flagship course · GL-01
Lead Generation for Small Businesses
Build a simple, lawful way to attract people who want what a small business sells, measure the cost of each lead, and hand good leads to a person who can help them.
about this course
What you will be able to do
Build a simple, lawful way to attract people who want what a small business sells, measure the cost of each lead, and hand good leads to a person who can help them.
- Understand Explain the difference between a lead, a prospect and a customer, and describe the funnel in plain words.
- Apply Build a landing page and an opt-in form that ask for only what is needed and record consent.
- Analyse Compare three traffic sources by cost per lead and lead quality.
- Evaluate Judge a 14-day test against targets and decide to scale, change or stop.
- Create Produce a lead system with a follow-up routine and a one-page report for the business owner.
Task, condition and standard
Task
Build and run a 14-day lead test for one real small business and report cost per lead and cost per customer.
Condition
A real owner who agrees in writing, a free page or form tool, a spreadsheet, a budget of USD 60 or less (an estimate; check your market, or use the equivalent in your own currency), two peers and a mentor. About 60 hours over 4 to 8 weeks.
Standard
Every lead has recorded consent; every number carries its currency; the report shows spend, leads, cost per lead, customers won and the decision; two peers rate it Meets or better.
Who it is for: Small-business owners, shop and clinic managers, freelancers, students who want a first marketing project. Requirements: none. A phone or computer and a real small business to help. Materials: lesson text, worked examples, templates, rubric, 10-question check.
Safety and limits: No purchased or scraped contact lists. No messages to anyone who has not agreed. No health, money or miracle claims in any offer. This course is not legal advice.
lesson by lesson
8 modules with worked examples
Module 1 Who is a lead, and who is your ideal customer 6 hUnderstand
A lead is a person who has shown interest and given you a way to contact them. A prospect is a lead who fits your customer profile. A customer has paid. Lead generation is the work of moving people along that line honestly.
- Write the ideal customer profile: who, where, what problem, what they already try, what they pay now. Keep it to ten lines.
- The funnel has four steps: notice, interest (lead), decision (prospect), purchase (customer). Count people at each step; the drop between steps shows where to work.
- Interview 5 real people who match the profile. Ask what they did the last time they needed this, what annoyed them, and what made them trust a seller.
- A small business wins on being specific: a named place, a named group, a named problem.
Activity. Write the profile and five interview notes for your chosen business and keep them in My page.
Standard to meet. Complete all ten lines of the profile, give each interview note a quote and a fact, and state the problem in the customer's own words.
Module 2 The offer: a promise worth giving contact details for 6 hCreate
People share contact details when they get something useful straight away. That useful thing is the lead magnet: a checklist, a price guide, a free first check, a sample, a short guide.
- A good offer is specific, quick to use and linked to the paid service. "Free fit check in 10 minutes" beats "Contact us".
- Write one clear promise in one line: who it is for, what they get, how fast.
- Never promise what you cannot deliver on the day. State any limits (for example, "first 20 customers this month").
- Test two versions of the promise on five people and keep the one they understand in under 5 seconds.
Activity. Write three promise lines, test them on five people, and record which wins and why.
Standard to meet. Name the audience, the result and the time in the winning line, and show in the test notes who said what.
Module 3 Consent and the rules 6 hApply
Trust is the asset. Contact people only with their clear agreement, tell them what you will send, and let them leave at any time. Local data-protection law sets the detail: check yours.
- Good consent is active (a box the person ticks), specific (what you will send, how often) and recorded (date, time, wording they saw). Check the exact rule for your place.
- Collect the minimum: name and one contact method are usually enough. Every extra field lowers sign-ups.
- Every message carries who you are and a one-step way to stop receiving messages. Honour a stop request the same day.
- Keep a simple register: person, date, source, consent wording, stop date if any. Delete data you no longer need.
- Never buy lists, never scrape contact details, never add people because they gave a card at an event without saying what you will do.
Activity. Write your consent sentence, build the register sheet, and test unsubscribe on a friend's number or address.
Standard to meet. Leave the consent box unticked by default, record date, source and wording in the register, and check that unsubscribe works and is logged.
Module 4 The landing page and form 8 hCreate
A landing page has one job: persuade one kind of visitor to take one action. Remove everything else.
- Structure: headline with the promise; two lines of proof; a short list of what they get; the form; a contact fallback.
- Use plain words at reading age 12 or below, a large button with a verb ("Book my fit check"), and a page that loads in under 3 seconds on a phone.
- Proof beats claims: a real photo, a real number ("612 pairs shortened this year"), a short quote with permission.
- Conversion rate = leads divided by visitors. If 200 visitors give 10 leads, conversion is 10 / 200 = 5%.
- Check it on a phone first: most small-business visitors use one.
Activity. Build the page and form with a free tool. Ask three people to find the button in 5 seconds.
Standard to meet. Give each page one action and three fields or fewer, check that it works on a phone, and confirm that three of three testers succeed.
Module 5 Getting visitors: own network, referral, search, social, small paid test 8 hAnalyse
Start with sources that cost time, not money, then run one small paid test to learn.
- Own network: customers, neighbours, local groups, shop counter, poster with a QR code. Ask for referrals with a small thank-you.
- Search: a useful page with the words customers use, a map listing with correct opening hours and photos.
- Social posts: show the work, answer questions, post the offer on a regular day.
- Paid test: set a cap before you start, for example USD 30 over 7 days, one audience, one offer, one page.
- Track every source with its own link or code so you know which one produced leads.
Activity. Run two sources for 7 days each with separate tracking and fill a comparison table.
Standard to meet. Tabulate source, spend, time, leads and cost per lead, and choose the winner using numbers, not feeling.
Module 6 Follow-up: email and message basics 6 hApply
Most leads are lost in the first day. A fast, human, helpful first reply beats a clever campaign.
- Reply within one hour in working hours. Use the name they gave; answer their question first; offer one clear next step.
- A welcome sequence of three short messages: day 0 (what they asked for), day 2 (a useful tip or answer), day 5 (an invitation to book).
- Subject lines tell the truth in under 8 words. No capital-letter shouting, no tricks.
- Keep it plain text and short. One link per message. Say who you are and where you are.
Activity. Write the three-message sequence and send it to two peers (not strangers) for feedback.
Standard to meet. Give each message one action, a stop line and the sender, and confirm that peers understand what to do next.
Module 7 Measure: cost per lead, per customer, and the decision 8 hEvaluate
Numbers turn opinion into decisions. Use four: visitors, leads, customers, spend.
- Cost per lead (CPL) = spend divided by leads. Cost per customer = spend divided by customers.
- Lead-to-customer rate = customers divided by leads.
- Compare with the profit per customer. If one customer brings USD 40 profit and costs USD 25 to win, margin is USD 15.
- Decide with a rule written before the test: scale if cost per customer is under half the profit; change if between half and full; stop if above.
- Report honestly, including what failed.
Activity. Compute the four numbers and the three rates for your test in a sheet.
Standard to meet. Check that there are no arithmetic errors, show units and currency on every figure, and match the decision to the pre-written rule.
Module 8 Hand-off, the 14-day report and what next 12 hCreate
A lead is only worth something when a person follows it up well. Close the loop and present your result.
- Keep one shared sheet: lead, date, source, status (new, contacted, booked, won, lost), next step, owner.
- Qualify politely: need, timing, budget. Not every lead fits, and that is fine.
- Write a one-page report: goal, what you did, numbers, lessons, decision, next 14 days.
- Present to the owner and a peer circle for 10 minutes. Ask for one improvement and record it.
Activity. Prepare the report and present it. Update My page with all evidence.
Standard to meet. Report is one page; numbers match the sheet; the owner confirms in writing; two peer reviews given.
assessment
How you are checked
Evidence: customer profile and interviews, consent register, landing page, source comparison, number sheet, 14-day report and owner sign-off. A mentor and one peer mark it with this rubric. Pass: no criterion at 'Not yet', and at least 8 of 10 check answers right.
| Criterion | Not yet | Meets | Exceeds |
|---|---|---|---|
| Customer understanding | No profile or interviews | Profile and 5 interviews | Profile plus insights that change the offer |
| Consent and records | Missing, or the box is ticked by default | Consent recorded with wording | Register, unsubscribe tested, data minimised |
| Page and offer | Several goals, unclear promise | One goal, clear promise | Tested versions with measured gain |
| Numbers | Errors or no currency | Correct CPL and cost per customer | Correct, with decision rule applied |
| Follow-up | Slow or none | Three-message sequence in use | Same-day replies, shared status sheet |
Ten-question check, with model answers
Q1. What is the difference between a lead and a prospect?
Model answer: A lead has shown interest and shared contact details; a prospect is a lead who also fits your customer profile. (Covered in module 1: Who is a lead, and who is your ideal customer. To pass that module: Complete all ten lines of the profile, give each interview note a quote and a fact, and state the problem in the customer's own words.)
Q2. Name the three properties of valid consent.
Model answer: Active (ticked by the person), specific (what and how often), recorded (date, wording, source). (Covered in module 3: Consent and the rules. To pass that module: Leave the consent box unticked by default, record date, source and wording in the register, and check that unsubscribe works and is logged.)
Q3. 200 visitors give 14 leads. What is the conversion rate?
Model answer: 14 / 200 = 7%. (Covered in module 4: The landing page and form. To pass that module: Give each page one action and three fields or fewer, check that it works on a phone, and confirm that three of three testers succeed.)
Q4. You spent USD 45 and won 6 customers. What is the cost per customer?
Model answer: 45 / 6 = USD 7.50. (Covered in module 7: Measure: cost per lead, per customer, and the decision. To pass that module: Check that there are no arithmetic errors, show units and currency on every figure, and match the decision to the pre-written rule.)
Q5. Why is buying a contact list a bad idea?
Model answer: People have not agreed to hear from you, it can break data law, and it harms trust and delivery. (Covered in module 3: Consent and the rules. To pass that module: Leave the consent box unticked by default, record date, source and wording in the register, and check that unsubscribe works and is logged.)
Q6. Give two ways to reduce form drop-off.
Model answer: Fewer fields; a clear verb on the button; a fast phone-friendly page; trust proof. (Covered in module 4: The landing page and form. To pass that module: Give each page one action and three fields or fewer, check that it works on a phone, and confirm that three of three testers succeed.)
Q7. How soon should you reply to a new lead in working hours?
Model answer: Within about one hour. (Covered in module 6: Follow-up: email and message basics. To pass that module: Give each message one action, a stop line and the sender, and confirm that peers understand what to do next.)
Q8. What must every message include?
Model answer: Who you are and a one-step way to stop receiving messages. (Covered in module 3: Consent and the rules. To pass that module: Leave the consent box unticked by default, record date, source and wording in the register, and check that unsubscribe works and is logged.)
Q9. Why track each source separately?
Model answer: To know which one produces leads and what each lead costs. (Covered in module 5: Getting visitors: own network, referral, search, social, small paid test. To pass that module: Tabulate source, spend, time, leads and cost per lead, and choose the winner using numbers, not feeling.)
Q10. State a decision rule written before a test.
Model answer: For example: scale if cost per customer is under half the profit per customer. (Covered in module 7: Measure: cost per lead, per customer, and the decision. To pass that module: Check that there are no arithmetic errors, show units and currency on every figure, and match the decision to the pre-written rule.)
ladder L1 to L7
Slide by slide, with notes
Seven slides, one for each level. Step in at your level and move up; credits stack.
Slide 1. L1 Basic: What a lead is
On the slide: L1 Basic · What a lead is
Notes: Say in one sentence what a lead is and name one place a small shop can find them. Notes: no tools needed; use a local shop the learner knows and ask who has asked about prices this week.
Slide 2. L2 Awareness: Consent and honest promises
On the slide: L2 Awareness · Consent and honest promises
Notes: Know that people must agree before you contact them and that offers must be true. Notes: show one consent tick box and one false offer; learners mark which is fair and say why.
Slide 3. L3 Foundation: A simple offer and form
On the slide: L3 Foundation · A simple offer and form
Notes: Write one offer and a form with three fields or fewer. Notes: check the offer names who it is for and what they get; count the fields and the words on the button.
Slide 4. L4 Practitioner: Run a 14-day lead test
On the slide: L4 Practitioner · Run a 14-day lead test
Notes: Run the test for one real business and report conversion rate and cost per customer. Notes: use 200 visitors giving 14 leads as the practice case (7 per cent); learners redo the sums on their own numbers.
Slide 5. L5 Specialist: Compare sources and decide
On the slide: L5 Specialist · Compare sources and decide
Notes: Compare at least three sources by cost per lead and choose what to scale, change or stop using a rule written before the test. Notes: scale if cost per customer is under half the profit per customer; learners defend one decision.
Slide 6. L6 Advanced: Coach a team on follow-up
On the slide: L6 Advanced · Coach a team on follow-up
Notes: Set reply targets, templates and a weekly review for a small team. Notes: target a reply within about one hour in working hours; sample five replies and mark them against a checklist.
Slide 7. L7 Super expert: Design the whole lead system
On the slide: L7 Super expert · Design the whole lead system
Notes: Design a lead system for several businesses with data rules, audit and a yearly plan. Notes: review consent records and source tracking for gaps; present one risk, one saving and a 12-month plan.
jobs this leads to
Where this takes you
- Lead generation assistant. Runs landing pages and follow-up for small businesses.
- Digital marketing trainee. Tracks sources and cost per lead.
- Shop or clinic growth coordinator. Turns enquiries into bookings.
- Freelance local marketer. Offers a 14-day lead test as a paid service.
- Customer success junior. Follows up and keeps records.
Next courses: Digital Marketing, Chatbots for Business, E-Commerce Growth Marketing.
ten locations and global
Your place
Check the data-protection and marketing-message rules for your place before you collect any contact details. Check your local rules with an adviser before you act for real.
India (Bengaluru)
Currency: write INR next to every number. Language: English, Hindi, Kannada. Personal data law to check: Digital Personal Data Protection Act 2023. Level frame: National Skills Qualifications Framework (NSQF) and the national credit framework. Partner to practise with: an industrial-training institute, a polytechnic, a small-business cluster or a Bengaluru incubator.
Netherlands (Eindhoven area)
Currency: write EUR next to every number. Language: Dutch, English. Personal data law to check: EU GDPR (Dutch: AVG), supervised by the Autoriteit Persoonsgegevens. Level frame: the Dutch qualification framework (NLQF) linked to the European Qualifications Framework. Partner to practise with: a regional college (MBO), a maker space or a small firm in the region.
UAE (Dubai and Abu Dhabi)
Currency: write AED next to every number. Language: Arabic, English. Personal data law to check: Federal Decree-Law No. 45 of 2021 (personal data protection). Level frame: the emirate education and training regulators (for example KHDA in Dubai) and the national qualifications framework. Partner to practise with: a free-zone business centre, a training institute or a municipality-licensed operator.
Brazil (Sao Paulo)
Currency: write BRL next to every number. Language: Portuguese (Spanish and English support). Personal data law to check: LGPD (Lei Geral de Protecao de Dados). Level frame: the national technical-education catalogue and the national S-system training bodies. Partner to practise with: a small-business support agency, a technical school or a local cooperative.
Canada (Toronto)
Currency: write CAD next to every number. Language: English, French. Personal data law to check: PIPEDA, with provincial rules where they apply. Level frame: the provincial colleges framework and the national credential-recognition guidance. Partner to practise with: a community college, a settlement agency or a Toronto business hub.
United States
Currency: write USD next to every number. Language: English, Spanish. Personal data law to check: state privacy laws (for example California), and COPPA for children under 13. Level frame: state and community-college credit systems. Partner to practise with: a community college, a workforce board or a small-business development centre.
Singapore
Currency: write SGD next to every number. Language: English, Mandarin, Malay, Tamil. Personal data law to check: Personal Data Protection Act (PDPA). Level frame: the Singapore national skills frameworks and the national credit system. Partner to practise with: a channel partner, a polytechnic or an approved training provider.
Australia
Currency: write AUD next to every number. Language: English. Personal data law to check: the Privacy Act 1988 and the Australian Privacy Principles. Level frame: the Australian Qualifications Framework (AQF) levels. Partner to practise with: a vocational college or registered training organisation, or a regional business chamber.
Hong Kong (Eastern Asia)
Currency: write HKD next to every number. Language: Chinese (Cantonese, Mandarin), English. Personal data law to check: the Personal Data (Privacy) Ordinance. Level frame: the Hong Kong Qualifications Framework. Partner to practise with: a college, training body or business chamber.
Georgia and Israel (Western Asia)
Currency: write GEL or ILS next to every number. Language: Georgian, Hebrew, Arabic, English. Personal data law to check: the personal data law of the country where the learner lives. Level frame: the national qualifications framework of that country. Partner to practise with: a local college, chamber or training body.
Cayman Islands (Caribbean)
Currency: write KYD next to every number. Language: English. Personal data law to check: the Data Protection Act. Level frame: the local education and training framework. Partner to practise with: a local training body or business chamber.
Mexico
Currency: write MXN next to every number. Language: Spanish, English. Personal data law to check: the federal law on personal data held by private parties. Level frame: the national competency certification system and the education ministry levels. Partner to practise with: a technical college or business chamber.
next
Draft
Draft flagship. Own wording; no outside brand, school or person names. Not live.