What makes a good lead magnet?

A lead magnet helps convert more of your website visitors into leads by offering them something of value (the magnet) in exchange for a user’s email address. It could be a course, a PDF guide, a series of videos or anything of perceived value to your audience.

A good lead magnet can mean the difference between attracting lots of new leads into your database and attracting none. So follow these tips to make your lead magnet more enticing.


The topic of the lead magnet must be relevant to the content of the page the visitor is on. If we use an offline, real-world store example, imagine you are in the market for a new TV and you’re checking out the range of TVs at the local appliance store. Which of these two scenarios would be more interesting to you?

  1. The store assistant approaches you and asks you if you’d like some brochures on buying a new washing machine?
  2. The store assistant approaches you and asks you if you’d like a brochure on what to look for in buying a new TV?

Obviously the answer is 2 and although the example seems silly, how often do you see a blog which uses the same lead magnet on all it’s posts, no matter the topic of the post? Almost always, which is as silly as offering info on washing machines to someone wanting to buy a TV.

Again – make sure your lead magnet is on the same topic as the page it’s offered on!



Make your lead magnet very specific to your target audience needs, i.e.  “How to achieve [desired result] in [short amount] of time”.  Think about the ‘silver bullet’ your audience needs to solve an immediate problem.

Rapid Consumption

Ideally, the content of the lead magnet, whether it be a eBook, video or whatever, should be able to be digested in 15 minutes or less. There’s no need to write the next ‘War and Peace’ and you’re not Shakespeare. Keep it on point and easy to follow.

Keep it Classy People – use nice images

If you’re lead magnet is a PDF, your content is 37% more likely to be read if it’s broken up with relevant and nice images. Grab some free stock photos from Unsplash or Pexels to make your content higher converting.

Consider an Email Course

A popular way to deliver content is through an email course. Simply break your content into a few easily digestible emails. Don’t worry about fancy pants styling, plain and simple text is fine. This way you can track engagement with your prospects and automate the course through a free Mailchimp account. See exactly who has read your emails, and follow up on warm leads.

If you really want to get the juices flowing, add a few links in your email course to online questionnaires on your website which are submitted to you. This will further engage your prospects and qualify them as viable business opportunities.

Call to Action

And finally, don’t forget to include a call to action within your lead magnet content. This could mean adding your contact details, a link to purchase one of your products or services or details on how to get more information. And don’t forget that PDF’s can contain ‘click to call’ buttons, so mobile users can phone you directly from the lead magnet.