You can build and grow your email list using a lead magnet on your website

A lead magnet is an incentive you offer in exchange for someone’s email address - something valuable that makes people want to subscribe to your list.

With this list, you can start nurturing leads and clients to stay top of mind and turn them into loyal returning clients.

In this article, we’ll explore ten powerful lead magnet ideas to help you grow your email list.

1. Ebooks or Guides

Ebooks and in-depth guides are classic lead magnets that offer substantive value. Creating a comprehensive resource on a topic related to your niche positions you as an authority while giving prospects a taste of your expertise.

Some ideas are:

• “How to Overcome the Top 5 Challenges in [Niche]” (e.g., How to Overcome the Top 5 Challenges in Public Speaking)

• “Tax Savings Strategies for [Target Audience]” (e.g., Tax Savings Strategies for Small Business Owners)

• “X Steps to [Goal] for [Target Audience]” (e.g., “10 Steps to Building a Powerful Brand for Your Small Business”)

  
  ➞ You can download our free guide “4 Simple Steps to Boost Conversions on Your Website” from our homepage as an additional inspiration and reference.

2. Checklists or Cheat Sheets

For audiences who crave concise, actionable information, checklists and cheat sheets make perfect lead magnets. These easy-to-consume resources offer step-by-step instructions or quick reference guides.

Some ideas are:

• “Checklist for Creating a Transformative Client Experience”

• “Retirement Planning Cheat Sheet: Key Milestones to Hit at Every Age”

• “Small Business Marketing Checklist for Maximizing Your Online Presence”

3. Templates or Swipe Files

People often struggle to start from scratch, so offering pre-formatted templates or swipe files (examples of successful copy, emails, etc.) can be incredibly helpful.

Some ideas are:

• “X Email Templates for Nurturing and Retaining Your Coaching Clients’

• “Budget Template Pack: Customizable Spreadsheets for Every Need”

• “Proposal Template: Win More Clients with These Proven Formats”

4. Free Trials or Samples

Allowing potential customers to try your product or service before taking any action with your business is a powerful lead magnet. Free trials give people a risk-free way to experience your offerings firsthand.

Some ideas are:

• “Free 30-minute strategy session”

• “Complimentary tax return review”

• “7-day trial of an online course or membership program”

5. Webinars or Video Training

Educational webinars and video training courses make excellent lead magnets for establishing your brand as a trusted expert. These resources teach valuable skills related to your niche.

Some ideas are:

• “How to Overcome Your Top 3 Limiting Beliefs”

• “Money Management Mastery: Taking Control of Your Finances”

• “The Step-by-Step Guide to Building a Powerful Personal Brand”

6. Quizzes or Assessments

Interactive quizzes and assessments are engaging lead magnets that capture user data while delivering personalized feedback.

Some ideas are:

• “Discover Your Leadership Style”

• “The Financial Stress Test: How Healthy Are Your Finances?”

• “The Marketing Strategy Finder: Which Tactics Are Right for Your Business?”

7. Downloadable Resources

From templates and tools to graphics and plugins, free downloadable resources show your brand’s value while requiring little effort from users.

Some ideas are:

• Goal-setting workbook or worksheet templates

• Investment analysis tools or calculators

• Customizable legal contract templates (client agreements, NDAs, etc.)

8. Content Upgrades

Content upgrades are bonus resources that complement a specific blog post or article, incentivizing readers to subscribe.

Some ideas are:

• Worksheet or workbook to accompany a blog post or video on a specific coaching topic (e.g., time management, goal-setting, etc.)

• In-depth industry report or analysis that complements general content on market trends or investing strategies

• Comprehensive resource list (tools, books, courses, etc.) that expands on a blog post or video

9. Contests or Giveaways

Who doesn’t love a great prize? Running a contest or giveaway is an exciting way to drive email opt-ins by offering participants a chance to win something desirable.

Some ideas are:

• Win a full day of personalized coaching

• Prize of a one-on-one money coaching session to help with budgeting, debt, etc.

• Giveaway for a business coaching package or consulting package

10. Discount Codes

An exclusive discount code for email subscribers creates an immediate incentive to join your list.

Some ideas are:

• “New Subscriber” discount code for $X off your first purchase (e.g. coaching package, course, etc.)

• Percentage off of financial planning packages for new clients

• Free shipping code for any product order over $X (for product-based businesses)

The key is choosing an irresistible offer directly relevant to your audience’s needs and interests. Experiment with different formats and track which lead magnets perform best for continually optimizing your email list growth.

You can see the rest of our portfolio for more inspiration.

Schedule a consultation to discuss further about your specific website needs.