qualified Lead (MQL)

A Marketing Qualified Lead (MQL) is a lead who has engaged with your marketing - content, emails, social media etc. - but hasn’t yet made the step towards a sales conversation. 

MQLs are considered quite promising leads because they have already actively interacted with your brand, e.g. adding products to their cart but not completing the purchase or downloading resources in exchange for their contact details. They are certainly interested in your brand and may have skirted around the edges of conversion, but haven’t taken the plunge… yet.

In terms of the sales process, an MQL sits in the early stages of awareness. They are likely to become a customer, but they require the right nurturing to get them there. 

There is an important distinction between any lead who downloads one of your lead magnets and a Marketing Qualified Lead. An MQL has a higher level of engagement with your brand and shows possible intent and interest in moving further through your funnel.

Sales Qualified Lead (SQL)

An SQL is a more direct type of lead. This is someone who has activity expressed interest in your products and services. 

Purchase intent is high for SQLs. They may have filled out a form requesting more information or they’ve been through a discovery call. Their awareness of your brand is high and they are ready for a sales conversation to potentially close the sale. 

An SQL will show high interest in your brand, products and services and also be a good fit for what you offer (i.e. they have the right size team, budget or industry to be a high-value customer).

Product Qualified Lead (PQL)

In the case of a business where you offer a free trial or a freemium version of your product. This is generally applicable to SaaS-based products although there may be other applications outside of this. 

A person will become a PQL after using the product and then indicating intent to purchase. They can see value in what you offer because they have experienced it firsthand. It’s then not a sales conversation to see the features and benefits of the product - they know what those are - the sales conversation is more like an upsell. 

Years ago, lead generation happened when you would attend networking events and collect business cards, through ads in the Yellow Pages or via cold calling. Digital marketing has increased the sophistication of lead generation strategies to help you fill your sales pipeline. 

New call-to-action

Why do you need lead generation?

Lead generation is the bridge between how you take visitors who land on your website AND turn them into business opportunities and, ultimately, customers. Obviously, and as you’ve already read, there is so much more to it than that.

So why are lead generation strategies critical for your business? Let me ask you a few questions.

  • Do you need customers? 

  • Do you want to make it easier to find those potential customers? 

  • And find them consistently?

This is why lead generation matters to you. Bringing qualified leads into your business through a lead generation process will keep your sales funnel full… AND your revenue grow faster.

If you find lead generation challenging - and let’s be honest, that’s probably why you’re here - you aren’t alone.

61% of marketers rank lead generation as their biggest marketing challenge.

Effective lead generation is important… but it’s not easy to achieve. 

Reasons why lead generation is important for your business

  1. Lead generation isn’t necessarily low cost but it is cost-effective. High-quality leads are generally more costly to obtain but they can generate more value for your business.

  2. Generating leads through digital marketing gives you the opportunity to segment your leads into categories and interests to simplify the sales process.

  3. Much of the sales funnel can be automated and measured so you can track results and tweak your process to maximise results.

The lead generation process

The lead generation process is not as simple as throwing a few lead magnets on your website and waiting for the leads to roll in. It starts much earlier than that… and ends, hopefully, with a sales conversion.

For your leads, the lead generation process looks a little something like this:

  1. A person discovers your website through one of the lead generation strategies I’m going to tell you all about later. They click through to your website and love what they read - they’re hooked!

  2. They’re so hooked that they click on your call-to-action. You know exactly what your leads want so you’ve developed an irresistible offer/freebie/resource and your call-to-action clearly tells them about it.

  3. After clicking on your call-to-action, the lead ends up on a landing page. These pages are optimised for conversions so the lead adds their details into the form which then adds their details to your lead database.

So, from the customer side, the process is very simple. You’ve likely been part of a lead generation funnel yourself and maybe not even realised it.

But from your side, there is so much more that goes into the lead generation process to ensure your leads seamlessly progress through the stages.

If you are new to lead generation, the information I’m about to give you is gold. It’s the roadmap you can follow to create your own lead generation strategies to welcome high-quality leads into your business.

Understand and define your leads

Effective lead generation starts well before you think it does. Before you even think about creating a funnel or get excited about lead magnets and the like, the first step is to define who your leads are.

If you have sales data, look at what that tells you about the demographics and behaviour of past customers. This will not only help to define the picture of what your ideal lead looks like, but it will also help you to understand their pain points. When you understand the pain points of your target audience you can target your content and other lead generation strategies to appeal to them. 

But don’t get too far ahead of yourself. At this stage, you are simply creating the persona of your ideal lead. And you are working with your sales team to define what MQL, SQL and PQL look like in your sales funnel. 

lead generation profile

Image source: Lean labs 

Map out your lead gen roadmap

This is where your big picture marketing thinking is going to get a good workout. You need to plan out the entire pathway your website visitors will take from the time they discover your brand to when they land on your website and how you capture them into your sales funnel.

  • How will users be finding your website? SEO? PPC? Social media?

  • When they land on your website, what pain points are you addressing with each piece of content?

  • While they are consuming that content, what is the call to action (CTA) that will encourage them to part with their email address or phone number?

  • What lead magnets do you need to create? What about landing pages?

I know I’ve just given you a whole lot of questions… but unfortunately, I can’t give you the answers. Well, not in a blog post!

As you start answering the questions you’ll build out your roadmap. You’ll know what you need to create and build to start generating leads for your business.

Score and nurture your leads

This is a two-part step to first score your leads to determine their suitability and quality… and then to nurture the most valuable leads to get them ready to buy. 

Lead scoring

Scoring is about identifying how interested a lead is in your brand. What is the likelihood of them taking steps towards becoming a customer?

Now, you aren’t going to sit and manually score every single lead. You need an intuitive CRM or marketing automation software to rank, segment and organise your leads based on behaviour and characteristics so your sales team can identify the highest quality ones to pursue. There is so much data at your fingertips… you just need to know how to use it!


lead scoring

Image source: Hubspot 

Lead nurturing 

The other part of this step is nurturing leads. For most leads you capture, they won’t jump straight from giving you their email address to immediately parting with their money. They need to be ready to buy, and nurturing them is how you get them there.

Nurturing leads is how you build a relationship with them.

Whether your nurturing process involves a discovery call or personal email or it is all automated in a workflow, think of nurturing like gentle nudges that push a lead through your sales pipeline. With every little nudge  - email, phone call or other direct communication - you are giving them confidence in your brand and getting them closer to the sale.


lead nuture

Image source: Automizy

Measure and refine

There is absolutely nothing about digital marketing that should be set-and-forget. 

As your business and digital marketing evolve, this is a process that you can come back to time and time again. At the end of the day, lead generation is about offering something of value to people who land on your website to draw them into your funnel.

You don’t need guesswork or opinions. The data is there to inform your decisions. You don’t need to wait months to see results - you can refine your sales funnels in real-time.

Successful lead generation strategies use A/B testing to optimise for the best results. You can test one CTA against another or switch imagery, copy or other elements of your pages to see consistent improvements in your lead gen activities. Remember to just test one element at a time. 

One thing I want you to remember is that lead generation is not straight customer acquisition. Not every lead that enters your funnel will convert. And that’s ok. That’s why you have a scoring and nurturing element of the process to know where to direct your efforts.

How to qualify a lead

The lead qualification part of the process is something that is often missing. Remember how I said that lead generation isn’t straight customer acquisition? There are some leads who, no matter how much you nurture them, will never convert. You can send them email after email, offer after offer, and you will get nothing.

This is why the beginning of the lead gen process is so important - defining and understanding your leads. When you understand who your ideal customers are, you can much more easily identify leads through their demographics, behaviour and other characteristics.

I’ve already touched on lead scoring as part of the lead generation process, but now I want to go into more detail. As your capture leads, lead scoring isn’t a manual process of looking at each lead. Your CRM software should be set up to track and identify certain behaviours to then assign a score to each lead.

The way leads are scored differs from business to business. Higher value products and services will have a more complex lead scoring process than lower value products. In the case of B2B customers, there is also likely a manual element of scoring leads based on discovery calls and sales meetings.

Across your digital marketing efforts, you should be tracking the behaviour of your leads. There are a few things to look for here.  

Start by asking the right questions

A prospect isn’t going to fill out a huge questionnaire the first time they land on your website. But, depending on your ideal customer persona, there might be a few questions you can add to help with the qualification process.

Examples of this might be:

  • A software company that has a SaaS solution for managing large teams might ask the size of the team a lead works in and their role in the team. If the person is a sole trader or doesn’t have a decision-making role, they won’t score highly.

  • An architect who designs high-end homes might ask the lead about their budget or when they are intending to build their home. The answers to these questions can help them determine if the lead is a good fit for their services.

Another approach you can take is to use your lead forms as an opportunity to ask prospects what they are looking for from a product or service. This can be a simple checkbox against certain criteria that they indicate they value most.

How does this help? Well, if the lead indicates that price is one of the things they are looking for, but your product or service is on the higher end, they aren’t going to get a high score. However, if they indicate quality and customer service are important when that’s your jam, then up their score goes.

Website engagement

In the days before digital, if a prospect kept walking past your front door just peeking in occasionally, you would be worried. But in the digital age, regular visits to your website can be a sign of intent.

The beauty of it is, you can track how much time a lead is spending on your website, what pages they are viewing and where they go before completing your lead form. The might come back to your website multiple times and download multiple lead magnets, all of which you can track. 

The more engaged they are with your website and the more they look at sales information such as pricing pages the closer they are to conversion.

Email marketing engagement

When someone completes a lead generation form and hands over their email address, that could be the end of your relationship. They may never open your emails and could possibly unsubscribe very quickly.

This is all behaviour you can track and score. If a lead opens every email marketing blast you send and, more importantly, clicks through to your website from those emails, they will get more points added to their score.

Social media engagement

Does the lead follow you on social media? Do they like your posts? Or, better yet, do they comment on your posts?

The more engaged a lead is with your brand across your entire pool of digital marketing assets, the more qualified they are.

Everything I’ve just told you is very general. There usually isn’t a single white flag your leads will wave, metaphorically speaking, that will indicate that they are a hot lead ready to hit pay now. Sometimes that’s the case, but usually, it is a combination of factors. They fit into the right demographics, engage with your website to learn more about what you do, follow you on social media and start opening your emails. 

You also need to look for red flags - time-wasters who will never do anything more than download your lead magnets to soak up all the freebies. Qualifying leads is as much about chasing the high-quality leads as it is about weeding out the low-quality ones.

Lead generation channels

Rather than a siloed approach, integrating all your channels will be the most fruitful approach to lead generation. When everything is working well together you will see faster growth and real revenue results. Here are all the channel we are using with thousands of other businesses just like yours to generate leads and fill their funnels.

Content marketing

Content marketing is a lead generation machine. 

What better way to entice leads to your site than by sharing interesting, engaging, relevant and useful content, for example blog posts. You are showing value before you’ve even asked them to do anything.

When they get to the end of your content and see a clear call-to-action for an offer that adds even more value they’ll be more willing to take the step to hand over the details in exchange for the freebie.

The resources/downloads/templates/ebooks/white papers that you give away as part of your funnel also form part of your content strategy. It’s about planning out what your leads need and want to know and then laying a trail of content breadcrumbs that leads them to purchase.


Lead-gen SEO targets keywords that show intent to drive highly-qualified leads to your site.

Of course, your SEO strategy links to your content strategy. If you haven’t nailed your content marketing that visitors are seeing when they arrive on then you won’t get the leads you’re looking for.

SEO is an amazing way to keep the traffic flowing to your website… and then your website can take over the led generation process.


Both SEO and PPC play similar roles in your lead generation campaign. They are how you seek out possible leads to bring them to your website.

The benefit of PPC as one of your lead generation channels is that you can take a highly targeted approach to reach people at the right buying stage. This relies on having the right person or team running your PPC ads strategy. They need to have a deep understanding of keywords, buyer personas, searcher intent and optimising your ads and landing pages for the best results.

Depending on your business and sector you can run PPC ads through the search engines - Google and Bing - or social media - Facebook, LinkedIn and Instagram. 

Similarly to SEO, PPC can only bring the users to your site… you need to have lead generation strategies in place on your website in order to hook the users and convert them to leads.

Social media

Don’t forget about social media in your lead generation campaign planning. There are some quite powerful tools on social media to drive traffic to your website as part of your lead generation process.

Consider actions like:

  • Instagram stories swipe up

  • Facebook page CTA buttons

  • Using calls to action in your social media captions

Social networks present an opportunity to engage in a conversation like no other. In terms of the buying process and sales opportunities to attract paying customers, social media is at the beginning of the funnel but with the right nurturing you can generate great results.

Email marketing

You might not consider email marketing as one of your lead generation priorities. They have already given you your email after all haven’t they?

But just because someone has given you their email, doesn’t automatically make them a lead.

Also, as your business grows and the sophistication of your marketing campaigns increases with new offers and funnels, don’t forget your existing database.

The good thing about people who are already on your database is they know you. They are warm to your business. Hopefully you’ve added value over the time you’ve been emailing them, so it’s not too much of a stretch to think they might click on your offer and enter your funnel.

This approach is going to be particularly useful for brands that have collected email addresses in the past but never segmented or approached them from a lead generation perspective.


Lead generation strategies

1. Optimise your CTAs

A call-to-action (CTA) is either text, image or button that links directly to a landing page so people can act on your offer.

The Call To Action (CTA) plays a massive part in your lead generation process.

You can get the content right, the landing page right – everything. But if your call to action doesn’t stand out and compel people to click, you’ll lose them at the last hurdle.

The best way to know which CTAs generate the most leads is through A/B testing.

Run some tests to see which colours, words and designs work best on your website.

Even a simple change of colour or tweak to text can create a considerable impact.

Take this example:

optimise CTAs

Image credit: Convertful

Another important tip is always to limit yourself to one CTA per page.

People are often overwhelmed by too many choices, which leads to “action paralysis” and kills your conversion rates.

Get rid of any unnecessary CTAs and navigation links – anything that might distract people from the offer you really want them to click on. You’re aiming to guide visitors from first touch to final conversion.

Here are two great examples from Spotify and Shopify:

spotify landing page example

shopify landing page example


2. Shorten your lead capture forms

You can’t capture leads without forms!

According to HubSpot, 74% of marketers are using web forms for lead generation (who knows what the other 26% are doing!).

Almost 50% of marketers say that web forms are their HIGHEST CONVERTING lead generation tool.

highest converting lead generation tool

Image credit: HubSpot 

So, how do you create a winning web form?

Here’s our secret to success: keep it short. 

An uber-long form is a sure-fire way to scare away potential leads and make them question, "Is this offer really worth it?"

People often won't fill out a form because it looks too long and time-consuming. Plus, long forms may ask for more information than they’re willing to provide — particularly for their particular stage in the consideration journey.

For example, asking for a phone number is appropriate for free trial and enquiry forms. However, if they’re downloading a content upgrade, then it’s unmerited.

Your leads are exchanging information for the perceived value they’re going to receive. If there’s a misalignment between value received and value given, then your form is unlikely to get cut through.

If your form really needs lots of fields, try to make the form appear shorter. For example, try reducing the space between fields, so the form covers less of the page.

Check out this example by Unbounce:

unbounce ebook example


And notice how the CTA stands out? Orange is a great colour for CTA buttons!


3. Create useful product videos

Did you know:

Video viewers have 27% higher click-through rates (CTR) and 34% higher web conversion rates, according to Aberdeen Group.

And that's not all.

Using video on a landing page can increase conversions by 80%!

But here’s the problem:

Many businesses and entrepreneurs post videos that don't actually provide any value.

They might be beautiful videos about your brand, or really creative videos giving an insight into your culture.

But if you want to generate leads, the promotional stuff is not going to cut it.

You need to use your videos as a way to help viewers solve real problems. Make them USEFUL.

This is where the lead generation magic happens.

Take a look at the YouTube sensation Michelle Phan. Her simple makeup tutorials have attracted a following of millions (she now has her own angel-funded makeup line as a result).

What drove her success?

It’s simple: viewers value actionable insights.

Now it’s your turn.

Dig into your customer support requests, blog comments, and top Google searches. What are people looking for? What problems can you solve for them?

Don’t actively promote your business until the very end of the video.

Just provide actionable, sound advice for your viewers.

For example, Cabot’s Australia knows that most Australians want a beautiful deck but are put off by the process of coating their deck.

So, Cabot’s created a How-To video taking you through the process, step by step, and showing how easy it is:

cabot coat decking

Now, when viewers come to buy their decking finish, which brand do you think they choose?

That’s right – Cabot’s.

Videos don't need to be massively complicated and expensive productions.

Try video-making tools like Animoto or watch the Wistia’s videos on how to film videos with an iPhone.


4. Create eBooks

Have you heard of the term “lead magnets”?

It’s something you offer to prospects in exchange for them giving you something – usually their name and email address.

eBooks are one of the most powerful lead magnets going – provided they provide real value

As well as providing useful, in-depth information to prospects, an eBook can also build your authority on a topic and position you as a thought leader (something that Google ranks highly!).

Once created, you can use your eBook all over the web to generate leads. We’re talking email marketing, social media ads, websites, search ads – everywhere.

healthy mummy offer

The best part is that creating an eBook doesn’t need to take weeks of writing and researching from scratch.

One member of your marketing team can create an eBook in just a few hours.

That’s right, hours.

Simply use existing content from your blog.

  1. Pull a few blog posts that delve into the same topic from different angles.

  2. Arrange them in a logical order, edit, format and fill in any gaps.

  3. Create an irresistible intro and a conclusion with a CTA that drives readers straight to your products or services.

  4. Add a landing page and web form.

And voila – watch the leads roll in!

Once you have a few different lead generation resources – eBooks, checklists, infographics and templates – start grouping them together into a complete pack.

HubSpot is brilliant at doing this. For example, this A/B Testing Kit comes with a guide, template and calculator. Everything you need to get started:

hubspot kissmetrics


5. Use gated content

Got your videos and eBooks lined up?

Now, add an opt-in form.

This is what’s known as “gated content” – in other words, any type of content that your website visitors can access ONLY after they’ve provided their valuable contact information.

Think of the form as the “gate” that guards the content; the visitor’s contact information is the key that unlocks it.

It’s estimated that as much as 80% of B2B content marketing assets are gated.

Here’s one by Buffer for a Social Marketing Ebook:

buffer lead generation

And check out this one by Optimizely which focused on B2B readers – that’s why they are asking for your work email.

optimizely landing page


6. Optimise your About Us page

Is there a call to action on your About Us page? How about keywords? Information about your team, to build trust?

You might not think your About Us page is a lead generation tool, but it is.

Not only is it where people begin to understand your brand, and what it stands for, you can show people how you solve problems and add value to their lives.

Here’s how to optimise your About Us page:

  • Include a solid value proposition in the headline

  • Break up copy into digestible chunks

  • Make sure it’s clear where visitors should go next

  • Add a powerful CTA

In particular, we recommend showcasing your team as much as possible. Seeing the real faces behind your company builds trust and familiarity.

It starts with testimonials, which are brilliant trust signals – 93% of people claim that online reviews influence their purchasing decision.


Next, it dives into how the company adds value to clients — told through the story of how we began.

storybehind story

Scroll down a bit more, and you can check out partnerships or enquire.

partnerships form

The last piece of the puzzle? Set up an Exit-Intent Pop up. This means, when someone is about to exit the page, you offer them one quick and valuable takeaway: a free offer.

pop up ebook form

And that, is what we call lead generation on an About Us page.


A. Use safe language

People are increasingly wary of sharing their personal information on the internet.

Your task is to fight these objections from the get-go.

One way to do this is using safe language – in other words, language that reassures customers that their information is 100% secure and will never be shared.

Why is this an important lead generation idea?

Because if someone is not willing to take that very first step to give you their email address and become a lead, they’ll never type a credit card number into your checkout page.

HubSpot is a great example of a company using safe language to put its audience at ease.

On long lead capture forms:

safe language long form

On short web forms:

safe language short form


7. Use actionable language

Let’s talk a little more about language.

Actionable and definitive language is the best way to get people to do what you want.

What do we mean by “actionable and definitive”?

In short, there should be no guesswork involved. People should understand exactly what they need to do next.

Here are some examples.

First, Adobe:

adobe example

Talking in the first person is also very persuasive, as Hello Fresh demonstrates:

hello fresh


8. Use website popups

Love them or hate them, it doesn’t matter – because popups work.

Done correctly, popups have been proven to increase email subscribers by 1,000% over a month.

Just imagine what that could do for your lead generation!

There are lots of different types of popups you can use – this article by SEMrush provides a brilliant introduction.

Whichever type you choose, there are some easy do’s and don’ts to follow:

  • DO make your popup look attractive

  • DO make it easy to exit if the visitor isn’t interested

  • DO test your popups to see which pages and designs perform best

  • DON’T activate popups on every page

  • DON’T make popups impossible to exit on mobile screens

In other words, don’t irritate people with your popup!

Here are a couple of examples that get popups right:

B2B example:

wordstream pop up

B2C example:

pop smile example

Both popup examples above tick all the right boxes.

They provide an irresistible offer while making it easy to exit if you're not interested.

You can even take it further by including a countdown clock, showing how long left for unlocking an exclusive offer.

This adds a sense of urgency, as you don’t want to miss out on the incredible discount.

Exit intent popups are another brilliant way to capture leads at the last moment.

An exit intent popup is a lightbox that pops up when someone starts to leave your site. This last-ditch effort can actually increase your conversions by 316%!

There are heaps of tools out to help you create popups, like OptinMonster or Convert Plug.

Both make it easy to build beautiful popups and opt-in forms that will propel your lead generation.

Give them a go!


10. Host a giveaway

Giveaways are one of the most successful lead gen methods. However, if not done correctly, a giveaway can also lead to a bunch of junk leads and waste your time.

The trick?

Make sure you're giving away something people actually want.

For example, activewear brand 2XU was giving away the chance to win apparel worth $2000.

The giveaway generated leads via email subscriptions and social media engagement.

2xu giveaway

This is the critical part.

It’s one thing to collect heaps of emails during your giveaway.

But for your giveaway to be worthwhile, you need to put all the data you collect to work.

In other words, it’s how you sell to your subscribers after your giveaway is over that matters most.

2XU did exactly that.

After the competition, they continued to reach out to subscribers with targeted content about its activewear.

11. Landing pages

This post wouldn’t be complete if I didn’t talk about landing pages. These are the cornerstone of lead generation strategies. You need to understand what they are and how they work so you can build amazing landing pages that bring you the right leads.

A landing page should have a laser focus on a single goal. Whether your users are coming to your website from the organic search results, PPC ads, emails or social media, ultimately you want them to end up on a landing page.

The contents of a landing page are going to very much depend on the lead generation strategies you are using. Remember, there are no one-size-fits-all approaches in digital marketing strategy!

However, every landing page should have a goal. And that goal is conversion of high-quality leads to generate new business.

You want as many qualified leads as possible to take action on your landing pages to enter your funnel.

Your landing page could offer any number of things to your target audience:

  • A free downloadable resource or template

  • A free product trial or offer

  • A free calculator or an interactive tool

While these are all “free”, in exchange for accessing them, the user needs to give you their contact details and perhaps answer a few other questions. This is how you generate leads.

I want to show you some good examples of landing pages and strategies for inspiration.

Century 21

This is a great example of a real estate landing page. There is a simple call to action - enter your address and we’ll tell you what your property is worth.

Prospects who are at the stage of wanting to find out the value of their property are likely going to be wanting to sell. Century 21 has a warm lead they can then chase to sell their services. It’s simple, yet effective as a marketing campaign.

 century 21


Here’s an example of an interactive calculator on Bills.com.

There is a bold promise at the top of the page. Unless someone is struggling with debt, they won’t complete the assessment. The new leads coming through will be warm and looking for help from a service like Bills.com.

The call-to-action is simple and clear. 




In this example, mtime uses a lead magnet to generate leads. They talk to the pain point of the consumer and offer content to help them address the pain point.



Through the lead generation form they also ask one simple question to help qualify new leads - what is your postcode. This helps them to segment their leads and exclude anyone who doesn’t live in an area they service.

mtime lead form


More leads than you could ever dream of

As marketers, the pressure is always on to deliver a stream of valuable, qualified leads through the sales funnel.

You already understand the importance of lead generation – the hard part is coming up with ideas that work.

Whether you use all of the ideas above, or just a handful, you’ll be raking qualified leads in no time!

It’s a lot to take in, so you may need a little help. That’s where Online Marketing Gurus can make things easy.

At OMG, we have the skills and expertise to fill your funnels with hundreds or thousands of leads. Our approach and lead generation strategies are based on evidence and data to get you the best results and return on your investment.

Before you even sign up with us we start with a free audit to identify quick wins and long term strategy roadmaps. We look through everything - from your SEO to PPC, social media, email marketing and content marketing - to uncover the gaps and opportunities within your digital marketing strategy.

Claim your free digital audit (usually valued at $2,000) with our experts today. We’ll take a good, hard look at your website and tell you what’s working and what’s not.

The best part is, we’ll outline the opportunities to bring in even more leads, both in the short-term and the long-term. All this for FREE!

New Call-to-action

Let's increase your sales.

Claim your $2,000 Audit for FREE by telling us a little about yourself below. No obligations, no catches. Just real, revenue results.