How to create high-converting lead magnets

Lead magnets are rewards offered to visitors to your website in exchange for their names, email addresses, and other contact information. eBooks, checklists, white papers, discount codes, quizzes, and templates are all examples. Your visitors will receive something valuable, and you will obtain their contact information in order to follow up via phone, email, or snail mail.

Lead magnets are frequently used to entice visitors to subscribe to email lists. They funnel prospects into your funnel so you can nurture them until they make a purchase. This article will teach you how to create high-converting lead magnets that will skyrocket your subscriber count.

What does a good lead magnet include?

The most effective lead magnet ideas share the following characteristics:

1. They add value

Certain lead magnets offer advice or assist people in resolving issues. Certain merchants offer instant discounts. Others provide entertainment. However, they all have one thing in common: they provide value to your visitors.

As an example, suppose you sell suitcases. A family vacation checklist is one type of lead magnet. You create a landing page or Pop Up to promote your checklist and collect subscribers’ names and email addresses; the checklist is then automatically delivered to subscribers’ inboxes as a PDF. Subscribers can print your checklist and keep it handy as they plan and pack for vacation, which increases brand visibility and makes it simple to follow up with email marketing targeted at suitcase sales.

2. They’re targeted

Lead magnets do not have to be lengthy, exhaustive works of art. Rather than that, they must provide value to a specific target audience. This means they can be used to segment audiences into distinct lists, allowing for greater personalization and conversions in email marketing. The more targeted your marketing is, the more specific your lead magnet must be.

Consider the following scenario: you own a pet store. Your lead magnet may serve as a guide to locating the ideal pet. That is not very specific, and chances are your customers are already aware of the types of pets they prefer. A more targeted approach would be to create a guide to puppy care. While it is unlikely to interest cat owners or aquarium enthusiasts (for whom you can create separate lead magnets), people who have recently purchased or are considering purchasing a puppy are very likely to download your guide.

3. They demonstrate your capabilities and benefits

Effective lead magnets do more than provide value to subscribers; they demonstrate how you are uniquely qualified to solve their problems or assist them in achieving their goals.

Assume you sell supplies for outdoor grilling. You could write a guide on how to grill steak. While your lead magnet will provide useful tips, you can also include mentions of how your products can assist customers in grilling the perfect steak.

4. They’re just the beginning

Bear in mind that lead magnets are merely a tool. Though they can undoubtedly increase sales, the primary objective is to collect the email addresses of targeted subscribers. That means you should create a corresponding lead nurturing campaign that is deployed via autoresponder. This method of email marketing automation is effective at converting subscribers to customers.

Consider the following scenario: you own a restaurant. Your lead magnet could be as straightforward as a coupon for 10% off your next meal. While acquiring the initial business is important, the true value is realized through targeted emails that promote your weekly specials and encourage repeat visits to your eatery.

How to generate content for a good lead magnet?

Now that you understand the value of lead magnets, how do you go about creating content for a good lead magnet? Here are four suggestions.

1. Surveys

Create surveys for your customers and distribute them. Inquire about their difficulties, lifestyles, interests, and things they wish they knew. Utilize this data to create lead magnets that people will want to download.

For instance, suppose you run a business-to-business accounting service. Your survey could include a question asking business owners about their most significant bookkeeping challenges. You may discover they struggle to determine which expenses are tax deductible; this may inspire you to create a lead magnet titled “tax-deductible checklist.”

2. Blog content

If your website includes a blog, analyse your analytics to determine the most popular posts. Then, leverage that content to create lead magnets.

You can simply repackage your blog posts as a lead magnet, but a better strategy is to expand on your top titles to provide additional value in your lead magnets. After that, visitors will share their email addresses in order to gain access.

3. Customer support

Lead magnet content can be influenced by your existing customer base. Analyze customer service emails to identify recurring issues, questions, and themes. Read through related support forums and take note of when customers call or visit your store with questions.

They are posing these questions in order to elicit responses. If you can package these responses into a guide, eBook, or other resource, you’ve created an excellent lead magnet that’s likely to convert visitors to subscribers (and, ultimately help convert subscribers to customers).

4. Competitor websites

Examine the websites of your competitors to determine which lead magnets they use. If you notice a particular lead magnet or theme being used repeatedly, it probably works. You can either replicate their lead magnet or, even better, improve on their concept to make your lead magnet more appealing.


Lead magnets are effective marketing tools that are used by both large and small businesses. Utilize these tips to ascertain why your audience is willing to share their email addresses, and then create an enticing lead magnet that converts visitors to subscribers and subscribers to customers.

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