In online sales and marketing, a lead is a potential customer, a visitor of your website who has expressed interest in your products or services but hasn’t converted yet. It can be a visitor who clicked on a landing page and spent some time reading it but didn’t download your material yet or a user who browsed through multiple pages and read about your services but didn’t send you a message or didn’t request a quote yet. Leads can be obtained from referrals or via lead generation pages and forms.