honest opinion on getting traffic to a lead gen site?

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i've got a few advertising clients of mine that want to get more leads online. so, i was considering building a few lead gen sites for them. what's your honest opinion on getting traffic to lead gen sites? is it worth my time? it seems that everyone on earth is trying to get traffic to their lead gen site and it seems to be you'd have to be some sort of IM genius to be able to get enough traffic to make it worthwhile. what's your opinion? can you actually succeed in getting traffic with some basic SEO and a little smarts?
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