Part of our guide: Why is my website not getting enquiries?.
Written by Dan Sagar, FoundationsAI. Updated October 2026.
A lead magnet is something useful you give away, like a checklist, price guide or short video, in exchange for someone's name and email. It's worth having if your customers research for a while before they buy, such as a kitchen fit, a course or a consultancy. If people need you urgently, like a burst pipe, skip it and make it easy to call or request a quote instead.
Do you need one?
| You probably need one if... | You probably don't if... |
|---|---|
| People take weeks or months to decide | People need you today |
| Jobs are high value | Jobs are small and urgent |
| Customers compare several options | Customers call whoever's nearest |
| You sell courses, coaching or consultancy | You do emergency call-outs |
Lead magnet ideas that work
- A price guide: "What does a loft conversion cost in Hampshire?"
- A checklist: "10 things to check before choosing a builder."
- A buyer's guide: "Heat pump or boiler? A plain-English guide."
- A short video or webinar for coaches, trainers and consultants.
- A free assessment or survey, where that makes sense for your trade.
What to do after someone downloads it
The download is the start, not the end. Send a short series of helpful emails over the next few weeks, ending with an easy next step, like booking a call. Without follow-up, most lead magnets just collect email addresses. See what an email nurture sequence is.
Common questions
What is a lead magnet?
Something useful you give away free, such as a guide, checklist or video, in exchange for contact details.
Do lead magnets work for trades?
For bigger, planned jobs, yes. For urgent jobs, a quote form and a fast reply work better.
Can I send marketing emails to people who download my lead magnet?
Only if they've agreed to it, or under the soft opt-in rules where they apply. Make it clear when they sign up, and always include a way to opt out.
What makes a good lead magnet?
It answers a question your customers ask before they buy, it's short, and it leads naturally to talking to you.
Want help with the follow-up?
Book a 45-minute demo. See also our guide: why is my website not getting enquiries?