How to Create a Lead Magnet for Website

How to Create a Lead Magnet for Website

The lead magnet should be an essential component of a website if you want to convert your website visitors into leads. From this statement, it is clear that lead magnet plays a vital role in customer value optimization system. Basically, a lead magnet is a tripwire set on the website by marketers. It helps them to extract information from visitors. Further, this information is leveraged to reach them via email and build customer relationships.

Before we start with the process of ‘How to Create a Lead Magnet for Website’; let’s go through a brief introduction of lead magnet.

What is Lead Magnet?

A lead magnet is a marketing term used to describe marketing resources. These marketing resources seem to be free, however, they are gated and could only be accessed in exchange for contact details of website visitors. The aim behind attaching a lead magnet is to proliferate the number of leads through the website.

Some of the widely used lead magnets in B2B marketing domain are- whitepapers, free consultations, trial subscriptions, blog subscriptions, and e-books.

In short, these lead magnets are used to create a sales lead funnel.

Now that we know about a lead magnet, we can go to the next section.

How to Create a Lead Magnet for Website?

The first step in – ‘How to create a lead magnet’, is to create a lead magnet checklist. The lead magnet checklist enables the marketers to stay on track and proceed as per the requirement strategically.

Here is the checklist to create a lead magnet-

  1. Solution-Oriented- It should showcase your expertise in providing the solution.
  2. Audience Specific- It should provide relevant information to the target audience.
  3. Exceptional Content- It should provide authentic information that could be used as a solution.
  4. Sophisticated Appearance- Just because it is free of cost, should not appear like that. It is advisable to use professional graphics and images to establish monetary value.
  5. Impressive- It should prove its worth without consuming much time.
  6. Attractive CTA- The lead magnet should be able to trigger the visitor psychologically to take positive action.

Once your checklist is ready, you can go ahead with the following steps to create an interesting lead magnet.

Step 1: Define Your Buyer Persona: Before you design your lead magnet, you should know your audience and their concerns, in general, that are relevant to your business. This will help you to provide adequate information that they are looking for. Doing so will boost your brand value in the longer term and you will be able to capture their interest.

You can’t serve all your audience with the same information, and that is the thumb rule in the market. Your lead magnet should be ultra-specific for the people you want to attract to your business.

Some businesses provide multiple services in the same domain. For example- Valasys Media is a B2B marketing firm and has multiple services to offer. To name some- email marketing, content syndication, lead generation, database management, and many more.

This situation doesn’t give you the privilege of creating one lead magnet that serves all your audience. In fact, you need to create unique lead magnets for every service that you offer.

Step 2: Identify Unique Selling Point: Provide your target audience with an interesting reason to download your lead magnet. The number of downloads is directly proportional to the number of prospective leads generated.

A unique selling point should be different than what your competitor is providing, and at the same time, it should be relevant to your target audience. Marketers should intend to deliver a useful resource as per the requirement of the prospects. However, sometimes, marketers tend to confuse bigger with better and deviates from reaching the goal. The marketers need to be ultra-specific and create a lead magnet that provides an instant solution. It is no rocketscience: the quicker you can get them a result, the more chances to win their trust.

Step 3: Name Your Lead Magnet: You should provide a suitable name to your lead magnet that further defines the value proposition of your lead. The name should be appealing enough for your buyer persona, to compel them to download.

Providing a name to your lead magnet is somewhat similar to crafting an eye-catching headline for a marketing email. The title of the lead magnet makes a significant difference in your conversion rate.

Step 4: Pick Your Magnet: The basic is over. Now you know the persona of your audience, their concerns relevant to your business, and the value proposition of your lead. And this brings us to your next step- choose a lead magnet that you are going to offer. There are a lot of options to choose from that will deliver your idea optimally. Although a lot of options exist for a lead magnet, they certainly fall under the following category-

  • Free Trial
  • Sales Material
  • Guide or report
  • Video Training
  • Discount offers

While you are creating a lead magnet, the following points should be kept in mind:

Focus on your strengths- Create a resource as per your strength and knowledge. The main aim should be to demonstrate your product or service, clearly and completely.

Provide a quick solution- Go for a pattern that provides a solution in less time and delivers the result. This will help you to push your lead further down to the funnel.

Maintain simplicity- A complicated lead magnet may fail to serve its purpose. And even though a lead has entered the funnel, it may bounce back due to complexity. It is mandatory to present a simple, concise, and yet a valuable resource

Step 5: Time to Create Your Lead Magnet: By now you have got all the pieces of the puzzle, all you need to do is place the pieces appropriately.

The last step is the action plan. Research, design, and place your lead magnet as per the requirement to bring in the lead to your sales funnel.


The lead magnet is the best way to accumulate data of your prospects and generate leads. Once you start gathering relevant insights about your prospects, the process of customer conversion optimization becomes way easier.

The information you collect via lead magnet enables you to contact your leads and tell your story and success statistics. If they find your resources useful and solution relevant, they are bound to come back to your website for more information. Moreover, they may also buy your product or avail service.

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