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How to turn website visitors into customers with a lead magnet

lead magnet marketing website Jul 26, 2023

Website visitors who really like you, admire your work, and need your product or service may never call you.

Is it something you said?

Something you didn’t say?


The messaging on your website should direct prospects to start a conversation with you. You can accomplish this through your headlines, subheadings, and by including call-to-action buttons on your website. In fact, current research in web design has found the top right corner of your website to be premium real estate. Research recommends adding a call-to-action button there because it’s a natural resting place for the viewer's eyes.

But even with better messaging and call-to-action buttons these same people may never get in touch.


Because they’re busy. They looked around on your site, got interrupted, went back to work, hopped in the carpool, or a million other ordinary things that happen to us on a daily basis.

It’s easy to shrug and just think “It’s not me, it’s them.” Some people will call, some won’t.

But what if there was a way to get a second chance with those interested but busy visitors to your site? What if there was a simple way to follow up and ask if there was something more you could do for them?

If you don’t have a lead generator—or what’s sometimes a freebie—on your website you’re missing out. And if your direct competitor does have one, guess who’s getting more leads?

A lead generator is a very helpful piece of content that lives on your website. You offer the video series, e-book, or checklist for free in exchange for your prospective customer's email address. Marketers believe an email address is equivalent to roughly $15, so you want to make sure what you're offering provides a lot of value. Once a prospective customer joins your list, you have multiple opportunities to connect with them, add value to their lives, and sell them your products and services.

When you’re creating your lead magnet, here are some rules to follow:

Rule #1: If I had 15 minutes with a prospective client, what could I do or share to really make their lives better?

Rule #2: If this person never meets or buys from me, how can I add value to their lives?

Rule #3: What is the #1 problem my customer is facing and what’s a tool to help them with it?

Rule #4: What is the top seller or service we're known for and what’s a resource to help this group with the pain they’re experiencing?

Rule #5: What’s a trick, shortcut, or pitfall that I want to help my prospects know or avoid?

Here are some examples of lead generators from top companies and entrepreneurs:

StoryBrand: 5 Minute Marketing Makeover

This video series offers information-rich content to help you make changes directly to your website. It also builds momentum for StoryBrand’s offer to enroll in one of their courses or sign-up for the Business Made Simple University membership. StoryBrand is following most of the rules but especially #2. A lot of people will directly apply the 5-minute marketing makeover and not enroll in a course or membership.

Still, it’s a great deal for StoryBrand because the content was already created and marketed—no new work for them. Next, because they’re considered a very helpful resource, email subscribers are much more likely to read future emails and ultimately be exposed to more offers. Eventually, one of those offers might work for the subscriber or even be shared with someone they know.

ClassPass: 1st Month of Classes Free

This free offer asks you to sign up for a month of free classes and provide some background information on yourself. How is this content? Well, ClassPass wants you to ultimately sign up for one of their memberships. The most helpful offer they could make is for you to try it yourself. It’s also why you’ll see a lot of free offers for apps and tech. Once you’ve used the demo for a month, you’ll see how it works and if you really want it. If you don’t subscribe, the company can still share helpful information and make you offers at a later date. Here, ClassPass is following rule #1.

Amy Porterfield: Business Builder Quiz


Porterfield is very successful online marketer. Here she’s leaning into the pain her prospects feel in starting an online business, and she’s filling a void that some other online marketers create when they specialize in other areas. For instance, she's offering business owners and entrepreneurs a cheat sheet on how to hit the ground running. Here, she’s following rules #4 & #5.

Once you have a strong lead magnet, the next step is creating a follow up sales campaign via email. To learn more about the kinds of emails that make great sales campaigns, check out my article on that very topic.

Almost every person is busy these days. And if they’re not busy, they are distracted. You can be disappointed or you can get strategic. Personally, I think becoming useful and finding ways to be helpful is not just a great strategy but also a way we can share our talent with the world.

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Victoria Payne

Victoria is a brand storyteller, content strategist, story coach, and award-winning writing professor. 

She helps brands tell stories that connect with their customers and grow their business. She's also the lead writer for inkMakers content subscriptions. 

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