Whether you’re a marketer or a small business owner, generating more leads is usually top of your to-do list.

After all, getting new leads in at the top of your funnel is the first step in turning strangers into life-long customers so you can grow your business.

But it’s easier said than done.

With people becoming increasingly aware of online privacy, how can you convince them to hand over their email address to you? More than that, how can you make people feel good about giving you their email address?

Lead Magnets. That’s how.

Lead Magnets are incredibly powerful and can generate as many as 130 new leads in a single morning.

What Is A Lead Magnet?

A Lead Magnet is an incentive that encourages a website visitor to give you their email address.

In this example the Lead Magnet is an eBook:

In order to get the eBook, the website visitor must first enter their email address using an online form. When you offer people something of value they are more likely to enter their email address to get it.

When you’ve captured your prospect’s email you can then enter them into a drip campaign where you continue to send them more and more value and nurture them until they are ready to progress from a prospect to a lead.

This is NOT a lead magnet:

Since there’s no incentive for the visitor to join the list, most people will close this popup without entering their email address.

Lead Magnet Benefits

More email addresses are great but they aren’t the only benefit of Lead Magnets.

Increased Conversion Rates

If you have 100 visitors to your web page and you generate 10 leads then the conversion rate of that page is 10%. Lead Magnets can increase conversion rates by as much as 785%. This means that you are more efficiently using the traffic that you generate. Failing to optimize for conversion rates is like pouring water into a leaky bucket.

Improved Lead Nurturing

When you provide people with useful content in the form of a Lead Magnet you are able to educate a prospective customer about a particular problem that they might be facing. In this example, Groove (customer support software) are offering a cheat sheet Lead Magnet that helps their readers to offer better customer support:

This means that Groove are setting themselves up as industry experts so people are more likely to trust and eventually buy from them as their own customer support needs grow.

Types of Lead Magnet

When it comes to offering readers an incentive, giving something that people can download and keep is always a good bet.


eBooks are probably the most popular Lead Magnet format out there. They can be time consuming to create though so if it’s your first time making a Lead Magnet you may want to try one of the more simple options below.


Checklists are very popular with readers because they are actionable pieces of content. They help people to simplify complex tasks and achieve a positive outcome more efficiently. From your point of view they’re easy to create as well.

Resource Guides

Resource Guides are so easy to create that you could do it in your sleep. A Resource Guide is a curated list of tools that people can acquire to achieve a better result. For example “5 WordPress Plugins To Improve Your Search Engine Optimization”. People love recommendations – especially ones that are fast and easy to implement.


A workbook can help people to apply a particular strategy to their own business. Because Workbooks are more interactive than other Lead Magnets there is a bit more work involved from the reader but the pay-off is also bigger so it’s a good compromise.

How to Make a Lead Magnet

Design is an important part of any Lead Magnet. Sure, it’s easy to create a plain PDF and call it a Lead Magnet but imagine how disappointed your readers will be when they download the file only to realise it’s been thrown together as an afterthought.

More importantly, design elements like typography can make your content more enjoyable to read. And if people enjoy reading your content they are more likely to learn from it and trust you in the long run.

There are a few different options for creating a well designed Lead Magnet:

1. Hire A Designer

If you’re looking for good design then a designer can guarantee it. The trouble is that talented designers are expensive. There is also a certain amount of back and forth that needs to occur which can be time consuming for you. And if you need to make changes to the text after a while? Straight back to the designer for more billable hours.

2. Do-It-Yourself

I’ve seen lots of people create Lead Magnets with software like PowerPoint. These Lead Magnets are definitely a step up from a plain PDF and you have more control than you would when working with a designer. But the downside is that the slide format of PowerPoint presentations isn’t really suited to Lead Magnets and the dated templates don’t exactly give off a professional vibe.

3. Use Lead Magnet Software

Yep, believe it or not but there is software out there that has been designed specifically for creating Lead Magnets. One such example is Beacon – it’s a free tool that contains dozens of Lead Magnet templates that are all fully customizable. You can also choose from a range of formats including Checklists, Resource Guides, eBooks and Workbooks. PayByShare.io can also work wonders for distributing your freebies or lead magnets. 

Lead Magnet Examples

If you need some inspiration for your next Lead Magnet design then you’ve come to the right place. We have collected 13 beautifully designed Lead Magnets that you can download and keep. They’re all packed with actionable content and since they were all made with Beacon you’ll be able to use these same design templates for you own Lead Magnets.


Download the Lead Magnet Inspiration Pack Here

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