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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. It’s not enough 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 fairly complex, we strive to simplify it for you as much as possible.

Our lead magnet checklist helps you cover all aspects of creating 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?

Everyone who wants 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

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.

Social media research

How to choose 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 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 doesn’t 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 LiveAgent values

How can you determine the 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: wrike.com)

How to prepare 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 create 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 Docs

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.

LiveAgent landing page
Live Agent landing page

How to create 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?

  • Landingi.com 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 format 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.

Analytics overview LiveAgent
LiveAgent’s analytics overview

How to test and measure 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.
  • Continue with this checklist to find out how to measure the success of your lead magnet.

Which tools to use for testing and measuring 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, and use digital marketing.

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.

LiveAgent social media customer service
LiveAgent’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.

The lead magnet creation checklist

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.

How to come 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 come up with the target word count?

Ideally, you should aim for a lead magnet 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 do word counts?

There is a word count function in every word processor, which is simple to use.

This is a crucial step in formatting texts to make them easy to comprehend.

Why is making breaks in a lead magnet important?

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

How to insert the 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.

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.

Why is including keywords important?

To help your lead magnet rank higher in search engines.

Google's Adwords Keyword Tool

How to include 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 help you find keywords?

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.

Internal link in LiveAgent's article

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

Some popular methods of internal linking include:

  • anchor text with hyperlink
  • footnotes

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 because it should be capturing at first glance. Only the formatting can secure that.

How to set 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.

LiveAgent ticketing video

How to add 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 designer tools
  • stock images
  • YouTube
  • Vimeo

The tone, voice, and overall style will vary depending on the topic you’re covering in your lead magnet.

Why is the voice and tone important?

The tone and voice of your writing enhance the content itself. Also, it addresses the target audiences better because they can relate to it.

How to adjust voice and tone?

Be aware of two levels of adjustment. Firstly, in general, always make your lead magnet helpful, informative, and positive. On a more specific level, adjust the tone to your target audience. For example you can use more informal language on a popular topic but remain professional when the target audience are known to adhere to business jargon.

Which tools should you use for adjusting 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.

LiveAgent landing page

How to organize 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

Leads should have no trouble finding more information about you or asking you any additional questions.

Why is adding a chat button important?

It’s a great way to provide more immediate customer support, and it can also help you collect leads. Chatbots are becoming increasingly popular, so adding one to your site could give you an edge over the competition, although nothing surpasses live support on chat.

How to add a chat button into a lead magnet?

You can add a chat widget to your lead magnet’s landing page. With LiveAgent, you can add live chat in a few simple steps:

  • Choose a chat button.
  • Customize the chat window.
  • Integrate it to the website (in less than a minute).

And that’s all, it’s ready to help your customers!

Customize chat button in Customer service software - LiveAgent

Which tools to use for adding a chat button?

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 interested and ready to act.

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

How to state 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

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.

Mobile testing illustration

Mobile-Friendly is People Friendly

How to adjust 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 to use for adjusting 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 that it contains 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.

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 an expert 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

How to measure lead magnet effectiveness?

  • Sign-up Rate

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.

  • Lead Form Completion Rate

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

  • ROI

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.

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

  • Download Rate

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.

  • Engagement

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.

  • Open Rate

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.

  • Click-Through Rate

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

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.

  • Unsubscribe Rate

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 Quality

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.

  • Time to Convert

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.

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

Frequently asked questions

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 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.

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 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 one because 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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