Website Leads

Welcome to our comprehensive glossary about all things website lead related. Here you’ll find concise definitions of key terms related to generating, engaging, capturing, qualification and managing website leads from start to finish.

Lead Generation

Lead generation is the process of attracting and converting strangers and prospects into potential customers, primarily through various marketing strategies and campaigns.

Content Marketing:

The creation and sharing of online material to stimulate interest in a brand’s products or services.

Demand Generation:

The focus on targeted marketing programs to drive awareness and interest in a company’s products and/or services.

Email Marketing:

Sending commercial messages to a group of people using email, usually to a targeted list of contacts.

Inbound Marketing:

A strategy that attracts customers by creating valuable content and experiences tailored to them, rather than traditional outbound marketing techniques.

Outbound Marketing:

Traditional form of marketing where a company initiates the conversation and sends its message out to an audience.

Pay-Per-Click (PPC) Advertising:

A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.

Social Media Marketing:

The use of social media platforms to connect with your audience, build your brand, increase sales, and drive website traffic.

SEO (Search Engine Optimization):

Improving a website’s visibility in search engines to attract more potential leads, this is often done by using keywords on a page.


An online, interactive seminar or workshop that offers an opportunity to engage with leads and customers in real-time.

Lead Engagement

Lead engagement is the process of actively involving potential customers with your brand through various communication and marketing strategies to build relationships.

Behavioral Targeting:

A marketing method that uses web user information to strengthen the effectiveness of campaigns through more relevant messaging.

Content Personalization:

Tailoring online content to the needs and interests of individual leads, enhancing engagement and relevance.

Customer Feedback:

Insights and information provided by customers about their experiences with a brand’s products or services.

Customer Retention:

Strategies and actions to keep a company’s existing customers, encouraging repeat business and ongoing engagement.

Engagement Metrics:

Quantitative measures used to assess the level and quality of interaction between potential customers and a brand’s content or campaigns.

Interactive Content:

Content that requires active participation from its audience, like quizzes, surveys, and calculators, to increase engagement and collect lead data.

Lead Nurturing:

The practice of developing and reinforcing relationships with potential customers at every stage of the sales funnel.

Marketing Automation:

The use of software tools to automate repetitive marketing tasks, thereby increasing efficiency and enabling personalized lead engagement.

User Experience (UX):

The overall experience of a person using a product, especially in terms of how easy or pleasing it is to use.

Lead Capture

Lead capture is the process of collecting information from potential customers for future marketing and sales purposes.

A/B Testing:

Comparing two versions of a web page or app to see which one performs better in capturing leads.

Call-to-Action (CTA):

A prompt on a website encouraging visitors to take a specific action, crucial for lead capture.

Conversion Rate:

The percentage of visitors who take a desired action, such as filling out a lead capture form.

CRM (Customer Relationship Management):

A system for managing interactions with current and potential customers, often used in lead capture and follow-up.

Landing Page:

A web page designed to capture leads by offering a resource in exchange for contact information.

Lead Form:

An online form used to collect information from visitors, typically integrated into landing pages or websites.

Lead Magnet:

An incentive, like an e-book or webinar, offered to potential customers in exchange for their contact information.


An online advertising technique aimed at reaching individuals who have previously visited a website, useful in lead capture. 

Sales Funnel:

A model illustrating the customer journey from initial awareness to the final purchase decision. 

Lead Qualification

Lead qualification is the process of determining whether a potential customer meets the criteria to be considered likely to make a purchase.

BANT (Budget, Authority, Need, Timeline):

A framework for assessing a prospect’s potential as a qualified lead based on specific criteria. 

Decision Maker:

An individual in an organization who has the authority to purchase or influence buying decisions, identified in lead qualification. 

Lead Scoring:

A methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. 

Lead Segmentation:

The process of dividing leads into groups based on various criteria, such as demographics, behavior, or engagement level. 

Marketing Qualified Lead (MQL):

A lead judged more likely to become a customer compared to other leads based on specific criteria and behaviors. 

Pain Points:

Specific problems faced by prospective customers, identified during lead qualification for targeted solutions.  


An individual or organization potentially interested in purchasing a product or service, identified through lead qualification. 

Sales Funnel:

A model that illustrates the stages a buyer goes through, from initial awareness to making a purchase decision. 

Sales Qualified Lead (SQL):

A prospective customer that has been researched and vetted by both marketing and sales teams, ready for the next stage in the sales process. 

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