Lead generation
Lead quality starts before the enquiry.
Three questions that help define a useful lead.
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Start with the buyer’s definition.
A form submission is a signal of interest. Whether it is useful depends on the service requested, the location and the buyer’s ability to respond. Agree those criteria before building the campaign.
Match the message to the next step.
The ad, landing page and enquiry should describe the same service. A clear promise helps people decide whether to continue and gives the receiving team better context.
Close the feedback loop.
Review what happens after the handover. Track rejected enquiries and their reasons separately from valid opportunities, then use that feedback to refine the campaign.