How to Create a Lead Magnet That Actually Converts

If you know anything about funnels, the first step is to get some eyes on your brand. Once you’ve captured their attention, you also must capture a lead’s contact information so you can nurture them and help them along the path to purchase. The easiest way to do this is to create a lead magnet that converts. There are tons and tons of options for lead magnets out there, but the truth is that not all are created equal. It remains true, however, that no matter which medium you choose, there are 3 key things you must keep in mind as you create a lead magnet if you want it to convert and be highly effective as a lead generation tool.

Know your audience pain points

A lot of businesses get caught up making lead magnets they think their audience would want instead of actually making what they want. They get caught up in the cool things or creative ideas. I get it. It’s not hard to do. But just because you think something is super valuable doesn’t mean your audience will. Furthermore, just because your audience might need a particular lead magnet doesn’t mean they want it. You can lead a horse to water….. right?

If you want to make a lead magnet that converts, you’ve got to offer something that your audience both needs and wants.

Understanding your audience’s pain points and desires will be key for this, so you must take time to engage with and learn about the people you seek to serve.

Know your unique value proposition

Here’s the thing: most of us are working within a red ocean. Every market is saturated and nothing highlights this more deeply than social media and how easily we are all connected via the internet. So what do you do? How do you stand out? The answer is a simple one: be different.

I know, I know, it’s harder than it sounds. But if you don’t know why a prospect should choose you over the hundreds or thousands of competitors out there, then they won’t either.

So you’ve got to dig deep. Analyze your competition. Look at social profiles and website messaging. Compare and contrast their features to yours. If you’re not finding something that makes you stand out, it’s time to create something that will make you stand out.

Identify a unique value proposition and create a lead magnet that speaks to that uniqueness. Make it something your prospect isn’t going to find anywhere else.

Help them take action

The days of ebooks and whitepapers are long behind us. Things move fast today, and people who are visiting your site or landing page want a quick win. How will you give them that win? By creating lead magnets that push them to take action on something.

It could be a checklist or a challenge, a webinar or a quiz. But whatever you create must be quickly and easily digested. Then it must enable the lead to do something that makes them feel accomplished.

Actionable content is the sweet spot when it comes to lead magnet generation; it’s how we create value for another person. If you can clearly and concisely articulate how your lead magnet is actionable and will help the prospect, you have a pretty high chance of that prospect becoming a lead.


When creating your lead magnet, don’t focus on what you think people need, create what they want. If you don’t know what that is, then ask them! Make sure what you’re creating doesn’t look like all of the other freebies out there. Take some time to discover your unique value and convey that through the content in the lead magnet. Lastly, while educational content is important, most people are looking for a quick win. Be sure that your lead magnet helps the lead take action on something and convey that clearly when share your lead magnet.

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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