Finding the perfect lead magnet for your website can be difficult. The ideas are whirling around and you’re just not sure which one to implement. So you freeze.

I get it and I’ve totally been there. My hope is this article will help get you unstuck.

But before we get you unstuck, let’s get clear on what a lead magnet is and cover a few common questions on the topic.

What is a lead magnet?

A lead magnet is something you offer for free in exchange for someone’s email address. A lead magnet should be of high-value that provides new subscribers an immediate win. Lead magnets can also be called freebies, opt-in offers, opt-in incentives, content upgrades, etc.

How do you choose the best lead magnet?

Before you start the brainstorming process, you’ll want to me sure to have clarity on these two things:

  1. Who is your target audience? Who do you want on your list?
  2. What is the goal of your website?

Knowing these two questions will help you know who you’re building your lead magnet for and if it’s going to support your big picture goal. 

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How do you deliver the lead magnet to new subscribers?

Once you have your lead magnet created, you’ll want to choose an email service provider. An email service provider (ESP) allows you to create forms and/or landing pages to collect email addresses, manage your email list and send broadcast emails to your list. 

If you already have an email service provider that you love, great. 

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After building countless websites, I’ve seen a fair amount of lead magnets that work… and those that don’t work so well.

My biggest advice for your new lead magnet is to keep it simple and make it a quick-win.

Done are the days people are looking for a 45-page workbook that gives them all the answers to life. No one has time for that.

By keeping things short, sweet, and to the point you deliver exactly what they’re after. A quick win.

A common mistake entrepreneurs make is trying to give everything away during that first interaction. And I was certainly guilty of this at one time in my business.

It’s not that I don’t think you should provide value and lots of it, but you want to make sure they’re able to digest the content. Once they’re on your list and achieved that quick-win, you can set up a nurture sequence to drizzle out those other resources you wanted to share all at once.

Below is a list of the most effective lead magnets I’ve seen used by service-based businesses:

  • Checklist
  • Worksheet
  • Cheatsheet
  • Top Tips
  • Video
  • Mini-Course/Email Course
  • Guide
  • Webinar
  • Quiz/Self-Assessment
  • Access to Private Resource Library
  • Access to Private Community

Still feeling stuck?

What is the most common struggle you hear from your clients? When they’re chatting with you on a consult call, what are you hearing time and time again? That should move you closer to a lead magnet idea.

What is the goal of your business? Like I mentioned earlier in this post, start with your goal and then work backward from there. What’s a way to move new website visitors and subscribers closer to that goal?

This list is meant to be a quick-hit list at starts stirring up ideas. It’s by no means is an exhaustive list but hopefully, it will help get you started.

An effective lead magnet will meet your potential clients where they’re at, offer them a quick win, give them a taste of your style, and invite them to take some sort of action.


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