Lead generation is the process of attracting people who may want what you sell and capturing their contact details so you can follow up. A lead is a person or company that has shown some interest. Lead generation is not the same as making a sale. It is the step that gives your sales team someone to talk to.
Lead vs prospect vs customer
| Term | Meaning |
|---|---|
| Lead | Someone who has shown interest and given a way to contact them |
| Qualified lead | A lead who fits your ideal customer and seems ready to talk |
| Customer | Someone who has bought |
How lead generation works
- Attract. People find you through search, social media, referrals, ads or walk-ins.
- Convert. On your website, a form, chatbot, phone number or WhatsApp button turns a visitor into a lead.
- Qualify. You decide which leads are worth a call.
- Follow up. Your team contacts them quickly.
- Measure. You track which channels produce customers, not just leads.
The main channels
- Search engines (SEO). People searching for what you offer find your site. Slow to build, steady once it works.
- Paid ads. Fast, but you pay for every click.
- Referrals and word of mouth. Often the highest quality.
- Social media and content. Builds trust over time.
- Your own website. Where most channels end up, so it must convert.
- Messaging. WhatsApp is a primary channel for many Indian businesses.
- Events and offline. Still strong in B2B and real estate.
What makes a good lead generation setup
- A clear offer. Visitors must know what you do and why to contact you.
- Easy ways to contact you. Forms, WhatsApp, phone and chat.
- Short forms. See lead capture form fields.
- Fast follow-up. See how fast to reply to a lead.
- Tracking. Know where leads come from and which become customers.
Where to begin
Pick one or two channels and do them well. Make sure your site captures enquiries properly and that someone owns every lead. Then add more channels. If you want your website or chatbot to turn visitors into leads, see our web development and AI chatbot services.