Many CEOs and founders I am speaking to tell me they want a higher CR1 (the percentage of site visitors that become leads) and a lower CPL – believing that this automatically drives business success.
True, if you run a lead gen business, CR1 matters.
But it’s not that straightforward:
A high CR1 isn’t always good
A low CR1 isn’t always bad
To explain this I use a nightlife metaphor.
💡 Consider your landing page your bouncer. It is good if not every visitor gets in.
For a great night at the club, you want people who are excited and ready to party —
not those who just want to stand on the side and watch
Same with your funnel.
Your LP and leadform should help filter out the wrong leads, and bring forward the ones who are ready to engage — and ultimately, buy. Not the ones who waste your sales team’s time.
This is where LPs often fail: they focus too much on converting everyone.
Result:
🚫 Sales teams get bogged down with low-quality leads
📉 Low lead-to-close rates frustrate the org
💸 CAC is creeping up fast
The best landing pages don’t just convert — they qualify.
✅ They ask the right questions
✅ They share enough info to scare off the wrong crowd
✅ They make it easy for serious buyers to raise their hand
Next time you are thinking about your funnel, bear this in mind:
Don’t just chase a higher CR1.
Think like a club owner.
Hire a smart bouncer.
Let the right people in.
If you’re a founder, CEO, or CxO who’d like to discuss this further, I’d love to chat.
Your acquisition funnel is likely the single most important success factor for effectively growing your business.