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What Is Lead?
Sales
Updated 18 September 2026
Quick Answer
A lead is a potential customer who has shown interest in your business and shared contact details — a form submission, a call, or an enquiry — as opposed to an anonymous visitor who hasn't engaged.
Lead vs. Visitor — What's the Difference?
| Lead | Visitor | |
|---|---|---|
| Contact details known? | Yes | No |
| Shown interest? | Explicitly, by taking an action | Unknown — could be browsing casually |
Why It Matters
- A lead is something you can actually follow up with — a visitor who leaves anonymously is a missed opportunity you can't recover.
- Tracking how many leads you generate, not just visitors, tells you whether your site is actually doing its job.
How It Works
- A visitor takes an action that shares their contact details — filling a form, calling, or messaging.
- That contact is now a lead — someone you can follow up with directly.
- Not all leads are equally ready to buy — some need nurturing before they convert.
Key Takeaways
- A lead has shared contact details and shown interest — an anonymous visitor hasn't.
- Leads matter because they're the only visitors you can actually follow up with.
- Fast follow-up meaningfully improves conversion from lead to customer.
Frequently Asked Questions
What counts as a lead?
Anyone who's shared contact details and shown genuine interest — not just anyone who visited your website.
How is a lead different from a customer?
A lead has shown interest but hasn't necessarily paid yet; a customer has completed a purchase.
What should I do with a new lead?
Follow up promptly — response speed strongly affects whether a lead actually converts into a customer.