How to Create a High-Converting Lead Magnet
Before we get into the nitty gritty… What is a lead magnet? It's one of those valuable incentives you offer in exchange for an email address.
Most importantly, it should attract the right people. The ones who are a perfect fit for what you do, whether you're a coach, a professional service whiz, or another brilliant NZ service business owner.
If you're all about quality over here (like I am), then a high-converting lead magnet is your secret weapon for attracting those ideal clients.
This isn't about churning out any old freebie. It’s important to create the best lead magnet for your business and ideal clients. Something that genuinely resonates and makes those perfect-fit people say, "Yes, please".
Lead Magnets that actually convert start with understanding your ideal client
A lead magnet that truly converts boils down to these non-negotiables:
A. Describe their biggest desire:
FWhat's that one thing your ideal client is wrestling with? What do they really want to achieve?
Your lead magnet needs to be the helpful hand that guides them toward a solution or that exciting outcome. For my business coaching pals, that could be e.g."Feeling overwhelmed by client onboarding? Here's a simple checklist to streamline the process so you can avoid the post-celebration reality check".
And for my professional services crew, maybe it's "Struggling to articulate your value? Grab this template for writing service descriptions that will have your dream clients rushing to your calendly link".
It's about getting into their heads and offering something genuinely useful.
B. Connect your lead magnet with your service:
Your lead magnet needs to be a logical first step towards solving the problem you solve for your clients.
It builds that initial trust and shows them you know your stuff.
If you're a health coach specializing in gut health, your lead magnet shouldn't be about fitness routines. Make the connection clear.
C. Give them something useful (that they can see results from):
Forget vague theories. We're talking actionable steps and practical tips they can implement straight away and think, "Wow, that was actually helpful".
Some practical lead magnet formats that don't overwhelm include
Your lead magnet will offer a tangible win in a format that matches the information and your ideal client's preferred way to absorb information.
Which do your ideal clients prefer?
The best way to know is to talk with your audience. Ask clients, poll your audience, and use quizzes. Understanding your audience is one of the pillars of any marketing strategy.
Focus on clarity. They need to understand exactly what they're getting and how it will benefit them.
Creating landing pages that make them click "download"
You've created a lead magnet that has them thinking ‘this is exactly what I need’. Now, you need a landing page that does it justice.
If you're not a marketer or copywriter then keep it simple. Use language your ideal client uses and make it easy for them to take action.
A heading, subheading, first name and email address fields, and privacy statement (ideally linking to your privacy policy - the only other link on the page) are sufficient for an opt-in form.
A full landing page with testimonials is another option. Here are a few things to consider:
For a simple opt-in form keep it simple and the benefit clear.
A. Why you need a dedicated landing page
Distractions and multiple options are your enemy. Avoid anything that will take them elsewhere like navigation menus or links to social media.
When conversion is the goal, which it is, every link and button needs to lead to one destination. The one that takes them to the single next step. In this case your lead magnet opt-in.
A specific landing page keeps their attention right on your valuable lead magnet that solves the problem they want to be solved.
B. The anatomy of a landing page that converts:
Make it clear what they'll get and why they need it. Think "Finally get a handle on your finances with this simple budgeting template"
What's the transformation they'll experience? Focus on the outcomes. Use bullet points. They're your friend for easy scanning.
Get straight to the point. What is your lead magnet? How will it help them? Keep it interesting.
A clean, professional design builds trust. Consider adding a visual of your lead magnet.
No-one has time for lengthy forms. Ask for the essentials. Usually name and email. Make it easy.
Tell them exactly what to do with a clear, action-oriented button. Think "Grab Your Burnout Busting Checklist"
Each part you optimize through A/B testing and research can increase your conversions.
Real-world examples to inspire you
Let's get practical. Here are some ideas tailored to different folks I love working with:
For my amazing Business Coaches: e.g., A script for your next client discovery call, or The top 5 questions to ask to avoid a red flag client.
For my brilliant Health Coaches: e.g., A simple meal planning template for busy weeks, or Your guide to understanding food labels (and avoiding the traps).
For my savvy Marketing Agencies & Professional Services: e.g., A checklist for launching successful social media campaigns, or The 3 key metrics you need to track to prove your marketing ROI.
Getting your brilliant lead magnet seen
Time to get your freebie in front of your ideal clients. Think about:
Your lead magnet cannot convert or help others unless you share it often.
Wrapping Up: turn your leads into loyal fans
A high-converting lead magnet is more than just a way to get email addresses. It's about building genuine connections, establishing yourself as someone who offers real value, and attracting the people who are the perfect fit for what you do.
Want my list-building checklist to see my lead magnet in action? You can request it here: send my list building guide. Followed by my welcome emails and weekly email tips for smart business owners that don't want to depend on social media.