How would you like to attract thousands of new visitors to your website every month? You can, with a lead magnet. Want to learn how to write a landing page for a lead magnet? Read on.
Someone who gives you their name and email address is called a lead, a sales lead. A lead magnet is simply an incentive that you give website visitors so that they give you their name and email address. It could be a free eBook, access to a hidden article, printable worksheets, or even an entry in a prize draw. The lead magnet is the thing that “attracts” leads and persuades them to give you their name and email address.
To offer a lead magnet, you need a landing page. Here’s what I mean.
Check out this landing page lead magnet from CoSchedule.
Here they offer access to exclusive content in exchange for your contact details. People who come to this website will be enticed by the lead magnet. They enter their name and email in a form, and receive the lead magnet in return. Once the leads type in their names and emails, they enter into the sales funnel.
A sales funnel is a series of steps or stages that a lead takes from initial contact with a company, through to their purchase. The Lead Magnet falls under the “Hot Leads” portion of this sales funnel.
Landing pages for lead magnets are different from other landing pages
When you write a landing page for a paid product, most of the time you’ll have thousands of words to play with. Check out this one.
It’s from Marc and Angel.com, a self-help course called “Getting Back to Happy.” The landing page has five and a half thousand words! Lead-magnet landing pages are much shorter. You have to pack a lot of persuasive punch into just a few words. So, you have to be ruthless with cutting. Remember, when you’re learning how to write a landing page for a lead magnet, every word needs to count.
Check out this landing page.
It has a grand total of 16 words. “Forget about constant frugality. My Free Insider’s Kit will show you how to earn more money.” That’s 16 words. You’ll probably have more than that to write, but you get the idea. Less is more.
You want your visitors to eagerly give you their email addresses. You need a plan to make that happen. Let’s talk about the four ingredients of a successful landing page for a lead magnet.
Lead Magnet Copywriting Tip # 1: You must hook your reader.
You do this with your headline. As soon as your prospects read a headline that doesn’t grab their attention, they click the back button, right? So, your headline needs to be compelling.
Here’s Neil Patel’s headline on one of his many landing pages. “Learn the simple tactic I used to rank #1 for online marketing.”
That’s a lot better than “Grow your traffic with SEO” or something boring like that, right? Then your reader’s eye will fall on the subhead. Your subhead needs to give more information that excites your reader, or creates another strong feeling in them that hooks them. They need to be hanging off your every word right now. That’s something you learn to master when you’re learning how to write a landing page for a lead magnet.
This is a sign up box from Louise Hay.
It’s not really working for me. The fonts make it unclear which is the headline and which is the subhead, for one thing. “Hello, dear friend” and “this is a special place to share” are in the same font, but it’s unclear if the latter is part of the heading or the subhead. For another, I’m not sure that this landing page makes grammatical sense. “Louise’s journey, affirmations, and to encourage joy in your life” doesn’t create a strong enough feeling, either. It’s all about Louise. It’s not enough about the reader.
After your subhead, your reader comes to your body copy. This needs to excite as well. Every word needs to make the reader desperate to keep going and find out what this is all about. I like this body copy from Lisa Sasevich.
Her headline, “Be You. Sell More. Love Your Life.” is inspiring, but vague. But the body copy tells you exactly what you are getting. Plus, the benefits. “Imagine selling your product or service without feeling pushy or salesy! Download your Irresistible Offer Blueprint now.” It also touches on your pain points of feeling pushy or salesy. This works.
Lead Magnet Copywriting Tip # 2: Narrow your focus
Part of this narrow focus is created by the niching down of the lead magnet itself. You need a lead magnet that’s specific, offered to a specific set of people. A lead magnet like, “Wives: 27 affirmations to bring back the spark in your marriage” is much more compelling than “A free book of 27 affirmations.” This is because it’s aimed at a specific audience, in this case dissatisfied wives, and offers something specific – affirmations to make their marriage exciting again.
Let’s check out a couple of examples.
I don’t think this is doing Iyanla justice. It’s just too vague. “Don’t give up five minutes before the miracle. Let’s start our journey together” is about all the info we’re getting here. This is just not compelling or specific enough, which is a shame.
Maybe Iyanla can change millions of people’s lives. But a poor lead magnet means her wisdom won’t spread as far as it should. As you learn how to write landing pages for a lead magnet, you’ll learn better.
This eBook offer from Social Triggers is much better.
“Want to learn how to get 5,000 subscribers for free? Derek will teach you simple tactics to attract life-long customers through real-world examples.” This lead magnet offers a measurable result of “5,000 subscribers” to a specific audience – those who want subscribers but don’t have money to pay to get them. It also explains how this information is going to be delivered. I like this.
If you have a specific lead magnet that addresses a clear target audience and offers a clear specific benefit, then great. You can carry that focus through your copy. If not, you’ll need to ask your client who they are offering the lead magnet to, and for what purpose. That way, even if the lead magnet isn’t niched down enough, you can niche it down through your copy to make it more effective. You can’t be everything to everybody, or it’s all watered down. The real appeal is in specific tools for specific people.
Lead Magnet Copywriting Tip # 3: Talk the language of your target audience
Want to learn how to write a landing page for a lead magnet? Learn about your customers. What are their interests? What benefits are they looking for? What negative outcomes are they trying to avoid? In essence, what do they want? Tap into their language. Write in terms they’re familiar with. If you’re selling spiritual services to business professionals, and you use terms like “expanding consciousness” or “chakra balancing”, they’re going to switch off pretty quickly. Using terms like “personal development” and “increasing productivity” are going to work better.
It’s all about presenting the lead magnet in a way that the target audience can understand and get excited about. You want to sound like a friend chatting over coffee. Not like someone from out of their social circle trying to sell them something.
Your client or your team should know what makes their audience tick, and let you in on this information. If not, you can do your own research on it.
Lead Magnet Copywriting Tip # 4: Make your offer absolutely irresistible.
Yes, that sounds hard. But it’s certainly not impossible. You want to create a sense of, “I have to have this, right now” in the reader. This sounds difficult, but you can do it in a few ways.
- Highlight benefits
- Remind your reader of pain they’d rather avoid
- Add a call to action
- Talk about time in various ways, to prompt the reader to act now
- Add social proof or testimonials, if they’re short and sweet
Check out this testimonial from Neil Patel on Brian Dean’s lead magnet sign up box.
“When it comes to link building, Brian Dean is the best in the business.” That one tiny line probably makes a massive difference to conversion rates.
To sum up. If you want to make an effective landing page for a lead magnet, you have to:
- Hook the reader and keep them hooked.
- Keep a narrow focus.
- Talk the language of the reader.
- 4. Make your offer sizzle.
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If you need a professional to write your landing page lead magnet, call me, the long-form B2B copywriter.
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