Let’s start by clarifying exactly what lead magnets are.

Lead magnets are free content that you give website visitors to compel them to give their contact information so you can nurture them further along your conversion funnel. Basically, when a prospect ends up on your website, your goal is to convert that visit into something profitable for your business. Realistically, however, prospects are rarely ready to jump into major purchase decisions right away—and that’s where lead magnets come in.

Through lead magnets, you’re able to grant audiences gated content, usually in exchange for joining your email list. Once they do, you have a lot of opportunities to increase your conversion rate.

How does that work?

1. Lead magnets allow you to test different offers

Different lead magnets will draw different results. Pay special attention to how you phrase your copy, how you present your calls to action, what lead magnet offers your audience actually clicks on. Sometimes, you may think you already have the right formula down pat but a quick A/B test will show you otherwise. There are even instances where small visual cues such as font size, color choices, or button placement will make a significant difference in conversions.

2. Lead magnets give you a chance to clarify offers

Good lead magnets are designed to inspire visitors to take positive action on your offer. While the initial pitch is what captures their attention, your lead magnet has to ultimately clarify why your offer is relevant to them and why it’s worth their time.

Be persuasive without being too pushy. Try to pique your readers’ interest with strong, clear copy and custom photos.

3. Lead magnets help demonstrate your expertise

eBooks and white papers are some of the most popular lead magnets. They’re easy to download and read. When you take the time to craft a well-written one, it can help establish your expertise and credibility.

4. Lead magnets give you an opportunity to really engage your audience

Digital users are notorious for having short attention spans. This makes diversifying your lead magnets very effective at capturing their attention and opening opportunities to engage them. Quizzes are one way to inform and encourage participation among readers. Infographics are also an effective way to demonstrate expertise in a simple but creative way.

5. Lead magnets allow you to be more creative

Building a solid contact list and establishing a relationship with your prospects is easy when you have a range of options to help engage and inform your audience. Lead magnets allow you to be more creative and find the right approach that garners the best responses. From articles to ebooks, interactive content to multimedia—you’re not restricted to just one form. You can choose one at a time and test to see what format gives you the best results.

There you have it. Hope my answer helps. As always, if you have any questions, go ahead and leave a comment below or head over to our Twitter or LinkedIn.