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What percentage of visitors to your website send you an email or call you? What would it be worth to your business if you could double that number? A lead generator/magnet is a bribe to your website visitors to encourage them to provide their contact details - once they're in your database you can start communicating and building the know, like and trust that will give you the business success you deserve.

A good lead generator will pull leads to your website, engage them and collect their details for your mailing list. 

The best lead generators will:

  • Be specific, to your ideal client. 
    You need to appeal directly to your ideal client, if you try to appeal to everyone, you’ll end up appealing to no one.
  • Be easy to consume
    Attention spans are very short online and if you expect your lead to spend more than a few minutes on your magnet you will lose them.
  • Address your ideal clients pains
    The best lead magnets will speak to a pain experienced only by your ideal client – as a result your database will fill with contacts most likely to buy from you.
  • Offer immediate gratification
    Downloads should be instantaneous, consultations should be immediately bookable, tests should provide results quickly
  • Position you as the expert
    Your lead magnet should be based on problems that you can address best.
  • Have high perceived and actual value
    Your lead needs to be grateful to you if you expect them to become a customer later. But don’t give too much away or you might address all of their problems, or convince them that they can solve them without you.

A phenomenal lead generator will do all of the above, but will also give you useful actionable information about your new lead - information that you can use to tailor your marketing.

The range of possible lead generators is as wide as your imagination, but the most common types are:

  • E-book
  • Test, Questionnaire or quiz
  • Report
  • Free trial
  • Free consultation
  • Brochure

See our article "what is the best lead magnet" for an analysis of the the different types available.

If you don't have a lead generator yet then you're attracting clients to your website but losing them, probably for ever! If you already have a lead generator on your website, you should think about adding another, then another - 2 lead generators are better than one, but 5 is better still. A range of lead generators on your website increases the chance that you'll have a magnet that addresses your visitors pains and is of a type that appeals to their personality type.

To see our favourite lead generator in action click here.

About the author

Ashley Lansdowne Goodman

Ashley has worked in the tech industry since the late 1990's. He's obsessed with new technology and it's implications for small and medium sized businesses.

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I have been very impressed with the final results and have found the process easy and straight forward

Sarah Seagar, Alan Mitchell Financial Recruitment

Stratoworks Ltd

Telephone. 020 3920 9032

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