Lead

A lead is more than a visitor who briefly stops by. It's someone who actively writes to you or calls because they have a specific need — with a name, contact details and a question. An anonymous click becomes a person you can talk to.

That's exactly what marketing is about: not as many clicks as possible, but genuine enquiries from people who are right for you. Every page we build is designed to turn visitors into enquiries like these — and to deliver them to you instantly and properly.

An example: on a Tuesday evening, an enquiry comes in through a carpentry firm's website form — a couple is planning a carport and asks for a quote. That is a lead: a name, a phone number, a concrete project. Whether it turns into a job is decided now, inside the business — who responds, how quickly, and whether the enquiry perhaps sinks without trace because it sits in the general inbox between supplier emails. An enquiry left unanswered for days has often resolved itself.

Added to that: not every lead is worth the same. An enquiry from your own catchment area, with a concrete project and realistic expectations, is a different thing from a vague price request from the other end of the country. That is why working on leads always includes the question of who the website is addressing in the first place. Whoever describes their services, catchment area and way of working clearly gets better-fitting enquiries — and spends less time on quotes that never become jobs.

How to tell that something is amiss with your leads: you do not know how many enquiries come in per month or through which route. Your advertising partners' reports are full of visitor and click figures, but the number of actual enquiries appears nowhere. Or enquiries land in three different places, and nobody has an overview of which have already been answered.

Some things you can do straight away yourself: count your enquiries and note where they come from — simply ask new customers how they found you. Decide who answers enquiries and within what timeframe. And make sure all enquiry routes converge in one place instead of being scattered across mobile, office and form.

A common misunderstanding: that purchased address lists are leads. They are not — a lead has contacted you of their own accord because they have a need. People on a purchased list have not; unsolicited advertising by email or phone is, moreover, tightly restricted by law. Quality beats quantity here: one well-matched enquiry is worth more than a hundred cold addresses.

Conexa Digital designs websites from the outset to turn visitors into enquiries — and to make sure those enquiries reach you in an orderly way: delivered immediately, recorded in one place, with a clear status. How many enquiries result in the end depends on the individual case; measured and reported it is in every case.