While there is no way of knowing exactly how many additional search-generated leads you could be capturing, remember this: If you're not getting those leads, your competitors are! If your marketing and sales departments are looking for more qualified leads, then search engine marketing is an inexpensive way to find them. In recent years, search engine marketing has grown in popularity as a cost effective tool used to generate additional sales leads.

Heads would roll. At the very least, you'd want to know why so many people were disengaging. Chances are it's happening to you right now, every day. Your sales team isn't the problem; it's your most visible and active company representative; the website.There's an easy to measure, but often overlooked number that can tell you a great deal about the effectiveness of your website.

Search engine optimization (SEO) is no longer a secret weapon of cutting-edge, web savvy marketers. Even traditional companies have to make sure search engines like Google and Yahoo find them consistently -- because search engines are the primary way prospects and influencers learn about products and services.

Too often, companies ignore search engine optimization or shelve requests for it simply because senior management does not understand it well enough to provide the necessary leadership and support.

Most B2B companies, regardless of how much money or time they've invested in web copywriting, get their sites up, then move on to a monster list of other things that need to be done -- rarely giving another thought to the web copy. Sadly, this is costing them big bucks.

Why? Because it's nearly impossible to get web copy right the first time.