Lead generation is one marketing tool that can make or break any website. It doesn't matter which niche you are in your website needs to have some mechanism for capturing leads. Building a list is the single most important marketing step website owners can do in order to enjoy success. Building a list requires purchasing auto responder software, which is quite inexpensive, inserting e-mails into the auto responder which can be fed to new leaves as they subscribe on automatic basis. A basic auto responder costs about $20 and can handle 500 leads for that price. Too many beginning Internet marketers believe that list building is something they will do later on. Many of them don't believe they have enough traffic in the beginning to make it worthwhile to invest the $20 per month. I suggest they can't afford not to invest this money. Once the website begins getting a traffic at all it's important to capture as many leads as possible. List building has a cumulative effect and begins to snowball after a while. Even building a small list of 500 leads which are very targeted and ones which you build trust with can be extremely profitable and result in earning hundreds if not thousands of dollars per month from your website.