So often we consider SEO content and only SEO considersations. Yes, it is important to drive visitors to your website, but if all they do is visit, where is the ROI (Return on Investment) for your site? Just visiting does not permit you to proactively market them with follow-up content, emails, etc. It may be considered spamming. Thus, it is important to make sure that your content when writing websites goes beyond traffic generation.
What is a Lead?
Let’s start with the basics. A lead is a person who has in some way, shape, or form indicated interest in your company’s product or service. This means that instead of getting a random cold call from someone who purchased your contact information, you’d hear from a business or organization with which you’ve already opened communication. For example, perhaps you took an online survey to learn more about how to take care of your car. If you got an email from the auto company that hosted the survey on their website about how they could help you take care of your car, it’d be far less intrusive and irrelevant than if they’d just called you out of the blue with no knowledge of whether you even care about car maintenance ... right? And from a business perspective, the information the auto company collected about you from your survey responses would help them personalize that opening communication to meet the existing needs of the potential client. So really, lead generation is a win-win situation. It benefits the customer and the marketer.