Give people a reason to sign up
A lead magnet is something useful you offer in exchange for an email address. It should solve a specific problem for your ideal customer. Good examples:
- A checklist ("Before you renovate your kitchen: 15 things to check")
- A short guide or cheat sheet
- A price guide or quote template
- A discount or free consultation
- A quiz or calculator with emailed results
Specific beats general. "Get our newsletter" converts poorly. "Get the free 10-point checklist" converts much better.
Where to collect sign-ups
1. Your website
Add a sign-up form on your home page, blog posts and service pages. A form at the end of helpful articles works especially well because readers already trust you.
2. Your contact and booking forms
Add an unticked checkbox inviting people to receive tips and offers.
3. A dedicated landing page
Create a simple page for your lead magnet and link to it from everywhere. See landing pages vs websites.
4. Social media
Share your lead magnet in posts, Stories and your bio link. Pin a post about it.
5. Google Business Profile posts
Promote your free guide or offer in a profile post.
6. In person
Collect emails at your counter, events or after jobs, with clear consent. A QR code to your sign-up page makes it easy.
7. Your email signature
Add a one-line link to your lead magnet under every email you send.
8. Partnerships
Team up with complementary local businesses to share each other's guides or run a joint giveaway, with clear consent.
9. Webinars and workshops
Registration requires an email address and attracts people interested in your topic.
10. Paid ads
Once you know your lead magnet converts, you can promote it with social or search ads.
Keep the people you get
11. Send a welcome sequence
Deliver what you promised immediately and introduce yourself over a few emails. Use our welcome email sequence template.
12. Email consistently
Lists go cold when they hear nothing. A regular, useful newsletter keeps people subscribed and ready to buy.
What not to do
- Don't buy lists. It's often illegal, damages your sender reputation and those people don't know you.
- Don't add people without consent. Follow the rules for your country.
- Don't hide the unsubscribe link.
Be patient
A list of engaged local customers is worth more than a large list of strangers. Focus on quality and consistency. For the full picture, read email marketing for small business.
We build sign-up forms, lead magnets and automations as part of our email marketing service. Book a free call.
Frequently asked questions
What is a lead magnet?
A free, useful resource such as a checklist, guide or discount that you offer in exchange for someone's email address.
Is it legal to buy an email list?
In many countries emailing purchased lists breaks anti-spam and privacy laws, and it always harms deliverability. Build your own list with consent.
Where should I put an email sign-up form on my website?
On your home page, at the end of blog posts, on service pages and as a checkbox on contact or booking forms.