The main way to generate leads online is to put forms on your website. It goes beyond the "contact" form. Anytime you have a valuable content offer to share with your target audience, you can ask for information in order to download it.
The data you collect on the forms can be used to guide prospects through the buyer journey. You can use it to properly qualify leads to either send them to the appropriate sales rep or put them back in the bucket for more lead nurturing.
If you collect the right information about your prospects in the right way, you can use it to create targeted messaging that will keep the sales momentum going. However, I frequently see mistakes on website forms that make the data collected very difficult or impossible to use.
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