How to Get More Leads for a Small Business

No leads, no business. It’s really that simple.

If you’re running a small business, leads are your lifeblood. They’re the people who show interest in your services, walk into your store, or fill out your contact form. Without them, growth stalls. With them, you create opportunity, momentum, and sales.

The problem? Most small business owners struggle with lead generation. They know they need more leads but aren’t sure which strategies actually work—or worse, they try too many things and spread themselves too thin.

The good news: you don’t need a massive budget or a huge marketing team to generate leads. What you need is clarity, consistency, and a proven system. In this guide, we’ll walk through the best ways to get more leads for your small business—covering digital, local, and referral strategies that actually deliver.

Step 1: Build a Strong Foundation First

Before you spend a dime on ads or start chasing new tactics, ask yourself: is your message clear?

If a potential customer lands on your website or sees your ad, can they immediately answer:

• What you do

• Who you help

• Why they should trust you

If not, you’re losing leads before they ever start.

That’s why foundation work matters:

• Clarify your message. As we wrote in Why Your Brand Needs a Hero—And It’s Not You, your brand should play the role of guide—not the hero—in your customer’s story.

• Define your customer persona. Who is most likely to buy from you? Build personas that reflect their needs and challenges. See 7 Steps to Create a Marketing Persona That Gets Customers to Buy.

• Optimize your website. Make sure your homepage has a clear call-to-action above the fold: “Book a Call,” “Schedule a Quote,” or “Shop Now.”

When your message is clear and your digital presence is aligned, every other lead generation tactic works better.

Step 2: Leverage Your Existing Customers

The easiest leads are the ones that come from people who already know, like, and trust you. Yet many businesses overlook this.

Here’s how to turn your current customers into lead machines:

• Referrals: Ask your happy customers to spread the word. Give them a reason—like discounts, freebies, or loyalty credits.

• Reviews and testimonials: Encourage customers to leave reviews on Google, Yelp, or industry-specific directories. Reviews don’t just build trust; they also help with local SEO.

• Social proof: Share testimonials on your website, in ads, and across social media.

Think of this as multiplying the impact of every sale. Instead of just getting revenue from one customer, you’re also gaining introductions to their network.

See our post on Top 5 Branding Mistakes I See (And How to Fix Them)—ignoring your best advocates is one of the biggest errors.

Step 3: Optimize for Local Search

If you’re a small business with a local customer base, local SEO is your ticket to more leads. Why? Because 46% of all Google searches are looking for local information (HubSpot).

Start here:

• Google Business Profile: Claim and optimize your profile. Add photos, accurate hours, and encourage reviews.

• Local keywords: Use location-based phrases like “plumber in Des Moines” or “best coffee shop in Ankeny.”

• Consistency: Ensure your business name, address, and phone number are identical across every platform.

Local SEO is cost-effective, highly targeted, and drives leads that are ready to buy. SEO.com reinforces that businesses ranking in local results consistently generate more calls and visits.

For a deeper breakdown of how these efforts tie into your bottom line, see Marketing ROI Explained for Small Businesses.

Step 4: Use High-ROI Digital Channels

Once your foundation is solid and local SEO is in place, you can amplify your reach with high-ROI digital channels.

Email Marketing

Still the ROI king, delivering $42 for every $1 spent (DMA).

• Collect emails from your website, events, or point of sale.

• Send monthly newsletters with helpful content and offers.

• Automate follow-ups to nurture leads into customers.

Xero’s marketing guide emphasizes email as one of the most effective and sustainable channels.

Content Marketing

Content builds trust and positions you as the go-to authority.

• Blog posts that answer customer FAQs.

• How-to videos showing your expertise.

• Checklists or guides offered in exchange for email signups.

Shopify calls content “the long game” that keeps compounding.

Social Media

Social media is the modern word-of-mouth. But don’t try to be everywhere. Pick 1–2 platforms where your audience spends time.

• Facebook & Instagram → great for local B2C.

• LinkedIn → strong for B2B.

• TikTok/Reels → reach younger audiences, create buzz.

The Wix SMB marketing guide suggests focusing only on platforms where engagement leads to sales.

Step 5: Paid Ads Done Right

When you need speed, ads can drive leads quickly—if used correctly.

• Google Ads: Perfect for capturing high-intent leads (people searching “emergency plumber near me”).

• Facebook & Instagram Ads: Best for building awareness and retargeting website visitors.

• Retargeting campaigns: Show ads to people who’ve already interacted with your business but haven’t converted yet.

Start small, test, and scale what works. Always track ROI—use our Marketing ROI Calculator to see if your campaigns are profitable.

Forbes highlights digital ads as an affordable way for SMBs to compete when paired with a clear offer.

Step 6: Network & Community-Based Lead Gen

Not all leads come from digital. Many small businesses still thrive on relationships built face-to-face.

• Local networking groups: Chambers of commerce, BNI groups, and business associations.

• Partnerships: Team up with complementary businesses (a gym partnering with a nutritionist).

• Community events: Sponsor a little league team, host a free workshop, or set up at a local fair.

The US Chamber of Commerce emphasizes that community involvement is one of the most overlooked but effective lead gen tactics.

Step 7: Avoid These Lead Gen Mistakes

Even the best strategies won’t work if you fall into common traps:

• Relying on one channel only.

• Buying low-quality leads.

• Failing to follow up quickly.

• Chasing likes instead of conversions.

For more on aligning your next moves, see The Next Three Steps Every Small Business Should Take.

Frequently Asked Questions About Small Business Lead Generation

• What’s the best way to generate leads for a small business?

  Start with referrals, local SEO, and email. These channels consistently produce the highest-quality leads at the lowest cost.

• How do I get free leads?

  Use organic tactics: word-of-mouth, reviews, organic social media, and optimizing your Google Business Profile.

• Which digital channels bring the most leads?

  Email, SEO, and paid search consistently rank highest for ROI and lead quality.

• Are paid leads worth it?

  Only if they’re qualified. Buying bulk leads often results in wasted time and money. Instead, generate your own through ads or content.

• How do I generate leads without cold calling?

  Leverage inbound strategies like content marketing, SEO, and social media. Instead of chasing prospects, let them find you.

Conclusion: The Lead Gen Formula That Works

Getting more leads as a small business doesn’t have to be complicated. It’s about doing the right things consistently:

• Build a clear foundation with strong messaging and customer personas.

• Leverage your current customers with referrals and reviews.

• Optimize for local search.

• Use high-ROI digital channels like email, content, and social.

• Layer in paid ads strategically.

• Don’t underestimate community-based lead gen.

The best results come when these strategies work together. Remember: you don’t need to do everything—you just need to do the right things consistently.

Want to discover the best lead gen strategy for your business? Let’s connect.