Business Marketing

Lead Generation for Small Business Owners

Written by MicroStartups

Whether you are running an established business or a brand new startup, lead generation is an important concern. The ability to create an abundance of new leads is the lifeblood of any business. And this article will cover five proven ways to generate more leads for your business.

1. Opt-in forms

If you want to maximise the number of leads generated from your website, you should give people as many opportunities as possible to provide you with their contact details. A great way to do this is to have a variety of opt-in forms which will allow you to generate leads from any page of your website.

Many successful e-commerce retailers find that using opt-in forms is a remarkably effective strategy when it comes to lead generation. A visitor might be just browsing products at the moment and not be ready to buy yet, but a well-positioned opt-in form can be enough to get them to part with their contact details.

Putting opt-in forms at the end of blog posts is a good way to get people who have engaged with your content to join your mailing list. You can then use email marketing to sell products and services to them.

2. Discounts and free trials 

One of the most effective methods of lead generation is to offer discounts or free trials of your product or service to anyone who signs up.

You can choose to position your discount or free trial offers front and centre of your landing page or include them in a pop up to grab the attention of your visitors. Either method can prove very useful in lead generation. Before you start promoting an offer in this way, you need to clearly define three things.

  • The problem that your product or service solves
  • The value it offers to new customers
  • Precisely what your product or service does 

3. SEO 

Organic search traffic is one of the most cost-effective ways to get new leads. Most people by now understand the importance of providing useful and engaging content to their target markets. But there are some other things that your posts can do to ensure that your site will rank highly in search engines and reach as many potential clients as possible. Here are some tips that will help your search engine rankings and, in turn, your lead generation.

  • Avoid keyword stuffing as Google punishes websites for doing this
  • Always try to include your keywords as naturally as possible in the title of your posts as well as in as many relevant headers throughout the article
  • Include keywords in your URLs but keep them short and to the point
  • Make sure your website and blog load quickly and are fully optimised for viewing on mobile devices
  • Choose the wording of your meta description tags carefully, so as your site will sound appealing when someone sees it in the search results.

The higher you rank on Google, the greater your ability will be to drive relevant traffic to your website. This traffic can then be used for lead generation. This is why search engine optimisation remains vitally important to the success of any marketing campaign.

4.  Exit-intent pop-ups 

An exit-intent pop-up is a lead generation form that appears if a visitor is about to leave your website.

Sometimes website owners like their users to be able to freely browse their websites without being pressured to do anything else or sign up for something. Using an exit-intent popup allows you to try this approach effectively while still giving you a chance of trying to close the deal before the user leaves.

A good exit intent pop-up can make a user think twice by, for example, offering a free trial or discount to discourage them from leaving your site. Another option is to encourage the visitor to stay by providing them with access to exclusive content, such as a guide they can download in return for giving you their email address. This is a highly effective way of encouraging sign-ups, allowing you to keep in touch with both prospective and existing users.

If you are running an e-commerce business, one of the most effective exit-intent popups is to implement an abandoned cart pop up. This is triggered when a prospective customer has left a product in the shopping cart without completing their purchase.

By using exit-intent pop-ups in these ways you can build up a mailing list of interested prospects, who may just need a little bit of extra time to decide on making a purchase. Once you capture their information, you can easily follow up with email marketing to convert them into clients or customers.

5. Incentivise referrals

For example, you could run a competition where people can win one of your products or services. All they have to do to enter is give you their name and email. And this on its own can generate you a good number of leads.

But you can take things a stage further. By default, each person gets one entry into the draw. But you can say that if they share the competition with their friends – by email or on social media – then they get an extra entry. So someone who shares your competition on Facebook, Twitter, and Instagram could get an extra three entries into the draw.

A referral campaign like this can kick-start a whole cycle of social referrals. This can spread your campaign to masses of new users and get you many more sign-ups than you would have got just from relying on your own audience.

Creating a giveaway or competition and giving people the ability to share it can be achieved very easily by using a WordPress plugin such as

Get Started

The most important thing to remember with lead generation is that the sooner you start doing it, the sooner you will start building a sizeable email list. And with email still being one of the most effective online marketing channels, a list can prove to be a very valuable asset for your business.

Author bio: This article was written by David Miles from The PPC Machine

About the author


A team of writers and marketers, MicroStartups was founded to inspire the entrepreneurial and business community to give back. We believe in business growth through giving and supporting the local community.

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