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Lead Generation SEO

SEO for Lead Generation From People Who Build Lead Sites

SEO for lead generation means ranking the pages that turn searches into enquiries. We do it for lead generation companies, comparison and quote sites, and businesses tired of paying for every lead. The work covers Google, Bing and AI assistants such as ChatGPT, and a senior SEO runs every account.

Book a CallOur Work
Combined client revenue generated in the last two years
£45m+
Years' experience for every person working on your account
8+
Search platforms optimised, from Google to ChatGPT, Perplexity, Reddit and YouTube
24

Some of the brands we have worked with

Who this is for

Lead generation businesses we work with

  • Comparison and quote sites

    Visitors want quotes or a side-by-side view before committing, and in heating, national comparison brands hold many top places. Each product and question needs its own page, with a quote journey open at any hour.

  • Pay-per-lead sites

    You are paid for each enquiry a buyer takes, so a visit only counts if it turns into a lead worth selling. Rankings have to come from searches made near a decision, not from broad terms that bring browsers.

  • Lead generators in several niches

    Each market you sell leads in needs its own pages and topical authority. Some niches are won with town pages, others with national searches, so the plan follows how buyers in each niche look.

  • Pay-per-sale sites

    You earn only when a partner completes the sale, so search has to bring people ready to go through a quote. Boilers 2 Go installs nothing: its quote journey connects by API to a nationwide partner, which makes the sale.

What we do

  • Where saleable enquiries come from

    Take the boiler market, where our own lead sites were built. Far more people search "new boiler" or "new boiler cost" than "boiler quotes" or "compare boiler quotes", though the quote searches cost much more per click in paid search (Ahrefs UK data, September 2026). The two bigger searches happen mostly on phones. Google answers "new boiler" with an AI Overview above national names: an energy supplier, a boiler manufacturer, an online installer, a comparison site and a retailer. Its People Also Ask questions cover what a new boiler should cost and whether a ten-year-old one is worth replacing. So a lead site needs cost and product pages that answer those questions and lead into a quote, not only pages for the searches that say "quotes".

Our SEO lead generation services

  1. A page for every search intent

    Each product, comparison and pre-quote question in a niche gets a page, grouped so authority builds by topic. At Eco Happy that meant over 300 boiler pages before the site moved into renewables.

  2. Quote journeys that convert

    Landing pages that lead straight into the quote form, work properly on a phone and show the trust signals buyers check, judged on form fills rather than visits.

  3. Technical SEO for large sites

    Near-duplicate niche and town pages waste crawl budget. We fix indexing, internal links, schema and Core Web Vitals, and run domain moves and mergers from a URL-by-URL redirect map.

  4. Links earned through Digital PR

    For Boilers 2 Go we write stories in-house for home, DIY and energy journalists, aiming at national newspapers and titles such as Ideal Home and Good Housekeeping. We never buy links; Google's spam systems catch them.

  5. Visibility in AI answers

    Ask an assistant who to get boiler quotes from and one or two brands come back. Generative Engine Optimisation works to make your comparison or quote site one of them, using prompt research and Reddit GEO.

Businesses selling to other companies through their own sales team are covered by SEO for B2B.

  • Experience from both sides of a lead

    Before starting Essheo, our founder spent fourteen years buying home energy and heating leads, in some of the UK's costliest click auctions. Our team has also built the sites that produce them. Eco Happy was set up to generate solar, heat pump and boiler leads from organic search, with small PPC and Meta campaigns in support rather than at its core, since sales that rest on paid media stop when the ads pause. Boilers 2 Go was built search first too, with YouTube and video search layered on to widen its reach.

How it works

How we run SEO for lead generation businesses

Work starts in the niches where the gains look biggest, then widens out.

  • Step 1 of 4: Audit niches and competitors

    Weeks one and two: a full site crawl, a comparison with your three strongest competitors across your priority niches, and the searches and AI prompts behind your buyers' quote requests.

  • Step 2 of 4: Fix leaks before new pages

    From week three: crawl and indexing fixes, quote forms that work on a phone, and on-page changes to the niche pages sitting closest to page one.

  • Step 3 of 4: Build intent pages and authority

    Months two and three: cost, comparison and product pages for each search intent in your priority niches, each leading into the quote form, plus guide content and the first Digital PR placements.

  • Step 4 of 4: Report leads by niche

    Every month: enquiries and form fills by niche and page, rankings, AI mentions and what changed, with the next plan set out for your approval in advance.

Related sectors

More Corporate and B2B sectors

Insights

Latest guides

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FAQs

Frequently Asked Questions

By ranking pages for the searches people make just before asking for a quote, then making those pages easy to enquire from. That takes a page per intent, a technically sound site, earned links and reporting on enquiries, not visits.

Yes, and it is the channel that does not switch off when the budget does. Paid search and social ads bring leads only while you pay. We plan the two together, using paid search term data to spot organic pages you are missing.

A site whose main job is turning visitors into enquiries. Some capture work for the business that owns them; others pass each enquiry to other firms, paid per lead or per sale. Either way, the pages are built to lead into a quote form.

Start from existing authority where you can, then build depth. For Eco Happy we acquired a site with over three years of aged boiler content instead of launching a new domain, moved it to the new brand without losing rankings, then added pages intent by intent.

Yes. AI Overviews, ChatGPT and other assistants draw on the signals SEO builds, and ChatGPT's search draws on Bing's index. AI adds work rather than replacing it: quotable comparison pages and brand details that match everywhere. Whether an assistant names your site can never be guaranteed.

It can speed parts of it up: research, outlines and first drafts. Boilers 2 Go was the first site where we used AI-assisted content, to test what faster publishing could do, but experienced SEOs set the strategy and nothing unedited is published.

Speak to us today to get started

Find out which of your niches could rank, and what it would take

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