How to Create a Lead Magnet That Converts

What is a lead magnet?

A lead magnet is something you offer to prospective customers in exchange for their contact details. 

People aren’t going to hand over their email addresses for no reason. They need to feel they gain something from the contact details they share with you.

Your lead magnet can’t be just-another-internet-content. It has to be “juicy” enough for your potential customers. 

This will help you attract high-converting website visitors, grow your email list and build trust. 

A properly crafted lead magnet can also help you gain authority in your field, and eventually land you new customers. 

Some examples of lead magnets across various niches include:

ebooks, checklists, videos, webinars, training video courses, coupons, templates, free consultations, email courses, and coupons.

A good lead magnet will help prospective customers solve their problems or make them feel they win BIG. That’s the first step that could lead you to sales.

Why do you need a good lead magnet?

The answer to that is lead generation! 

No matter the size of your business, you don’t have the time, money, or resources to waste on nurturing low-quality prospects. Who are these people? The ones that will never buy your product or service.

Your goal is to build a list of high-quality leads or email subscribers that will eventually become customers. 

You can get these leads by offering high-quality lead magnets. Something that resonates with these leads, they feel the urgency to get it and it makes them willingly sharing their details with you.

Good lead magnets could make these prospects move from point A to point B. Make them closer to making a purchase.

What makes a great lead magnet?

Think of it this way: You own a bakery, and you’re trying to get more people to try your pastries. So, you decide to give away a free sample of your best-selling cookie right at the door. 

People who taste and love it are way more likely to come in and buy a whole box. 

In the digital world, a lead magnet works in a similar way. It’s like giving a little taste of the value you can provide, but online. 

Instead of a cookie, it might be a helpful guide, a discount, or a quick tool. You offer it in exchange for an email or some contact info. When someone finds that little taste valuable, they’re more likely to trust your brand and want more of what you’re offering.

There are seven best practices that you need to keep in check when creating a lead magnet. 

It needs to be short and compact.

Example: A one-page infographic titled “Top 5 Myths Debunked: Solar Panel Efficiency.”

It needs to show your expertise, plus personal touch

You’ll want to employ emotional direct response copywriting for maximum effect. Spice it up with some real-life tales; it gives authenticity.

Example:

An ebook titled “My Journey to a Sustainable Home: How Solar Panels Changed My Life.”

Instantly accessible 

Wins you favour with your prospect. As soon as they hit the send button, they should receive an email with the document attached or see that it has started downloading.

Example:
After entering their email address, users instantly receive a “Solar Panel Maintenance Checklist” in their inbox.

It must solve a problem

Think about your ideal market. What are the questions they’re typing into Google?

Example:

A “Guide on Choosing the Best Solar Panel for Different Climates,” helping potential solar panel buyers make an informed decision based on their location.

It makes a promise. 

So it states upfront the result it will deliver.

Example: 

A webinar titled “Cut Your Electricity Bill by Half in Just 60 Days: Adopting Solar the Right Way.”

It offers perceived value

It walks you through exactly how to do something. 

Example: 

A video series titled “Solar Installation DIY: Step-by-Step Guide from Start to Finish.”

It targets a hyper niche target market.

Example:

“Solar Solutions for Tiny Homes: Optimising Small Spaces for Maximum Energy,” targeting tiny homeowners interested in sustainable energy.

Lead magnet examples

Free Guide (How-To Information)

Like the name, these lead magnets walk you through step by step how to do something. 

For example: 

“Quick Guide: Converting Your Backyard Shed Using Solar Panels”

Free guide is usually shorter than an eBook, yet still very specific.

How-to-style lead magnets cause prospects to self-identify. Not only that, this guide is also very powerful for identifying high-probability prospects.

Free Trial

Another powerful lead magnet is a free trial. This is particularly relevant if you’re offering something like software as a service or an experiential product. 

Imagine you’re a company that offers solar panel monitoring software. This software allows homeowners and businesses to track their solar panels’ performance, efficiency, and potential issues in real-time.

Human nature and scarcity sometimes come really close to each other. This is where this can be beneficial for you. By giving a free trial, many more people will likely sign up and leave their contact information.

You can benefit from their fear of missing out. The email addresses, phone numbers, and mailing addresses you collected from the prospects. This information will then be stored in your database, for your sales team to nurture. 

Some of these leads may convert immediately; some may take 30-90 days or even longer. A great lead generation could potentially convert them to customers sooner.

Book, eBook or Audiobook

If you are in the coaching business, an online Marketing & digital agencies, education & e-learning platforms or publishing, a great way to start a lead magnet is by writing a book or ebook. 

You can think of it as a business card. You can hand or send it over to a potential customer and say, look, read or listen to this, and if you think I can help you, reach out. 

Example: 

If you’re in the sustainable energy business, especially focusing on solar panel consultations and installations, a potent method to establish your authority and generate leads is by penning a book or ebook.

Reading through your book, they don’t just find generic information. Instead, they’re introduced to case studies, cost-benefit analyses tailored for different households, and perhaps even a step-by-step visual guide on solar panel installations.

By the end of the book, the reader isn’t just more knowledgeable about solar energy; they’ve come to see you as an expert in the field.

The value you put into the Book, eBook or Audiobook could help convert the prospect to customers. 

Checklist Or Cheat Sheet

You are probably wondering, a checklist?

Checklist is by far the easiest and most popular lead magnet to create. Easy to create and quick to download, assuming small file size.

Example: offers a downloadable checklist titled “10 Essential Steps Before Installing Your Solar Panels.” 

This checklist provides potential solar panel owners with clear steps, such as evaluating their home’s sun exposure, understanding local solar incentives, and assessing roof durability.

You grow your list of email subscribers, and the checklist makes their life slightly easier. Double win.

Worksheet

Who doesn’t like a structured and organised approach to a specific goal or task?

A worksheet helps show your expertise and at the same time helps prospects to take actionable steps.

An example : 

Worksheet on “Solar Installation Planner”. This worksheet helps homeowners assess and plan their solar journey by considering factors such as their current electricity consumption, optimal panel placement areas, potential energy savings, and budgeting for installation costs.

This worksheet emphasises your commitment to helping homeowners make informed decisions. For the prospects, it offers a tangible, actionable roadmap to navigate the often complex world of solar installations.

Online Course

Short courses could be a lead magnet. This way you can showcase your expertise and give potential customers a glimpse of what you are offering. 

For example, solar panel installation companies and sustainable energy offers a free introductory course titled “Solar Energy 101: Basics and Benefits.” 

This course covers the fundamentals of solar energy, the science behind photovoltaic cells, and the economic benefits of transitioning to solar power.

By enrolling in this short course, potential customers get a feel for the depth of your company expertise. They may be more inclined to opt for consultation services.

Industry Reports Or White Papers

Ever thought about solar industry reports or white papers? This kind of lead magnet is highly effective, especially if you’re catering to businesses keen on adopting solar energy. Such documents can solidify your standing as an expert in the solar sector.

Positioning yourself as a thought leader in the solar industry can open doors to:

• Speaking engagements at green energy conferences.
• Collaborations with housing associations and businesses aiming for sustainability.
• Contracts for large-scale solar installation projects.
• Media attention on the latest solar innovations and trends.

The plus side of industry reports and white papers is that they can often be updated. These content upgrades can sometimes lead you to new PR opportunities.

For example, you release an annual white paper on “Emerging Trends in Solar Energy: A Global Perspective.” 

This document has positioned you at the forefront of the solar conversation. Leading to keynote speaking slots at international green energy symposiums. It may also attract partnerships with pioneering green tech firms.

What type of lead magnet to create?

If you think one lead magnet could fit all, you couldn’t be further from the truth. 

While your audience might share the same problem, their content preference might be different. Some people like books while the others prefer videos.

There are two questions you need to ask when you are considering about what lead magnet to create:

1. What does your audience want?
2. What is something that’s going to increase conversion rates?

Imagine you run a movie streaming service. A good offer might be “Get the first month free when you sign up!” This can be shared on your main website page or in a blogpost. 

While many will like this offer, it’s important to make sure it’s exciting.

You need to be really thoughtful about your call to action. If you choose a lousy or boring & unattractive offer, it won’t get as much attention, and you’ll have a low conversion rate. 

You don’t need to come up with unusual tricks or over-the-top marketing strategies to gain momentum. By offering genuine value, you’ll naturally attract attention, and any additional marketing will simply boost your progress even more.

How to create lead magnets that convert?

In today’s digital age, grabbing the attention of potential customers is both an art and a science. Lead magnets are one of the most effective tools to do just that. 

By offering something of value in exchange for a visitor’s contact information, you open the door to future interactions and potential sales. 

But how can you be sure your lead magnet isn’t just attracting visitors, but converting them? Let’s break it down with some simple steps and examples.

Understand your customers’ pain points

Before you start, it’s important to know what issues or challenges your potential customers face. This means really diving deep into what troubles them, what questions they have, or what they struggle with.

Example: 

If you’re offering solar panel installations, a common pain point might be “high electricity bills and environmental concerns from using non-renewable energy sources.”

Create valuable content to help solve those problems

Once you understand their problems, you need to provide a solution. This is where your content comes in. 

Whether it’s a guide, an eBook, a checklist, or a video tutorial, make sure it offers real, actionable value. This isn’t just about giving away any old content; it should be genuinely helpful and targeted at those specific pain points.

Example: 

You might provide a free downloadable guide named “The Solar Transition: 5 Steps to Reduce Your Electricity Bill and Carbon Footprint.” 

This guide can present key information on the benefits of solar energy, the installation process, and even showcase some of your top-rated solar products and services.

Create an enticing opt-in

This is your moment to grab attention. Your opt-in is the offer you put out to get people to hand over their contact details in exchange for your lead magnet. 

Make it appealing! Use clear language and highlight the benefits of what they’re getting.

Example: 

Use a pop-up on your website that says, “Fed up with skyrocketing electricity bills? Discover how to slash your costs with our free solar transition guide!”

Segment your leads to personalise the experience

Not every lead is the same. Once someone opts in, it’s necessary  to categorise them based on their interests, behaviours, or where they are in the buying process. 

By doing this, you can tailor your future communications to suit each group, making your messages more relevant and effective.

Example:

Separate your leads into categories like “exploring residential solar installations” and “interested in commercial solar solutions” to provide tailored information and product suggestions for each group.

Use your lead magnet for more than attracting leads

While the primary purpose of a lead magnet is to attract potential customers, it can serve other roles too. 

For instance, it can position you as an expert in your field, help you gather feedback, or even upsell or cross-sell other products and services.

Example: 

Within your complimentary solar energy guide, integrate customer reviews and direct links to specific solar product pages. 

This not only bolsters your reputation as a trusted expert in sustainable energy solutions but also subtly introduces readers to your range of solar products and services.

How to promote your lead magnets?

Promoting your lead magnets effectively is just as important as creating them. There are a few ways where you can showcase your lead magnets and entice visitors to engage. 

Start with your website, social media, email and paid advertisement. Here’s a deeper look at some strategies to ensure your lead magnets get the visibility they deserve.

Website

Create a Landing Page

Dedicate a standalone page on your website specifically for your lead magnet. This page should have a clear and informative headline, benefits of your offer, and a compelling call-to-action. 

Example: 

For a guide about maximising solar energy efficiency, the landing page could have a headline like “Unlock the Full Potential of Solar Energy with Our Comprehensive Guide!”

Create Promotional Banners On-Site

Place banners on your homepage, product pages, or any high-traffic area to promote your lead magnet. 

This placement also makes sure the majority of your site visitors will see the banner.

Example: 

A banner at the top of your product page saying, “Curious about maximising solar panel in shaded area? Grab our free guide today!”

Add Promotional Pop-ups

Use timed or exit-intent pop-ups that offer your lead magnet just as visitors are about to leave, or after they’ve spent a certain amount of time on your site.

Example:

A pop-up that appears saying, “Hold on! Before you go, check if you are eligible for solar rebate. Don’t miss out!”

Add It to the Resources Page

If you have a ‘Resources’ or ‘Tools’ page, include your lead magnet there. It’s a logical place for visitors to find helpful materials.

Example: 

Alongside other resources like solar calculators, energy-saving tips, or installation guides, add an entry for “Ultimate Guide to Solar Panel Maintenance.”

Write a Blog Posts

Craft blog posts related to the topic of your lead magnet. At the end of the post, or even within it, promote the lead magnet as a valuable next step.

Example: 

If you have a blog post titled “The Future of Renewable Energy: Why Solar is Leading the Way,” at the end, you can include a note saying, 

“Interested in making the switch to solar? Get our step-by-step guide on ‘How to Choose and Install the Right Solar Panels for Your Home’!”

Add an Opt-in on Contact Forms

When visitors fill out a contact form or sign up for a newsletter, include an option to also receive the lead magnet.

Example:

Under your contact form, add a checkbox saying, “Yes, I’d also like to receive the Comprehensive Guide to Solar Panel Efficiency and Maintenance!”

Social Media

Write Promotional Posts

Share updates and snippets about your lead magnet’s value on platforms like Facebook, Twitter, and Instagram.

Example: 

“Harness the power of the sun to its fullest potential with our new Solar Energy Guide! ☀️ Link in bio!”

Pin the Most Popular Promo to the Top of Your Feed

Identify a post about your lead magnet that resonates with your audience and pin it to ensure prolonged visibility.

Example: 

A sleek infographic on Twitter illustrating the efficiency rates of different solar panel types with a caption: 

“Revealed: How to maximise your solar energy. Delve deeper with our free guide on Solar Efficiency!”

Write a Post for LinkedIn

Considering the professional nature of LinkedIn, create a more detailed post showcasing the benefits of your lead magnet.

Example: 

“Attention engineers and green energy professionals! Enhance your expertise in solar technology with our in-depth guide on solar panel efficiency.”

Create a Hashtag

Design a unique hashtag that potential customers can use to share their experiences, learnings from your lead magnet or even find your lead magnet.

Example: #SolarPowerMastery or #EfficientPanelPro

Email

Promote the Lead Magnet in Your Newsletter

Your regular newsletter is an ideal place to introduce or remind subscribers of the value your lead magnet offers. 

Dedicate a section or even an entire edition to it, sharing its benefits.

Example: 

In the middle of your monthly newsletter, include a section titled, “Harness the Sun’s Power with Our Solar Panel Efficiency Guide!” followed by a brief description and a vibrant “Grab Your Guide!” button.

Send Teaser Emails

Pique your subscribers’ curiosity by sending them a teaser or preview of what they can expect in your lead magnet. Highlight exclusive content that they’ll gain access to.

Example:

An email with the subject “Revealed: The Key to Maximising Solar Panel Efficiency!” Inside, give a glimpse of a valuable tip with an option to “Unlock More in Our In-depth Solar Guide.”

Add It to Thank You Emails

Whenever someone subscribes to your newsletter, makes a purchase, or interacts in a way that triggers a thank-you email, include a mention or offer of your lead magnet.

Example: 

After the standard “Thank you for showing interest in renewable energy!” message, add, “As a token of our gratitude, here’s access to our exclusive Solar Panel Efficiency Guide. Harness the sun’s power to its fullest!”

Promote It in Your Email Signature

A subtle yet effective way to continuously promote your lead magnet is by incorporating it into your email signature. 

This is your way to make sure that every email you send, whether to partners, customers, or prospects, carries a chance for engagement.

Example: 

Under your standard signature details, include a line like,

“☀️ Boost Your Solar Efficiency! Check out our Free Guide.” followed by a short link to the landing page.

Advertising

Paid advertising is a dynamic tool that can accelerate the visibility and engagement of your lead magnets. 

With the right strategy and targeting, you can place your valuable content right in front of a primed audience. 

Here’s how to amplify your lead magnet’s reach with effective advertising tactics:

Run Targeted Facebook Ads

Craft ads that speak directly to specific segments of your audience based on demographics, interests, and behaviours.

Example: 

For your solar panel efficiency guide, you could target users who have shown interest in renewable energy, home improvement, or sustainable living. 

An ad creative showcasing a rooftop equipped with gleaming solar panels and the text “Maximise Your Solar Power Potential!” can capture their attention.

Use Google AdWords

Optimise your ads with relevant keywords to attract people actively searching for information related to your lead magnet’s topic.

Example:

Bid on keywords like “solar panel efficiency,” “how to optimise solar power,” or “best solar panels for home.” 

When users search for these terms, your ad promoting the solar efficiency guide could appear at the top of the search results.

Leverage Retargeting Campaigns

Reach out to people who’ve previously visited your website but didn’t download the lead magnet. Reminding them of its value can bring them back.

Example: 

If a visitor checked out your article on maximising solar panel efficiency but didn’t opt into your guide, 

a retargeting ad could showcase the guide with a message like, “Unlock the Full Potential of Your Solar Panels with Our In-depth Guide!”

Explore Instagram Sponsored Posts

With visually appealing creatives, promote your lead magnets on a platform where aesthetics matter. Use carousel ads or story ads for maximum engagement.

Example

A captivating carousel post showcasing various solar installations, from rooftops to vast solar farms. Each slide highlights a benefit or feature of efficient solar panels, culminating in a final slide inviting users to “Swipe to discover the secrets of optimal solar energy harnessing.”

Conclusion

Navigating the world of lead magnets can feel like a journey. The real magic happens not just when you craft a great lead magnet, but when you share it out in the right ways. 

These valuable lead magnets not only enrich your audience with knowledge but also establish your brand as an authority in your niche. 

Once you have your lead magnets ready, be strategic on how you promote them. 

If you’re looking to supercharge your lead generation efforts and convert potential interest into customers, you’re in the right place. Dive deeper into the world of lead generation with Capital Leads. 

Ready to kickstart your lead generation journey? Get Started now!