Remember those times of yore when you were a happy kid playing with all your fun toys in your bedroom looking forward to going to school the next day?
At school, you would wait hour after hour, longing for that sweet sound to ring—the bell! Because let’s face it, the best part about school wasn’t about being in a classroom—it was all about the fun.
And when you were (finally) free to play in the playground, you would run around looking for someone to play with.
Remember that special kid in your classroom you would proudly call your best friend or BFFAE (Best Friends Forever And Ever… you know)…
You would start playing with him until… you saw a toy he had that you wanted—and then needed.
Maybe it was the latest G.I. Joe that you asked Santa for, but he forgot in his sled. Or maybe it wasn’t a toy at all. Maybe it was that delicious candy bar that your mother would never, ever let you have, no matter how much you begged her…
And there it was! Right there—in the hands of one of your favorite people in the world.
So you asked your BFFAE if you could have a piece of it. Because hey, that’s what BFFAEs do, right? They share!
But instead of letting you in on a bit of the joy, he would say, “No! It’s mine!”.
Then, he would start bribing you to keep you interested in whatever he had in his Ninja Turtles backpack.
The same thing happens with lead magnets.
Your website visitors come to your site, see something they like but wait for you to offer them a taste of it…
If you don’t offer anything to prospects, they might never try your products at all.
You must bribe them and offer them a taste of whatever they are interested in so they can become your customers (or your BFFAEs).
Now, let’s take a look at 19 high-converting examples of lead magnets from successful businesses. You can use them for bribing your own audience and start converting leads like crazy.
LEAD MAGNETS EXAMPLE # 1– SWIPE FILE
A swipe file is a compilation of templates and different resources that you might want to swipe and refer back to it later. Landing page copy, emails, blog posts, sales letters, ANYTHING.
Digital Marketer is a digital marketing membership website that offers a variety of info products and a private login area for paying members.
For a prospect to download their swipe file, they’re first sent to a simple landing page where the swipe file resource is advertised. After clicking the orange call-to-action button, the visitor is immediately shown a pop-up opt-in box asking them for their name and email address.
After the visitor opts in, they are then redirected to an upsell page, and the link to download the file is sent via email.
This lead magnet works because Digital Marketer actually saw a 69.6% conversion rate during 14 days of sending a swipe file-related email campaign to their email list.
By the way, they also used paid ads to drive those leads. Just in case you’re thinking you’ll copy this example and BOOM, get the same numbers right away like magic.
Another reason why this lead magnet works is people love examples of how to do anything, especially if it removes some of the guesswork from their jobs. Having 72 proven headlines to draw from when creating social media posts—that’s a no-brainer. Even I want to sign up for that swipe file.
LEAD MAGNETS EXAMPLE #2 – FREE TRIAL
Wild Apricot is an online membership management platform and web-based software.
When prospects visit their site, they’ll notice the prominent 30-day free trial offer to try their software.
After clicking the yellow button on the homepage, prospects will be asked to sign up and to put in their email address along with their organization name and type. After completing the form, prospects get to enjoy a 30-day free trial.
Associations, non-profits, and clubs use Wild Apricot to manage their members. They also help avoid unnecessary complexity like needing Microsoft Excel or a mishmash of third-party plug-ins to manage data.
This lead magnet works because signing up for Wild Apricot is simple. That simplicity is everywhere, from the homepage design to the above-the-fold offer. And not requesting credit card info gives prospects peace of mind too.
LEAD MAGNETS EXAMPLE #3 – TRAINING
Smart Marketer is an e-commerce digital training program designed by Ezra Firestone.
When a prospect shows they’re about to exit Smart Marketer’s website by moving their mouse up to the back or exit button, they’re greeted by an exit-intent pop-up. This box offers the site’s visitors the exact system this company used to catapult their eCommerce brand to $70.5M in sales in the last 4 years.
Prospects only have to enter their email address to access the training.
This lead magnet works because the training is packed full of valuable lessons on how to scale to 8 figures with project management. It also works because the exit-intent pop-up is shown when the user is about to leave your website. It displays a widget encouraging the prospect not to leave and to download the training instead.
Some might think that exit-intent pop-ups are annoying, but they actually perform well. In fact, adding an exit pop-up can “save” 10 to 15% of lost visitors, according to Conversion Sciences.
It’s essential to be cautious with this strategy, as it can easily tarnish your brand if done too aggressively.
LEAD MAGNETS EXAMPLE #4 – SOFTWARE TOOL
List Goal is a free software tool to get more email subscribers on your email list and to monitor email lists’ performances.
Their lead magnet offer is a software tool. This is a popular type of lead magnet because everyone wants to know what software and tools the pros and experts use.
To use List Goal, you first need to sign up. Then, plug in whichever email tool you’re using and integrate it. List Goal will then be installed via your Google Chrome browser.
After installation, whenever you open a new tab on Google Chrome, you’ll see your goal, front and center. You can then track your daily subscribers that are joining your email list and your overall progress towards your overarching goal.
This lead magnet works because it’s simple to use. Also, your list-building goal remains at the forefront on a day-to-day basis, and you can see a direct cause-and-effect relationship play out each day.
For example, maybe your new blog article pushed traffic or conversions. With List Goal, you can see what works and what doesn’t. In that regard, it’s like having your finger right on the pulse of your email list’s growth.
LEAD MAGNETS EXAMPLE #5 – CASE STUDIES
MarketingSherpa is a publisher that focuses on reporting on inspirational stories of customer-first marketing. The firm does research on marketing trends, so marketers like you can use that information to make better-informed decisions.
The case study they offer on their website is a detailed real-life example of one business that used 10 of their strategies to improve their customer service.
To download the lead magnet, the prospect needs to put in their email address, their first and last name, and the name of their company. They also have to give permission to receive any promotional materials.
This lead magnet works because the audience wants to know exactly how MarketingSherpa’s strategies help so they can apply those strategies to their own businesses.
LEAD MAGNETS EXAMPLE #6 – EBOOKS
This company specializes in converting and monetizing website traffic, growing business’ email list, getting more leads, and increasing sales with a powerful conversion optimization toolkit.
OptinMonster’s lead magnet offer is an ebook on reducing shopping cart abandonment and growing eCommerce revenue. It teaches prospects 12 proven ways to get more of their visitors to complete checkout.
According to HubSpot, ebooks are the most popular form of lead magnet and 27.7% of marketers use them today. Also, they say that the average ebook length is between 5k-10k words.
For OptinMonster, the offer is displayed as a pop-up when a prospect is navigating throughout the homepage.
After they add their name and email address, the download link is immediately displayed in another pop-up.
It’s a simple lead magnet, but sometimes simplicity works.
LEAD MAGNETS EXAMPLE #7 – CHECKLIST
The Printmaker System
The Printmaker System is a SaaS company focused on helping photographers tired of the shoot-and-burn approach to switch to In-Person Sales.
They offer a great tool—a sales checklist for photographers who want to go from making hundreds of dollars in average sales to making thousands with just a few clients.
This valuable resource tells you step-by-step which actions you need to take to switch to In-Person Sales and ditch the shoot-and-burn style.
This company prominently displays high-contrasting CTA buttons focused on inviting the prospect to download the checklist. And in exchange for the list, they ask for their email address.
Offering a PDF adds extra incentive for your site’s visitors to give away their contact information. There’s a feeling of “ownership” whenever you offer something they can download. People like to “own” these digital assets because they can always refer back to later.
LEAD MAGNETS EXAMPLE #8 – EBOOKS
MuleSoft helps companies connect various SaaS tools and enterprise-level apps together to create automation and shared data benefits.
Site visitors can choose from a collection of different ebooks on a dedicated landing page.
This ebook on how to make your enterprise app ready gives readers insights into key technology trends impacting the enterprise. Plus, it also offers tips on how to expand the addressable market without additional resources. SaaS executives can learn more about how to position their apps for the enterprise market from a tech perspective.
However, the CTA button for downloading the ebook is a bit hard to read. If you’ve read some of the 313 case studies analyzed in the Proven Sales Conversion Pack, you’d know that a clear CTA button can increase bookings by 13%.
After clicking on the almost invisible button, visitors must fill out the form to opt-in and receive the free PDF ebook via download.
The lead magnet offer is extremely specific as far as who the sales copy is targeting—SaaS executives.
One problem, though, is that the opt-in form requires a phone number. And it’s unlikely anyone would want to give up their phone number for a free ebook.
On top of that, the number of form fields itself are a bit high too. One of the 313 case studies analyzed in the Proven Sales Conversion Pack shows that utilizing a 3-field form can increase ebook downloads by 120.39%. So in this lead magnet example, conversions may have been hurt significantly by the 5 fields on the form.
Even if you’re planning on selling to someone who fills out the form, MuleSoft should give some background information on who they are and what value they provide customers.
LEAD MAGNETS EXAMPLE #9 – CHECKLIST
Bluewire Media specializes in helping consultants and professional advisors to grow their pipeline of qualified leads and convert them into clients.
One example of a lead magnet this company offers is a checklist on how to create a lead magnet (how “meta” is that?). The offer for this product is shown right on the navigation.
This is actually the most generous website I’ve come across. Bluewire Media
offers 33 (yes, 33!) different lead magnets, including checklists, templates, and ebooks.
When you click “33 Free Templates” on the navigation, you can see how all of their lead magnet options are displayed on a dedicated products page.
This type of lead magnet is very useful because checklists eliminate guesswork, are very clear on what you need to include to accomplish something, and they’re free.
LEAD MAGNETS EXAMPLE #10 – RECIPES/COOKBOOK
Fitness and healthy living are everywhere you look today. Especially when it comes to social media.
If you are in the food and/or fitness niche, recipes make great lead magnets. They are easily digested (pun intended) and highly actionable. Any combination of recipes with meal plans, as long as they offer some kind of health benefit, are always convenient for any audience.
Besides the fact that everyone wants to be fit nowadays and look like supermodels, health is a trend that will never be out of style.
So no matter if you’re a chef, trainer, yoga instructor, food blogger, or any other kind of health and food professional, you might want to consider giving away a cookbook or recipes as your lead magnet.
Minimalist Baker is a company that offers simple recipes made with 10 ingredients or less and in 30 minutes or less. For their lead magnet offer, they have an ebook with their top 10 recipes.
This lead magnet works because cookbooks and recipes offer tremendous value within 5 minutes from opting in because the prospect can start consuming (last pun, I promise) the value of it right away.
LEAD MAGNETS EXAMPLE #11 – CHEAT SHEET
Amy Porterfield is a business consultant and marketing expert. She teaches business owners and entrepreneurs the steps to take for building a highly engaged email list, creating online training courses, and using online marketing strategies to sell effortlessly.
Cheat sheets are great lead magnets because they’re short, easy to create, and don’t require you to be an expert at something.
On this website, the cheat sheet offer is prominently advertised on the homepage.
After clicking the yellow call-to-action button, the visitor is immediately shown a pop-up opt-in to add their name and email address. After the prospect opts in, they’re redirected to a thank you page, and the link for downloading the cheat sheet is sent via email.
This lead magnet works because prospects are given two different choices they can download (a cheat sheet and a guide). This means that people are more likely to find a lead magnet that aligns with their interests, and therefore they’re more likely to subscribe to the email list.
LEAD MAGNETS EXAMPLE #12 – FREE CONSULTATION
ExcelHelp is a professional Excel programming firm dedicated to helping companies make the most of their investment in Excel & Microsoft applications.
The lead magnet they offer is a free consultation. It’s clearly displayed on a few of their landing pages where prospects can fill out a form to get a free call.
Prospects can learn about the benefits of this company’s services right on the landing page. And if they’re interested in learning more about how they can hire ExcelHelp or they want pricing information, they would have to fill out the form.
LEAD MAGNETS EXAMPLE #13 – FREE CONSULTATION
Hardnut Advertising is a creative branding agency that turns watered-down websites and brands into quality lead generation and sales-driving machines. They help businesses create clear branding and messaging to increase market value, generate new customers, improve customer loyalty, and increase employee satisfaction.
Many businesses offer free consultations as lead magnets, and they work because a free call gives businesses the perfect excuse to ask for their prospects’ email.
Free consultations make a great bottom of funnel offer for businesses that offer a service.
In Hardnut Advertising’s service page, look at how they prominently show the CTA button in a high-contrasting and electric color, inviting the prospect to book a call.
After clicking, prospects are asked to leave their first name, last name, email address, phone, and their answer to one business-related question. Based on a case study from the Proven Sales Conversion Pack, simplifying a 3-step form garners 30% lift in conversion, so it may be even better to have a 2-step form.
LEAD MAGNETS EXAMPLE #14 – TOOLKIT
Over 9 million websites use Syed Balkhi’s software. You know him, right? The humble guy that makes 8-figures, founder of OptinMonster and WPBeginner…
Well, on his personal blog, he focuses on building businesses online and offers insightful and relevant content on how to grow their businesses.
For his lead magnet offer, he prominently advertises on his homepage the exact toolkit he uses to grow and manage his 8 figure online business plus a bonus—his latest growth hacks.
A benefit of using toolkits is that you can become an affiliate for those products. So this type of lead magnet not only provides a handy resource to your visitors, but it can also generate revenue for your business.
LEAD MAGNETS EXAMPLE #15 – QUIZ
A quiz is a very entertaining type of lead magnet, and that’s why it often converts so well.
Neil Patel displays a full screen pop-up advertising his quiz right after prospects visit his website. He offers customized advice that walks prospects through how they can get more traffic to their website and how they can rank higher on Google in less than 30 days.
For this lead magnet, the prospect needs to answer a series of questions. And to get the results, the prospect has to enter their name and email address.
This lead magnet works because it only takes 3 minutes to go through it, it adds value to prospects, and it generates a significant amount of social engagement.
LEAD MAGNETS EXAMPLE #16 – SPREADSHEET
Spreadsheets are basically a programming tool right at your fingertips.
Kopywriting Kourse offers training on writing better copy for entrepreneurs and business owners in the form of a spreadsheet that can be used to improve personal writing skills.
When prospects visit their homepage, they have to scroll to the bottom of the page to read their blog. There’s no navigation elsewhere. The site is focused on getting you to opt in.
When you do so, you’ll see the links to access the spreadsheets.
Though, I think there could be a few tweaks made to Kopywriting Kourse’s website as a whole. The site would benefit from more specific copy that defines their audience and a more precise definition of the product.
In any case, it’s a unique lead magnet that plenty of businesses can get value out of emulating.
LEAD MAGNETS EXAMPLE #17 – GUIDE
HubSpot is an inbound marketing software company. They have many products and even offer training and industry certifications.
A guide is a useful and very convenient lead magnet. These lead magnets usually take an in-depth look at a topic and show readers exactly how to reach a goal. For HubSpot, this guide is about setting up an effective lead management system.
Making a detailed guide isn’t difficult, either. It’s as simple as turning a high-performing blog post into a PDF download. For this, just look at your web analytics to find high-traffic blog posts, and when you spot the perfect post, add some additional insight to it to add extra value.
LEAD MAGNETS EXAMPLE #18 – RECIPES
Sally’s Baking Addiction
You might think cookbooks may not be a good lead magnet idea because there are tons of recipes available online. But recipes can be for more than just food.
So, no matter what industry you’re in, you can deliver to your prospects a recipe for any purpose (health, parties, entertainment, etc.).
In Sally’s baking addiction’s website, a pop-up is displayed after arriving on the landing page for downloading 10 recipes for this fall.
These recipes convert because they are bite-sized, easy to digest, and the prospect can get value from it easily and quickly.
LEAD MAGNETS EXAMPLE #19 – TEMPLATES
Smart Business Revolution
A template can be any downloadable asset that provides an outline, a draft, a blueprint, or some sort of starting point, so the user only fills in the blanks.
Smart Business Revolution offers “the magic email template” as their lead magnet. This is a great asset because it’s something that anyone, from small business owners to successful entrepreneurs can simply copy and paste and customize the content.
This lead magnet example works because the offer is very clear and stands out right after someone visits their homepage. Also, there is no navigation, so that actually makes the decision of downloading the template even easier.
Bribe your site’s visitors with a piece of what they will buy from you when they become your customers.
If you create a lead magnet on a topic your target audience is interested in and wants to learn about, you’ll have a much higher chance of converting them.
Keep your lead magnet short and sweet—longer and boring lead magnets don’t always convert better. If they are not easy to digest and take too much time to consume, prospects won’t be able to implement that knowledge right away.
Offer them what they want—something they can watch, read, or use to accomplish their goal right away, something that shows them how to solve a problem or keep growing.
And remember, you don’t need to be an expert to create a lead magnet. Just turn whatever you already have into a high-converting resource so you can convert leads like crazy.
Now, tell me something…
Which lead magnet examples do you think will work better for your business? If you’ve already begun testing some ideas, which has been the most effective?
Let me know in the comments below.
Keep funnelin’, stay focused,