Creating a Lead Magnet that Converts

In yesterday’s Advisor, we discussed different locations on a website to add e-mail opt-in forms and some pros and cons associated with each method. In today’s Advisor, we’ll change the conversation slightly to the topic of lead magnets and how they fit into the process of converting website visitors into e-mail subscribers.

Lead magnets are compelling freebies or bonuses offered in exchange for a prospect’s e-mail address.

Make It Compelling and Relevant

When starting to think about concepts, it’s important to focus on the two words that describe the most effective lead magnets: compelling and relevant. If a lead magnet isn’t something that strikes up desire in a prospect, it’s not worth creating and advertising. If a lead magnet isn’t relevant to the prospect your company is interested in, then you’ll be collecting e-mail addresses that are ultimately useless to your company’s sales and marketing efforts.

Picking a Topic

There are various ways to come up with compelling and relevant topics for lead magnets:

  • Ask your customers about their pain points. You can conduct simple, open-ended e-mail surveys using existing customer e-mails or get feedback from your sales team.
  • Go to websites like Quora, where people ask questions associated with various topics. Industry LinkedIn® and Facebook groups are another excellent source of customer questions in real time.
  • Use Google search trends and autocomplete data to see what people have and are currently searching for. Answer the Public is a website that can help you make sense of this data.



A lead magnet could be as simple as a 1-page PDF or as complicated as a 10-page whitepaper that took months of research to compile.

Again, it comes back to your audience: What compels them? What solves their pain points?

Some additional ideas in terms of lead magnet types and formatting:

  • Infographic
  • Video series
  • In-depth how-to guide
  • E-mail course


It’s important to remember to communicate with your prospects in a medium in which they’re comfortable. If they like written reports more than videos, don’t rock the boat—give them what they want.

Again, it’s important to always be testing to see what works. You might think you’ve created something great, but if it’s not creating any opt-in conversions, it’s not serving its purpose.

Another important thing to keep in mind is that many lead magnets have a shelf life. Besides regular testing, your team should be evaluating the lead magnet(s) quarterly or yearly at minimum (depending on your industry).

Are you ready to create a lead magnet that converts?