Leads, Lies & Landing Pages: What They Don’t Tell You About Marketing That Converts

Let’s Talk Leads (Without the Buzzwords)

If you own a business or have been part of a sales team, you're probably so over hearing the word “lead”. Leads are people who have shown interest in your product or service. If you're in sales, you jump on a lead to try to convert it into a sale. One of the most effective ways to generate leads is through marketing, but there's a catch.

Marketers love throwing around buzzwords to get you to sign. They’re chasing their own leads, too. If marketers were being honest, leads don’t just come pouring in the second you change your content. This is a long game. It pays off, but it takes time to get right.

Also, not all leads are created equal. Sometimes interest doesn’t equal a sale. Budgets, competitors, timing—these can all get in the way. Some leads are easier to convert than others, but either way, marketing is the starting point.

Let’s walk you through the journey of generating leads through marketing:

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The Great Lead Generation Myth

There are numerous myths circulating about marketing that we have a whole series on social media dedicated to debunking. One of the biggest?

“Just post, and the leads will come.”

Not quite.

Posting definitely helps, but quality always beats quantity. You need content that grabs attention and provides people with a reason to stay. A boring post won't do that.

If you don’t have in-house designers, don’t stress. Tools like Canva, Adobe Express, and CapCut make content creation more accessible than ever, with a plethora of templates to get started.

There’s also a big difference between paid and organic leads. Organic (no ad spend) content is valuable, but there’s only so far it can take you. We always suggest setting aside a small budget to test ad spend. You’d be surprised how much you can learn from experimenting.

And remember—your social media isn’t there to make you the most followed or most liked.

Likes don’t pay the bills. Leads do.

The Anatomy of a High-Quality Lead

Let’s be blunt:

Stop trying to market to everyone.

Go back to basics. Who is your Ideal Customer Profile (ICP)? That’s the person you should be creating content for. If your audience skews older, avoid using TikTok dance trends. It won’t land.

Demographic and behavioural data are useful, but they can feel overwhelming. Our advice? Start by stereotyping a little (in a good way). Ask yourself: What does your ICP do in their downtime? What platforms are they on? What content resonates?

Large companies often run focus groups, but not everyone has the budget to do so. That’s why we love testing. Run two versions of the same post, each targeting different audiences. See which performs better. Keep refining from there.

Also—ditch those long, soul-sucking forms.

People don’t want to give you their entire family tree just to download a PDF.

Make it a conversation instead.

Whether via chatbot or a real person, ask the questions that matter:

• What does your business value?

• How did you get started?

• What are your goals?

  
  

Avoid diving straight into “What’s your budget?” People love talking about themselves, so let them. You’ll get better answers that way.

The Lead Funnel is Dead (Sort Of)

Here’s the truth: people don’t move neatly through funnels anymore. They’re being sold every day, from all sides.

Think about it. Billboards on the way to work. Ads on your feed. Product placements in series. People are constantly bombarded and becoming immune to it.

Funnels were built to shove people into boxes. That doesn’t work in 2025.What does?

Think ecosystem.

People move in and out of your brand environment. One day, they binge your content. Next, they forget you exist. Then they see a random ad and think, “Oh, I remember these guys.”

So, how do you stay top of mind?

The answer is trust. That’s the foundation of everything.

Here’s how we like to explain it:

• Topsoil = Awareness (blogs, reels, the general vibe of your brand)

• Roots = Engagement (emails, community, conversations)

• Fruit = Conversion (people buy because they feel something real)

Forget the funnel. Treat your audience like humans. Build the kind of trust that makes them want to stick around.

What’s Working in 2025

Let’s clear something up:

People don’t have short attention spans. If they did, Squid Game wouldn’t have taken over the world.

People just have better filters now. They know what’s worth their time—and what’s not.

So, if you want their attention, make it worthwhile.

Short-form is still king in 2025, but it’s not about being brief. It’s about being brilliant. Ask yourself, “Why should someone listen to this instead of watching a Charli XCX clip for the 14th time?”

Answer: Personality.

People want charisma. They want to see your brand’s face, flaws and all. The old “funny host walking you through the brand's shtick is tired. You don’t have to follow that template.

Instead, stand in front of the camera and talk. Just you and the audience. Like you would to a friend. No bells and whistles needed.

Emails are also back in fashion. But don’t send fluff. Only email people when you have something real to say. That’s the new rule.

CTA: Let’s Talk Real Growth: Leads, Lies & Landing Pages

Call-to-actions still matter—but not all CTAs are created equal.

“Contact us now” feels like the digital version of someone holding a soggy cardboard sign.

It screams: “A pushy salesperson is waiting to talk your ear off.”

You can do better.

Try these instead:

• “Let’s talk numbers”

• “Start your journey”

• “What can we build together?”

Language changes everything. The right words make people feel seen and safe, not sold to.

And don’t be afraid to test.

• Do emojis help?

• Do cheeky captions perform better than formal ones?

• Are people more likely to act when you ask them a question?

Try. Learn. Repeat.

Conclusion

Marketing and lead generation go hand in hand—but, like any relationship, effective communication is everything.

Don’t look at numbers as just numbers. See the people behind them. Ask:

• What makes them tick?

• What do they care about?

• What do they hate?

When you market with that in mind, your brand stops being a business and becomes something more. You're not after the quick sale. You're after loyalty. Advocacy. Longevity.

So, let’s stop chasing leads.

Let’s start attracting loyalty.

Ready to grow?

If you’d like to learn more, get in touch or request a complimentary analytics deep dive. We’ll help you unlock smarter marketing, better leads, and more meaningful content.

Urban Poetry — where brands become movements.

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