"When your visitor arrives at your site," says Pete Caputa in a post at HubSpot, "they're most likely looking to solve a problem. In order to grab their attention and inspire them to share their contact information before they leave your website (and probably never come back), your … offers should make [what's in it for them] clear."

In other words, to optimize your inbound lead-generation activities, you need a compelling, free and educational offer. Here's a partial list of those that don't make Caputa's cut:

• Contact Us forms
• Demo requests
• Free trials
• Free consultations

To create something of true value, start with three key questions about prospective leads, Caputa suggests:

• To whom do they sell their products or services?
• What problem do I solve for them?
• How do I solve that problem?

If you base your offers on this information, you'll look much more relevant and capable than a competitor who considers downloadable product specs an enticing offer.

The Po!nt: "Website visitors will share their contact information with you when they believe that you understand their challenges, problems and goals," says Caputa. "They [couldn't] care less about your product or your pricing until they think you understand."

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