Make Your Website an Inbound Lead Generation Machine (Part 2)
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Make Your Website an Inbound Lead Generation Machine (Part 2)
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Episode 3, Part 2: Make Your Website an Inbound Lead Generation Machine
Traditional SEO still matters, but it's declining. In 2026, your content needs to answer questions, not just rank for keywords. Welcome to AEO—Answer Engine Optimization.
In Part 2, we get into what actually makes buyers give up their email (hint: not "The Future of K-12 Education in 2026"). John shares that out of ~100 cold email CTAs he received, exactly 2 worked. The difference? Tangible value—ROI calculators, implementation templates, standards alignment guides—not generic ebooks full of stock images.
We also cover why your website needs to serve the whole buying committee (not just your ICP), why asking the same form questions twice is "data collection so rudimentary it's rude," and the uncomfortable truth that this takes 6-18 months to pay off. But when it does, it compounds—Peter shares how one site hit 70-80 qualified inbound leads per month, driving 40-50% of ARR.
Plus: a lightning round of do's and don'ts to audit your site this week.
Related: John's breakdown of good vs. bad EdTech CTAs: https://johnfaig.medium.com/outbound-edtech-marketing-c1cc194c8eec