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12 Tips to Create a Powerful Lead Magnet

Every business owner often wonders how to convert site visitors into paying customers. This is often a very time-consuming procedure that requires hard work and finding any scraps of attention from potential customers (or leads).

To discover potential customers, you need to attract them and get them interested in your own offerings. And the greater the number of leads or website visitors, the more likely you are to convert them into actual paying customers! With enough attractive content, you can create a lead-generating machine.

So how do you create your own leads? The best way is to create lead magnets. As the name suggests, a lead magnet is anything that helps you attract leads.

In this post, we will discuss how to construct an effective lead magnet, and what are the best lead magnet ideas out there. We’ll discuss everything you need to know about lead magnets, including what they are, how they work, and why you need to include them in your lead generation strategies. With our tips, you can use any of the lead magnets to encourage people to sign up for your mailing list, contact you, and purchase your goods and services.

What is a lead magnet?

If you want to get contact information (such as an email address or phone number) from your prospect, you can present some interesting material known as a lead magnet on your website.

In most cases, lead magnets consist of digital information that can be downloaded by your prospective clients. This content can be in the form of a digital e-book, sometimes a video, a guide, or a training course. However, they can also take the form of an opt-in offer for a video, call, or lesson – if the user fills in the opt-in form. A perfect lead magnet generally can help users solve a troublesome problem, achieve a goal that is important to them or helps them learn a new skill.

lead magnet tips

The main goal of a lead magnet is to convince and attract site visitors to sign up for anything your online business offers. This can be achieved in a number of ways. When a company wants to increase its email subscriber base or get more cold traffic in its funnel, it will design a lead magnet, and make it available to users free of charge, in exchange for contact information.

When the reader reaches the landing page generated by the right lead magnet, you can try to sell your products to the people that left you their contact details. This is one of the typical features of lead magnets.


What are the basic elements of lead magnet?

A lead magnet consists of four basic parts:

  • Content: This is an appealing downloadable item that a site visitor receives in exchange for personal information.

  • Form: Through the form, you can get your prospect’s contact information like name, email address, phone number, or other contact details.

  • A thank-you email: An email sent to a visitor who fills out a contact details form and includes a link or content file. You can add that potential customer to your newsletter and can send the first message right away.

  • A thank you page is a page displayed to visitors after they successfully fill out a form or download information. It can contain a call to action so that they start interacting with you right away.

The work that the perfect lead magnets do is extremely important. Not only do they provide you with new contacts, but they make you seem credible and can help you demonstrate your expertise in the industry.

lead magnet

If you don’t have a lead magnet, which is a material that helps attract people, you won’t be able to have strong statistics and won’t connect with your target audience.


Make your amazing lead magnet with Publuu

Using Publuu, you are able to generate, distribute and embed ebooks with a reality page-flipping effect. Publuu allows you to turn PDFs and lead magnets into beautiful ebooks, online magazines and much more. What’s more, Publuu offers many features to create a real lead magnet.

publuu ebook creator

You can add a lead gathering form to each ebook, with which you can easily collect email addresses and create a newsletter. Using PDF statistics, you can track results and see what content of your lead magnet is most read.

You have the option to integrate an ebook with your site. You can embed the ebook in your blog or email, as well as by publishing it on your social media platforms. Publuu will generate a realistic cover of your lead magnet ebook.

Your online publication can be quickly accessible on any device with a design that is perfect every time, regardless of the method you choose to use. It works without a need of downloading an app or a file to your computer or smartphone.

Publuu offers a 14-day free trial, so you can try all the features before you decide to subscribe. With Publuu, you can create beautiful, realistic and interactive online lead magnets and make them available for free! If you’re looking for an easy way to increase leads and conversions, look no further than Publuu.


What are the lead magnet examples?


Ebook as your lead magnet

lead magnet ebook

It is worth starting to create your lead magnet with eBooks. This format is becoming more and more popular, and many people are reading eBooks not only on an e-reader but also on their phones or computers. Many great lead magnet ideas rely on employing e-Books to generate leads.

Publuu’s ebook example

View more ebook examples


You can try your hand at writing cookbooks, tutorials, compilations, or fiction. If you are short on time, you can turn a long article written for your blog into an e-book – it’s the perfect lead magnet. All you have to do is quickly copy, paste and export it as a PDF to turn your most popular blog article into an e-book. You don’t need more fancy lead magnet ideas, as long as you add some new content – great lead magnets are exclusive and offer new capabilities to the reader.

To start, review your site’s statistics to find blog posts that generate a lot of traffic – these will be the best lead magnets. However, if you keep the article, your PDF contains additional material to make it more useful than the blog post itself. Add additional information to it. Publuu allows you to add link galleries or videos, which can greatly enrich your simple lead magnet ideas.


Podcasts and audio content marketing

podcast recording

Adding podcasts is an equally good idea. If you are currently creating good material for your blog, you can increase its value by recording read-aloud articles on your blog. Some people like to read, others like to listen – often while jogging or commuting. In this way, you can create a podcast. For this, too, you can craft unique content, or add video content to generate leads among YouTubers.

If you want to record a podcast, you can think about using a free service such as Audacity, which is available to everyone. Many programs also offer such features, such as Anchor, which will help you monetize your audio content. Once you’ve produced an audio file, you can easily publish it on your website and then limit access to it using a lead generation form. Many great podcasts and shows started as lead magnet ideas.


Recipes and guidebooks

recipe graphics

You can also present your recipes – not just for food. You are able to generate a “recipe” for a very arbitrary result that your readers are looking for, depending on the industry you are in. A recipe can be a recipe for a dish or a drink but also a guide to the steps required to successfully complete a task, like creating a movie or building a gazebo. Such a recipe is among the best lead magnet ideas: it will allow you to flaunt your expertise in a particular field and bring your industry closer to the people who care about it.


Effective lead magnet ideas

Here are some more lead magnet ideas and examples you can use to create a lead magnet for your company, organization, or personal profile. Of course, you can come up with many other lead magnet ideas as you wish!

A white paper is an excellent idea for a lead magnet. It’s a detailed article that provides the audience, often the CEO, with unique facts, opinions, or tips. Such a lead magnet can help readers understand a complex problem and exactly what steps they need to take to fix it. A white paper is a very complex study of the problem, and you can easily present such a lead magnet to show your expertise.

Creating a toolkit is another way to make a good lead magnet. It’s usually a file that contains templates, lists, and guides that you can use for various purposes – such as creating documents for your company or planning a trip. Such a kit contains all the necessary materials on a specific topic and can easily generate leads with people interested in getting practical resources.

Another good idea for a lead magnet is a quiz on a selected topic. The user solves the questions, but to get the full results, he must provide his e-mail address. Then he will see the results on the lead magnet landing page and can publish them on social media. Consequently, you can offer the user your services, for example, if he received a low or average score. The quiz can be about virtually anything and is interactive, which makes it one of the best lead magnet ideas.

examples of lead magnets

A lead magnet can also be a cheat sheet – that is, a reference list. One of the advantages of creating a cheat sheet is that you can do it for any industry. For example, if you own a board game store, you can compile a list of the best games and rules used in board games, and if you want to promote a motorcycle repair store, prepare a list of things to check for inspection. You can compile one from any blog post – just convert it into the form of a numbered list.

A presentation is a great approach to attracting new leads. A presentation is similar to an infographic in that it helps your target audience visualize and understand facts. This makes it a great lead magnet. Many sites like Slideshare, Prezi, or Publuu allow you to publish presentations online where potential customers can see them. Publuu allows you to access your multimedia presentation after providing your contact information.

Another effective lead magnet is access to exclusive social media groups. Slack, Discord, Facebook groups, and LinkedIn allow you to do just that. After leaving you their contact information, the lead magnet landing page can redirect the reader to a private group. You can provide them with access to exclusive information and create a place where they can talk about issues that are important to them. And in the process, you yourself will learn more about your audience.


How to create a great lead magnet?

To create a lead magnet, you need to understand your audience. Mismatching the content of your message with your audience is usually a major cause of digital marketing failure. Fortunately, if you know where to look, it’s easy to find a solution.

Consider what people are already willing to pay for. Sure, you want to create free lead magnets, but it’s worth knowing what people are spending money on. A good example is to check the discussions on online forums.

For example, you can look at subreddits dedicated to board games and see what games are being criticized and for what. After a few hours of research, you know that the rankings are led by family games, but more complicated than Monopoly. Then you know that ranking the best board games in the form of a Publuu eBook is a good option as a lead magnet. A free sample of game rules can also work as a valuable resource for newcomers to the brand.

There are many other free lead magnet examples – if you want to write a cooking blog, look at the best-selling cookbooks and consider what they represent. If they’re for bachelors or singles, consider creating a blog post about simple dishes.


The best lead magnet tools



publuu ebook creator

If you want to turn your PDFs into eBooks that look beautiful on any platform, Publuu is for you. Publuu allows you to effortlessly personalize the style of your lead magnet eBook by choosing a background color, adding descriptions, links, videos, photo galleries, and more. Ebooks can be easily shared and tracked in real-time. With the Publuu lead-gathering form, you can easily turn any piece of content into a lead magnet.



answerthepublic software

This is the perfect tool to find out what people want to know about the indicated knowledge. A simple way to find out what your audience wants to know about relevant topics is to type the topic into ATP. It will display the questions that people search for on Google and you will gain more lead magnet ideas. Build your lead magnet around one important question from your list, and you’ll attract more subscribers in no time.



canva software

A popular design tool, Canva will let you quickly create a wide range of designs. It offers free options and is very user-friendly. With Canva, you can easily create graphic images that can be saved in various formats, including creating ebooks as PDFs. Basically, you can create any lead magnet idea in Canva.



piktochart software

Piktochart is an excellent alternative if you want to improve your design skills and generate longer publications (such as eBooks and white papers) or presentations. It is mainly aimed at students and teachers, but it is a very versatile product and anyone can create their own lead magnet. You can add your own materials to the projects and personalize the design to your liking.




Photos make your materials stand out from the crowd. If you are looking for images to support your material, Pixabay is a great resource. You can also look at other sources of free graphics like Pexels.


12 Lead magnet design tips

lead magnet tips

Here are some more lead magnet examples and tips which will help you collect leads from your website visitors. There are many other lead magnets that can work well with your brand and industry.

  1. When it comes to lead magnets, quality is more important than quantity. You need to present people with something they want and are willing to exchange their personal information for it. Therefore, put quality first.

  2. Lead magnets are something your audience is already interested in and looking for on the Internet. That’s why it’s worth taking care of the good SEO of your magnets and good organic search traffic. Make them visible online and it will definitely make lead magnets work.

  3. Try to spot a niche in the market and fill it. Don’t create another blog post or cookbook, look for something that doesn’t exist, to create templates of new, fascinating lead magnets.

  4. The lead magnet must provide enough information to arouse the interest of potential consumers and weld them to want more – so that they will use your products. Popular lead magnets must entice the user to reach for your products and services.

  5. A good lead magnet should not focus on a broad or vague issue. Offer a specific, one-time solution, and the user will be able to gain access to your full range of products and services.

  6. You may not have the time or resources to create a real e-book especially if you are new to PDF creation. Our site can help you with PDF design, or you can turn content from popular blog posts into an ebook.

  7. Preparing spreadsheets for specific organizational processes or activities is a good idea. Often, business audiences are used to using spreadsheets but are unable or unwilling to create them. Such a spreadsheet can include a macro that allows it to serve as a calculator.

  8. Colorful graphics appeal to human curiosity and the need for novelty. The more infographics, the better. Create infographics from written information you’ve already generated to give your posts a fresh look. It will serve as a fantastic lead magnet and each image generates leads for your company.

  9. Offering free trials can serve as an awesome lead magnet, especially in the case of software and applications. You can create a free tool or a time-limited version of your software as a free download. This will allow people to use your programs for a short time to see if it’s worth spending money on them.

  10. Design the cover to have a clear and compelling message. The cover of your lead magnet should be clear and attractive and explain what it is for. It depends on the types of lead magnets around, but it should reflect your high perceived value.

  11. Write short texts under four lines, add lots of headings between them every two to three sentences, and use bold and bullets so that your text is easy to read. Even in a free guide, you should strive for legibility.

  12. Don’t forget to share your new lead magnet on social networks and promote it perhaps using paid tools. The more people see your lead magnet offer, the better!


Lead magnet templates

blog post template

You can use graphics like this to serve as cover art of your lead magnets and underline your blog post.

guide template

This guide can be a fantastic lead magnet for online stores.

poster template

This colorful poster can easily draw the attention of a potential customer.

facebook video tips template

Videos attract customers – and some of the most popular lead magnets use the video contents. You can put this on your landing page.

infographic template

This lead magnet template is a good example on how you can create a simple infographic.


Lead magnets free templates

book cover template

This collection of mystery book covers can work well with many lead magnet types – ebooks, posters or memes.

meal planner template

You can use this type of lead magnet to create your own calendars or plans for your potential leads.

keyboard shortcuts template

Excel shortcuts and keyboard tools make for a great example of a cheat sheet. You can customize your own existing content using this as an example.

social media ebook

This guide to social media can make a great downloadable lead magnet for small business owners looking to expand their presence online.

sugar recipe template

Cookbooks and recipes can often make one of the best lead magnet examples.



The main purpose of a lead magnet is to get people to sign up for whatever your online business has to offer. With our advice, you can use any of the lead magnets to get people to get in touch with you and buy your products or services.

Using Publuu-based e-Books as lead magnets is a great way to get people to sign up for your list. You can also use other lead magnet generators, like quizzes, podcasts, or video content.

To make a lead magnet, you need to know who you’re making it for. Do your research to find out what people want to know about a certain topic, and use design tools that will allow you to present a beautiful lead magnet in the best way possible.


You may be also interested in:

How to Generate Leads?
Real Estate Leads – How to generate them?
How to Gain More Clients in 2022 For My Online Business?

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