---
title: "Lead generation and conversion"
description: "More leads is not the goal. Leads that close are. Landing pages, capture methods, conversion audits and the metrics that hide a broken funnel."
canonical: "https://grey-wolf.co.za/lead-generation/"
published: "2026-09-11"
cluster: "lead-generation"
hub: true
tokens: 933
---

A record month of leads and quietly declining conversion is the scaling paradox.
Start with [5,690 leads and a problem](/lead-generation/record-leads-declining-conversions/),
then the case where [the best lead source was the worst business decision](/lead-generation/your-best-lead-source-might-be-your-worst-business-decision/).

On the page itself: [two capture methods on every B2B landing page](/lead-generation/why-we-put-two-lead-capture-methods-on-every-b2b-landing-page/),
and what happened when [we audited our own site and zero pages passed](/lead-generation/we-audited-our-own-website-14-pages-zero-passed/).
When the lead is in, [a proposal that sells itself](/lead-generation/proposal-that-sells-itself/) closes it.

Speed is a conversion input too: [78 to 90 on mobile Core Web Vitals without a paid plugin](/lead-generation/page-speed-without-paid-plugins/), and why [a 5-star rating isn't the story](/lead-generation/your-5-star-rating-isnt-the-story/) your hero section should tell.

## Start here

- [They Hit Their Lead Target and Still Had a Problem](https://grey-wolf.co.za/lead-generation/record-leads-declining-conversions/) — 5,690 leads in a month, a record, and conversion quietly declining. The scaling paradox: volume that hides a funnel problem until it is costly.

## When the numbers lie

- [The Conversion Rate That Disappeared](https://grey-wolf.co.za/lead-generation/conversion-rate-that-disappeared/) — CPL 28% below forecast. Sales conversion 57% below target. Same campaign, same month. The good-leads-bad-conversions problem, unpicked.
- [Your Best Lead Source Might Be Your Worst Business Decision](https://grey-wolf.co.za/lead-generation/your-best-lead-source-might-be-your-worst-business-decision/) — A 14.4% conversion rate versus 7.9%, and the higher-converting source delivered 2.3x fewer sales. How one metric nearly cost R500,000 a month.

## Pages that convert

- [Why We Put Two Lead Capture Methods on Every B2B Landing Page](https://grey-wolf.co.za/lead-generation/why-we-put-two-lead-capture-methods-on-every-b2b-landing-page/) — For high-ticket B2B, form optimisation solves the wrong problem. LinkedIn OAuth plus email fallback cuts friction and lifts data quality.
- [Your 5-Star Rating Isn't the Story](https://grey-wolf.co.za/lead-generation/your-5-star-rating-isnt-the-story/) — A 98.8% rating is impressive, but the hero section is the wrong place for it. We read 507 reviews and found six differentiators inside.
- [We audited our own website. 14 pages. Zero passed.](https://grey-wolf.co.za/lead-generation/we-audited-our-own-website-14-pages-zero-passed/) — We ran our own site through the conversion audit we use on clients. Fourteen pages, zero passed. What we found, fixed, and still have not.
- [78 to 90: What We Removed to Fix a WordPress Page Speed Problem](https://grey-wolf.co.za/lead-generation/page-speed-without-paid-plugins/) — WordPress performance problems trace back to addition. How we took a B2B site from 78 to 90 on mobile Core Web Vitals by removing things.

## Closing

- [The Proposal That Sells Itself](https://grey-wolf.co.za/lead-generation/proposal-that-sells-itself/) — Most proposals ask clients to decide from imagination. We attached a live interactive demo to a R50,000 proposal and closed it.

## Related topics

- https://grey-wolf.co.za/marketing-attribution/
- https://grey-wolf.co.za/paid-media/