My Latest Lead-Generation Site

This year I have been looking at ways to further diversify my monetization strategy. Affiliate marketing helped save my revenue as PPC declined but I’m always looking for better ways to monetize my traffic. I am far from being a lead gen guru and will definitely file these first few sites in the “learning” category. Over time I plan to fine tune these sites to better understand the elements of a successful lead generation site.

I have been fortunate enough to get some excellent advice and direction from Braden Pollock who was recently featured in a great article on The Domains. Braden is an incredible entrepreneur and has built-up a phenomenal business in a niche that he now owns both on and offline! It’s great to learn from an expert and I’m hoping that I can use lead generation to generate even more revenue with my domains!

As you can see from the image above – the site has three forms of monetization – lead generation, PPC, and affiliate marketing. I am still experimenting with different configurations and will be testing the site with and without all the monetization options. In general my focus is to have ads on the site that all provide roughly the same revenue. “Texas DWI Attorney” has a CPC of $30.05 on Google so Adsense can pay quite nicely in a niche like this.

For lead generation I have my lead capture form front and center on the first page – since the front page of a site is the one that will be seen by the most visitors it is essential that your lead capture form is on the front page. Before the form I have short text that hopefully will encourage anyone who reads it to fill-out the form and submit their information.

I have a separate page specifically for an eBook about dealing with a DUI. This is a technique I’ve used before and found a lot of great success with – a targeted e-product that solves the problem that your visitor has. In this case I make $22 for each eBook that is sold so this simple sales page could turn-into an excellent money-maker for the site.

The logo and header is something we’ve always paid very careful attention to at my company. To me this is what separates a generic-looking mini-site from a trusted information site. So many mini-sites just have a photograph in the header but no logo or header that really brands the company. In this case I look at as a business helping people find a DWI Attorney in Texas – so I want my visitor to see it as a business as well!

I will be continually adding content to this site so that over time it will become a compendium of information about Texas DWI law and resources.

Since this was just submitted to the search engines we still have a couple weeks to go until we’ll start to see some organic traffic and revenue coming through. As always I’ll continue to update you on how the site monetizes and what I learn along the way! Do you want a lead generation site? We build them for other people too!

Just contact Linton Investments now to learn more!

{ 17 comments… add one }

  • brian April 8, 2010, 4:27 am


    A noob question but… I’m wondering what you do with the lead once someone fills out the form. Do you sell the info to a lawyer? How does that work? How was it set up? What do you make for each referral?

    Thanks for sharing.

  • Morgan April 8, 2010, 4:29 am

    Thanks for the comment @Brian!

    In this case I work directly with someone who buys the lead from me and re-sells it to a lawyer. They provide me with the code for the form so the lead goes directly to them.

    Let me know if you have any more questions and have a great night!

  • Local Daily Deals April 8, 2010, 4:54 am

    Hey Morgan,

    Thanks for showing your example. I have lots of minisites (product and lead gen) but my problem is getting more traffic to it. What are you doing to drive traffic to this site since its pretty competitive so getting on first page from organic i assume will take a long time. Are you doing anything else to drive traffic to your site (social media, PPC, SEO)?



  • Suneedh April 8, 2010, 4:55 am

    Hey, the site looks great. By the way, I would like to suggest something. If you are getting some amount of traffic that you can experiment with .. You should try removing all the google adsense ads.

    I say this because, google adsense ads usually pay you quite low as compared to an affiliate program. All adsense does is get your pages more exit paths .. which we wouldn’t want. Right now your site has almost 12 different adsense ads .. which means 12 exits.

    Why not give the visitor only ONE exit .. the lead generation form.

    I have tried this in past and it works very well.

    Would like to know your thoughts about this.

  • Morgan April 8, 2010, 4:56 am

    Thanks for the comment @Jimmy!

    I use SEO along with the HUGE boost you get when you have an exact-match domain. In this case I can rank well for Texas DWI Attorney on Google and Yahoo with the domain itself and the unique content and SEO that is done to target the site.

    This is where Domainers have an advantage since the domain name can be up to 30% of Google’s ranking algorithm!

  • Morgan April 8, 2010, 4:59 am

    Thanks for your comment @Suneedh

    With Adsense it depends on the Niche. In this case I can make more in some cases off a single Adsense click than if someone fills-out the lead gen form!

    If you find a niche with a very high CPC (let’s say above $20) then PPC can definitely be a great monetization option. That being said I’ve worked hard in 2009 to put my focus on affiliate marketing and that is where a majority of my revenue comes from today!

  • PPC Ian April 8, 2010, 6:16 am

    Awesome post. I find these types of case studies incredibly informative and helpful. Thanks so much for sharing!

  • Al April 8, 2010, 8:56 am

    Hi Morgan,

    That’s really a professionally looking site, great targeted content as well. Do you outsource some tasks such as content writing and professional logo creation? If you do could you please share your experience in some future post on where and how it’s best to find competent people for this?

    Regarding content, it’s not that easy as I see – not only strong writing skills are required but also some knowledge of the subject (and probably some basic SEO skills for the copywriter – though you can tune the article yourself later). Creating content myself I find that it’s rather time consuming and doesn’t give that deep insight as the person experienced in the covered field could give.

    Bets regards,

  • Morgan April 8, 2010, 1:45 pm

    Thanks for the positive comment @Ian!

  • Morgan April 8, 2010, 1:47 pm

    Thanks @Al – much appreciated!

    Great point regarding content – this is one of the hardest positions to hire for and it’s taken me two years for find the right content writer! My writer lives in Florida and has a great understanding of SEO so everything she writes takes my targeted keywords into account.

    Feel free to shoot me an email and I’ll pass-along her contact info!

  • Yury April 8, 2010, 6:24 pm

    Do you mind sharing how you go about finding companies to sell leads to for this field? I am getting ready to launch some legal related sites and I would like to start selling leads as well. Any help is appreciated.
    Thank you

  • Braden Pollock April 10, 2010, 1:26 am

    You’re absolutely right about PPC. Morgan and I just spoke about this very topic. PPC and other exit points do diminish your CPA volume. It comes down to dollars. In most cases CPA is a much higher rev source than PPC. In DUI, it’s quite often the opposite (depending on the particular feed) .

  • Braden Pollock April 10, 2010, 1:28 am

    I buy DUI leads. As for other legal verticals, I’d be happy to turn you on to some of my friends who are buyers. Feel free to email me, directly.

  • CJ August 28, 2010, 1:05 am

    That is a nice looking site Morgan. OUt of curiousity, did you ever look at going direct to one of the big attorney lead generation firms (LegalMatch, etc), or is tha what the guy is paying you for the leads is doing?

  • arbtech November 1, 2011, 4:09 pm

    Really useful as we are starting to building lead gen sites. Bookmarked!

    • Morgan November 1, 2011, 4:18 pm

      Thanks @Arbtech – much appreciated!

  • Tom April 5, 2020, 2:55 pm

    Thanks for sharing this. Very helpful!


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