How local lead generation websites work, and what can go wrong

A local lead generation website is a site built around one service in one place, designed to rank in search, answer a visitor's questions and collect an enquiry. The owner of the site then passes the enquiry to a provider who can do the work.

The basic model

1. Choose a service and an area where people are searching and providers can serve them.
2. Build a site with useful, specific pages and a simple quote form.
3. Get it found in search, through content, structure and, over time, links and reviews.
4. Collect enquiries and check them against an agreed definition of a qualified lead.
5. Pass qualified enquiries to a provider, who pays an agreed price for each.

Why the site owner keeps the site

The site is an asset. It takes time and effort to build and rank. If the provider paid for it and then left, the owner would have nothing, and if the owner sold it, the provider would lose their source. A common arrangement is that the owner keeps the site and the provider pays for results. It also keeps the provider out of the technical work.

What the provider does

Answer the enquiry quickly, quote fairly, do the work and tell the owner what happened. Honest feedback helps the owner improve the site and the quality of leads.

What can go wrong

• New sites rank slowly. Search visibility takes months, not days.
• Volume is not guaranteed. Small towns produce few searches.
• Quality can vary. A clear written definition and honest feedback keep it on track.
• Dependence on one site. Do not stop your own marketing.
• Weak sites exist. Thin copy, unclear ownership and made-up claims are warning signs.

How it differs from a directory

A directory lists many providers and sells leads or placements to as many as will pay. A local lead site connects searchers with one provider per service and area. The first is crowded and often shared. The second is focused and, when well run, exclusive. See exclusive vs shared leads.

What I do

I build and own local sites for property compliance services, pass qualified enquiries to one provider per service and area, and charge a fixed price per qualified lead with no retainer. See how it works, or get in touch if you would like to talk about your area.