The goal of a lead is to enable new businesses to establish the makings for a concrete rapport with potential customers. Furthermore, businesses should always try to make the consumer relationship process as easy as possible for their customers. The last thing a potential customer wants is to have their hopes up, to then be let down by their initial experience. Businesses should ensure their customers are having a solid first experience by ensuring that all links on the landing page are clickable and not broken. They should also make sure that the address and contact information is accurate on all search engines.