Lead magnets that earn attention

A lead magnet is the front door of your machine: the thing a stranger accepts that turns them into a lead. The bar is simple and high: it must be valuable enough that saying yes feels obvious, and specific enough that only real prospects want it.

The goal is intent, not volume

A thousand downloads of "10 Marketing Tips" is a list of nobody. Twelve requests for "what is broken on MY website" is twelve conversations with owners already thinking about the problem you solve. Generic magnets attract audiences; specific magnets filter for buyers. You want the filter.

The magnets that work for this business

• The teardown video (Module 4): personal, specific, nearly free to make. Your default.
• The demo site (Module 4): the heavy hitter for hot prospects.
• The website scorecard: you check their site against the fifteen things that drive local leads (speed, mobile, calls-to-action, tracking, the map pack) and send a one-page score. Your agent runs the checks; you write the two sentences of verdict.
• The competitor snapshot: "here is where you rank against the three shops down the road, and why." Owners cannot resist looking.
• The niche guide, once you have authority: "the [niche] owner's guide to a website that actually books jobs." Slowest, most reusable, best paired with content later.

Delivery mechanics

• Gate it lightly. An email address, or nothing at all. For outbound magnets (teardowns, demos) there is no gate; the magnet IS the message.
• Deliver instantly and personally. "Here is your scorecard" from you beats an automated portal-looking email.
• Always include one next step, and only one: the calendar link.
• Track who consumed what. Someone who watched the full teardown twice is not a lead; they are a call you have not booked yet.

Make one this week

Pick the scorecard or the teardown, build the checklist behind it, and run it on three real prospects from your list. The magnet you have beats the funnel you are still designing.