Traffic, leads and qualified enquiries are different
Traffic is a visit to a website or landing page.
A lead is a visitor who identifies themselves by sharing contact details or starting a conversation.
A qualified enquiry is a lead that reasonably fits the consultant’s service, geography, requirement, budget/engagement expectations and consultation model.
A campaign can appear successful at the traffic level while failing commercially. Thousands of impressions or cheap clicks do not compensate for poor enquiry relevance.
The system should therefore capture context early and help the consultant distinguish:
- active vs casual interest;
- residential vs commercial requirement;
- local site visit vs online consultation;
- immediate vs future project;
- suitable vs unsuitable geography;
- consultation enquiry vs free information request.