While almost every website has a "Sign up for our Newsletter" form, how many leads are actually being generated from that form? If you're like most businesses, the answer is probably not many. Forms like that have a very low conversion rate. The trick to generating leads online is giving something in return. Very few businesses have the following and content to get a visitor so excited about their business to sign up for their newsletter with a simple form like that. For almost every business, a form like that is one of the lowest converting calls-to-action.
In order to gain information from your visitors, you need to offer something in return. That is where high value content offers come in.