How lead-gen comparison works
For categories like life insurance, mortgages, business loans, commercial energy or trades, the user does not buy directly from a results table — they need a quote. A lead generation comparison site captures the user's details through a guided multi-step form, validates them, and either routes the enquiry to your in-house team, sells it to vetted partners, or both.
What we build
- Multi-step quote forms — branched logic, conditional fields, postcode lookup, mobile-first design and abandonment recovery.
- Validation and de-duplication — phone, email, postcode and bank account validation; live duplicate-lead checking against your existing database.
- Lead routing — push leads via API to Salesforce, HubSpot, Zoho, Pipedrive, or any CRM with a webhook. Round-robin, geo-based or value-based distribution to multiple buyers.
- Real-time pricing where it fits — for niches with quotable APIs (energy, broadband, some insurance), users see indicative prices before submitting.
- FCA-aware design — for regulated finance verticals we work with your compliance team on prominent risk disclosures, status disclosures and required wording.
- Tracking and attribution — server-side conversion tracking, GA4, Meta CAPI, GTM, and per-source revenue attribution baked in.
Niches we have built lead-gen for
Life insurance, income protection, critical illness cover, equity release, residential and buy-to-let mortgages, secured loans, business loans, invoice finance, commercial energy, business broadband, business insurance, trades (boiler, roofing, windows, solar) and B2B SaaS comparisons. If your category has a quotable product and a sales team behind it, the model works.
How leads reach you
By default, leads are pushed to your CRM in real time via API. You can also have them emailed, posted to a webhook, written to a Google Sheet, or distributed across multiple buyers using your own pricing rules. Every lead is timestamped, source-tagged and stored in your admin so you can audit and re-export.
Compliance, consent and GDPR
All forms are built with explicit consent capture, granular marketing permissions, and full audit trails of what the user agreed to. Privacy notices, cookie consent and data retention rules are configured for UK GDPR and PECR. For FCA-regulated categories the form will surface required risk warnings and only collect data the regulated party can lawfully receive.
Typical timeline and cost
A single-product lead-gen site (one category, one form, one CRM destination) typically launches in 6–10 weeks from £6,000. Multi-category lead networks with multiple buyers, ping-tree distribution and live pricing usually start around £18,000. Every project is fixed-price after a written specification.
What makes lead-gen forms convert
A quote form is the single highest-leverage page on a lead-gen site, and the difference between a well-built one and an average one is usually a 30–50% swing in completion rate. We build forms with three things hard-baked in: progressive disclosure (only ask for the next field when the previous one is answered), input-aware validation (postcode lookup, real-time email and phone checks, soft-warnings rather than red errors mid-typing), and abandonment recovery (a stored draft that survives accidental refresh, plus optional email recovery for users who give an address early but drop out before submit). None of these are exotic — they are standard UX hygiene — but a surprising number of regulated-finance forms still ship without them.
For multi-step forms specifically, we use one question per screen on mobile (with an obvious progress indicator), keep the total step count visible, and never ask for sensitive data — bank details, NI numbers, full date of birth — until after the user has committed to the journey by completing earlier steps. This is partly conversion engineering and partly compliance: collecting fewer sensitive fields earlier means a cleaner audit trail when something goes wrong.
Where the leads actually go
The default routing is real-time API push to your primary CRM, but the platform supports more sophisticated distribution if you need it. Round-robin to a panel of brokers, geographic routing by postcode region, value-based routing to your highest-paying buyer first with a cascade fallback, capacity caps per buyer per day, time-of-day rules, and quality scoring all sit in the admin as configurable rules rather than hard-coded behaviours. Lead status — accepted, rejected, paid, disputed — is tracked back into the same admin so you can audit revenue per source, per form and per buyer at any point.
