Picture a stool with three legs. If the seat of that stool is labeled "VISIBILITY" then what do we call the three legs that hold up the stool?
The THREE legs should be:
SEO - sitemap & relevant, updated content, meta tags, etc.
PPC Ads - Effective Ad Copy, Targeted Keywords and Phrases
Inbound Links - take advantage of powerful, relevant directories; adding power to your site
You can get leads from the Web if you use any of these three principles but ALL THREE will take your web-presence to another level.