Once you have traffic coming to your site, the next step is to convert them into leads and customers.
Start by identifying what a prospect, lead and customer is to your business.
At each stage your prospects and leads are looking for different information. In the early stages it's more about how your product or service will help them. Then they're looking for information about your company, your credibility, expertise, proven results. Next, when they are ready to convert, they're wanting to know what the buy/purchase process is and what to do.
The purpose and importance of lead generation is to get the contact information of people who have visited your site. After you've spent all the effort to increase traffic to your site, you want to know who was interested in your product or service. These people may not be sales ready, and they may not be sales ready for a long time, but their contact information is extremely valuable to you. Once you have contact information from website visitors who are interested in your product or service you can begin nurturing these leads with valuable information to stay top of mind until they are sales ready.