The Mechanics of Lead Maximization - Lead Max Theory

This is why Search Engine Marketing (whether SEO or PPC) works – because if you change nothing about your site at all and drive more traffic to the site, you will receive more leads.

But there is yet another approach to cranking up the leads you receive from your website. Examining the chart below, we can see that, all things being equal, if we increase our Lead Capture Ratio and leave our traffic numbers untouched (that is, our hits remain static) we will receive more leads. As such, if we double our Lead Capture Ratio to .84 and the number of hits the site receives remains unchanged at 238, the site will generate, on average, 2 leads.

Of course, nothing says our options have to be restricted to increasing traffic or increasing our lead capture ratio. That is to say, one can do both.

Likewise, while SEO and PPC are the two primary ways of driving more traffic to a given site – at least they’re the two ways that come to mind first for interactive marketers - there are also many other ways you can and should be routing more traffic to your website. We will talk about that in more in detail later. The point here is that there is no hard-fast rule forcing you to choose between driving more traffic and increasing your Lead Capture Ratio.

In fact, as demonstrated below there is good reason to attempt both objectives simultaneously.