Many small business owners assume that growth means chasing more leads, spending more on ads, and working twice as hard. But as we explored in The Proven 7-Lever Plan to Double Your Small Business Profits, doubling your revenue isn’t about doing more—it’s about working smarter.
The 7 Levers Framework breaks down business growth into seven key areas, and by improving each by just 10%, you can almost double your profits without doubling your effort.
In this article, we’re taking a deeper dive into the first two levers — Suspects and Prospects. These are the foundational steps in your business growth journey:
- Attracting more potential customers (Suspects)
- Converting them into engaged leads (Prospects)
If your business isn’t consistently bringing in new leads or converting website visitors into real sales opportunities, this is where you need to focus.
Step 1: How to Attract More Suspects (Potential Customers)
Attracting more potential customers isn’t just about “getting your name out there.” It’s about being visible to the right people, at the right time, with the right message.
The best way to do this is to take a tiered approach—starting with strong fundamentals before layering in consistent organic marketing and, finally, amplifying with paid advertising.
Level 1: Fundamentals – Get Found and Build Trust
Before you invest in content, ads, or networking, your digital presence must be airtight. If potential customers can’t find you—or worse, they find you and aren’t convinced—you’ll struggle to grow.
- SEO and a Local Search-Friendly Website
A well-structured website that is optimised for search engines (SEO) ensures your business appears when people are actively searching for solutions. Local businesses should prioritise Google My Business to show up in location-based searches. - Clear and Compelling Core Messaging
Your website and social profiles should immediately answer three key questions: Who do you help? What problem do you solve? Why should they trust you? If this isn’t clear, you’ll lose potential customers before they take the next step. - Leverage Centres of Influence
Word-of-mouth is still one of the most powerful ways to gain new clients. Build relationships with non-competitive businesses that serve the same audience (such as a mortgage broker referring clients to a financial planner). These partnerships create a natural referral network that benefits both parties.
Level 2: Execute & Engage – Roll Out Consistent Organic Marketing
Once your foundation is set, the next step is consistently showing up where your ideal clients spend their time. This isn’t about going viral—it’s about being top-of-mind when they need your service.
- Content Marketing That Educates and Builds Authority
Writing blog articles, creating videos, or launching a podcast that answers common questions and solves problems builds trust with potential customers. - Social Media with a Purpose
Don’t post for the sake of posting. Focus on valuable insights, client success stories, and behind-the-scenes content that humanises your brand. - Email Marketing to Stay in Front of Leads
Many leads won’t buy right away, but that doesn’t mean they aren’t interested. A well-structured email sequence can nurture them over time, leading to future conversions.
Level 3: Acceleration – Amplify with Paid Ads (The Right Way)
Ads should not be the first step. They should amplify what’s already working. Too many businesses waste money on advertising before they’ve built a strong foundation.
- Retargeting Ads to Warm Prospects
Show ads specifically to people who have already visited your website or engaged with your brand but haven’t yet taken action. - High-Intent Search Ads
Target customers who are actively searching for what you offer. Unlike social media ads, Google Search Ads reach people in buying mode, not just scrolling for entertainment. - Lookalike Audiences to Expand Reach
Platforms like Facebook and LinkedIn allow you to find new customers who resemble your best clients, making your ad spend far more efficient.
By following this tiered approach, you ensure that every marketing dollar is working as hard as possible, instead of being wasted on ineffective campaigns.
Step 2: How to Convert Suspects into Engaged Prospects
Attracting attention is only the first step. Turning visitors into leads requires a deliberate strategy. If people land on your website but don’t take action, you’re missing a huge opportunity.
Make Your Calls-to-Action (CTAs) Impossible to Ignore
Your website should clearly guide visitors to take the next step. A weak or missing CTA results in lost potential revenue.
- Place CTAs Where They Matter
Include clear action steps on every important page—not just your homepage. Blog posts, service pages, and even your About page should invite visitors to engage further. - Use Specific, Actionable Language
“Contact us” is vague. Instead, be specific:- “Book a Free Strategy Call”
- “Download Your Free Guide”
- “Get Your Personalised Cash Flow Plan”
Offer a Lead Magnet (Give Value First)
Many visitors won’t be ready to buy immediately, but that doesn’t mean they aren’t interested. Offering something valuable in exchange for their email can keep them engaged.
- Free guides, templates, or checklists that solve a small but meaningful problem
- Webinars or training sessions that provide actionable insights
- Exclusive reports or case studies showing real success stories
A lead magnet builds trust and keeps your brand top-of-mind, making it more likely they’ll choose you when they’re ready to buy.
Use Social Proof to Build Trust Instantly
Potential customers want reassurance that you’re the right choice. Nothing is more persuasive than real-world success stories.
- Showcase Testimonials & Case Studies
Display client results and feedback prominently on your website and landing pages. - Feature Before-and-After Transformations
Service-based businesses should highlight clear examples of how they’ve helped clients achieve their goals.
Automate Follow-Ups for Warm Leads
Most prospects won’t convert on the first interaction. That’s why follow-up systems are critical to success.
- Email sequences that nurture leads and keep them engaged over time
- Reminder emails for people who abandoned a cart or left a quote request incomplete
- Retargeting ads for warm leads who need a final nudge
A simple follow-up campaign can recover 10-20% of lost leads, turning missed opportunities into revenue.
Final Thoughts: Small Wins, Big Gains
Many businesses chase one big marketing breakthrough when in reality, small improvements across multiple areas create the biggest gains.
Instead of throwing money at ads or blindly hoping for new leads, focus on building a structured, strategic system that attracts, engages, and converts the right people.
🔹 Want a deeper dive into all seven levers of profit growth?
Read The Proven 7-Lever Plan to Double Your Small Business Profits.
🔹 Not sure where to start?
Take our Marketing Health Check to pinpoint your biggest growth opportunities.
By focusing on small, smart improvements, you’ll create predictable, scalable growth—without relying on luck.