What is a lead magnet, and does your business need one?

A lead magnet is something valuable you offer in exchange for a visitor's contact details — a quote, a guide, a calculator, a checklist. It captures people who aren't ready to buy yet but are worth following up with.

What makes a good one

• •Genuinely useful and specific to your customer's problem.
• •Quick to deliver (instant is best).
• •A natural lead-in to your paid service.

Examples by business

A contractor: an instant estimate. A mortgage broker: an affordability calculator. A dentist: a new-patient offer. A consultant: a short guide or checklist. The best lead magnet solves a small version of the big problem you're paid to solve.

Keep the ask small

Ask for just enough (usually name, email, maybe phone). Every extra field lowers the number of people who complete it.