The best way to ensure a regular supply of leads from your website without having to pay per click is to invest in an SEO-optimised content marketing campaign. That's true whether you sell burglar alarms, central heating, plastering, asbestos removal, re-wiring, new bathroom and kitchen installations to homeowners or leads to service providers. Create and distribute content explaining the benefits of your service and choosing your company in blog posts, social media posts and shareable downloads. Make your website easier to find, fill it with informative and persuasive content and you'll get more visitors and leads.