How To Generate Leads Online ☞ 10 MUST HAVES To Rank Well

Marketing is complex, but it doesn’t have to be.

If you want to leverage your website as a tool to drive leads and sales on to your business on autopilot you need to make sure you have a solid foundation.

The "holy grail" of generating leads online is ranking in the organic positions in search engines (primarily Google) because this is where the most ready-to-buy consumers are.

Think about it - someone going online and searching for "tree trimmer near me" has a very specific problem that they want solved, and clearly they are ready to solve it considering they are searching for a solution.

Organic search keywords with buyer intent (ex: tree trimmer near me) are the hottest types of terms, and if you want to get leads online that will turn into buyers - these are the kind of leads you should go after.

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Here are the 10 most important MUST HAVES for any business who is serious about wanting to get more customers or client’s online.

Make sure you PASS all these checks if you want to even have a chance of competing.

Download the free checklist we made so you can follow along as we go through this, and make sure that you set yourself up to have a website that can rank, generate leads, and bring your business success!

1. Rank for your brand

When customers search for your business name, you better be the first result (and ideally first 10+ results) that comes up in the search engines!

How to perform this check:

  1. Open your web browser to a new “incognito” window
  2. Go to
  3. Search for your business name
  4. What comes up in the search engine results?

PASS Example:

What you should see when searching for your business name.

Example business: “SEO Firepower”

If a consumer is looking for SEO Firepower in google, they are going to find it. No matter what they click on they will get taken to SOME property that directs them to the right business. 

SEO Firepower has their primary website showing up, a knowledge panel on the right side, their Linkedin profile, Yelp profile, etc.

This is total search engine result page (SERP) blanketing.

If this is what you see when you search for YOUR BUSINESS name, you get a PASS.

FAIL Example:

What you don’t want to see see when searching for your business name.
Example business: “Center for healthy relationships”

Unlike SEO Firepower, Center for healthy relationships is having problems. If a consumer is looking for their business and types their business name into Google there are a LOT of results coming up that are not them.

This is definitely what you don't want. 

If this is what you see when you search for YOUR business name, you get a FAIL.

2. Pass Google's website speed test

Google makes most of it’s money every year from advertising revenue.

Advertisers will pay Google to show up for certain keywords that they want to rank for. For this reason, Google wants to make sure that all of its end users (the searchers) have a great experience, so they continue to use Google over some other search engines (the competitors).

Part of making the experience good for users is that Google wants to only show websites to the searchers that are fast. For this reason, website speed is a ranking factor.

Slow websites don’t perform as well in search engines as fast websites. In fact, Google even created it’s own free to use tool that will evaluate your website’s speed and tell you if it thinks your website is fast enough to be worthy of being on its search engines.

If you are serious about wanting to generate leads online and get new customers to your website, you better make sure you are passing Google’s speed test.

Note: You will get a score for the Desktop version & the Mobile version of your website, you want to pass BOTH!

How to perform this check:

  1. Open Google's PageSpeed Tool
  2. Input your website URL into the box,
  3. Click ANALYZE

PASS Example:

What you should see if you're website passes Google's PageSpeed test.


google page speed tools results on

FAIL Example:

What you will see if you're website fails Google's PageSpeed test.

Example: (Ya ya ya, I know we need to speed up this site)

outrun fails google speed test on mobile

If you website is slow, Google will tell you. 

I know we need to speed this website up and I plan on doing it soon... but first I need to finish writing this post for you guys!

3. Pass Google's Mobile Friendly Test

Just as important as website SPEED is mobile-friendliness.

More people are searching on Google everyday now on mobile devices than they are on desktop devices, and for that reason Google wants your website to play nice on mobile.

Most website’s now are at least mobile responsive, which means that as the device you are viewing the website on changes size, the website’s elements and layout will respond in order to display the website nicely for a good user experience at that size.

However, there are still a ton of people who have websites that are not responsive, and not friendly on mobile.

If you want to give your site a fighting chance of ranking well, you gotta pass Google’s Mobile Friendly Test.

How to perform this check:

  1. Open Google's Mobile-friendly check
  2. Input your website url
  3. Click "RUN TEST"

PASS Example:

What you should see if you're website passes Google's Mobile-friendly test.


outrun seo passes googles mobile friendly test

FAIL Example:

What you will see if you're website fails Google's Mobile-friendly test.


As expected, "the worlds worst website ever" is not mobile friendly.

Frankly, if it was I would have been pretty disappointed and probably would have been forced to write them a harsh worded letter telling them that if they wanted to be the worst website ever that they would need to be not mobile friendly.

Luckily for them, I don't have to write that letter.

4. Setup your Google My Business correctly

Ranking in maps is a huge thing for businesses.

The maps take up a ridiculous amount of space and they get a lot of clicks. 

If you want to rank in maps, you’re going to want to make sure your Google Business account is setup properly.

There are a few things you want to get right on your "GMB" profile for maximum impact, and we will go over those right now.

How to perform this check:

  1. Go to your Google Business Page (you can find your page by going to in your web browser when logged into the Google account that you used to create your page)
  2. In the "Locations" section of the page, click on "Manage Location" 
  3. Click on "EDIT"

PASS Example:

If you want to consider your Google Business listing as a PASS, here are the elements you must have:

  1. Verified: A verified listing (Google will mail a postcard to your address and you need to enter the verification code that comes on it)
  2. NAP: A correct NAP (Name, Address, Phone Number). We will talk about this more later, but make sure that your name, address and phone number are exactly how it is supposed to be, and up to date.
  3. Photos: Make sure you upload photos. You want to be sure these photos are named properly with your business name and variations of your keywords, and ideally you want to Geotag your photos as well.
  4. Category: Make sure you have selected the correct category for your business
  5. Website: Obviously you want to have a link to your website there, but make sure that if you have multiple locations the URL points to the correct page!
  6. Posts: Make some posts, and take advantage of the fact that you can add links with anchor text. Add links to your other social profiles, your website, etc.
  7. Reviews: This is a main point on its own, but also worth mentioning here. Make sure you get reviews!

FAIL Example:

Here is an example of a poorly setup GMB.

It literally took me 2 searches to find this, which tells me that A LOT of people are still doing this wrong... Hmm, maybe I should call this guy up and let him know we can help him? What do you think?

Reasons this GMB fails the test:

  1. No pictures: That image is from Google Street view, its not a photo they uploaded
  2. No website link: does not point to the business website (see bottom of page, it goes to lawyer profile page)
  3. Missing Information: No business hours of operation
  4. No Reviews: This business has no reviews on the GMB

5. Install the FB Pixel

Whether or not you are actively advertising on Facebook or even planning to advertise on Facebook you should really setup the Facebook pixel on your website.

It will store information of visitors and if you decide to start implementing retargeting you will have some data ready and waiting for you.

How to perform this check:

  1. Download the free browser extension called Facebook Pixel Helper
  2. Go to your website, and click on the extension to see if you have the Pixel installed or not

PASS Example:

If you have the pixel installed correctly you will see that the extension has found the pixel!

FAIL Example:

If you do not have the pixel setup, or you did not set it up correctly, you will see that no pixel was found:

6. Setup your main social profiles correctly

Setting up your primary social profiles correctly is one of the keys to blanketing the first page for your brand (like we saw earlier with SEO Firepower). 

The main profiles you want to make sure you have setup are:

  1. Google Plus
  2. Google Business
  3. Facebook Page
  4. Twitter
  5. Youtube

How to PASS:

Here are the key items you want to make sure you have in order for this to be marked as a PASS:

  1. Link to your website: Make sure that in each profile, you put a link to your website
  2. Link to your other social properties: In all of these profiles it is possible to put additional links. Not only should you have a link to your website, but you should have links to your other main social profiles.
  3. Geotagged photos: Geotag your photos as the same address you put in your GMB, and upload those photos to your profiles
  4. URL / Profile: The username you use in many of these will end up in the inner url (example: Make sure you get your business name in there, and if you can - add a keyword!

7. Make sure you have no citation inconsistencies

In the world of internet marketing and SEO, citations are any occurrence of your "NAP" (name, address, phone number) online.

These appear frequently in directory type sites (yelp, yellow pages, etc.) but can also be added into other social profiles and blog websites like Facebook, Tumblr, etc.

If you want to give your business the best chance to rank well in local search, and in the map pack, you need to make sure that you have consistent citations everywhere your address is listed.

This means your name must be the exact same everywhere. Same goes for your phone number and address. You cannot have any discrepancies.

How to perform this check:

  1. Go to
  2. Run a citation check

8. Setup & Integrate an autoresponder

This step is less about ranking online to generate leads, and more about the sales process of lead generation.

Even if you are ranking on Page 1 for your best terms you will still want a system in place to capture as much data on your consumers as you can. 

An autoresponder is a fancy word for a software that allows you to send people emails automatically.

We recommend Active Campaign (because it is easy to use, feature rich, and cheap all at the same time).

Autoresponders also lets you give away awesome materials in exchange for someone's email address, which is an awesome way to start engaging your customers and sending them valuable information in the form of an email sequence.

Pro Tip: Even if you aren't ready to start collecting emails, you should setup Active Campaign because of site tracking - site tracking will start collecting data on users on your website so when they finally DO opt-in, Active Campaign will have tons of data on your users like what things they are interested in, what they have been clicking on, etc - all great data that you can use to segment your audience into lists of people interested in certain things, and then deliver them the right type of content and product offers!

9. Get at least 10 reviews on your GMB

Reviews are a make or break for not only your SEO, but also for your conversion.

Fact: Getting reviews on your Google Business will help your listing rank better. 

Fact: Businesses in the maps with higher reviews will get more clicks and phone calls.

According to studies "88% Of Consumers Trust Online Reviews As Much As Personal Recommendations"

Best practice is to get more reviews than your competitors (duh), but at a bare minimum you should at least try and get 10 reviews on your Google Business Page.

Tips to getting more reviews:

  1. Log into your email autoresponder and send out a message to your email list (current clients) asking if they will leave an honest review of your services.
  2. Add a review badge to your website to give your customers an easy way to leave you reviews.
  3. Call your customers, friends & family and have them leave an honest review of your business.

Reviews Example:

Have a look at this result ... as a customer, who would you want to do business with?

How about this one? Notice, that Landsford is in there twice....

I think you get the point.

Get reviews!

10. Setup Google Analytics

You can't measure what you don't track.

You want to be sure that all the hard work you're putting in to getting your website ready isn't done for nothing. And the only way to be sure that you are getting results is to have a system to track it.

The king of tracking is Google Analytics. 

Set it up on your websites, no excuses.

A tutorial on setting up Google Analytics is beyond the scope of this post, but if you need help setting it up, let us know and we can help you out.

How to perform this check:

  1. Go to (from a place you are logged in with)
  2. Go to your tracking data
  3. Check that the "Status" says "receiving traffic in the past 48 hours"

That's it - how did you do?

So, how did you?

Leave a comment down below and let me know what score you got - how many out of those 10 steps did you PASS?


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