Conversion rate optimisation
We analyse what visitors actually do and fix the points where they drop out. Heatmaps and behaviour analysis find the problems; A/B testing proves the fixes worked. CRO
02 · Be chosen · Lead generation
You probably don't have a traffic problem.
Most businesses that come to us asking for more traffic are already getting enough. What they're not getting is enquiries: visitors arrive, look around, and leave without anyone knowing they were there. The cheapest lead you will ever generate is the one already on your website who currently leaves.
Growing South African businesses since 2017
What is lead generation?
Traffic and leads are different jobs.
Lead generation is the practice of turning anonymous website visitors into identified prospects your sales team can contact. It covers the mechanisms that capture interest, such as landing pages, forms, gated assets and calculators, and the work that makes people willing to use them: clear positioning, credible proof, resolved objections and an obvious next step.
A business converting 1% doesn't need twice the traffic to double its enquiries. It needs to convert 2%.
Enquiries a month today50
Double the traffic100You'd need 5 000 more visitors a month, and to pay for them every month.
Double the conversion rate100From the 5 000 visitors you already have.
Most lead generation problems aren't form problems. They're decision problems.
The visitor couldn't work out whether the service was for them, couldn't find a price, couldn't tell whether it had worked for anyone like them, or couldn't see what would happen if they enquired. The form was fine. They just weren't ready to use it.
What's included
Six disciplines that close the gap between traffic and enquiry.
Landing page development
Purpose-built pages for specific campaigns, services or audiences, plus the thank-you pages and follow-up most sites forget, where a surprising amount of leakage happens. Landing pages
Lead magnets and decision kits
Gated assets people actually want. The best ones are tools, not ebooks: calculators, scorecards and self-assessments that let a buyer work something out for themselves.
Decision content
The pages that resolve the doubts between interest and enquiry: fit, price, risk, alternatives, proof and next step. This is Buyer Decision Engineering, the part most lead generation work skips.
Forms, tracking and routing
Form optimisation, tracking that actually fires, attribution so you know which channel produced which lead, and lead scoring so sales works the good ones first.
Marketing automation
Follow-up that keeps a lead warm between enquiry and conversation, because that gap is where a lot of interest quietly dies. Automation
How we do it differently
Moving a button gives small gains. Answering the question gives large ones.
- We start with the decision, not the formWe diagnose which problem you actually have before touching anything.
- We build tools, not just documentsThe best-performing asset on our own website is a calculator that ranks on page five and still out-converts every service page we have. Interactive assets work even when everything around them doesn't.
- We measure the whole path, not the last clickA lead that took six weeks and eleven touches across four surfaces still shows up as one form submission. We track engagement across decision content so you can see what did the persuading.
- We don't chase volumeMore leads of worse quality make your sales team slower, not busier. We'll say so even when a bigger number would look better on the report.
Results
Aluminium windows and doors0
Health and safety specialists0
Neither of these was a traffic story.
Both involved fixing what happened after the visitor arrived.
Aluminium windows and doorsQuote requests a month, up from about 10
In about two years, Inso went from around 10 quote requests a month to over 500, and hired someone full-time just to handle them.
Health and safety specialistsMore leads
Absolute Health Services grew its leads by 341%, an outcome driven by conversion work, not simply more traffic.
What it costs
Monthly engagement, not a one-off sprint.
Conversion work is iterative: you test, learn, and test again. A single project captures a fraction of the available gain, which is why lead generation sits inside a monthly engagement. Where a site needs concentrated work up front, a four-week conversion sprint can run alongside it, scoped in the audit.
Starting fromR23 000a month
- No minimum term
- One month's notice
- Four-week sprint option available
Honest about scope
What lead generation can't do.
Manufacture demand that isn't there
If nobody is looking for what you sell, better conversion just means converting a smaller number more efficiently. That's a positioning problem, and we'd rather tell you than take the retainer.
Fix a slow sales follow-up
Response time is the biggest single factor in whether an enquiry becomes a customer. If leads sit for two days, no amount of conversion work compensates.
Work without traffic
Doubling the conversion rate of a page getting thirty visitors a month is still a small number. That's why lead generation and Search Everywhere Optimisation go together.
Work without honesty about price
The most common blocker we find is no pricing signal anywhere on the site. Buyers who can't find one assume the worst and leave.
01 · First, be foundSearch Everywhere OptimisationLead generation needs visitors to work on. Search Everywhere brings them.How we get you found
02 · Be chosenBuyer Decision EngineeringMost lead problems are decision problems. Buyer Decision Engineering is how we solve them.See Buyer Decision Engineering
What's a good website conversion rate?
It varies enormously by industry and traffic source, but most B2B service websites convert somewhere between 1% and 3% of visitors into enquiries. The more useful question is what yours is now and whether it's improving, since a business converting 0.5% has far more to gain from conversion work than from more traffic.
Should I focus on more traffic or better conversion?
Usually conversion, at least first. It's cheaper, faster, and it makes every future traffic investment work harder. Getting more visitors to a site that converts poorly means paying more to lose more people.
What's the difference between a lead magnet and a decision kit?
A lead magnet is any gated asset offered in exchange for contact details. A decision kit is a specific kind: an interactive tool that helps a buyer resolve something they're stuck on, like a calculator or a self-assessment. Decision kits consistently outperform ebooks and checklists because the buyer does the work and convinces themselves.
How long before we see more leads?
Conversion improvements can show within weeks, because you're working with traffic that already exists. The decision content that produces the larger gains takes a quarter or two to build and mature.
Do you work with our existing CRM?
Yes. We integrate with the major platforms and route leads into whatever you already use rather than asking you to change systems.
Can you generate leads without a website rebuild?
Usually. Most conversion gains come from content, structure and clarity rather than design. If the site is genuinely holding you back we'll say so in the audit, with the reason.
Let's turn your visitors into enquiries.
The Growth Audit reads your site the way a buyer does and shows every point between arriving and enquiring where the decision breaks down. Free, about a minute, no call required.
