How To Create A Lead Magnet That Converts A Step-by-Step Guide to Creating Ebooks, Email Courses & More

Many business owners create lead magnets just to grow their email list fast. And that’s the problem.

The free checklist, ebook, or webinar capture a bunch of subscribers, then what? The subscribers never open subsequent emails, never engage, and definitely never buy.

All because the freebie didn’t give them a real reason to stick around. From the moment they download the lead magnet, it's already pretty clear to them that it was just a crafty way to grab their email addresses without actually providing them with a valuable resource. So, they dump it in their inbox or downloads folder and forget all about that very business. And maybe even unsubscribe.

And that’s why a lead magnet should be more than just a list-building tool. A lead magnet that converts delivers actionable value, builds trust, and guides subscribers toward working with you or buying your products.

In this post, we’ll break down how to create a lead magnet that converts – one that attracts quality leads and engages and nurtures them into paying clients.

Let’s dive in.

The 3 Biggest Lead Magnet Mistakes To Avoid

Before we get into how to create a lead magnet that converts, let’s talk about the mistakes that cause subscribers to disappear after grabbing your freebie. If you’re making one of these mistakes, your lead magnet won’t convert:

1. Too broad to be useful

A lead magnet that appeals to anyone and everyone is too broad. Sure, it might attract lots of subscribers. But will they really be engaged?

In short, the answer is no. Why? Because it doesn’t speak to their specific problem. Instead, the content will feel generic or like something they already know. So, they’ll toss it in their “downloads” folder and forget about you.

Take a lead magnet titled “The Ultimate Online Business Checklist.” Sure, it sounds useful, but… who is it for? And more importantly, what specific problem does it solve?

Now, compare it to “The 5-Step Checklist to Sign Your First 5 Coaching Clients (Without Social Media).” This speaks to a specific audience, addresses a clear pain point, and offers a tangible result, which makes it more compelling and valuable.

2. No clear action steps

So, your lead magnet is packed with specific, valuable information. But what are subscribers supposed to do with it?

Without clear, actionable steps, it’s just a pile of info that leads nowhere. And information without action doesn’t help anyone. It just leaves subscribers underwhelmed and uninterested in your emails.

Some business owners hold back on giving the “how” because they think they’ll be giving away too much. But a lead magnet that converts doesn’t just inform, it helps subscribers make progress and grow.

3. Advanced strategies that overwhelm

It’s great to pack your lead magnet with useful, expert strategies. However, people won't use it if it’s too detailed, too complex, or requires too much effort. Instead of feeling empowered, they’ll feel overwhelmed and won’t take action.

Subscribers want something clear, simple, and instantly useful. As a rule of thumb, make sure your audience can immediately use your lead magnet to achieve a goal or solve a specific problem.

Bottom line?

Avoid these mistakes, and your lead magnet will grow your email list fast, as well as nurture subscribers into paying clients. Continue reading to learn the steps for creating a lead magnet that converts.

Steps to Create a Lead Magnet That Converts

A high-converting lead magnet isn’t about giving something away for free. It’s about offering something valuable that helps your audience solve a pressing problem and naturally moves them towards your solution.

Here’s the step-by-step process for creating a lead magnet that converts:

Step #1: Find your audience’s pain point

If your lead magnet doesn’t solve your audience’s problem, they won’t care enough to sign up. And even if they do, they’ll disappear right after.

So, your freebie must be a solution to a problem that your audience needs solved right now. And the more specific and pressing the problem it solves, the more likely your lead magnet will convert them to clients.

But how do you uncover your audience’s pain points?

1. Eavesdrop on social media

Your audience is already telling you what they need. They’re venting their frustrations on social media every day. You just need to listen.

• Browse Facebook groups, Reddit, and LinkedIn posts in your niche.
• Look for frustrations, complaints, and questions that keep popping up.
• Pay attention to the exact words they use so you can create a lead magnet that speaks their language and feels tailor-made for them.

Let’s say you’re a real estate agent. If you see tons of posts saying, “I want to buy a house, but I have no idea where to start, or if I can even afford it.”

You’ve found a pain point and can turn it into a lead magnet like: “The First-Time Homebuyer’s Playbook: How to Find, Finance, and Buy Your Dream Home Without Stress.”

2. Check Amazon bestsellers in your niche

Amazon bestsellers are a goldmine of insights into what people value most. If people already pay for a solution, they’ll grab a free option fast. Plus, the reviews help you find gaps that you can fill.

• Find bestselling books in your industry and read the three-star reviews (those are the most balanced).
• Look for what readers loved (Example: “This finally helped me understand how to X!”)
• Note what they hated or felt was missing (Example: “I wish the author included Y”).

For example, I once brainstormed five EBC (email-based course) lead magnet ideas for a personal finance coach from a single Amazon review.

First, I searched for the bestselling personal finance books and found one on “how to stop living paycheck to paycheck.” With thousands of reviews and a solid 4+ star rating, it was clear this was a hot topic for the audience. That was already one lead magnet idea.

But I didn’t stop there. I dug into the reviews, especially the 3-star ones (because they're usually more balanced). And that’s where I found a review that shared the readers' struggles, frustrations, and unanswered questions.

From that one review, I pulled out five powerful lead magnet ideas. You can check out a step-by-step breakdown of how I did it in this LinkedIn post.

3. Stalk your competitors’ reviews

Your (direct or indirect) competitors have already attracted an audience similar to yours. So, why not use their feedback to your advantage?

• Look at comments and reviews of similar products, courses, or services.
• Identify patterns, like people asking for the same type of help over and over.
• If a common frustration keeps popping up, that’s a pain point worth solving.

4. Ask your audience directly

Sometimes, the easiest way to get answers is to ask. If you already have an engaged audience, ask them what they need.

• Send a short email asking, “What’s your biggest struggle with [topic]?”
• Run a poll in your Facebook group, Instagram stories, or LinkedIn profile.
• Talk to past clients and ask, “What was your biggest challenge before working with me?”

Step #2: Choose the right type of lead magnet

After identifying your audience’s deepest pain point, the next step is choosing the best format to deliver the solution, i.e., your lead magnet.

There are numerous lead magnet ideas to choose from, but they don’t all work the same way. The right choice depends on your audience’s preferences and the complexity of the solution.

Does your audience like to read, watch, or interact? Does a simple checklist solve the problem, or does it require a more in-depth guide?

Here are some of the most effective types of lead magnets:

1. Downloadable PDFs

This includes checklists, templates, and “ultimate” guide ebooks. They’re great for the “just give me the steps” crowd who are busy and want a quick reference source they can use instantly.

• Ebooks work for step-by-step guides.
• Checklists simplify a process into easy-to-follow steps.
• Templates provide a done-for-you structure to save time and effort.

2. Free trainings

This includes email-based courses (EBCs), webinars (aka masterclasses), and video lessons. They work best for people and problems that require practical guidance, step-by-step demonstrations or real-time engagement.

• EBCs encourage learning by doing with actionable emails.
• Video lessons deliver step-by-step guidance in a visual format.
• Webinars provide high-value teaching and demonstration in real-time.

3. Custom assessments

This includes free audits, strategy sessions, and quizzes. And they work well for people seeking a tailored solution to their problem rather than a one-size-fits-all.

• Audits provide custom feedback for improving specific areas.
• Strategy sessions offer expert insights and recommended next steps.
• Quizzes diagnose specific problems and deliver personalized recommendations.

Step #3: Create the lead magnet content

A high-converting lead magnet doesn’t have to be stuffed with everything you know. It just has to help subscribers solve a specific problem.

So, whatever format you choose, your lead magnet content should be clear, simple, and action-driven to engage and convert subscribers.

Here’s how to create a lead magnet with valuable content:

1. Downloadable PDF content

Keep the content clear, concise, and focused. Start with a punchy welcome page (or paragraph) that tells them exactly what the PDF will help them achieve. Include a table of contents to give them a preview of what’s in it.

Then, structure the body content around solving a specific problem. Break down the process into practical steps or key points. Sprinkle in your expert insights or pro tips, but avoid jargon or over-explaining. And include action tasks to help readers apply what they’ve learned.

Table of contents from EmailTooltester’s free ebook

Another expert tip I use for PDF content is skipping the typical introduction and making the first page all about the reader.

I call it the “no-introduction first page” because instead of talking about yourself or your business, you dive straight into your audience's pain points and how the PDF will help solve them. This grabs their attention immediately and makes them want to keep reading to find the solution.

I use the PAS or AIDA copywriting formula to make this page compelling. The goal is to connect with their struggles, highlight their frustrations, and promise that by the end of the PDF, they’ll have a clear path forward.

First page of a free ebook on personal finance

2. Free training content

Your training content should be engaging, conversational, and actionable. Show, don’t tell. Use storytelling, examples, and case studies to demonstrate how your methods work. And make it interactive with assignments, worksheets, and Q&A sessions.

For EBCs, deliver value from the very first email lesson and keep it to 5 to 7 emails max. As for video lessons and webinars, share the training outcome at the start and offer additional resources, such as a worksheet.

Estie Starr's marketing success video training

3. Custom assessments content

Avoid making your assessment too long or too generic. Ask clear, targeted questions that highlight subscribers’ pain points. And use conversational language so it feels like a natural exchange, not a personality test.

The results should also provide targeted insights and clear next steps. If it’s a quiz, the outcome should align with different segments. For an audit or strategy call, highlight the top 1 to 3 areas that need fixing and offer possible solutions.

Chanti Zak’s Sustainable Success Quiz

Step #4: Design & Package Your Lead Magnet

No matter how valuable your lead magnet content, it’ll fail if it’s poorly packaged. Subscribers won’t engage with a cluttered PDF, rambling training video, or clunky process, let alone convert.

Your lead magnet should look and feel premium, even though it’s free. That’s how you build trust and convert subscribers into paying clients. And here’s how to package and deliver your lead magnet so it leaves the right impression:

1. Downloadable PDFs design

No one wants to open a 1000-page-long document packed with walls of text. So, keep your design clean, the layout simple, and the pages minimal.

Use headings, bullet points, and white space to make the content skimmable. Make it interactive with icons, images, and fillable sections. And remember to customize it with your brand colors, fonts, and logo.

Also, don't bury the actionable tips in the content. Design them to stand out so readers are encouraged to take action. I always present them as exercises or action tasks to keep engagement high.

For example, in The Practical Guide to Determine If Your Website Will Be Successful, I included a pull-out section with practical exercises to help readers evaluate their own sites. A small action like this can make a huge difference in how useful and memorable a lead magnet is.

Action task section for practical PDF ebook created by author

You can design your lead magnet PDF for free with Canva. It has a ton of templates and is easy to use (even if you have zero design skills). Then, download and upload it to Google Drive or your email service provider (ESP) and share the link with subscribers.

2. Free training setup

If you’re offering an email-based course (EBC), keep each email lesson under five minutes' read. Use subheadings, short paragraphs, and bullet points to make it easy to skim. And set it up as an automated email sequence inside your ESP so that each lesson can be delivered on time.

A secret tip most people don’t use is a skip-forward link. Adding this link to each email lesson allows subscribers to receive the next lesson immediately instead of the next day. This improves your click-through rate (CTR), boosts your deliverability, and trains subscribers to click your links.

When I used the skip-forward link in my first free EBC, 13.04% to 43.48% of subscribers clicked the link to get the next lesson immediately.

Free ebook campaign reports

For video lessons, don’t just speak into the camera. Record the training with a slide and screenshare so subscribers can follow along. You can host your videos on YouTube (unlisted), Teachable or Kajabi for easy delivery.

Webinars also require slides. But also set it up on a platform with built-in interactive chat features like Zoom, Google Meet, or WebinarJam. Remember to record the event, so you can share the replay link afterward.

3. Custom assessment setup

Ditch the boring reports and use Loom to record your audits. Keep the video under 10 minutes and avoid rambling. Instead, do a 3-step breakdown: Walk the subscriber through what’s wrong, why it matters and how to fix it.

If you’re offering strategy sessions, use scheduling apps like Calendly or Acuity Scheduling to automate bookings and reminders. Set up Zoom or Google Meet for the call, and follow up with a thank-you email + summary of key insights + recommended next steps.

For quizzes, platforms like Typeform and Fillout let you set up interactive quizzes. Make sure to share the result summary instantly. Then, follow up with a detailed breakdown + personalized advice via email.

Step #5: Create a call-to-action (CTA) that leads to conversion

Your lead magnet is the start of the journey to get clients to work with you. But, most subscribers won’t magically connect the dots between your free value and paid offer. They’ll download your PDF, watch the training, or take the quiz, and then disappear.

You need to guide them from “this was helpful” to “I need more of this.” And the secret is to include two types of CTAs in your lead magnet to create momentum – one to help them get a quick win and the other to guide them towards your paid offer.

1. Quick-win CTAs to build trust

The fastest way to build trust that leads to conversion is to help your subscribers get results fast (no matter how tiny). So, prompt them to take immediate action on your free content.

• For downloadable PDFs: Ask them to fill out a worksheet or complete a small action in each section.
• For free training: Give them one small action task to complete before the next lesson is delivered.
• For custom assessments: Tell them to hit reply and share their #1 takeaway or the tip they’ll implement.

Make the CTA impossible to ignore with a line like, “Before you move to the next section, take 2 minutes to [action step].”

Action tasks in List Building EBC Blueprint

2. Next step CTAs for your paid offers

Yes, lead magnets aren’t for hard selling. And they should never be a giant sales pitch disguised as a freebie. But, your lead magnet should naturally lead to a demand for your paid services or products.

So, use a closing CTA to position your offer as the next logical step for them to achieve a bigger transformation. Or even offer your help to implement the solutions you shared freely, as not everyone would have the time or skill to do so.

Examples:

• Your business budget template helped them outline their business expenses? Now, they need 1:1 cash flow coaching.

CTA: “Need help setting up your budget for long-term growth? Book a free discovery call.”

• Your webinar showed them how to use AI to automate data entry tasks? Now they need your AI-powered data automation tool.

CTA: “Want to automate your data workflows with zero coding? Try [app name] free for 14 days.”

• Your quiz helped them discover their personal style? Now they need a wardrobe makeover service.

CTA: “Ready to transform your style into a wardrobe you actually love? Book a free style consultation.”

 

CTA section of EmailTooltester’s ebook

Conclusion – Create A Lead Magnet That Converts, Not Just Grow Your Email List

A lead magnet that converts does two things: It helps subscribers solve a problem fast, and it makes them want more of the solutions you offer

Right now, you're probably thinking, “What if I give away too much for free?” Or, “What if adding a CTA makes me sound salesy?”

That fear is exactly why businesses create lead magnets that don't convert. But the truth is, your lead magnet is the first taste of what it’s like to work with you or use your product.

Giving away your valuable insights for free and guiding subscribers toward your paid offers won't stop them from converting. Rather, it makes them trust you more and helps them achieve the full transformation they seek.

What actually turns off subscribers is a fluffy lead magnet with zero value – one that leaves them with more questions than answers or, worse, no clear action steps.

So, follow the steps in this guide to create a lead magnet that converts. You'll have to give away free value generously and call subscribers to action. The goal of your lead magnet isn't just to attract and capture subscribers; it’s to move them closer to saying yes to your services and products.

> Get inspired with more lead magnet ideas

The authors

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Yemi Pelumi

Hi, I'm Yemi! I drink tea every day, and I've written almost every day since I started writing in 2017. Now, I help coaches, course creators, and online business owners capture and convert leads with email marketing. Plus, I love sharing my knowledge and experiences at EmailTooltester to help businesses like yours.

Charlotte Evans

Content Manager

Hey, I'm Charlotte! I've always been enthusiastic about helping others. After working for various tech startups and eCommerce businesses, I developed a strong passion for email marketing. Now, at EmailTooltester, I'm putting this knowledge to good use by recommending the very best digital tools for your business. I have a lot of experience with tools like Klaviyo, Omnisend, MailerLite, and Drip, so feel free to ask me your questions!

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