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Lead magnet checklist

Are you a blogger, a content strategist, or a conversion optimizer looking to create an enticing lead magnet?

Use this checklist to guarantee that you have all the elements of a successful lead magnet.

The importance of lead magnet checklist

Lead magnets are one of the most effective ways to generate qualified leads and improve conversions according to HubSpot, and we completely agree. It’s not enough just to create a great blog post and ask people for their email address anymore.

The challenge is creating magnets that actually work. Since the entire process is pretty complex, we strive to simplify it for you as much as possible.

Our lead magnet checklist helps you cover all the aspects to create a lead magnet that will turn prospective clients into paying customers and push them along the buyer journey.

Who can benefit from a lead magnet checklist?

Pretty much everyone. If you want to create an effective lead magnet, this checklist will help verify that you have all the necessary elements in place.

  • Bloggers: to grow their email address lists.
  • Content Strategists: to improve conversions with a well-crafted lead magnet.
  • Business owners: to attract more prospective customers and create a popular lead magnet that works.
  • Hiring managers: to increase the number of quality applicants.
  • B2B businesses: to generate B2B buyers through, e.g., content marketing strategies.

Explore lead magnet checklist

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Lead magnet checklist

Ascertain that your lead magnet is relevant to the right audience by asking yourself, "Who will this be useful for?".

Why is choosing your target audience important?

If your lead magnet is not relevant to the target audience, they will be less likely to be interested enough to subscribe and engage with it.

^Lead magnet^ checklist
It’s best to reach target audience (source:

How to handle choosing your target audience?

Several things can be done to help make your lead magnet more relevant to the right audience:

  • Do some research on who your target audience is and what they are interested in.
  • Look at your competitor’s lead magnets and see what they are offering. You can also use social media or Google to search for them and find out who they are relevant to.
  • If you have any existing customers, ask them if your current lead magnets would be useful for them. This will give you some insight into who else might want to read the same type of content.

Which tools should you use to choose your target audience?

  • Social media
  • Surveys
  • Google search

What is the main benefit that potential customers will get from subscribing to and engaging with your lead magnet?

Why is determining your value proposition important?

Your lead magnet will not be effective if it offers something invaluable to your target audience. Therefore, your value proposition needs to stand out and speak directly to them.

LiveAgent value proof
Example of Live agent values

How can you handle determining value proposition?

  • Think about what makes your product or service different from those of your competitors.
  • What are the most significant pain points that your target audience is experiencing?
  • What are they struggling with that you can help them solve?

Which tools should you use to determine the value proposition?

  • Competitor research
  • Customer research
  • Interviews

It’s time to start thinking about what tools and resources you will need to create a lead magnet.

They might include software, graphics, fonts, or even editable templates if you’re using a specific format like an ebook.

Knowledge Base Templates
Free resources and tools are handy

Why is assessing the resources and tools important?

If you don’t have the necessary tools and resources you need to create your lead magnet, it will be difficult (or impossible) to do so. Not having the proper tools can also slow down the creation process, which means your lead magnet might not be ready in time for launch.

How to handle assessing the resources and tools?

  • If you’re not sure what tools and resources you need, do some research online or ask other professionals in your field.
  • Look for templates or software that will help make the creation process more straightforward.
  • Consider outsourcing some of the work if you don’t have the time or resources to do everything yourself.

Which tools should you use to assess the resources and tools?

  • Google search
  • Competitor research
  • Interviews

A lead magnet outline can be helpful if you are creating something more complex, like an online course or guide (the outline will help keep the project on track).

Why is a lead magnet outline important?

An outline forces you to think through your content and work out any kinks before moving forward. It’s also a great way to determine how long your lead magnet will be.

Project plan and review
Plan and outline can help successful finish (source:

How to handle a lead magnet outline?

  • Start by writing down the main points you want to cover in your lead magnet.
  • Then create a rough timeline for when each point should be covered.
  • If needed, break down each point into more detail to create separate sections within your lead magnet.

Which tools should you use to create a lead magnet outline?

  • Word
  • Presentation software (e.g. PowerPoint)
  • Mind mapping tool
  • Research/interviews

Once you have determined what your lead magnet will be and who it is relevant to, it’s time to get started on the actual creation process.

The content needs to be actionable, valuable, and useful to your target audience.

Content email templates
Creative and relevant content is irresistible

Why is creating irresistible content important?

You need a lead magnet that will actually benefit your leads if you want them to become your future clients.

How to handle creating irresistible content?

  • Don’t be afraid of thinking outside the box. Your lead magnet can take many different forms, but it always needs to have value and help your leads solve their problems. It might even turn into something bigger if you get enough interest from subscribers.
  • Break up the content with images, audio files, infographics, and videos to make it engaging.

Which tools should you use to create irresistible content?

  • Content creation tools like Canva, Adobe Photoshop, or Adobe Illustrator
  • Google Doc

Once you have all of the components in place, it’s time to create a landing page for your lead magnet. This is where potential subscribers will go to learn more about what your lead magnet is and how they can get their hands on it.

Why is creating a landing page for lead magnets important?

A landing page is a vital part of the lead generation process. It’s the first thing potential subscribers see, so it needs to be eye-catching and persuasive.

^Lead magnet^ checklist
Live Agent landing page

How to handle creating a landing page lead magnet?

  • Think about what design and layout would work best for your lead magnet.
  • Include clear and concise information to help convince subscribers to take the next step.

Which tools should you use to create a landing page?

  • or any other landing page builder
  • Landing page templates

Now that you have the content, you have to decide how it will be distributed.

Why is formatting important?

This will ensure that everything looks polished and professional when it is sent out to subscribers.

Marketing Email Templates
Emails should look professional and be easy to read

How to handle formats for email delivery or publication?

  • If you are creating a PDF, make sure the layout and design are professional and easy to navigate.
  • If you are sending out an email, consider using a template or designing something visually appealing that catches people’s attention.

Which tools can help with formatting for email delivery/publication?

  • MailChimp
  • Adobe InDesign
  • Adobe Photoshop

Once your lead magnet is published, you should control its performance. Measure results and compare different lead magnet variations. Test, learn, and improve.

Why is testing and measuring results important?

You should test and measure the results of your lead magnet to see which variation performs best. This will help you improve the effectiveness of your lead magnets in the future.

Live Agent’s analytics overview

How to handle testing and measuring lead magnet results?

  • Test different variations of your lead magnet.
  • Track the prospects that you acquire from your lead magnets over a period of time. This will enable you to see which variation is best for your business and what people are looking for in a freebie.
  • Use the further steps of our checklist to find out how to measure the success of your lead magnet.

Which tools should you use to test and measure the results of your lead magnet?

  • Google Analytics
  • email surveys
  • Hotjar to watch how people interact with your lead magnet

When you have a lead magnet that works well, it’s time to promote it. Share it on social media, in your email signature, use digital marketing, and more.

Why is promoting a lead magnet important?

If people don’t know about your lead magnet, they won’t subscribe to your newsletter, etc. To maximize its effectiveness, you must promote it.

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Live Agent’s social media managing

How to handle the lead magnet promotion?

  • Share it on social media.
  • Add it to your website or blog.
  • Send an email blast promoting the lead magnet.

Which tools should you use to promote your lead magnet?

  • Kontentino to help you schedule social media posts
  • MailChimp to create and send an email campaign promoting the lead magnet
  • AWeber to add a signup form for your lead magnet on your website or blog

Your lead magnet should promise to deliver on something your audience wants or needs.

Why is a lead magnet title important?

Come up with lead magnet titles that are intriguing and make your audience want to learn more.

types of titles
Creative and catchy title importance (source:

How to handle coming up with a lead magnet title?

Think about what problems your prospects are facing right now, think about how you can help address them, and make sure this solution is something that will keep them engaged with you for the long term.

What are the best tools to use to come up with lead magnet titles?

There are a number of different tools that you can use to help you come up with great lead magnet titles. Some popular ones include:

  • BuzzSumo
  • Google AdWords Keyword Planner
  • Answer the Public

There is no one "sweet spot" when it comes to lead magnet length, but it all rather depends on the type of lead magnet you will make.

Why does the length of a lead magnet matter?

Your lead magnet should be long enough to provide value, but not so long that it becomes overwhelming.

WordPress article details
WordPress article details could help with word count tracking

How to handle the target word count?

Ideally, you should aim for a lead magnet around a few pages long. Anything shorter than that, and you may not be providing enough value. Anything longer than that, and you risk losing readers’ attention before they have a chance to sign up.

Which tools should you use in this step?

There is a word count function in every word processor, so just use it.

This is a crucial step in formatting the text.

Why is making breaks in a lead magnet important?

Breaking down your lead magnet into smaller chunks makes it easier to understand and digest for readers.

How to handle breaks in a lead magnet?

If your lead magnet is a list of steps in a process, for example, then including an image for each stage will help the reader visualize how it works and remember each one more easily.

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Proper text to image ration usefulness

Which tools should you use to make breaks in a lead magnet?

Some popular methods of breaking up lead magnet content include:

  • Lists
  • Headings and subheadings
  • Bolded text
  • Italics
  • Images

This is especially important if you’re writing a long-form piece of content for one specific keyword.

^Lead magnet^ checklist
Including keywords will help site to rank better

Why is including keywords important?

To help your lead magnet rank higher in search engines.

How to handle including keywords?

Include target keywords in the title and throughout the document. Primary keywords should be included in the first paragraph of your lead magnet.

Which tools should you use?

You can use many different tools to find relevant keywords, such as Google’s Adwords Keyword Tool.

Internal linking is the practice of including links within your lead magnet content that point to other pages on your website.

Providing readers with additional content is a great way to increase engagement and retention, plus help drive traffic to your other content.

Every chapter of your lead magnet document should include at least one internal link.

^Lead magnet^ checklist
Internal linking has many benefits

Some popular methods of internal linking include:

  • Anchor text
  • Footnotes
  • Hyperlinks

The format of your lead magnet should be chosen based on how you want it to look and feel.

Why is the format important?

Formatting your lead magnet is just as important as the content itself.

How to handle setting up the format?

Your lead magnet document can take on many different formats including video, audio, PDF format, eBooks, or webinars/videos with slides (slideshare).

informational email templates
Setting up the format according to the context

It doesn’t matter what format you use as long as you provide value to your audience. You just need to avoid confusing the reader by offering too many different formats.

Which tools should you use to set up the format?

Tools that can help with formatting include:

  • FileZigzag
  • Calibre
  • Nitro

Include images or video content to explain concepts further if necessary.

Why is adding images and videos important?

Including images or videos is a great way to supplement your lead magnet content and keep readers engaged.

^Lead magnet^ checklist
Adding multimedia content

How to handle adding images and videos?

Your sources should be high-quality, relevant, and complementary to your topic.

You can also use videos as short descriptions that encourage people to download lead magnets or as an introduction to further content.

Which tools should you use to add images and videos?

  • Graphic designers
  • Stock images
  • YouTube
  • Vimeo

It will vary depending on the topic you’re covering in your lead magnet.

Why is detecting voice and tone important?

When writing, it’s important to be aware of the tone and voice you’re using so that your content is not misinterpreted.

How to handle voice and tone?

The tone and voice of your lead magnet should be helpful, informative, and positive.
Nevertheless, always remember to choose the right tone for your target audience.

Which tools should you use for detecting voice and tone?

  • Hemingway App
  • Tone Checker
Hemingway App
Hemingway app editor

Opt for a simple, easy-to-read layout that is visually appealing.

Why is organizing your layout important?

When creating a lead magnet, it’s essential to consider how the content will be organized and laid out. This will help readers absorb the information more easily.

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Simple and easy-to-read layout optimization

How to handle organizing the layout?

Make a plan, prepare different layouts to see which one looks best. Don’t forget about the visual hierarchy.

Which tools should you use to organize your layout?

  • Bulleted lists
  • Headings and subheadings
  • Images and videos

Include a strong call-to-action (CTA) that tells your audience what you want them to do next and help shorten their conversion path.

Why is a CTA important?

A good call-to-action is a must if you want to keep all your lead magnet readers engaged and interested.

LiveAgent's CTA buttons
Live Agent’s call to action buttons

How to handle stating the CTA?

This could be something as simple as "download now" or "read more," but you need to make sure it’s clear that your lead magnet is ready for download.

  • Provide a desirable offer
  • Make them feel like they can’t miss out by not signing up
  • Create a sense of urgency with time limits or limited availability
  • Use fear of missing out (not being able to get the offer)

Which tools should you use to clearly state the CTA?

  • AIDA model
  • Copywriting formulas

In 2022, you definitely should pay attention to mobiles.

Why is adjusting a lead magnet for mobile users important?

Mobile devices already make up a significant portion of web traffic, so you definitely don’t want to lose readers just because the file doesn’t work on specific devices.

^Lead magnet^ checklist

Mobile Friendly is People Friendly

How to handle adjusting a lead magnet for mobile users?

You must optimize your lead magnet landing page and format the text to be readable on smaller screens as well.

Which tools should you use to adjust a lead magnet for mobile users?

There are certain tools that can help you optimize a lead magnet for mobile devices, such as Google Search Console or Mobile-Friendly Test.

Read over your lead magnet multiple times to ensure no spelling or grammatical errors.

Why is proofreading so important?

It is of paramount importance that your copy contains no errors if you wish to establish yourself as an expert.

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Avoiding mistakes with proofreading

How to handle proofreading?

Double-check and send your team the final version of the content. If you don’t write in your first language then hire a native to proofread your content, see if it sounds natural, and check for any errors.

Which tools should you use to proofread?

  • Grammarly
  • Hemingway App
  • ProWritingAid

The sign-up rate is the number of people who subscribe in exchange for your lead magnet divided by the total number of visitors to the page.

This metric can help you gauge how well your lead magnet is performing, so check it out regularly to see if you need to make any changes.

Live Agent’s signup option
Live Agent’s sign-up option

This is the number of people who have completed your lead magnet’s form divided by the total visitors to that page.

Strategies to increase sales
Lead form completion rate metric and analyse

Return on investment (ROI) is the amount of money you make from your lead magnet divided by the cost of creating and promoting it, multiplied by 100 to give a percentage value.

^Lead magnet^ checklist
Improving return on investment ratio

The higher your ROI (or, in other words, the more uplifts generated by your campaign) the better, so, always keep an eye on this number.

This is the percentage of leads who downloaded your lead magnet after signing up for it.

You can use this metric to determine if your lead magnet delivers on its promise and if people are taking advantage of what they signed up for.

woman downloading support documentation
Keeping track of lead magnet downloads

The percentage of leads who engage with your lead magnet after downloading it (share on social media, comment, send you an email).

This metric can help you determine if people are taking advantage of what they signed up for and whether or not they want to share it further.

^Lead magnet^ checklist
Increasing number of engagements from lead magnet

This is the percentage of leads who opened your lead magnet email.

It can help you determine how well your subject line catches people’s interests and convinces them to open the message.

^Lead magnet^ checklist
Importance of open rate

The number of people who clicked on a link in your lead magnet email divided by the number of people who opened it.

^Lead magnet^ checklist
Number of people interested in offering

If the click-through rate is low, it means that people aren’t interested in what you’re offering. As a result, you might need to rethink your lead magnet or how you’re delivering it.

This is the percentage of leads who decided to unsubscribe from future emails after signing up for your lead magnet.

If this number is high, it could be a sign that you need to make some changes to your lead magnet (be sure the content delivers on what it promises).

^Lead magnet^ checklist
Email unsubscribe rates (source:

The quality of leads generated from your lead magnet.

This metric can help you determine if the leads you’re getting are high quality or not. You can track this by looking at conversion rate, signup rate, and engagement rate.

^Lead magnet^ checklist
Generating quality leads (source:

The average amount of time it takes for a lead to convert after signing up for your lead magnet.

This number shows you how long it takes for someone to take advantage of what they signed up for and whether or not leads are actually interested in your content.

^Lead magnet^ checklist
Successful conversion time tracking (source:
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Summary of lead magnet checklist

  • Choose your target audience
  • Determine your value proposition
  • Assess the resources and tools needed
  • Create a lead magnet outline
  • Create an irresistible lead magnet
  • Create a landing page for your lead magnet
  • Format for email delivery or publication
  • Test and measure results
  • Promote your lead magnet

The lead magnet creation checklist

  • Come up with a lead magnet title
  • Control the target word count
  • Make breaks
  • Include keywords
  • Add internal links
  • Set up the format
  • Add images and videos
  • Detect voice and tone
  • Organize the layout
  • Clearly state the CTA
  • Adjust the lead magnet for mobile users
  • Proofread

Lead magnet metrics

  • Sign-up Rate
  • Lead form completion rate
  • ROI
  • Download Rate
  • Engagement
  • Open Rate
  • Click-Through Rate
  • Unsubscribe Rate
  • Lead Quality
  • Time to Convert

Lead magnet checklist FAQs

How to create lead magnets your customers can't ignore?

There is no one-size-fits-all answer to this question, as the type of lead magnet you create will depend on your industry and what type of content your customers are most interested in. Make your lead magnets irresistible by ensuring that: The content is high quality and relevant to your target audience. The offer is enticing and relevant to your customers' needs. The CTA is clear and easy to follow. The design and layout of the lead magnet are appealing and easy to navigate.

How to create lead magnets that drive conversions?

The effectiveness of a lead magnet will vary depending on your target audience and what you're offering. However, there are some key components that all effective lead magnets share. This article has walked you through the necessary steps of creating a high-converting lead magnet and offered some tips on making sure it stands out from the competition.

What are the best types of lead magnets?

A lead magnet can be anything that entices your target audience to sign up for your email list. Some of the most popular types of lead magnets are eBooks and whitepapers because they offer value upfront, making it more likely for someone to opt-in. Another great option is a webinar, which allows you to provide training or complete information live. You can create a free trial or sample as your lead magnet if you have an existing product or service for which to offer one.

How can lead magnets grow your business?

Once you've created a high-converting lead magnet, it's essential to drive traffic to it. One way to do this is by including a link in your email signature or on your website. You can also promote your lead magnet on social media and include a call to action in your posts. When someone signs up for your lead magnet, you need to follow up as soon as possible. You can also include a bonus incentive for those who sign up within the first 24 hours or week, for example, after you launch.

What makes an effective lead magnet?

Your lead magnet should provide value and be free of charge. It's vital that it includes clear calls to action and is easy to sign up for. Your lead magnet should also be relevant to your target audience and the topic of your blog. Last but not least, promote it heavily on social media and other channels in order to drive traffic to it.

How to create a lead magnet checklist template?

You don't have to do, as you can download our lead magnet checklist. It will guide you through all the steps required to create a lead magnet.

Do lead magnets work?

Yes, they are a great way to grow your email subscriber list and help you increase conversions.

What are your tips for creating a high-converting lead magnet?

Here are ours tips for creating a perfect lead magnet: Start with a firm offer. What's the one thing your audience wants most? Give it to them in exchange for their contact information. Keep it concise. No one wants to read a long, drawn-out lead magnet. Instead, get to the point and deliver value quickly. Make it visually appealing. People are drawn to things that look pretty, so ensure that your lead magnet is attractive and easy on the eyes. Use effective copywriting. Hook your readers with an attention-grabbing headline and keep them engaged with persuasive content. Test, test, test. Don't guess what works best, but track the performance of your lead magnet and optimize accordingly.

What are some examples of lead magnets?

A free, sample chapter from a bestselling book on a relevant topic. An infographic with the top X steps to achieving a certain goal (an educational lead magnet). A downloadable lead magnet such as a short simple checklist PDF that helps people make sure they're covering all their bases before beginning a given project (a cheatsheet lead magnet). A 30-day (for example) email course.

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