All the normal SEO techniques are good.. Since generation of leads required highly targeted visitors, the keywords must also be highly targeted. Like, one/two word(s) keywords are normal, but if you need targeted longtail keywords to get the most targeted visitors from search engines.
the idea is doing seo to get targeted traffic. you have to rank well for keywords that converts well. for example if I target the web development leads in Boston I might want to rank well for the kw "web developer boston".