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Enquiry generation

Lead generation, where the unit is an enquiry you can actually act on.

This is what most businesses mean when they say they want more leads: enquiries from real businesses, with a real need, that are worth picking up the phone about.

They are not something we buy in and forward to you. They come out of connected work — reaching the right buyers, making sure the enquiry can complete and arrive, and measuring where each one came from. So this page is about where your enquiries come from and which of them are worth your time, rather than how many we can send.

The situation this is usually bought to fix

Two versions, and they need different work.

Not enough enquiries. The demand exists somewhere and it is not arriving here.

Or enough enquiries and the wrong ones— job applications, course questions, vendor pitches, students, and buyers looking for something you do not sell. That is not a volume problem, and adding traffic makes it worse.

Telling those apart is the first useful thing anyone can do, and it takes measurement rather than opinion.

What counts as a qualified enquiry here

Checked automatically at the moment it arrives.

An enquiry counts when all of the following are true.

  • 01It is real.

    It passes abuse screening rather than being a bot or a bulk submission.

  • 02It is reachable.

    There is a name, and an email address that can actually receive a reply.

  • 03There is a business context.

    A company name, or a website, or a work email domain. Any one of the three is enough — because in this market a real business worth crores is frequently run from a Gmail address, and a rule that rejected those would be flattering our own numbers by discarding some of the businesses most worth having.

  • 04There is a stated need.

    A message that says something, or a problem selected from the page they enquired on.

  • 05It is not a duplicate.

    Of an open enquiry from the same person.

The end of the chain, showing an enquiry becoming a qualified enquiryThe terminus of the chain. Everything upstream is recessive. An enquiry arrives as a solid point. One enquiry arrives from an open, dashed mark with no upstream segment — it has no usable trail, and it still counts. A rule crosses the chain at the point the five conditions are checked, at the moment the enquiry arrives. Past the rule the chain continues to the qualified enquiry, and a second branch leaves it for what is recorded and reported separately rather than deleted. Beyond the qualified enquiry the line doubles, because what follows is your own data from your own system. No count, rate or proportion appears anywhere on the drawing.everything upstreamthe enquiryno usable trail — it still countsCHECKED WHEN IT ARRIVESthe qualified enquirythe rest is stored and reportedseparately — never deletedopportunity and revenue— your numbers, from your systemWE ANSWER UP TO THE RULEno count and no rate appears on this drawing
One object in a changed condition, not a classification of enquiries into grades. The rule is the moment the five conditions below are checked. Nothing on this drawing is a count, a rate or a proportion, and nothing on it scores an enquiry.

What it deliberately does not judge

Whether you should want the work.Fit, value, timing and whether the person can decide — none of that can be established by a form, and a budget dropdown collects an unverified number that makes a report look precise and nothing else. That conversation happens with a person.

Whether we could tell where it came from.An enquiry that arrives with no trail — direct, phone, a recommendation — is exactly as real as one that arrives on a tagged link. It counts, and we show it as unattributed rather than moving it out of the count to make the measurement look tidier.

What does not count

Job and internship applications. Course, training and certification enquiries. Vendor and agency outreach, including backlink and guest-post requests. Student and academic requests. Requests for work we do not do.

Those are stored and readable — never silently deleted— and they are reported separately, because the ratio between them and real enquiries is itself a signal about the traffic.

What we will not promise

We are accountable up to the qualified enquiry.

What happens after — whether it is followed up, quoted well, and won — is yours.

We do not score enquiries. A scoring model needs historical outcomes to calibrate against, and inventing weights would be precision with nothing underneath it.

We do not buy, scrape or rent lists, and nothing here is outbound. This is capturing demand from people who are already looking. Cold outbound is a different business and not one we are in.

we do not promise
  • a number of enquiries per month
  • a cost per enquiry, or per lead
  • a conversion rate
  • a guaranteed quality standard for demand we do not control
The method, including what cannot be attributed

The questions this page gets asked

“Lead gen agencies sell rubbish leads.”
Frequently true, and the mechanism is simple: when the contract is written on volume, volume is what arrives. The definition above is the alternative, and quality is reported next to volume rather than behind it.
“How many enquiries will we get?”
We do not know, and neither does anyone quoting you a number. What we can do is capture a starting point first, so that whatever happens next is measurable rather than arguable.
“What happens to quality as volume goes up?”
Usually it falls, unless the demand being added is as relevant as the demand already there. That is the reason the reporting separates qualified from total: if the gap widens, the acquisition work is reaching the wrong people and needs changing.

Related: if the traffic is arriving and the enquiries are not · the whole system · organic search · paid search.

Tell us what your enquiries look like now

How many, and how many are worth quoting for.

Roughly is fine. If you cannot separate the two today, say that — it is the most common answer and it is where the work usually starts.