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  • Writer's pictureMarta Kopyl

A step-by-step guide: How to create a valuable lead magnet

You have probably come across such fields on websites many times: "Leave your email and we'll send you a free guide on..." or "Subscribe to our newsletter and get a French course based on cartoons". This is the principle behind lead magnets - valuable offers that companies give in exchange for potential customers' contact details.

Why do they do this? Of course, for a reason. A lead magnet is a marketing tool used by brands to collect contacts of the target audience for further interaction with them.

A lead magnet can be anything: e-books, checklists, webinars, discounts, free courses, etc. The key is to make the offer valuable, as users will be more likely to leave their contacts if you offer them something useful in return.

In this article, we'll take a closer look at what a lead magnet is and why it's needed, what types of lead magnets exist, what makes them good, and learn how to prepare an effective lead magnet.

What is an lead magnet?

A lead magnet is a "bait" for potential customers that is effectively used in online marketing to collect applications with contact details of website visitors (leads). The main goal of a lead magnet is to attract website visitors and turn them into potential customers. Lead magnets are often referred to as gated content because visitors need to enter information to access them.

Modern lead magnets usually offer digital content that can be downloaded: free PDF white papers and articles, reports, ebooks, informative audio or video.

After leaving their contact details, a potential buyer gets to the top level of the sales funnel.

Pros and cons of lead magnets

Lead magnets, like many other marketing tools, have their advantages and disadvantages.


  • Increase brand awareness: By offering valuable information or resources, lead magnets can help raise awareness of your brand among your target audience.

  • Collecting contact information: Lead magnets are a great way to collect contact details of potential customers, which can then be used for marketing campaigns.

  • Budget-friendly: Creating and using lead magnets is always a relatively cheap and easy way to increase conversions;

  • Lead nurturing: Lead magnets can help nurture leads and prepare them for a purchase.

  • Keeping in touch with customers: Lead magnets, such as newsletters or eBooks, can help you keep in touch with potential and existing customers.

  • Increase brand trust: If a customer has entrusted you with personal contacts and received a truly valuable product in return, brand trust is significantly increased.


  • Quality of leads: It's important to create lead magnets that attract the right target audience, otherwise you may get a lot of low-quality leads.

  • Competition: There are many companies that offer lead magnets, so it can be difficult to stand out from the competition.

  • Spam: Some people may view lead magnets as spam.

  • Psychological barrier: For some users, personal contact information is too valuable and they are not ready to share their contacts.

  • Loss of interest: If the lead magnet doesn't meet the audience's expectations or isn't interesting, they may even lose interest in the brand.

  • Unfavourable reputation: If the lead magnet does not meet high standards, it can negatively impact the brand's reputation.

What is a lead magnet for?

In today's digital world, where competition is fierce, creating lead magnets is becoming an important part of a successful brand marketing strategy. They help to capture the attention of the audience, increase conversions and sales, build long-term relationships with customers, and increase brand awareness.

Lead magnets allow brands to create a positive impression on potential customers. They indicate a deep understanding of the audience's needs and a willingness to provide solutions. In addition, lead magnets create the basis for further communication and interaction with customers, helping to build long-term relationships.

Lead magnets allow brands to increase conversions and sales by attracting the attention of their target audience. They create an additional incentive to interact with the brand, increasing the likelihood of converting potential customers into actual buyers.

Lead magnets allow you to get to know the brand. Through a lead magnet, communication with the user begins unobtrusively. A potential client gets to know the company through a free "trial" and then decides whether to continue the interaction.

Lead magnets help brands expand their customer base by collecting contact details from people who have shown interest in their products or services. This creates an opportunity for further communication and interaction with them, which drives sales.

Lead magnets that provide valuable information or useful resources help to increase the trust of the target audience in the brand. People are more likely to trust companies that demonstrate their expertise and willingness to help, which can have a positive impact on a brand's reputation and market success.

Types of lead magnets

All lead magnets can be divided into several groups:

  • Useful (save user time, guarantee maximum results with minimum effort);

  • Educational (lead magnets that allow you to recommend your brand as an expert);

  • Entertainment (the task of these lead magnets is to bring the user to emotion. Give them joy, cheer them up);

  • Lead magnets for the stages of the sales funnel (can be used at the stage when the user is ready to make a purchase).


  • Checklists are step-by-step instructions for completing tasks or achieving goals. They help organise and simplify complex processes;

  • Toolkits - templates, calculators and other interactive resources to help users solve problems;

  • Lists of useful resources - collections of links to websites, articles, videos or other materials related to a particular topic;

  • Calendars - time planners with dates, events, and reminders;

  • Recipes - instructions on how to cook something;

  • Examples - demonstrations of how to use a product, service or concept;

  • Life hacks - simple tips and tricks that make life easier;

  • Research - data and analytics on a specific topic;

  • Picks - a list on a specific topic presented in a convenient format;

  • Tables - data presented in a visually understandable format;

  • Reports - detailed analyses and descriptions of data on a particular topic;

  • Generators - tools that automatically create content, such as passwords, texts, or images;

  • Instructions - step-by-step guides on how to perform tasks or use products.


  • Tutorials are interactive guides that take users step by step through the learning process;

  • E-books - allow users to gain knowledge in a convenient way;

  • Educational videos - visual guides that demonstrate how to do something;

  • Training audios - audio recordings containing training content;

  • Webinars - interactive online seminars conducted by experts;

  • Cheat sheets - brief summaries of the most important information on a particular topic;

  • Email courses - a series of emails sent to users over a period of time.


  • Tests and quizzes - interactive tools that allow users to test their knowledge and skills;

  • Quizzes and giveaways - games and contests that offer users a chance to win prizes;

  • Desktop wallpapers - images used as a background on a computer desktop;

  • Contests with valuable prizes - competitions where users can win valuable prizes by completing certain tasks. 

Lead magnets of sales funnel stages

  • Online calculators are interactive tools that allow users to calculate the cost of a service;

  • Free cost calculation - offering a free estimate of the cost of a product or service;

  • Free consultation - offering a free conversation with an expert who can help the user with their needs;

  • Promo codes and coupons - offers that give users a discount on a product or service;

  • Call - an offer of a free phone call where the user can get more information about a product or service.

What makes a quality lead magnet?

For an lead magnet to be truly effective, it must:

Solve a real problem

A good lead magnet solves a user's problem. It shouldn't be theory or water, but a real solution. If a lead magnet doesn't solve a real problem or fulfil a customer's desire, it won't work at all.

Provide valuable information

When users get valuable information from a lead magnet, they tend to trust your brand and believe that you can offer them more useful information and resources in the future. This can lead to them becoming your customers.

Be instantly accessible

For a lead magnet to be effective, it needs to be downloaded immediately, not after a certain period of time, as it may no longer be needed and relevant.

Showcase your expertise

Lead magnets that demonstrate brand expertise are more likely to attract qualified leads who are interested in your offer. Also, when customers see that your brand has knowledge and experience, they are more likely to stay with it for a long time.

Be unique and exclusive

A lead magnet should be narrowly focused and exclusive. Get inspired by other people's ideas, but don't copy them.

Be relevant to your business goal

Lead magnets should be the first step for your audience to better understand your offer. They give you the opportunity to demonstrate the value of your paid products, making them more attractive to buy when you finally present them.

Keep it short and concise

The shorter and more concise a lead magnet is, the more likely it is that it will be read to the end and actually used.

How to prepare an effective lead magnet?

Define your target audience

In order to create an effective lead magnet, you must first of all clearly define your target audience. This is because the value and relevance of your lead magnet will depend on their needs, interests, and problems.

Only by understanding who you are creating a lead magnet for, you will be able to offer them something truly valuable that will encourage them to leave their contact details.

If you ignore your target audience, you risk creating a lead magnet that will be uninteresting to most people, resulting in a waste of time and resources.

Identify the problems of your target audience

Identifying the problems of your target audience is the foundation for creating an effective lead magnet, as it allows you to clearly articulate its value. When you understand the pains and needs of your prospects, you can offer them content that solves their problems and provides tangible benefits.

A lead magnet created without understanding the target audience runs the risk of being uninteresting and irrelevant, as it won't address people's real difficulties. This will result in low conversion rates and wasted resources.

So, identifying the problems of your target audience is the key to creating an effective lead magnet that attracts attention, generates leads, and drives your business.

Find out what pain points your target audience faces when trying to solve these problems

Once you've identified your target audience's problems, it's important to research the pain points people face when trying to solve them. This allows you to create a lead magnet that not only offers a solution, but does so in a better way than existing alternatives.

Understanding pain points helps you identify weaknesses in existing solutions and design a lead magnet that solves those problems more effectively. This makes your offer more attractive to potential customers and sets you apart from the competition. Also, focusing on specific pain points makes your lead magnet more relevant to your target audience. People are more likely to engage with and download your content if they see that it directly relates to their problems.

When your lead magnet addresses your audience's pain points, people are more likely to take the action you want them to take, such as registering for a webinar, downloading an eBook, or making a purchase.

Analyse your competitors

After identifying the problems and pain points of your target audience, competitor analysis is the next important step in creating an effective lead magnet. This will allow you to identify gaps in the market, because by researching your competitors, you can identify what they offer as well as what they lack. This gives you the opportunity to create a lead magnet that fills those gaps and offers unique value to your target audience.

Competitor analysis helps you avoid creating a lead magnet that is no different from what is already available on the market. You can use your knowledge to create more innovative and engaging content that stands out from the competition.

By researching successful competitors, you can learn their best practices in creating lead magnets. This can include content format, writing style, and promotion methods. You can use this information to improve your own lead magnet.

Also, competitor analysis gives you an idea of what level of lead magnetism your potential customers expect from you. This helps you set realistic goals and measure the success of your lead magnet.

Choose which type of lead magnet will deliver the most value

Once you've identified your target audience's problems, pain points, and competitive landscape, you can make an informed choice about which lead magnet format will be most valuable to them.

Here are some factors to consider when choosing the type of lead magnet:

  • What do you want to achieve with your lead magnet? Do you want to generate leads, raise awareness of your brand, or guide people through the sales funnel?

  • What are the preferences and needs of your target audience? What type of content will they find interesting and useful?

  • What types of lead magnets are your competitors using? How can you differentiate yourself and create a more compelling offer?

  • How much time and money do you have to create and promote a lead magnet?

  • It's important to choose the type of lead magnet that suits your goals, target audience, resources, and overall marketing strategy.

Name your lead magnet

The title of your lead magnet is the first thing people see, so it needs to be catchy and informative. It should clearly communicate the value of your offer and encourage people to download your content.

Here are some tips for creating an effective lead magnet headline:

  • Use clear and concise wording: Your title should be easy to understand and not too long.

  • Emphasise the benefits: Focus on what people will get if they download your lead magnet.

  • Use verbs: Headlines that start with verbs grab attention and call to action.

  • Create a sense of urgency: Use words like "free," "now," or "today" to encourage people to act immediately.

  • Conduct A/B testing: Try different headlines to see which one converts better.

Here are some examples of effective lead magnet headlines:

  • "10 Secrets to Increasing Sales in One Day"

  • Free eBook: "How to build a website in 30 minutes"

  • Download our checklist: "How to wrap a gift in 5 minutes"

  • Take part in a free webinar: "How to improve the SEO of your website"

Remember that your lead magnet name is an important element that can significantly affect its success.

Write the text and create the design of your lead magnet

Clear and useful text is the foundation of any successful lead magnet. It should:

  • Grab the reader's interest from the first line by clearly describing the value you offer.

  • Demonstrate how your lead magnet will help the reader solve their problem or improve their life.

  • Focus on the key points, avoiding excessive detail.

  • Make it clear what the reader should do next to get your lead magnet.

Quality design is equally important to creating an effective lead magnet. It should:

  • Be visually appealing. Capture the reader's attention and stand out from other content.

  • Reflect the theme of your lead magnet and brand.

  • Be simple and clear, easy to read.

  • Focus the reader's attention on the call to action.

The combination of clear text and high-quality design creates a lead magnet that:

  • Attracts attention

  • Persuades

  • Encourages action

Remember: your lead magnet is the first impression you make on potential customers. So it's important that it's high quality and effective.

Create a thank you page

This is the page that visitors see after downloading content or filling out a form. It usually looks like this:

Hello! You have successfully completed the form. Thank you for your interest! Where to find your content: Check your inbox - there should be an email with a link to the content. What's next. Join our free community on Facebook and share your experiences! Leave a comment about our content Thank you!

Promote your lead magnet

The final stage of creating a lead magnet is its promotion. There are quite a few ways you can promote your lead magnet, such as social media, advertising, email marketing, etc. Choose the channels that work best for your target audience.

Measure the success of your lead magnets

Measuring the success of your lead magnet is an important step in evaluating the effectiveness of your lead generation strategy for several reasons:

1. It allows you to determine if your strategy is working.

Measuring key performance indicators (KPIs) like number of leads, cost per lead (CPL), and conversion rate gives you a clear picture of how successful your lead generation strategy is.

2. Helps you optimise your strategy.

By analysing your KPIs, you can identify which aspects of your strategy are working well and which need improvement. This allows you to make the necessary changes and increase the effectiveness of your lead generation.

3. Allows you to track your progress.

Measuring your KPIs over time gives you the ability to track your progress and see how your lead generation strategy is evolving over time. This can help you determine which initiatives are most effective and which ones can be discontinued.

4. Helps you make better decisions about resource allocation.

By knowing which aspects of your lead generation strategy are most effective, you can better allocate your resources and invest more in the initiatives that are producing the best results.

5. Allows you to justify your investment.

Measuring the success of your lead generation activities can help you justify your investment in these activities by demonstrating to management how they contribute to the growth of your business.


In summary, lead magnets are an effective online marketing tool that helps brands attract and retain the attention of their target audience. They allow you not only to collect contact details of potential customers, but also to establish trusting relationships, increase brand awareness, and prepare your audience for a purchase.

To create a truly effective lead magnet, it's important to study the needs and problems of your target audience, analyse your competitors, and choose the best type of content. You should also pay attention to the quality of the text, design, and promotion of the lead magnet.

Continuous measurement of the success of lead magnets and analysis of key indicators allows you to optimise your lead generation strategy and make informed decisions about resource allocation. A comprehensive approach to the creation and promotion of lead magnets is the key to their effectiveness and benefit to the business.



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