12 Proven Lead Magnets You're Going To Want To Try

So you wanna attract leads? I feel you. It’s kind of important for any business that wants to grow and thrive. Well how are you going to do it? If you don’t know yet, that’s ok. There are a few types of lead magnets that really convert and can be easy for your business to create no matter your current skills or budget.

Let’s talk about funnels

A marketing funnel is basically the process an individual goes through when they first become aware of your brand until they ultimately become a customer. The top of the funnel is where you make your first touchpoint, and as you move down the funnel, you’re likely to engage in nurturing activities to build trust and authority with your new prospect.

You can’t technically get anyone in the funnel, however, if you can’t capture their contact information. (How else would you send them all that trust-building content?!) So this is where lead magnets come in.

Lead magnets that convert

Lead magnets all have one common thread: relevancy. Lead magnets need to be relevant to your user, their life, their challenges, their pain points. Then, and only then, will they feel comfortable enough to share with you one of the things they protect the most avidly, a direct line to them—contact information.

Here are 12 we know have high conversion rates.


Here’s the thing about checklists: they’re actionable. eBooks and whitepapers and things of that nature are slowly fading out because they are text heavy and require a time commitment to consume. Once the content has been consumed, the reader still needs to figure out what to do with all that information they just absorbed. A checklist, however, gets straight to the point.


A workbook is like checklist but on steroids. Not only will a workbook be super actionable, it breaks those actions down and allows the user to analyze the WHYs and HOWs. This kind of self reflection is valuable because it helps the user customize their own experience.


In this digital age where we can easily hide behind our computer screens or social media numbers, there’s something alluring about having somewhat of a direct connection—and this is what a webinar provides. In live webinars, leads will even have the opportunity to ask questions and engage with you in real time. It’s a great lead magnet for building trust and rapport with your audience.


Have you ever needed to do a new task and just couldn’t figure out where to start? Ya, you’re not alone. What may seem completely obvious to you is likely a real head scratcher for someone else. If you can take a process you have an email that you write or a document you typically use and make it customizable, it’s going to be a great lead magnet.

Resource List

Again, information you already possess could be a gamechanger for someone else. Write it all down. Tell the reader exactly what the benefit of each resource is. Provide website URLs, email addresses, phone numbers, etc. The more detailed you can get, the less leg work your lead will have to do. A great resource list will build your credibility as well.

Discount Code

Who doesn’t love a discount? C’mon now! Especially if your business sells physical products, you just can’t beat a good coupon code as a lead magnet. In marketing, we’re always worried about asking for too much information because that can always be a deterrent for some leads. But when it comes to saving money on something I was pretty sure I wanted anyway? I’ll give you my phone number, address, blood type—you name it! Just bring on the savings.


Math has never been my strong suit, if I’m being honest with you. Unfortunately, real life requires math sometimes. You can make calculations easier for your lead by offering a calculator to help them out. Not only does the calculator take off the mental strain of running numbers, the outcome they receive could help them with their purchasing decision.

Calculators are common on websites that sell cars or mortgages, but I’ve also seen them used to software companies to help the lead calculate savings or advertising budgets. Calculators won’t work for everyone, but they will be a great lead magnet for those who can get creative enough to make them work for their brand.


I remember a time when I had to shut Facebook down completely as to not get sucked into “What color is your aura?” and “What state should you live in?” quizzes because they were addicting as hell. I’m not the only one with those impulses, I promise. If you can make a quiz that’s engaging AND provides an outcome that requires the lead to take further action with your company, that’s a big win-win.


Sometimes we know what we need to be doing, we just don’t know exactly how to do it. This is where guides are super helpful. While an ebook might be a good read and explain a certain topic thoroughly, a guide should walk your lead through a process or action they need to take. Any lead magnet that’s more actionable or helps your lead achieve a specific result is going to perform better than those that don’t.


You can find a lot of good stuff on YouTube, for sure. But when the information comes from someone you’ve been watching on social media for awhile, you’re going to be much more excited to dig in, right? Video content is only gaining more and more momentum, so utilize it and make a video that will provide your lead some extra special value.


I love to learn. I’m that nerdy girl who would always be taking some kind of course if I could afford it! Challenges are amazing lead magnets because they give your lead very specific tasks to work on, community to support their experience, and sometimes even a little one-on-one with you for the perfect blend of content, action, and trust building. These lead magnets can be time consuming to create and launch, but when done well, they can drive tons and tons of leads.


Nothing says exclusivity like a waitlist. If you want to create buzz, if you want to have buyers ready to go when you launch, if you want to drive demand—a waitlist is the way to do it.


Lead magnets are essential for every business because you’ve got to find a way to go from “awareness” to serious interest, and the best way to do that is offer something valuable to catch your prospect’s interest. While there are lots of options out there, not all lead magnets are created equal. You’ll have to choose one (or several!) based on the information you have, the information your audience needs, and the method in which they like to learn. These 12 lead magnets are all going to be winners once you decide the best ways to make them work for your business.


Meet the Author: Shauna Armitage

Shauna is a Marketing Director or Fractional CMO helping early-stage startups scale with effective strategies, creative solutions, and unparalleled integrity by making the most of small budgets for maximum impact.

As a vocal advocate for women in business, Shauna is on a mission to redefine what it looks like to be a working woman and to support other women doing the same. She spends her free time traveling with her husband and four kids while drinking Coca-Colas. Connect with her on Instagram at @shauna.armitage.

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