Lead Generation
Do we need more leads or better conversion?
Usually better conversion first. Improving the rate at which existing traffic converts costs less than acquiring more of it, and the gain applies to every future visitor. We audit the current funnel before recommending additional spend, because scaling a leaking system multiplies the leak.
There is a straightforward test. If traffic is steady but enquiries are flat, the constraint is conversion or qualification. If both are low against a market that is clearly searching, the constraint is visibility.
The two are not exclusive, but sequence matters: fixing conversion first makes every subsequent acquisition pound work harder.
Commercial · Updated 2026-08-10
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