20 SMART Goals for Lead Generation

Getting more leads for your business can feel hard. You want to bring in new customers, but you’re not sure where to start or how to measure your success. I’ve been there too. Some days it seems like other businesses have some secret formula for finding new leads that you don’t know about.

But here’s the truth – those businesses aren’t doing anything magical. They’re setting clear, measurable goals and working steadily to reach them. That’s what SMART goals are all about – creating targets that are Specific, Measurable, Achievable, Relevant, and Time-bound. With these goals, you can create a clear path to grow your business.

SMART Goals for Lead Generation

These 20 SMART goals will help you build a strong plan for getting more leads. Each one gives you a clear target to aim for and practical steps to take.

1. Increase Website Traffic by 30% in 90 Days

Getting more eyes on your website is a key step to finding new leads. The more people who visit your site, the more chances you have to turn them into leads. Focus on bringing in the right kind of traffic – people who might want what you sell.

To reach this goal, start with keyword research to find what your ideal customers are searching for. Then update your website content to match those searches. You can also try posting helpful content on social media that links back to your site, or running targeted ads to bring in new visitors.

“I will increase my website traffic by 30% over the next 90 days by publishing two new blog posts each week and sharing them on social media. I’ll track my progress using Google Analytics and adjust my approach based on what’s working best.”

2. Collect 500 New Email Subscribers in 3 Months

Email lists are gold for finding new leads. When someone gives you their email, they’re showing real interest in what you offer. Building a list of 500 new subscribers gives you a group of people who want to hear from you.

To grow your list, create something valuable that people can get for free when they sign up – like a helpful guide or checklist. Put sign-up forms in spots where visitors will see them on your website. You might also try running a contest or special offer that requires an email to join.

“I will gain 500 new email subscribers within the next 3 months by creating an awesome free guide that helps solve a common problem for my target customers. I’ll add sign-up forms to my top 5 website pages and promote the guide on social media twice weekly.”

3. Book 15 Discovery Calls Each Month

Talking directly with possible customers is one of the best ways to turn them into leads. Setting a goal to book 15 calls each month gives you clear meetings to aim for. These calls let you learn about what people need and show how you can help.

Make it easy for people to book time with you by adding a scheduling link to your website and emails. You might offer a free 15-minute chat to discuss their needs. After each call, make notes about what you learned so you can follow up in a helpful way.

“I will schedule 15 discovery calls each month by adding a booking link to my email signature and website. Each week, I’ll reach out to 10 people in my network who might benefit from my services, and I’ll follow up with everyone I meet at networking events within 48 hours.”

4. Publish 8 Lead-Generating Content Pieces This Quarter

Creating helpful content is a great way to show your knowledge and bring in leads. When you set a goal to create 8 pieces in a quarter, you have a clear target that keeps you on track. Good content helps people find you through search engines and social media.

Plan a mix of content types – blog posts, videos, podcasts, or guides. Focus on topics that your ideal customers care about and that show how you can help solve their problems. Make sure each piece has a clear way for people to take the next step with your business.

“I will create and publish 8 helpful content pieces this quarter that address my target audience’s biggest questions. Each piece will include a clear call to action and lead magnet. I’ll spend 3 hours each Monday working on content creation and track how many leads each piece generates.”

5. Reach 20% Conversion Rate on Landing Pages Within 6 Months

A good landing page turns visitors into leads by getting them to take action. Setting a goal to reach a 20% conversion rate means that 1 in 5 people who visit your page will sign up or reach out. This is an ambitious but reachable target with the right approach.

Test different headlines, images, and page layouts to see what works best. Make your offer clear and compelling, and remove anything that might distract visitors from taking action. Keep improving your page based on what the data tells you is working.

“I will increase my landing page conversion rate to 20% within 6 months by testing two different page versions each month. I’ll track which elements lead to more sign-ups, simplify the form fields, and create more compelling headlines. Every two weeks, I’ll review the results and make one improvement to the page.”

6. Get 100 Qualified Leads from LinkedIn in 4 Months

LinkedIn is perfect for finding business leads. Setting a goal of 100 qualified leads gives you a clear target to work toward. These aren’t just any connections – they’re people who fit your ideal customer profile and might need what you offer.

Spend time making your LinkedIn profile stand out and show how you help customers. Join groups where your ideal clients hang out and share helpful thoughts. Reach out to make new connections each week, but focus on building relationships rather than selling right away.

“I will generate 100 qualified leads from LinkedIn within 4 months by spending 30 minutes daily on the platform. I’ll optimize my profile by next week, connect with 15 new people in my target market each week, and share useful content twice weekly. I’ll track each conversation in my CRM to measure progress.”

7. Achieve a 25% Email Open Rate by End of Q2

When more people open your emails, you have more chances to turn them into leads. A 25% open rate is a solid goal that shows your emails are catching people’s interest. Better open rates mean your messages are reaching more potential customers.

Create email subject lines that make people curious or offer clear value. Test different sending times to see when your audience is most likely to open messages. Keep your emails short, helpful, and focused on one main topic or offer.

“I will reach a 25% email open rate by the end of Q2 by testing 3 different subject line styles each month. I’ll clean my email list to remove inactive subscribers, segment my audience into interest groups, and send emails at the optimal times based on my testing results.”

8. Generate 50 Leads from Each Trade Show

Trade shows put you face-to-face with many potential customers at once. Setting a goal of 50 leads per show gives your team a clear target to work toward. These in-person connections often lead to stronger relationships than online leads.

Make your booth stand out with clear messaging about how you solve problems. Train your team on how to start helpful conversations rather than just pitching. Create a simple way to collect contact info, like a tablet with a sign-up form or a business card draw for a prize.

“I will generate 50 qualified leads from each trade show by creating an eye-catching booth with clear messaging. I’ll prepare 3 conversation starters that address common pain points, offer a valuable giveaway that attracts my ideal clients, and follow up with every lead within 48 hours after the event.”

9. Increase Lead Form Completions by 40% in 120 Days

Lead forms are how website visitors become leads. When you aim to increase form completions by 40%, you’re focusing on getting more people to take that crucial step. More completed forms mean more potential customers in your pipeline.

Look at where people stop filling out your forms and fix those spots. Try making your forms shorter by asking only for essential information. Test different form designs and locations on your website to see what works best for your visitors.

“I will boost lead form completions by 40% within 120 days by reducing my form fields from 8 to 4, adding clear benefit statements next to each field, and testing 3 different form designs. I’ll check completion rates weekly and make one improvement every two weeks based on the data.”

10. Conduct 3 Webinars with 100+ Attendees This Quarter

Webinars let you show your knowledge and connect with many potential leads at once. When you aim for 3 webinars with 100+ people each, you’re creating major lead generation opportunities. These events help build trust with possible customers.

Choose webinar topics that address common problems your customers face. Promote your events through email, social media, and partners who might share with their audiences. Make sure to have a clear next step for attendees who want to learn more about working with you.

“I will host 3 webinars this quarter with at least 100 attendees each by selecting topics based on my most frequently asked customer questions. I’ll promote each webinar for 3 weeks before the event, partner with one industry influencer per event, and offer a special follow-up call for attendees who want to learn more.”

11. Achieve 5% Conversion Rate from Social Media Traffic

Getting people from social media to become leads takes the right approach. A 5% conversion rate means that out of every 100 visitors from social platforms, 5 take action on your site. This is a solid goal that shows your social strategy is working.

Create social posts that speak directly to your ideal customers’ needs and interests. When you share links, make sure they go to pages designed to convert visitors into leads. Test different types of content to see what gets the best results with your audience.

“I will reach a 5% conversion rate from social media traffic by creating posts that address specific pain points my audience faces. Each week, I’ll share 3 pieces of helpful content and 2 direct offers. I’ll track which platforms and content types drive the most leads and focus my efforts there.”

12. Reduce Cost Per Lead by 30% in 6 Months

Spending less to get each lead means your marketing budget goes further. When you aim to cut your cost per lead by 30%, you’re working to make your lead generation more efficient. This helps your business grow without needing to spend more money.

Look at which lead sources cost the most and which give you the best results. Put more of your budget toward the channels that work best. Test different messages and offers to see what connects with your audience and drives more leads for less money.

“I will cut my cost per lead by 30% within 6 months by tracking performance across all marketing channels. I’ll stop spending on the bottom two performing channels, increase budget for the top three, and test new ad creative monthly. I’ll calculate cost per lead weekly and adjust my strategy based on what’s most efficient.”

13. Develop 5 Strategic Partnerships This Year

Partnerships with other businesses can bring you leads you wouldn’t find on your own. Setting a goal to build 5 strategic partnerships gives you new channels for lead generation. These relationships can help both businesses grow together.

Look for businesses that serve the same customers as you but don’t compete directly. Suggest ways you could work together that benefit both sides – like sharing content, cross-promoting offers, or creating joint events. Focus on building lasting relationships rather than one-time deals.

“I will establish 5 strategic partnerships this year by identifying 20 potential partner businesses by the end of January. Each month, I’ll reach out to 3 potential partners with a specific collaboration idea. I’ll develop a clear value proposition explaining how working together benefits both businesses and track leads generated from each partnership.”

14. Get 200 Leads from Referrals in 6 Months

Referred leads often become customers more easily than other types of leads. Setting a goal to get 200 referral leads pushes you to create a system that brings in a steady stream of warm introductions. These leads typically cost less and convert better.

Make it easy for happy customers to refer others to you. Create a simple referral program that thanks people for their help. Reach out to your best customers directly to ask if they know others who might benefit from what you offer.

“I will generate 200 referral leads in the next 6 months by creating a referral program that rewards customers for successful introductions. I’ll reach out to 10 satisfied customers each week to ask for referrals, create email templates to make it easy for them to share, and personally thank everyone who refers a lead within 24 hours.”

15. Rank on First Page of Google for 5 Target Keywords in 4 Months

When your website shows up on the first page of search results, you get more visitors who can become leads. Aiming to rank for 5 specific keywords gives you clear targets to work toward. These rankings can bring in leads for months or years to come.

Research keywords that your ideal customers search for but that aren’t too competitive. Create helpful content that naturally includes these keywords. Build links to your content from other trusted websites to show search engines that your site is valuable.

“I will get my website ranking on the first page of Google for 5 target keywords within 4 months by publishing 2 in-depth articles targeting each keyword. I’ll update 3 existing pages to better match search intent, build 5 quality backlinks to each page, and monitor rankings weekly to adjust my strategy as needed.”

16. Convert 15% of Free Trial Users to Paid Customers

Free trials are a great way to generate leads, but the real goal is turning those leads into customers. Setting a target to convert 15% of trial users means focusing on showing real value during the trial period. This keeps your business growing steadily.

Create a clear onboarding process that helps trial users get quick wins with your product. Send helpful emails during the trial that show how to get the most value. Reach out personally to users who seem most engaged to answer questions and help them succeed.

“I will convert 15% of free trial users to paid customers by redesigning the onboarding flow to guide users to their first success moment within 10 minutes. I’ll create a 5-email sequence highlighting key features, offer a 15-minute consultation call to users on day 5, and give a small discount for users who decide before their trial ends.”

17. Publish and Promote One Case Study Each Month

Case studies show how you’ve helped real customers solve problems. When you commit to creating one case study per month, you build a library of proof that your business gets results. These stories help turn skeptical leads into interested prospects.

Talk to your happiest customers about sharing their success stories. Focus on the specific results they got from working with you. Share these case studies on your website, in emails, and on social media to reach potential leads who have similar challenges.

“I will publish one new case study each month by interviewing a successful customer during the first week of each month. I’ll create a standard template with problem-solution-results sections, include specific metrics wherever possible, and promote each case study across 3 different channels. I’ll track how many leads mention each case study in our conversations.”

18. Achieve 10% Conversion Rate from Blog to Email List

Your blog brings in readers, but the real value comes when those readers join your email list. Setting a goal for a 10% conversion rate means focusing on turning casual readers into leads you can follow up with. This builds your audience of interested prospects.

Add sign-up forms in strategic spots throughout your blog posts – like in the middle of helpful content, at the end of posts, and in your sidebar. Offer content upgrades related to each post topic to give readers a reason to share their email address.

“I will reach a 10% conversion rate from blog visitors to email subscribers by adding targeted lead magnets to my 10 most popular posts. I’ll create exit-intent popups with valuable offers, test 3 different call-to-action phrases, and install heat mapping software to see where readers spend the most time. I’ll check conversion rates weekly and adjust positions and offers based on the data.”

19. Host 4 In-Person Events with 25+ Prospects Each

Face-to-face events create stronger connections with potential leads. Setting a goal to host 4 events with 25+ prospects each gives you regular opportunities to meet qualified leads in person. These events can build trust faster than online interactions.

Plan events that offer real value to attendees – like workshops, panels, or networking opportunities. Partner with other businesses to help spread the word and bring in more people. Make sure to collect contact information from everyone who attends so you can follow up.

“I will organize 4 in-person events this year, each with at least 25 qualified prospects attending. I’ll schedule the events quarterly, partner with 2 complementary businesses for each one, and create a specific theme addressing industry challenges. I’ll collect business cards from all attendees and follow up with a helpful resource within 3 days after each event.”

20. Increase Lead-to-Opportunity Conversion by 25% in 5 Months

Getting more leads is great, but the real goal is turning those leads into opportunities to make a sale. When you aim to increase your lead-to-opportunity conversion by 25%, you’re focusing on lead quality and your follow-up process. This helps your sales team work more efficiently.

Create a clear process for qualifying leads and following up at the right time. Develop helpful content that addresses common questions leads have before they’re ready to buy. Train your team on how to spot the signs that a lead is becoming a real opportunity.

“I will boost our lead-to-opportunity conversion rate by 25% within 5 months by implementing a lead scoring system by the end of month one. I’ll create targeted follow-up content for each buyer persona, reduce response time to new leads to under 2 hours, and analyze our last 50 closed deals to identify what moves leads forward most effectively.”

Wrapping Up

Setting SMART goals for lead generation gives you a clear path forward. Instead of just hoping for more leads, you can take specific actions and measure your progress. Each goal on this list can be adapted to fit your business size and industry.

The key is to pick a few goals that match your biggest needs right now. Don’t try to work on all 20 at once. Start with 2-3 that will make the biggest difference for your business, and focus on those until you see results. Then you can move on to other goals.

What matters most is taking consistent action and tracking your progress. With these SMART goals as your guide, you can build a lead generation system that brings in a steady stream of new leads for your business.