Lead Generation for Small Business: 12 High-ROI Tactics

If you run a local business, lead flow shouldn’t feel like a coin toss. Yet too often it is—your website gets clicks but not calls, Google Maps shows competitors above you, ad spend creeps up while qualified inquiries flatline, and the “we’ll look into it” follow‑ups never turn into booked appointments. Meanwhile, you’re juggling operations, reviews, and hiring—leaving little time to figure out which tactics actually move the needle. The result is a stop‑start pipeline that makes planning (and payroll) harder than it needs to be.

This guide gives you a clear, practical path to steady, high‑quality demand. You’ll get 12 high‑ROI tactics built for small businesses—each with why it works, step‑by‑step actions, tool and cost options, and the exact metrics to track. We’ll cover the essentials that compound over time (conversion‑focused pages, local SEO, Google Business Profile, reviews), the paid plays that pay back (Google Ads, Local Services Ads, retargeting), and the often‑missed levers (offline‑to‑online capture, email/SMS nurturing, referrals, video, and speed‑to‑lead). You’ll also see how to stitch these together into an integrated local lead engine—and when partnering with a specialist like Wilco Web Services can accelerate results. Ready to turn clicks into calls and calls into customers? Let’s get started.

1. Partner with Wilco Web Services to build an integrated local lead generation engine

Most small businesses don’t need more tactics—they need them working together. Partnering with Wilco Web Services turns your website, Google Business Profile, local SEO, reviews, paid media, and follow‑up into one integrated lead engine for lead generation for small business. Our clients have seen 395% more leads, 205% more phone calls, 448% more organic visitors, and up to 462% ROI.

Why this works

An integrated system compounds results: better rankings feed more clicks, conversion‑ready pages turn clicks into calls, and fast follow‑up turns calls into booked jobs. Wilco builds people‑first content, proves visibility with Local SEO map‑grid reports, and iterates weekly based on real call, form, and revenue data—not vanity metrics.

Step-by-step actions

Here’s how an engagement typically runs:

• Discovery and goals: Align revenue targets, service areas, offers.

• Baseline audit: Site, GBP, citations, reviews, ads, analytics.

• Rebuild for conversions: Pages, forms, calls, chat, tracking.

• Win local search: On‑page, citations, local links, GBP enhancements.

• Launch paid and retargeting: Google Ads, Google Local Services Ads, remarketing.

• Nurture + speed‑to‑lead: Review asks, SMS/email, sub‑5‑minute response.

Tools and cost

Wilco bundles the essentials so you don’t juggle vendors.

• Conversion tracking + call recording

• Map‑grid ranking reports

• CRM/lead routing integration

• Ad management with transparent budgets

Metrics to track

We report what owners care about.

• Qualified leads by channel: Calls, forms, chat.

• Cost per lead and cost per booked job

• Map‑pack share of voice and average rank

• Lead response time: Percent under five minutes

• ROI/ROAS tied to closed revenue

2. Build conversion-focused website and landing pages that turn clicks into calls

Your site should act like a 24/7 salesperson—clear, fast, and persuasive. For lead generation for small business, small wins on-page (clarity, proof, speed, and easy contact) often unlock the biggest gains: more calls and bookings from the same traffic.

Why this works

Pursuit notes your website is the primary digital channel where prospects decide to act. Pair that with Close’s advice to offer compelling opt-ins and clear CTAs, and you turn passive visitors into leads. Better conversion also improves ROI from SEO and paid—every channel benefits when more visitors take action.

Step-by-step actions

Start with your money pages (home, top services, location pages) and apply:

• One primary CTA per page: “Call now,” “Book estimate,” or “Check availability.”

• Above‑the‑fold clarity: Value proposition, service area, and CTA visible without scrolling.

• Trust accelerators: Recent reviews, star rating, certifications, and real local photos.

• Frictionless contact: Click‑to‑call buttons, short forms (3–5 fields), and optional SMS/chat.

• Scheduling options: Embed a simple booking request or callback form.

• Service‑area proof: Cities served, map, and directions to reassure local fit.

• Answer objections: FAQs, process overview, and transparent pricing ranges where appropriate.

• Lead magnet (optional): Checklist, coupon, or quick quote to capture earlier‑stage visitors.

• Mobile-first speed: Compress images and simplify layouts so pages load quickly.

• Thank‑you flow: Clear next steps and automated email/SMS confirmation.

Tools and cost

Use a stable CMS like WordPress, free analytics (Google Analytics), and your CRM to capture, route, and follow up on leads (Close highlights built‑in email/SMS sequences). Wilco includes call and form tracking by default, so owners see which pages and channels drive booked jobs.

Metrics to track

Measure outcomes, not guesses:

• Conversion rate by page (Conversion rate = leads / sessions)

• Leads by type: Calls vs. forms vs. chat

• Click‑to‑call and form completion rates

• Time to first contact and appointment set rate

• Cost per lead/booking if ads are active

• Revenue per lead to validate ROI

3. Win local SEO basics: on-page, citations, and local links

Before you chase advanced tactics, nail the local SEO fundamentals that reliably drive phone calls. Close highlights how local SEO terms like “Plumber in [City]” and proper presence on Google and Apple Maps get you found. When your on‑page signals, citations, and local links align, you rank more often and convert more of the right nearby searches—core to lead generation for small business.

Why this works

Google prioritizes proximity, relevance, and prominence. Clear “service + city” signals on your site (relevance), consistent NAP citations across directories (prominence/trust), and real local backlinks (prominence) reinforce each other. This foundation boosts both map pack and organic results and improves ROI across every channel that sends traffic to your site.

Step-by-step actions

• On‑page signals

  • Title/H1 format: “Service in City, ST | Brand.” Add city/state to meta titles and H1s.

  • Location pages: Unique pages for each city/service with FAQs, photos, and directions.

  • NAP everywhere: Exact Name‑Address‑Phone in footer and Contact page; click‑to‑call.

  • Embed map + landmarks: Driving directions and neighborhood references build local relevance.

  • Schema: Add LocalBusiness with address, geo, and phone consistency.

  • Internal links: Point blog and service pages to your top location pages with anchor text like “roof repair in Round Rock.”

• Citations (listings)

  • Claim/clean core listings: Google, Apple Maps, Bing, Yelp, Facebook, plus industry/local directories.

  • Ensure category, hours, and NAP are identical; remove duplicates; add photos.

• Local links

  • Join and get listed by Chamber, neighborhood associations, charities, and local events.

  • Sponsor youth teams or meetups; request supplier/partner “Find a Pro” links.

Tools and cost

• Free: Google Search Console, Google Analytics, Bing Webmaster Tools, Apple Business Register.

• Low‑cost: A listings management tool or manual citation cleanup; basic keyword/SEO tool for “service + city” research.

• Pro help: Wilco’s map‑grid reporting and citation cleanup to speed consistency and proof of coverage.

Metrics to track

• Service+city rankings: Average rank and top‑3 coverage across target ZIPs.

• Organic sessions from local queries and pages per session on location pages.

• Citation consistency: Percent of target directories corrected; duplicate removals.

• Local links: New referring domains from local orgs; domain authority trend.

• Leads from organic: Calls/forms attributed to organic and to location pages specifically.

4. Maximize Google Business Profile and map pack visibility

For most local searches, the map pack is where calls start. Think of your Google Business Profile (GBP) as a free storefront that prospects see before they ever reach your site. Close’s guidance even reminds small businesses not to snooze on Google and Apple Maps. A complete, active GBP can lift visibility, engagement, and conversions—core to lead generation for small business.

Why this works

Google rewards proximity, relevance, and prominence. A fully built‑out, frequently updated profile with accurate data, rich media, and strong engagement signals is more likely to appear for “service + city” queries and convert views into calls and direction requests.

Step-by-step actions

Do these first, then maintain a weekly rhythm to stay current:

• Claim, verify, and categorize: Set the best primary and relevant secondary categories.

• Perfect NAP + hours: Match site citations; add holiday hours to avoid “closed” flags.

• Service areas + services: Define coverage; list services with clear, non‑spammy descriptions.

• Compelling description: Who you help, core offer, and cities served in plain English.

• Photos/video: Upload real team, jobs, exterior/interior; refresh monthly.

• Links that track: Add UTM to website/appointment links to attribute GBP traffic.

• Enable messaging: Turn on chat; use an auto‑reply and route to fast responders.

• Posts weekly: Offers, FAQs, events, or tips to drive micro‑engagement.

• Manage Q&A: Monitor and answer common questions clearly and promptly.

• Apple Maps too: Submit via Apple Business Register to capture iOS users.

Tools and cost

• Free: Google Business Profile, Apple Business Register, GBP Insights, UTM tagging.

• Low cost: Pro photo shoot; lightweight video clips; phone routing for quick replies.

• Pro help: Wilco’s GBP optimization and map‑grid reporting to prove coverage gains.

Metrics to track

• GBP views → actions: Calls, website clicks, direction requests.

• Call‑through rate:CTR = calls / profile views

• Message response time: Median minutes to first reply; % under five minutes.

• Post engagement: Views, clicks, and resulting calls per post type.

• Map‑pack coverage: Top‑3 presence across target ZIPs via grid reports.

5. Systematize reviews and reputation management

Nothing converts like proof from real neighbors. Reviews influence who shows up in the map pack and who gets the call once prospects land on your Google Business Profile. For lead generation for small business, a steady stream of authentic, recent reviews lowers risk for buyers and turns more searches into bookings.

Why this works

Google weighs prominence and engagement for local visibility, and prospects scan ratings, recency, and owner responses before they act. A consistent, fair process to request and respond to reviews boosts both discovery and conversion, while giving you language to reuse in ads, landing pages, and sales follow‑ups.

Step-by-step actions

Build a reliable, every‑customer workflow instead of one‑off asks:

• Choose trigger moments: After service completion, post‑consult, or at check‑out.

• Make it effortless: Short SMS/email with your GBP review link; add a QR code at front desk/vehicles.

• Use a simple script: “It was a pleasure helping with [service]. Would you mind sharing a quick review to help other local families choose confidently?”

• Ask everyone, every time: Keep it fair and compliant; don’t filter by sentiment.

• Respond to all reviews: Thank positives; for negatives, acknowledge, offer to make it right, and move offline promptly.

• Surface proof: Add select reviews to key pages and proposals; refresh monthly.

Tools and cost

Lightweight beats complex here. Use your CRM to automate SMS/email requests and reminders, a branded short link/QR code to your review form, and owner‑phone notifications for fast responses. Wilco can wire this into your lead engine and track completion by job.

Metrics to track

Measure consistency and impact:

• Average rating and total reviews

• Review velocity: New reviews per month

• Recency: Percent from last 90 days

• Response time: Median minutes to reply

• Request completion rate: Reviews / requests sent

• GBP actions: Calls and website clicks trend as reviews grow

6. Use paid media across the funnel: Google Ads, Local Services Ads, and retargeting

Paid media gives you a throttle you can turn up or down to keep lead flow predictable. Use Google Ads to capture “service + city” demand, add Google Local Services Ads (where available) to win high‑intent calls, and layer retargeting to bring back visitors who didn’t convert the first time. Close highlights retargeting as a reliable way to re‑engage past visitors—and platforms like Adroll make multi‑platform retargeting simple.

Why this works

• Demand capture now: Searchers typing “emergency [service] near me” are ready to act; ads put you in front of them today.

• High intention, low friction: Local Services Ads place you at the top with trust elements that boost call‑through.

• Second chance to convert: Retargeting reminds warm prospects, keeping you top‑of‑mind until they’re ready.

Step-by-step actions

• Instrument first: Turn on conversion tracking for calls, forms, and booked appointments; record calls for quality checks.

• Build core search campaigns: Group “service + city/near me” terms; write clear, local ad copy; add negatives to cut waste.

• Activate Local Services Ads: Complete business profile, categories, service areas, hours, photos, and reviews.

• Launch retargeting: Create audiences of recent site visitors and non‑converters; show simple offers and trust proof.

• Tight targeting: Geo‑target your real service area; schedule ads to business hours; enable call extensions/call‑only where appropriate.

• Weekly optimize: Review search terms, pause low performers, expand winners, and test new offers/landing pages.

Tools and cost

• Core stack: Google Ads, Google Local Services Ads, sitewide remarketing tags, call tracking, and your CRM.

• Retargeting options: Native Google/YouTube retargeting or an aggregator like Adroll to reach multiple channels.

• Resourcing: Start with one channel you can manage well; add layers as tracking and follow‑up are solid. Wilco can manage the mix end‑to‑end.

Metrics to track

• Funnel basics: Impressions → CTR → CPC → conversion rate.

• Cost efficiency:CPL = ad spend / qualified leads; CPA (booked) = ad spend / booked jobs.

• Channel health: Search term quality, impression share, and call recording quality.

• Retargeting impact: Assisted conversions and lift in total conversion rate after launch.

• Revenue: ROAS/ROI tied to closed revenue, not just leads.

7. Turn offline into online leads: direct mail, events, and QR codes

Your ideal customers still walk the same streets, open their mail, and attend local events. The play is to meet them offline—then pull them online to a tracked, conversion‑ready page. Direct mail remains effective (there’s a reason it keeps showing up), and Close cites a Knorr campaign that drove 17,000 purchases with a 10.2% response rate. Pair mailers and in‑person events with QR codes and unique phone numbers to make lead generation for small business measurable.

Why this works

Offline channels cut through digital noise and build local trust fast, while QR codes, short URLs, and call tracking tie every postcard, flyer, or seminar back to a lead source. Pursuit and Salesforce both highlight events and in‑person networking as reliable ways to spark qualified conversations—your tracking makes them scalable.

Step-by-step actions

• Design a compelling offer: Limited‑time discount, free assessment, or VIP booking window.

• Bridge to digital: Add a QR code and short URL to a dedicated landing page with UTM tags.

• Use unique call tracking: Print a campaign‑specific phone number on each mailer/flyer.

• Host a helpful event: Workshop, open house, or free tasting; push RSVPs to a simple form.

• Capture on the spot: Table tent QR codes, SMS opt‑in (“Text DEAL to…”), and a one‑tap form.

• Follow up fast: Auto‑confirmations, reminders, and a sub‑5‑minute callback for hot inquiries.

Tools and cost

• Direct mail vendor or local printer: Printing, addressing, and route selection.

• QR code + short link: Dynamic QR linked to UTM‑tagged pages; branded short URLs.

• Call tracking + recording: Unique numbers per campaign for attribution and QA.

• Event kit: Signage, tablets for on‑site forms, SMS keywords, and a simple RSVP page.

Metrics to track

• Mail response rate:Response = (scans + calls) / pieces sent

• Event funnel:RSVP rate, show rate, and appointments set

• Scan‑to‑lead conversion:Leads / QR scans

• Cost per lead/booking:Spend / qualified leads and Spend / booked jobs

• Revenue per piece:Closed revenue / pieces sent

8. Publish local content that ranks: service, city, and FAQ pages

Thin, generic pages don’t win local intent. Build specific service pages, unique city pages, and answer‑rich FAQs that match how neighbors actually search (“[service] in [city]”, “cost”, “how long”, “near me”). This creates a durable inbound engine for lead generation for small business and lifts results across SEO, Google Business Profile, and even paid search quality.

Why this works

Close highlights that blogging and SEO attract inbound traffic, while Pursuit stresses optimizing your site with the keywords your audience uses. When your pages explicitly solve local problems, show proof, and answer pre‑sales questions, Google sees stronger relevance and searchers feel lower risk—so you earn more impressions, clicks, and calls.

Step-by-step actions

Map your content, then publish consistently:

• Build a content matrix: List core services down the left and priority cities across the top; tackle highest‑value intersections first.

• Service page template: Clear H1 (“[Service] in [City, ST]”), value prop, problems solved, process, pricing ranges (if appropriate), local photos, city‑specific testimonials, trust badges, FAQs, and a primary CTA.

• City pages with substance: Unique intro referencing neighborhoods/landmarks, recent jobs in that city, directions, and a short “Why [City] chooses us” section.

• FAQs that reduce friction: Pull from calls, emails, and GBP Q&A; answer concisely, link to deeper pages, and add FAQ schema.

• Internal links that guide: From home/blog to top service and city pages; include breadcrumbs and “Related services.”

• Publish cadence: 2–4 new pages per month; refresh winners quarterly with new proof and photos.

Tools and cost

• Free: Google Search Console, Google Analytics, Google Docs, basic schema markup.

• Low‑cost: Keyword tools (e.g., Semrush/Ahrefs), schema/SEO plugins, a local photo/video shoot.

• Pro help: Wilco’s content packages, on‑site photography, and map‑grid reporting to validate gains.

Metrics to track

• Service+city rankings and top‑3 coverage.

• Organic sessions to service/city/FAQ pages.

• Engagement: Time on page and scroll depth.

• Conversion rate per page and Leads per 100 visits = (leads / sessions) * 100.

• FAQ rich result impressions/clicks in Search Console.

• Assisted conversions from content‑driven paths.

9. Use lead magnets, email, and SMS to nurture and convert

Most prospects won’t book on their first visit. The fix is simple: earn their contact info with a relevant lead magnet, then use email and SMS to guide them from interest to appointment. Close recommends irresistible opt‑ins and engaging email sequences, and Salesforce stresses that lead nurturing keeps you top‑of‑mind until buyers are ready. That combo reliably lifts lead generation for small business.

Why this works

High‑value opt‑ins trade quick value for permission to follow up. From there, short, helpful sequences answer questions, reduce risk with proof, and make it easy to book. SMS adds immediacy for confirmations and reminders, while email carries deeper education and offers—together increasing conversion without more ad spend.

Step-by-step actions

Build a simple capture‑to‑nurture flow in days, not weeks:

• Pick one lead magnet: Local pricing guide, checklist, coupon, quick‑quote form, or “what to expect” guide.

• Place it where intent is highest: Service and city pages, exit intent, and your Google Business Profile link.

• Short form + clear consent: Name, email, phone, service, ZIP; disclose SMS/email use and “Text STOP to opt out.”

• Instant responses: Thank‑you page with next step, email delivery of the asset, and an SMS: “Got your request—reply 1 to book a callback.”

• 3–6 email sequence (5–10 days): Proof (reviews/case), process, FAQs, offer/deadline, and a final “still need help?” reply‑to prompt.

• Smart SMS touchpoints: Appointment confirmations, day‑before reminders, “running a few minutes early,” and a post‑service review request.

• Segment and personalize: Service type, city, and urgency; swap examples and offers accordingly.

• Re‑engage non‑responders: 30‑ and 60‑day check‑ins with a fresh hook or seasonal tip.

Tools and cost

Use your CRM for forms, tags, and automated email/SMS, call tracking for attribution, and a lightweight calendar for booking. Start with built‑in tools you already pay for; Wilco can wire this into your integrated lead engine and maintain compliance messaging.

Metrics to track

Watch capture, engagement, and booked outcomes:

• Opt‑in rate:Opt‑in = new subscribers / unique visitors

• Email performance: Open rate, click‑through rate, and reply rate

• SMS performance: Delivery rate, response rate, and time‑to‑first‑reply

• Lead‑to‑appointment rate and no‑show rate (after reminders)

• Unsubscribe/spam rate to protect sender reputation

• Revenue per lead/subscriber to validate ROI

10. Build referral, partner, and co-marketing channels

Your warmest, fastest‑closing leads often come from people who already trust you or trust someone who vouches for you. Salesforce calls referrals the best lead generation strategy, and for good reason: trust transfers, sales cycles shrink, and acquisition costs drop. Layer in non‑competing local partners and simple co‑marketing, and you’ll create a steady stream of qualified introductions—high‑ROI lead generation for small business.

Why this works

Referrals and partner leads carry built‑in credibility. That lowers friction, boosts conversion, and reduces ad dependence. A lightweight, repeatable program turns “occasional” word‑of‑mouth into a measurable, compounding channel you can scale with incentives and shared audience campaigns.

Step-by-step actions

Put structure around what already works:

• Define sources: Past customers, complementary pros, associations, and suppliers.

• Create a win‑win offer:Give and reward (e.g., thank‑you gift or next‑service credit) without over‑discounting.

• Standardize the ask: Train staff to request referrals at happy moments (after a 5‑star review, job completion).

• Build a partner matrix: Pair with non‑competitors your buyers already use (e.g., movers → storage, realtors → contractors, pediatric dentists → orthodontists, estate planners → probate attorneys).

• Co‑market simply: Co‑branded checklist, seasonal webinar, neighborhood mailer, or “locals‑only” event.

• Make it easy to track: Unique links/QRs, partner‑specific phone numbers, and a short referral form.

• Equip allies: Provide a one‑page partner kit (who we help, best fits, how to refer, benefits).

• Mind compliance: Follow industry rules (e.g., legal/healthcare) on incentives and disclosures.

Tools and cost

Use your CRM for referral tags, partner accounts, and automated thank‑you rewards. Spin up co‑branded landing pages with unique UTMs and call tracking numbers. Budget modestly for incentives and print assets. Wilco can build the pages, codes, and reporting so every referral is attributable.

Metrics to track

Focus on quality and efficiency:

• Referral rate:referrals / customers asked

• Partner‑sourced leads and close rate

• CPL vs. other channels:CPL_referral < CPL_paid (target)

• Revenue per partner and ROI = (revenue - costs) / costs

• Time to close (referred vs. non‑referred)

• Repeat/retained revenue from referred customers

11. Win trust with video: YouTube, Shorts, and testimonials

Prospects believe what they can see and hear. Short, helpful videos and authentic customer testimonials lower perceived risk, explain your process, and make calling you feel safe. Close recommends sharing expertise on YouTube to build trust (even local pros like Fill’s Lawn Care turn views into leads). Pair YouTube and Shorts with on‑page embeds and Google Business Profile videos to turn attention into action.

Why this works

Faces, voice, and real jobs create instant credibility that text alone can’t match. Videos also earn extra search surfaces (YouTube, Google video results, map profiles) and improve conversions on your service and city pages. Testimonial clips act like portable reviews—powerful proof across ads, landing pages, and follow‑ups.

Step-by-step actions

Start simple and ship weekly:

• Script 5 FAQs (60–90s): Problem → quick tip → call‑to‑action.

• Capture 3–5 customer testimonials: Onsite or Zoom; get permission.

• Shoot phone‑first: Horizontal for YouTube, vertical for Shorts/Reels.

• Add captions and headlines: Most viewers watch muted.

• Upload with local titles: “Water Heater Repair in Round Rock | What to Try First.”

• Embed on money pages: Related service/city pages and your GBP.

• CTAs everywhere: On‑screen phone, description link with UTM, pinned comment.

• Retarget viewers: Build audiences from watchers who didn’t convert.

Tools and cost

A smartphone, small tripod, and a clip‑on mic are enough. Edit with CapCut/Canva, manage in YouTube Studio, caption automatically, and track with UTM links plus call tracking. Wilco can script, film, edit, and distribute while wiring results into your reporting.

Metrics to track

• Local views and watch rate (avg % watched)

• Clicks from descriptions/posts (UTM‑tagged)

• Leads from pages with video vs. without

• Video‑assisted conversions (conversions with video touch / total)

• GBP video views → calls

• Testimonial lift: Conversion rate before/after adding proof

12. Measure what matters: analytics, call tracking, and speed-to-lead

What you measure is what you can multiply. For lead generation for small business, the biggest wins come from seeing every lead’s source, recording every call, and responding within minutes. Close champions irresistible CTAs and fast follow‑up, and their “five‑minute rule” echoes a simple truth: fast response turns interest into booked work.

Why this works

When tracking ties clicks to calls to revenue, you can double down on winners and cut waste. Speed‑to‑lead compounds this effect—Salesforce emphasizes ongoing customer care and nurturing; you can’t nurture what you never reach. Sub‑five‑minute replies dramatically improve connect and close rates.

Step-by-step actions

• Instrument every touchpoint: GA4, Search Console, GBP Insights, and UTM tags on all links.

• Use dynamic number insertion (DNI): Unique numbers per channel; record calls for QA.

• Track forms and chat as conversions: Short forms with source/medium captured automatically.

• Pipe all leads to your CRM: Auto‑create records with source, keyword/UTM, call recording URL.

• Set a speed‑to‑lead SLA: Under five minutes during hours; auto‑SMS “we got it” + callback.

• Route smartly: Ring groups, round‑robin, after‑hours answering, and missed‑call alerts (SMS/Slack).

• Score and disposition calls: Qualified, spam, wrong number, booked, not interested.

• QA weekly: Review recordings, fix scripts/routing, and update negative keywords/campaigns based on junk leads.

• Close the loop: Import won revenue back to channels to calculate real ROI/ROAS.

Tools and cost

• Free: Google Analytics 4, Google Search Console, Google Business Profile Insights.

• Low‑cost: Call tracking with DNI and recording, CRM with email/SMS automation, shared inbox/phone app, alerting via SMS/Slack.

• Pro help: Wilco sets up end‑to‑end attribution, dashboards, and sub‑5‑minute lead routing.

Metrics to track

• Attribution coverage:Known source rate = leads with source / total leads

• Speed‑to‑lead: Median minutes to first reply; % under 5 minutes

• Missed calls:Missed call rate = missed inbound / total inbound

• Quality and conversion:Qualified rate = qualified leads / total leads; Lead → booked = booked / qualified

• Cost efficiency:CPL = spend / qualified leads; CPA (booked) = spend / booked

• Revenue:Revenue per lead = closed revenue / total leads; ROI = (revenue - cost) / cost

• Channel mix: Leads, booked jobs, and revenue by source (SEO, GBP, Ads, Referrals, Retargeting)

Keep your pipeline growing

You don’t need every tactic at once—you need the right ones working together, measured weekly, and tuned to how your buyers actually search and book. When your website converts, your Google Business Profile is active, reviews flow, paid media is tracked, and follow‑up is fast, lead flow steadies and revenue becomes predictable. That’s the repeatable system small businesses use to outpace bigger competitors without outspending them.

Pick one 30‑day sprint: tighten your pages and tracking, then layer local SEO and reviews, then add paid plus retargeting. Set simple targets (conversion rate, calls, booked appointments) and meet weekly to cut what’s noisy and double what’s working. If you want this built and managed end‑to‑end—with clear reporting and accountable ROI—partner with a team that does it every day. Start a conversation with Wilco Web Services and turn your next 90 days into a lead engine you can count on.