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Web & Digital Platforms

Lead generation sites: every page judged by the jobs it books

Most sites count visits and form fills. A lead generation site follows each inquiry past the form, to a booked job or a reason it didn't become one, and credits the page that brought it. Pages are built for specific searches, like a water heater install in one town, and the next page is chosen from searches you're not answering yet. We build it to follow each inquiry to a booked job, and choose the next page from what people search for.
Talk through the work you want more ofSee the loop ↓
each page judgedby the jobs it bookssearchwater heater install eastsidepage/water-heater-install-eastsiderequestR-131 · from that pagejobJ-640 bookedcreditthe page earned a booked jobnexttankless water heater · no page yet

Five parts of the loop

  1. 01

    Searches worth a page

    Specific, local, with intent

    “Water heater install eastside” gets a page; “water heaters” doesn't.

  2. 02

    A page for each search

    Written for that search

    The service, the town, the proof and one way to book, not a template with the town name swapped.

  3. 03

    Inquiries captured

    Forms, calls and texts, each with its page

    Every inquiry arrives knowing which page it came from.

  4. 04

    Followed to the booked job

    Not just the click

    Each inquiry is followed until it's booked or closed, with the reason.

  5. 05

    Credited back

    Pages judged by jobs

    Each page shows the requests and booked jobs it brought, so the next page is chosen from evidence.

Three inquiries, followed to the end

The page gets credit for what actually happens, good or bad.

R-131 · /water-heater-install-eastside

  1. Request sent

    from the page, Tuesday 6:12 pm

    done

  2. Called back

    Wednesday 8:40 am

    done

  3. Estimate visit

    Thursday

    done

  4. Job booked

    J-640

    done

  5. Credited to the page

    one booked job

    done

The page is credited with a job, not just a visit.

Judged by clicks, or by jobs

Judged by visits

  1. 01One page per service, written for everyone
  2. 02Success means traffic and form fills
  3. 03Nobody knows which page led to which job
  4. 04The next page is a guess

Pages that bring visits but no jobs look like winners.

Judged by booked jobs

  1. 01A page for each search worth winning
  2. 02Every inquiry followed until it's booked or closed
  3. 03Each page credited with the jobs it brought
  4. 04The next page chosen from searches without one

Effort goes to the pages that book work.

The parts it's built from

Each part is built and tested on its own, so you can start with one and add the rest.

  1. Structure

    UX & Information Architecture

    Pages organised by service and town.

  2. Pages

    Marketing Websites · Accessibility

    Each page claims, proves and asks, for everyone.

  3. Conversion

    Conversion Optimization

    • form
    • call
    • text

    an inquiry with no page → marked unknown and checked

  4. Measurement

    Analytics Instrumentation

    Every inquiry with its page and source.

Underneath every pageWeb PerformanceFast on a phone, so paid visits aren't lost waiting.

Is a lead generation site the right system?

Good fit

  • Customers search for specific services in specific towns.
  • You can say which jobs you want more of.
  • You want to know which pages bring booked work.

Avoid when

  • Work comes by referral and nobody searches. A business website is enough.
  • You can't take on more work right now.

How we'd approach it

Most of the early work is agreeing the searches to win, how inquiries are followed past the form, and what counts as a booked job.

  1. 01

    Understand

    As much as the problem needs

    We map how the work runs today: who does what, which systems hold the records, and where it breaks.

  2. 02

    Design

    Decided before it's built

    Ownership, rules, integrations and exceptions, agreed with you and written down with acceptance criteria.

  3. 03

    Build

    Connected to what you use

    We build the scoped system, connect it to the tools you already run, and test it on the cases that matter.

Related systems

The capabilities underneath

For your industry

Questions about lead generation sites

How many pages will we need?

One for each search worth winning: specific services in the towns you serve, with real demand. Usually dozens, not hundreds, each written for its search.

Can you promise more leads?

No. We build pages for real searches and measure what they bring. What they bring depends on your market, your competitors and your prices.

Do we need to run ads?

No. The pages work for search and for ads; ads just bring visits sooner.

How is a phone call credited to a page?

Each page shows its own tracking number, so a call is counted against the page that showed it.

Judge your site by the jobs it books

Tell us how your site brings in work today and how you track it. We'll show you which pages earn their place.

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