How To Create A High Converting Lead Magnet

Here is the anatomy of a high converting lead magnet, broken down into 6 critical elements.

Here’s a lead magnet template I created using Kajabi that shows how I like to place the first 4 elements of a high converting lead magnet (Headline, Sub-headline, Hero Shot and CTA).

I started my first online e-com business back in 2005 selling automotive performance products. It became a 6 figure business that I could run in the comfort of my own home in around 4 hours per day.

But I made a huge mistake by never creating an email list to market to.

At the time it never occurred to me to start one, yet every day I was collecting emails through the 5–15 orders I would get per day. I could have started a newsletter to stay in front of my customers and audience, letting them know about industry news as well as new offerings from my company.

It wasn’t until I started a coaching and online course business in 2020 that I started hearing about how important growing an email list. Marketing legends like Amy Porterfield, Stu McLaren and Pat Flynn all talked about how big of a mistake it was for them to go 2 years before starting their lists.

I realized how much money I left on the table in my first business so thankfully I didn’t make that same mistake the 2nd time around.

My email list has been a wonderful source of revenue that has allowed me to launch courses, sell digital products and create affiliate income. But growing a strong email list all starts with creating a high converting lead magnet.

The Anatomy Of A High Converting Lead Magnet:

#1 — Your Headline

Hook them with clarity and curiosity. This is the first thing they will see when they land on on your lead magnet landing page.

• Be crystal clear in your messaging and avoid industry jargon or complex phrases. Make sure they know exactly what they are getting.
• Use descriptive adjectives to create emotion or desire, for example “life changing”; “proven” or “effortless”.
• Create curiosity. Make them feel like they will be missing out if they don’t click on your offer.
• Bring up their pain point or desired outcome.

A couple of examples:

• “Unlock Effortless Content Creation with our 4 Step Framework”
• “Discover The Secret To Doubling Your Revenue Without Adding Any Clients”

#2 — Your “Hero Shot”, make it visual and relevant.

Add emotion and connection by using an image that relates to your lead magnet. It could be an image of you, a representation of you offer, or your students/clients getting results.

• Use an image that catches the eye, make it appealing. I love to use AI app Midjourney to create gorgeous images that look great and exude the emotions I’m trying to unlock in my offers.
• Keep it simple. I avoid images that are too busy and have a lot going on. I also like to have images that have good contrast and colors that go well with each other.
• Make sure the image reflects the desired outcome of what your lead magnet (or business) promises to deliver.

#3 — Your “Call To Action” (CTA) Button

This is another crucial area that a lot of people don’t get right. Here are a few things to kep in mind:

• Make sure the CTA is clearly visible, before the ‘fold’, meaning that they don’t have to scroll down to see it.
• Make it large enough to catch the eye and use contrasting colors so it can clearly be seen.
• Keep it simple with only 2 options (if possible) on the form. Name and email is all that I ask for. The more text fields that you include, the more your conversions will go down.
• Use outcome focused language in the first person such as “I want my productivity boost” or “I’m ready to take control of my finances”.

Part 4- Your Sub-headline

Now that you’ve got them intrigued, your subheadline should uncover the value of what they are getting. I love to put myself in their shoes and then ask ‘what’s in it for me’? Why is this a must have?

• Focus on the transformation. Describe what it feels like when you’ve helped them lift that weight that has been holding them back.
• Talk about their pain point and use your words to bridge the gap from where they are to where they want to be.

Examples:

• “Save hours of content creation time with these simple and easy to use templates. Download now and you’ll be able to create a weeks worth of content in a fraction of the time.”
• “Map out the path to your financial freedom with this 8 page workbook.”

Part 5: What They’ll Get

Here is the “What They’ll Get” section of a lead magnet landing page, placed under the first 4 elements. I also like to add an image here that represents the product or offer.

Now that you’ve covered pain points and created some emotion around the transformation that you’ll help to unlock, tell them exactly what they are getting and don’t be vague.

• Use bullet points on this section, and create a list of all that is included (features) and what it will do for them (benefits).
• Make sure you are clear on what it is (virtual training, replay, cheat sheets, templates, workbook, etc.)

Example: “12 page SEO checklist (feature) to make sure that your page gets seen by your ideal clients (benefit)”.

Part 6: Testimonials or Social Proof

Underneath the “What they’ll get” section, I finish off the page with some testimonials or social proof.

Wrap up your lead magnet by positioning yourself as the authority in your niche. Here are a few ways to do this:

• Pull quotes from any results you’ve gotten from your clients, along with a name and image (if possible). If you can link the recommendation back to this lead magnet, even better!
• Ask your clients two write you a short testimonial about your offers or services; or even have them send you a short video. Here’s a page where I keep most of my recommendations that I get, including video testimonials and I can pull what I need from this page.
• I love to use LinkedIn recommendations to pull quotes from, its easy to send a recommendation request to a client along with a personal note. Then you can repurpose these recommendations into several areas of your marketing, including your lead magnet.
• If you haven’t gotten any results for clients, then use your own results.

And that is how I love to create my lead magnet pages! Leave me a comment if you’ve got a formula that you like to use for your lead magnets, I would love to know what is working for you!

Resources:

• Here’s an example lead magnet page so you can see how I lay them out.
• If you like this template style (I call it the Executive Collection), you can purchase the Kajabi Funnel template which includes the opt in page and thank you page from my Etsy shop.
• Take a look at all of the Kajabi Templates I create that use this same structure but look very differently as I change up fonts, colors and images.
• My favorite app for creating courses, lead magnets, landing pages and my own personal page is Kajabi. You can sign up for a free 30 day trial of Kajabi and import any of my templates to build your own pages with the Executive theme showed in this article. I love Kajabi and have been using it for 4 years now.

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