Creating a lead generating website

Creating a website whose sole ambition is to generate leads can be a very profitable exercise. A lead generating website provides valuable tools or resources for your potential clients, in the hope that they will then share information with you.

A lead generating website should not include your branding, so I'm not talking about a microsite. I am talking about a website having tools your clients actually need, rather than tools you want to sell them. If they find these tools useful, they might be more inclined to share information with you.

Think how your potential clients could engage with a website that's not trying to sell them anything.

Two examples of lead generating websites are Free Mortgage Info and Quote My Architect. These are two very different websites, but both generate leads. The first offers free information and tools which are not available until the user has provided their contact details. The second is offering to do the leg work on behalf of the user in that all of the architects who have registered on the website are alerted to the fact that a quote has been requested and up to three can buy a lead.

What sort of lead generating website could you create?

Take some time to think about what would be useful to your potential clients. Is there a tool you use that you could share with them? Do they have to go through any repetitive processes, such as finding different quotes? Do they ever complain about how hard something is or that it was difficult to find a service like yours?

The beauty about lead generating websites is that they don't have to be big. In the case of providing calculators, this is something fairly simple, so you won't need to outlay large development costs. Make sure you pick a keyword rich domain name, like "www.homeloancalculator.com.au". If your website is providing information you could register a .info domain name, or if you were going to provide quotes you could use something like "www.findagoodplumber.com.au".

How are lead generating websites profitable?

You can make profit not just from increasing the number of leads you will convert, but from selling the excess leads. For example, if you only provide services in the Sydney region yet gather leads from across the country, you can find industry partners in other states or regions to sell your leads to.

With a website providing quotes, you could keep one of the leads for yourself and the other two could automatically be sold to whoever gets to your website first, or you could auction off the leads to the highest bidders. This way the website pays for itself, and then some.

Have I got your creative thoughts flowing? Have you recently used a service where you would have liked some tools, or would you have jumped at the chance of someone else finding quotes for you? Post a comment and let me know.

Louise Gorrie is all things web. Her business, BlackMax Media, helps other businesses define and achieve their online goals using a holistic approach to website development, online marketing and search engine optimisation.

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Hi Louise, could you further elaborate on the practical aspects of 'selling leads'. I typically generate more than I can cope with, and just refer them on. How can I 'sell them' and know they are getting quality service? Heather Smith from Brisbane
If you're getting leads through your name and these people are coming directly to you because they want the "Heather Smith" service, I wouldn't recommend selling these leads on. You could be putting your name in jeopardy.
I would only sell leads where the user is not looking for a particular business and they don't care which business performs their service. Louise Gorrie from Sydney | Read my articles
I offer to like- minded businesses to put interesting articles on my website for free.
At the end of the article I put their name and a link to their website. We both win! Readers who find the article interesting can find the author through the link and also can look at my website what else it can offer to them.
I believe that a website is a powerful tool and it’s essential these days to have one. We all search for something on the net. Having said that I optimise my website the best possible, using the latest SEO tools so people can find my business. After all it’s all about attracting businesses and make money.
P.S. If you have a good article that would suit my website send it to me.
The Office Witch from Sydmey
I am hoping to go in a my own solo employment consulting service. My main aim is to recruiter/ jobseeker for the Job Agency or the company or jobseeking for the jobseeker.
3 main aspects of the business is
1.look for suitable positions to jobseekers who are either busy, need to bediscreet as they are currently employed or just someone thats lazy look for potential work or a career advancement .
2. looking for potential candidates for agencie's to register or interview for possible or existing position they are finding hard to fill or need to fill ASAP.
3. either marketing my services directly to companies just like Recruitment agencies or just companiea approaching me directly to find them potential condidates.
Could you please advice how i can generate leads or got any ideas for me. tonie from sydney,nsw,australia
Thanks for the advice Louise. Tonie - I would love to form a MOU with a solo employment consulting service - I come across so many positions (bookkeeping / admin), and help the business fill them, yet this is not my business and I don't make $$$ from it. I seem to know lots of people, and match them with vacancies that my clients have. Free recruitment services!! Heather Smith from Brisbane
Tonie, look your first lead! Thanks Heather, I hope you two get together. In regards to building a website to generate leads, you obviously don't want to go down the line of seek or mycareer, but what about a niche jobseeker website? A website specialing in posting jobs for small businesses or expanding solo businesses. That way, you'd have first look at all of the job postings and could place your suitable candidates. This is just one idea, I recommend you have a brainstorming session for an hour or so to see what you can come up with. Perhaps our readers have some more ideas??? Louise Gorrie from Sydney, Australia | Read my articles

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