Your lead magnet is not converting? Here’s what to do
If you’ve spent hours creating a lead magnet but you’re not seeing new leads roll in, it’s time to dig deeper.
Before assuming your lead magnet isn’t good, ask yourself this: are you driving enough traffic to it?
Posting a couple of times per week on social media, where only 5-10% of your audience sees your posts, might not be enough.
How much traffic is enough?
The amount of traffic you need depends on your lead magnet's conversion rate. A good starting point is to aim for a conversion rate of 20-30% (this means 20-30% of the people who visit your lead magnet's page actually opt in).
Here’s how you can calculate your traffic needs:
Set a goal for how many leads you want to generate each month.
Example: You want 100 new leads per month.
Estimate your conversion rate.
If your lead magnet converts at 20%, you'll need 500 visitors to generate 100 leads.
If your conversion rate is higher (e.g., 30%), you’ll need fewer visitors - around 334.
Work backwards from your traffic sources.
Break down how much traffic you’re getting from each channel (e.g., social media, blog, collaborations), and adjust your efforts to meet your traffic goals.
A quick formula for estimating your traffic needs:
Traffic needed = Desired leads ÷ Conversion rate (as a decimal)
For example: 100 leads ÷ 0.20 = 500 visitors
Tip: Focus on quality over quantity.
It’s not just about getting more traffic - it’s about attracting the right traffic. A smaller number of highly-targeted visitors will convert better than a flood of uninterested clicks. Make sure your messaging and audience targeting are aligned.
To bring in more free traffic, focus on strategies that expand your reach:
Engage in relevant online communities: Join Facebook groups, LinkedIn groups, or forums where your ideal clients hang out. Share valuable insights and, when appropriate, mention your lead magnet.
Repurpose your content: Transform an engaging social media post or infographic into a full-length blog post, including your lead magnet as a call-to-action at the end of the article.Over time, a blog becomes a source of free, consistent traffic. By repurposing your content into different formats, you not only extend its reach but also diversify how your audience discovers your lead magnet.
Use SEO: Optimise your blog posts, YouTube videos, or website content to rank for keywords your audience is searching for.
Collaborate with others: Even if you're just starting out, connect with others in your niche who are at a similar stage and explore ways to support each other. Cross-promote each other's lead magnet, contribute guest emails or blog posts, or co-host an online masterclass or webinar. Collaboration helps you grow your audience while building meaningful industry connections. #CommunityOverCompetition
Leverage email signatures and profiles: Add a link to your lead magnet in your email signature, LinkedIn profile, and other bios to passively promote it.
These free strategies can significantly boost your visibility and help you reach the right audience for your lead magnet.
Now, let’s dive into other ways to troubleshoot and improve.
Reevaluate your lead magnet’s topic
Your lead magnet needs to solve an urgent, specific problem for your audience.
A simple exercise to get this right is to imagine your ideal client waking up in the morning. What’s the first thing on their mind?
What problems or challenges are they immediately worrying about?
Your lead magnet topic should address one of those burning thoughts and offer a solution they’re eager to find. Ask yourself:
Does this lead magnet address a problem my audience is actively seeking a solution for?
Is the topic niche enough to stand out but broad enough to attract a sizable audience?
If the answer to either question is no, you may need to tweak the topic to better align with your audience’s needs.
For instance, instead of a generic "How to Train Your Dog," try something more specific, like "3 Tricks to Stop Your Dog from Barking at the Door."
For life coaches, instead of "How to Improve Your Life," consider "The Morning Routine to Overcome Stress in 10 Minutes a Day."
Sometimes, the content of your lead magnet doesn’t need to change — just the title. A compelling name can make all the difference in attracting attention.
Research your competitors
Sometimes, your competitors have already done the heavy lifting when it comes to understanding your ideal audience.
Take a look at their lead magnets to see what topics they’re covering and how they’re presenting them. Don’t copy their lead magnet - they may be targeting a slightly different audience or goal - but use their insights to refine your own. Notice what’s working for them, such as format, tone, or the problems they’re solving, and adapt those ideas to fit your unique value.
Assess the format and presentation
Even the most valuable content can go unnoticed if it’s not presented in an appealing way. Consider:
Is the format of your lead magnet what your audience prefers? (e.g., PDFs, videos, templates)
Is it easy to consume? (e.g., concise, well-organized, and actionable)
Does the design look professional and easy to navigate?
You can use tools like Canva to create visually appealing lead magnets or offer templates that save time for your audience.
Check your call-to-action (CTA)
Your lead magnet won’t perform well if people don’t know about it. Look at the CTAs you’re using to promote it:
Are they clear and compelling?
Do they explain the benefit of signing up?
Are they placed strategically on your website, social media, or emails?
Test different variations of your CTAs. For instance, "Download my free guide" could become "Get instant access to 10 proven strategies to [...]."
One popular practice on social media is to create engagement by asking your audience to comment if they want the link to your lead magnet. For example, a post might say, "Who wants access to my free guide? Comment below and I'll send it to you!"
Pros:
Creates visible social proof as others see the interest in your post.
Increases engagement, which can help with the algorithm.
Cons:
It can be time-consuming to manually send links.
Some people may lose interest or forget by the time they receive the link.
If you don’t have the time or bandwidth to follow up manually, you can use automation tools or just make the link easy to access. While this may result in less engagement, your audience gets immediate access, keeping the process seamless for both you and them.
Test both methods to see which works best for your audience and resources.
Evaluate your landing page
Your landing page is a critical piece of the puzzle. If it’s not converting, your lead magnet doesn’t stand a chance.
Basic, standard opt-ins might feel outdated and may not be enough to grab attention. Instead, create a full landing page that positions you as an authority.
Remember, at this stage, your audience doesn’t know anything about you, so your page needs to build trust and showcase value right away.
Check for these common issues:
Is the headline grabbing attention?
Does the page highlight the benefits of the lead magnet?
Does the page explain why they should trust you and listen to your solution?
Is the sign-up process quick and straightforward?
Don't forget to share a few words about yourself and your expertise.
Why should your audience trust you to help solve their problem? Highlight your unique experience or achievements to position yourself as the go-to authority in your field.
If you’re not a go-to authority yet, focus on sharing your passion, dedication, and the steps you’ve taken to understand and solve your audience’s problem.
Highlight relatable experiences, smaller wins, or the progress you’ve made in your journey. People trust authenticity, so be genuine about where you are and emphasize your commitment to helping others succeed.
Promote your lead magnet effectively
Sometimes, the problem isn’t the lead magnet itself but how you’re promoting it. Ask yourself:
Are you targeting the right audience?
Are you using multiple channels to promote it (e.g., social media, email, collaborations)?
Are you testing different messaging and graphics?
If you’re unsure where to start, focus on the platforms where your ideal audience hangs out.
Test your lead magnet’s performance
Data doesn’t lie. Use analytics to see where the bottleneck might be:
What’s the conversion rate on your landing page? A good conversion rate typically falls between 20-30%, depending on your niche and traffic source. If it’s below 10%, there’s likely an issue with your landing page or the offer itself.
What’s the click-through rate (CTR) on your CTA? A strong CTR for most CTAs ranges between 2-5%, depending on the platform and audience. If your CTR is below 2%, it’s worth revisiting the wording, design, or placement of your CTA to make it more compelling.
These insights can help you pinpoint whether the issue lies in the lead magnet itself, the landing page, or the promotion strategy. Tools like Google Analytics or your email marketing platform can provide valuable data.
Follow up with your existing audience
If you already have an audience but your lead magnet isn’t gaining traction, it’s time to get their input.
Send a quick survey or poll to ask:
What type of content they’d find most valuable
What problems they’re currently struggling with
The feedback can guide you in creating a lead magnet that better resonates with their needs.
Build trust through consistency
Finally, remember that people are more likely to engage with your lead magnet if they trust you. Be consistent in providing valuable, free content through your blog, social media, or email newsletter. This positions you as an authority and builds confidence in your paid and free offers.
A lead magnet is a powerful tool for growing your email list and nurturing potential clients, but it needs to be aligned with your audience’s desires and promoted effectively.
Ready to tweak your lead magnet? Start by reviewing your topic and promotion strategy today. Small changes can lead to big results!
If you’re feeling stuck or want expert guidance, you can find help inside The Conversion Growth Club With tools, templates, step-by-step strategies & support to create irresistible lead magnets, build high-converting funnels, and consistently grow your business.
