15 Ideas for Irresistible Lead Magnets

What is a lead magnet?

There are various terms for content that you use to convert visitors into leads. The best known is a ’lead magnet’, but you may also have heard of ‘gated content’ or ‘premium content’.

This is content that is only accessible when the reader provides something in return (their email address, for example, but sometimes this can also be a phone number). In exchange, they receive content with a higher added value than the free content on the site.

What are the benefits of a lead magnet?

Lead magnets have several benefits:

• It lowers the threshold for contact. You first give away some of your knowledge and let people get to know your organization better in a relaxed way.
• You collect data from interested parties. Those who download your lead magnet are often already interested in your expertise or offering.
• You showcase your expertise. By sharing your knowledge or experience, you build trust.
• You improve your conversion rate. A lead magnet is often the first step in a sales funnel. After that, you can offer a product or service.
• You make your business less dependent on social media. With a lead magnet, you work on your own channel (your newsletter, for example), which you control.

15 ideas for irresistible lead magnets

Ready to create an irresistible lead magnet? Below are 15 ideas for different types of organizations.

1-3: for freelancers 4-6: for small organizations 7-9: for medium to large organizations 10-12: for NGOs 13-15: for government agencies

1. Free mini-course

Suppose you work as a freelance illustrator. You could offer a three-day e-course with simple assignments to teach people how to create a specific design, such as a logo. You show what you can do (but of course you don’t give away all your secrets!) and create a bond with the reader.

2. Personal step-by-step plan

If you work as a coach, you could offer a 7-step plan for a career switch after the age of 50, including reflection questions and templates. This positions you as an expert and encourages the reader to take action.

3. Checklists for beginners

Do you work as a freelance copywriter? Then you can offer a checklist for novice copywriters, including writing tips, book recommendations, templates, and more. You can then refer them to your courses or writing coaching.

4. Templates and fill-in documents

Do you run a content marketing agency? Then offer a free 3-month social media calendar template. Include ready-made ideas and examples of posts that people can use. The more practical, the better.

5. Quiz with personal advice

Quizzes are a fun, interactive form of lead magnets. They are also good for your SEO, because people stay on your website longer. If you run a webshop with health products, you can offer personalized product advice with a discount code.

6. Mini guide or e-book

A mini guide or e-book is suitable for just about any type of organization: 50% of marketers say that e-books and white papers generate the most leads. Suppose you run a legal consulting firm, then you could offer an e-book with 5 legal pitfalls for start-up entrepreneurs (and how to avoid them).

7. Industry report or white paper

Yes, white papers are also a powerful lead magnet. For example, an IT company could publish an annual Cybersecurity Trends Report 2025 with insights, trends, challenges, and recommendations. This is also good for thought leadership.

8. ROI calculator or tool

If you run a software company, you could develop a savings calculator that shows businesses how much time and money they save by automating. Results are then only accessible after filling in an email address.

9. Customer case or success story

Success stories and customer cases are a good way to build trust with the reader. If you run a logistics company, you could offer a customer case as a free download. In it, you could show how a particular customer reduced their transport costs by 22%, for example.

10. Values test + profile

Lead magnets such as values tests are attractive to NGOs. For example, an environmental awareness NGO could develop a test to see how readers can make their lives more sustainable. There could even be different profiles, each leading to appropriate tips and a call to action (donate, become a volunteer, share on social media).

11. Toolkit for volunteers or donors

NGOs can also offer toolkits. For example, an animal welfare NGO could develop a toolkit for people who want to help animals at home, with flyers, social media images, text suggestions, and local actions. People then become active ambassadors.

12. Impact report + sneak peek into projects

A development organization can also offer an exclusive impact report as a lead magnet, with stories, figures, and behind-the-scenes information. Access is only available to subscribers.

13. Interactive decision tree or self-scan

There are also plenty of ideas for lead magnets for government agencies. They usually don’t use lead magnets to sell something, but to help citizens (or entrepreneurs) get something started themselves.

For example, a municipality can offer a self-scan: Are you eligible for subsidies to make your home more sustainable? Visitors fill in their details and receive a personal overview by email.

14. Knowledge base with exclusive access

A provincial service can offer an online knowledge base about citizen participation and area development, with downloads and infographics. Only accessible after registration.

15. Participation guide or step-by-step plan for citizens

Finally, a municipal environmental service can offer a manual for citizens on how to organize a neighborhood initiative as a resident. This encourages active participation in society.

Lead magnets are nothing without a CRM tool

Link your lead magnets and forms to your FlowQi CRM software. This is crucial for setting up automatic actions and managing your data centrally. Want to try a free CRM tool? Sign up for our BETA Program!