Lead Generation
Lead Generation in the Business Jungle
If you own or work for a business, what is at the top of your wish list? Leads, of course! Leads are the lifeblood of any business, and lead generation is crucial for every business owner trying to grow. This everyday task can feel like an endless trek through the Amazon jungle, and marketing trends change fast. Business owners must be adaptable and continuously refine their lead gen strategy to keep ahead.
What is Lead Generation?
The term may be familiar to you as a vague goal, but what is lead generation? Lead generation is about attracting potential customers—people genuinely interested in your product or service—and turning them into leads that you can eventually convert into paying clients. Think of it as casting a wide net to gather the right attention through your website, social media, email campaigns, or even paid ads.
For small to medium-sized businesses like law firms, home services companies, or B2B manufacturers, lead generation helps you connect with those who need your services. It’s about building relationships with people who are already looking for what you offer so you can nurture them into becoming loyal customers. The more quality leads you attract, the more opportunities you have to grow your business!

What’s the Gorilla in the Room?
Every business faces the big, undeniable challenge of needing leads—but it’s about more than just getting the leads; companies have to think about nurturing and converting them into paying customers. That’s the “gorilla in the room” many small—to medium-sized businesses overlook.
For example, a law firm might need multiple touches—like an initial consultation follow-up email, a helpful legal guide, and a case study email over 2-3 weeks—to build trust and keep potential clients engaged. A home services company could see success by sending a reminder email after an estimate, followed by a customer testimonial and a seasonal maintenance offer. In B2B manufacturing, the sales cycle is often longer, requiring educational content such as white papers, product demos, and personalized follow-up emails over 6-8 weeks. Lead nurturing is essential because those leads can quickly go cold without it, leaving your business without conversions. The key is consistent, value-driven communication that moves leads from interest to action.

7 Major Lead Generation Concerns of Business Owners
All business owners face many of the same lead generation challenges, whether you are a small B2B company, a home services provider like a landscaper, or a professional services provider like an architect. These common challenges range from high costs to low conversions and difficulty reaching the right people. Whether you seek better pipeline generation, more qualified leads for sales, or a more efficient lead gen strategy, you’re not alone. Do you relate to any of these concerns? We have the strategies you can use to overcome these challenges and more.
Are you finding that your lead generation costs are through the roof? Spending so much only to bring in leads that fail to convert can be frustrating. A high Cost Per Lead (CPL) can quickly drain your marketing budget.
We have seen clients running their own Google Ads campaigns that were getting clicks but missing the mark on targeted leads. For one of our home services clients, we analyzed their pay-per-click lead generation campaigns and made adjustments that resulted in a 56% decrease in cost per click and an almost 100% increase in conversions!
Less money + more qualified online leads = SUCCESS
Read about a Small Business whose small budget returned 7-8% ROI
Getting your message out is no guarantee of success. You have to get the message to the audience who wants the services or products you are offering, and this goal can often feel out of reach.
Sometimes, even more important than getting more leads, a company needs to get the right ones through targeted lead generation. We have worked with multiple businesses that were attracting many leads without having many converts. Something as simple as refining the lead generation strategy to focus on mid-sized companies instead of smaller startups, for example, can result in targeted leads more likely to close.
Long lead nurturing cycles can be exhausting! You capture the lead and then wait. And wait. Sometimes, those leads never convert, but you spend much time wondering and following up. We saw this happen with a home care client. They had plenty of sales prospects, but those leads sometimes sat idle for months. By implementing an automated lead gen system that delivered personalized content like brochures about specific services, relevant blogs, and helpful videos for 8 additional touches over 12 weeks, the company was able to nurture leads more efficiently. The results were more conversions and less time spent managing cold leads. Effective lead acquisition strategies make a huge difference.
We have research about the lead times for various industries. Check it out.
Running a business is a full-time job (and then some!) so lead gen can feel like just another burden. One small business owner we worked with admitted they had no time to focus on the necessary marketing between managing his staff and keeping up with clients. After handing off their campaigns to our team of lead generation professionals, they saw a steadier flow of online leads coming in with minimal effort on their part. When you partner with lead generation agencies or find a way to automate processes, you free up time to focus on what you do best—running your business.
Standing out in the search results forest is vital in densely competitive industries. We have worked with a small family law provider with trouble generating targeted leads because larger firms dominated the market. We found out who they considered their top competitors and performed a competitive analysis. This analysis showed them what tools and methods their competitors employed and how our client measured against them. We were able to tell them what their competitors were doing on social media, how much they were spending on advertising if they were doing email marketing, and more. Armed with this knowledge, we helped develop a strategy.
Instead of competing directly, we helped the provider focus on what made them unique—offering individual counseling and creative resolutions to problems. By creating a more niche lead acquisition strategy, they were able to attract high-quality leads who appreciated their personal touch. When competition is fierce, focusing on your unique value can make all the difference in your lead gen efforts.
Businesses can struggle to create connections with their target audience, and those connections are vital. Connecting can happen in many ways. We already mentioned CRMs, which allow you to see how prospects interact with your website, content, and emails. This tool can help you determine the content that resonates with your target audience. For example, a cybersecurity company discussing current industry threats that concern any business can cause engagement to skyrocket. Quality content is a key part of any lead generation strategy. When this content hits the right note, it can drive significant results.
Do you ever wonder if your lead generation efforts are paying off? Many business owners need help to track the true return on investment for their lead generation services. One tree care company spent a lot on traditional marketing but did not know if they were getting the best results. We set up analytics and tracking tools and provided monthly reports so they could see if the traditional marketing and pay-per-click lead generation campaigns were working. With this data, they could shift their budget accordingly and start seeing real returns.

Decoding Cost Per Lead for Attorneys
How much does a lead cost for an attorney? Learn more and plan your campaign.

Using a Digital Marketing Firm to Build Brand
Are you a business owner who is strapped for time and resources? How a Digital Marketing firm can help build your Brand.

How Long Do Different Industries Nurture Leads?
Once you get a lead’s name and contact information how long should you expect to nurture them?

Overcome Your Lead Generation Challenges
If your business struggles with high lead generation costs and low conversion rates or feels overwhelmed by the process, take a new path and turn things around. By focusing on a strong lead generation strategy that is right for your business and your audience, like implementing pay-per-click lead generation or automating processes, you can overcome these challenges and start generating high-quality targeted leads.
Contact us today, and let’s discuss how you can navigate these challenges and start seeing the results you deserve.

VIEWS Leads Generation Solutions Customized to Your Needs
Leveraging VIEWS lead generation solutions can significantly enhance your digital presence, reinforcing your sales team’s initiatives and nurture leads in the journey from awareness to purchase. We can help your team plan and execute a fully customized digital marketing campaign that boosts brand awareness and converts leads.
You Have Questions? We Have Answers.
We combine SEO, paid ads, marketing automation, content strategy, and customized landing pages to create lead-generating assets tailored to your industry and goals. Whether you are a local roofer, a professional service provider, or a marketing leader in a mid-size company, we apply persona-driven strategies and optimize for where your customers are—online.
- A lead is a potential customer who has shown interest in your brand, often by sharing their contact details.
- A conversion occurs when the lead takes a desired action, such as booking a consultation or purchasing a service.
Our approach is designed not just to capture leads but also to nurture and convert them.
Timelines vary, but clients often start seeing traction within 30–90 days. SEO builds over time, while PPC and remarketing can deliver leads more quickly. We set expectations based on your goals and continuously refine campaigns to improve performance.
Absolutely.
- For local businesses, we focus on hyper-local SEO, Google Business optimization, and geographically targeted ads.
- For national brands, we use broader reach tactics like content marketing, paid social campaigns, and thought leadership.
Yes. We can set up or integrate with your CRM and automate follow-up emails, reminders, and more. You will never miss a lead or let one go cold.
We track KPIs such as cost per lead, lead quality, conversion rate, time-on-site, bounce rate, and ROI. Our reports are transparent and tailored to show performance that is aligned with your business goals.