Leads which you can easily convert is of much value. One way to get it done is through Search engine Optimization or SEO.
Anybody who searches something on google has an immediate need to be fulfilled most of the times. So if your website is getting ranked in the first page of google, one thing is they will get familiar with your name. The second and most important thing is there is a high probability for them to reach out to you after visiting your website. You don’t need to create an awareness that they have a need.