Support Get in Touch
Managed Services
Managed Services
Managed Services
Enterprise-level processes, technology and strategy for small and medium businesses. Outsourced services, all supported by members of the Impact team.
See Our Approach
20 Years in the Making
Learn more about Impact Networking, our team and history.
Learn More About Impact
Resources Support Inquiries Get in Touch

5 Ways to Generate Leads for Your Business Online

Businesses are always looking for ways to generate more leads through their digital marketing efforts, but most don’t know exactly what it is they need that will help them the most when building a strategy, leaving them wondering what else they can do to improve online lead generation.

Read on to explore some ways that you can generate leads online and make better use of your website, your content, and even your existing customers.

Create and Utilize Great Content

One of the most popular ways that businesses are generating leads online is through the creation of great content to inform, engage, and convert. Whether it’s blogs, videos, checklists, eBooks, or another form of content, there’s no better way to engage with your audience and build brand awareness and affinity to keep them coming back to spend more time with your brand. 

Blogs can result in a 434% increase in indexed pages and a 97% increase in indexed links 

Choosing which type of content you want to create depends on your goals and where each piece fits into the sales funnel and buyer’s journey. Typically, it all starts with blogs that help build your initial presence on search engines and act as quick ways to provide helpful information that answers questions, informs, and leads the user to more content that is further down the funnel and is typically more conversion-oriented. 

Related: 8 Content Marketing Stats Businesses Should Know 

Types of Content and Their Uses as a Lead Generation Tool 

As we mentioned above, the foundation of a content strategy is blog content. Blogs answer questions, build organic traffic, and often act as the initial landing page for visitors coming from search engines who can be funneled to other pages and content that are designed for conversions.

On top of that, content like checklists, eBooks, and white papers tend to be gated and are designed to convert traffic into leads through content forms. These are examples of content that blogs can link to and push users toward. The goal being to pull them from SERPs via SEO-focused, informational blogs and gently push them deeper into your site toward these types of content that is typically more technical, answering questions posed by earlier pieces and, hopefully, generating a lead at the end of it all.

60% of content marketers say blogs perform best when they have custom visuals like infographics and videos within them 

Additionally, you can create graphics or video-based content like infographics or video series that are good for SEO, highly shareable, and easily engaged with. Though the goal of this content isn’t direct online lead generation, they act as great ways to engage with visitors for longer periods.

Use Creative and Effective CTAs

A good call to action (CTA) can be the difference between someone immediately leaving your site after reading a blog and setting them on a path to becoming a lead. And it’s not only about creating well-written CTAs, it’s also about presenting the right CTA at the right time.  

For example, a CTA calling for a user to contact sales placed on a surface level informational blog might be a step too far as they may not be ready to jump that far ahead. But they might instead be interested in another blog that pulls them deeper into the funnel, a video on the topic, or maybe a piece of gated content on a similar subject. 

Additionally, you can tailor CTAs to specific audiences to increase the chances of that coveted click by changing it up based on the host content’s subject, location within the funnel, content type, and more. Adjusting the copy and graphics depending on these types of factors can help improve online lead generation by giving people the right message. 

Other Types of CTAs 

There are other types of CTAs you can include on your site that aren’t designed as a lead generator but can help you collect data to see how well your website and content are engaging with customers.

Having a “read more” button on a blog can help show you how many people are choosing to read on past a certain point which gives you some insight into how well-written your blogs are and if the topics are relevant enough for your target audience.

Including some social media sharing buttons will encourage your audience to share your content with their followers, giving you an extended reach and some helpful data on which types of content are popular and being shared and which aren’t. 

All these CTAs provide valuable data that you need to use when planning content in the future. What is working? Which blogs are leading to conversions? Which blogs are being shared? What about them is working/not working? Data from well-planned CTAs can give you answers to these questions and elevate your digital marketing strategies.

Use Network of Current Customers for Referral Business

Whether it’s to drive more sales or just find leads, using your existing customer base as a tool to reach more people is a tried-and-true strategy. 

There are plenty of great referral lead generations strategies you can implement and send to your current customers. Adding referrals to an existing rewards program, giving out referral codes to existing customers and employees to share, and offering additional coupons or deals to customers for more referrals, and asking people to tag their friends on social posts. All of these are unique ways of accomplishing a similar goal: use current or past customers to find new ones. 

Live Chat Features on Your Website

Imagine being able to chat with every single person who visits your website. With chatbots, it’s possible! Chatbots are an automated service on a site that helps users by answering questions and guiding them in a conversation with multiple paths and endpoints. 

Chatbots can get the conversation started with an initial question that pops up as soon as someone loads onto the page, then they can collect information, connect users with sales representatives, and use post-chat surveys to gather more information and measure the effectiveness of the conversation path.


Though digital ads don’t generate leads directly, they are a vital piece of the online lead generation puzzle because they drive traffic to your landing pages by attacking keywords and grabbing the attention of your audience. 

50% of visitors who come from PPC ads are more likely to make a purchase than visitors from organic search 

With a strong strategy and research that identifies the best keywords, Pay-per-click (PPC) advertising is an effective way to pull in qualified search traffic that targets specific people, interests, and intentions. 

Related: Creating a Paid Media Strategy That Works 

In Conclusion 

Digital marketing and generating leads online is all about knowing your audience. What questions do they have, what are they searching for, and how are they searching for it? The more you know about them, the easier it will be to create content, ads, and customer experience features that bring in traffic, engage with your audience, and help them become a lead and connect with your team. 

Learn more about managed marketing with Impact or check out our resource center to explore more ways that businesses can use digital marketing and branding to grow their business.