generating leads with a lead magnet

Get more leads from your website immediately without spending a single extra dime on advertising.

If you’ve got an already established business then you’ve probably already got a decent number of people coming to your website every month.

You probably show up okay on Google so you’re getting some people from there, but you’ve also got word of mouth and referrals working for you all the time.

If you’re spending money on advertising to get people to your site, this will help you get more out of that ad spend. If you’re not, that’s perfectly okay too.

You see on average only about 6 out of every 100 people who visit a business’ website actually contact that business.

If you’ve ever logged into your Google Analytics account and seen how many people visit your website each month vs how many calls you get from it, you’ve seen this to be true.

So how can you get more of the people who are visiting your website to contact you and become leads?

With a Lead Magnet.

Without spending a dime on advertising you can immediately start getting more leads from your website by creating an attractive Lead Magnet.

What is a lead magnet?

In it’s simplest form, a lead magnet is something that attracts the people who visit your website to give you their contact information in exchange for something you give them of value.

Ever been to an eCommerce site and given your email in exchange for a 10% discount or free shipping? It’s basically the same thing.

Here’s how you do it.

My lead magnet weaver communications

Step 1: Figure Out What to Give Away

Think of something that someone who visits your website would find valuable.

This can be an information product, or it can be a discount on a service.

A dentist could create an infographic “10 Ways to Take Care of Your Teeth and Spend Less Time at the Dentist” or “5 Foods that Are Killing Your Teeth.”

A bankruptcy attorney could create a checklist “7 Things to Make Sure You Do Before You Declare Bankruptcy” or “Free Guide: How to Prepare to File for Bankruptcy.”

You could also offer a discount like a “Free Teeth Whitening” or “$10 Off XYZ Service.”

The more valuable the lead magnet is perceived to be by your website visitors, the more likely they are to give you their contact info to get it. 

Step 2: Write the Content

This is the most time-consuming step, but if you have experience in your field, it won’t take you too much effort to write something valuable that your prospects don’t already know. You can search the web for similar lead magnets in your field.

Once you finish writing the content, make sure to go back and proofread it at least three times. Your effort will show and pay off.

Step 3: Package the Content

Now it’s time to wrap your lead magnet up with a bow and a ribbon. You can make it a cleanly laid out PDF, or you can use a visual tool like Canva or Piktochart to make an infographic of sorts.

The real value is in the information, so as long as the info is in a downloadable format that people can easily access, you don’t have to worry about getting too fancy.

(WARNING: It’s about to get technical. If you don’t know what the heck I’m talking about in the remainder of the guide but you want a lead magnet for your site, send me an email at and we’ll set up a time to get together so I can help you out.)

Step 4: Create a Thumbnail Image or Ad for the Lead Magnet for Your Website

It will pay to spend some time on the visual aspect for this step. You need a small “thumbnail” image that represents your lead magnet. Some type of a nice visual cover photo for your “10 Things You Need to Know Before You Declare Bankruptcy” checklist.

You can create a cover photo with the title and your business name in Canva or some other simple illustration software.

Step 5: Place the Thumbnail Image on Your Site

This is the easiest step. You simply need to place the thumbnail image on your website so that your visitors will know that your lead magnet exists. Place it in a prominent place that it will be seen on the side of your web pages, such as your services page, contact page, and about us page. You can even put it on your home page if it’s visually attractive enough.

If you’re tech savvy, you can create a custom opt-in form and place it in the sidebar so that you can skip Step 6.

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the Thumbnail Image for My Lead Magnet

Step 6: Create a Landing Page and an Opt-in Form for the Lead Magnet

This step is not complicated, but if you usually don’t wade that deep into the back end of your website you may want to get someone with some experience in digital marketing to do it for you.

You need a separate landing page for your lead magnet so that people can input their email address and then receive the lead magnet.

This involves creating a page, placing an opt-in form on it, and connecting that form to your email marketing provider.

You’ll also need to set up your welcome email within your email provider to send the lead magnet once people subscribe.

Lead Magnet Landing Page Screen Shot

This is a screenshot of one of my landing pages for my lead magnet. It’s converting at about 23%.

Step 7: Collect those Leads!

Congratulations! You made it all the way to Step 7. Now you can get more leads coming from your website each month without doing anything different from what you were doing before, advertising or outreach-wise.

Now you can send your leads email offers in regular intervals just to see if they’re still in the market, or to entice them to book an appointment. You can get even more sophisticated with a tailored email marketing strategy if you want to take it a step further.

Put a lead magnet up on your website and start getting more leads. If you need a professional lead magnet designed and set up for your business, email me at and we can get you what you need.

Some Easy Ways to Get Content for a Lead Magnet

Repurpose Existing Content:

Use content that you’ve already created. One of my clients was a recruiting agency where the owner had written over twenty articles about staffing & recruiting for notable publications like the Denver Business Journal.

My advice to her was to take all of those old articles and in-depth guides for hiring managers and repurpose them into an eBook. The result being the perfect anchor to her Google advertising and LinkedIn outreach.

Use Videos You’ve Already Recorded:

Attorneys are some of the best when it comes to using videos to attract new clients. One of my blog subscribers has an incredibly impressive collection of self-recorded videos, and he’s a sole practitioner!

Most people don’t completely understand the legal matters they find themselves involved in. Videos where attorneys explain legal principles in layman’s terms can be very reassuring.

Why not package up a few of these videos into a lead magnet? Potential clients get a convenient way to consume all the free information you’re giving them, and you get their email address.

What to Do Once You Have Their Email Info:

I’ve seen dentists that sent out weekly dental care tips that they’ve also used for Twitter and Facebook. I’ve also seen a Bankruptcy attorney who had a 30+ part email autoresponder that covered all the processes involved in filing bankruptcy, as well as overcoming whatever objections people may have had to setting up a consultation.

It really depends on how creative you want to get with it. I recommend at least monthly emails because at the very least you want prospects to remain aware of who you are.

If you can provide something more frequent such as weekly dental tips, don’t hesitate to communicate weekly.

How Do You Track the Results?

It’s easy to track opt-ins. That will happen automatically within your email provider like Mail-Chimp.

What’s less easy is tracking who opted-in and then became a customer/client. The best way I know how is to keep a database of all of your clients emails (which you’re hopefully already doing.)

You can then compare the email addresses in your opt-ins and see if they match any of your new customers.


There’s an extensive amount of information available for free on the internet about lead magnets if you need more information than what’s in this post. But for small businesses, you don’t need to be too advanced in order for this strategy to be effective.

Try it for yourself and see how much your lead generation increases over the next 6 months. It’s the quickest way to start getting more leads from the existing traffic you have coming to your website already.

Let me know your results, I’d love to hear how you get along.

Happy lead hunting!