For B2B products or services with longer consideration cycles, visitors typically won't inquire directly on their first visit. Simply relying on a 'Contact Us' page to passively wait for inquiries means wasting the traffic your ads bring. A more effective approach is to design an active lead capture mechanism: offer incentive-based content (such as specification downloads, quotation requests, or sample requests) that encourages visitors to leave their contact information, or embed a digital tag (retargeting pixel) that can be used to reach these visitors again later. According to the article, after an electrical cable customer installed a lead capture mechanism, the number of contacts collected each month reached 6 to 10 times the original amount, showing that actively designing lead capture entry points is far more effective than simply waiting for inquiries.