Lead Generation Guide: Everything You Need To Know


How to generate leads is perhaps the most common web marketing challenge. Some are very good at it, while others never seem to get it. When lead generation fails, everyone seems to have a different theory as to why.
There are many variables – at least 40! Let’s take a step back and examine everything that is required to build a lead generation machine.
Here’s our all-in-one, super-sized, print-this-and-hang-it-up explanation of everything you need to know about lead generation. There are no shortcuts. If you overlook something here, you will miss out on opportunities to connect with customers.

Lead Generation Guide: Everything You Need To Know

You should know What is the purpose of your company? How do you provide value to your customers? The first step in generating leads is to answer these questions. Branding is the perception of your market position, which includes all of your content and imagery. It must be consistent from the first impression to the end of each customer’s experience.

1. Values, Mission, and Vision

Values, missions and vision. What are they? What is the purpose of your company? What are your primary service offerings? What does your business stand for? Know these first, or your business will be built on sand.

2. Audience Needs, Market Size, and Competitive Analysis

Understand your specialty. How do you meet your audience’s expectations? What is your market position? Are you up against large, well-established competitors? Or are you in a market that is fragmented? What bait to use is content strategy, but what pond to fish in is audience strategy.

3. Placement

You can now become more specific about your target audience and their unmet needs. What distinguishes you from the competition? As a guide, use a positioning process.

4. Messages

How would you best describe the value you offer? What evidence do you have to back up your unique selling point? Match your message to your position and values. Find a voice that is clear and concise.

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5. Visual Guidelines

Colors, styles, and type should all be used to create visual continuity. Carry this through your website, offline materials, social media, email marketing, and each piece of content.

Website Development

The website serves as both a publishing platform and a lead generation machine. A great lead generation website will attract visitors like a magnet. It must establish trust, provide useful information to visitors, and be simple to update.

“We saw a huge increase with 6 months of consistent experimenting on our landing page,” said Jacob, found of We make it happen, a computer repair company based in Cambridge.  They also sell used laptops in Cambridge.

6. Gathering Requirements

The first step in creating a great site is determining its scope. What features must be present? What kinds of changes might be required in the future? How many different kinds of page templates will there be?

7. Keyword Investigation

Right now, people are looking for you. We can align pages on the website with phrases they’re searching for if we figure out what they’re looking for. Before creating the sitemap, conduct keyword research.

8. Sitemap

The layout of the pages determines how visitors will navigate the site. What information do visitors require, and in what order, before becoming a lead? The sitemap also influences how searchable the pages are. What page titles best convey your importance? A sitemap should be created with both visitors and search engines in mind.

Wireframes are 9th.

The wireframes are the page templates’ black-and-white layouts. Wireframes, like the sitemap, serve several functions. They are a user experience planning tool. However, these layouts have an impact on searchability and updateability. This is also where responsive web design is intended to take place. Each type of page has its own.

10. Moodboards

The moodboards are about style, whereas the wireframes are about structure. This is where the visual standards are implemented online. Headers, links, and body text have different colours, background treatments, button styles, and type treatments.


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Alex James

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