Conversion
Lead
A lead is a person or company that has shown interest in a way that can be followed up: an enquiry, a request, a booked call. A website's commercial job is usually to produce leads that are worth following up.
The qualifier matters. Leads are not equal, and a website that produces many bad ones costs more time than it saves. A good form asks enough to tell whether the enquiry can become a client: what they need, what they have, and often a sense of budget or timing. Every field costs completions, so each one should be defended by naming who uses the answer and what for.
Leads also arrive at different stages. Someone reading a comparison article is not ready to book; someone on the contact page is. A site that offers only the high-commitment step loses the first group entirely, which is why an intermediate offer, a free review or a useful guide, tends to raise the number of leads that eventually convert even when it lowers the immediate rate.
In Google Analytics the recommended event for a lead is generate_lead. Firing it on a genuine form success, not on a button click, is the difference between a report you can trust and one you cannot.
Webflow CMS guide for marketing teamsConversion