How to create a lead magnet that attracts the right clients

Attracting new clients is something most business owners spend a lot of time thinking about. You know you need to get in front of the right people and give them a reason to step into your world, but knowing how to do that consistently can feel tricky.

That’s where a lead magnet comes in.

A lead magnet is a piece of valuable content you offer in exchange for someone’s email address. But more than that, it’s a first impression. It’s often the very first experience someone has of your work, your thinking, and your approach.

When it’s done well, a lead magnet builds trust, shows your expertise, and gently leads someone towards working with you. When it’s rushed or unclear, it tends to be downloaded, skimmed, and forgotten.

In this post, we’re slowing things down and looking at how to create a lead magnet that actually works, one that feels intentional, useful, and aligned with what you want your business to do next.

What makes a lead magnet work

A strong lead magnet doesn’t try to solve everything.

Instead, it focuses on a small part of a much bigger problem your audience is already struggling with. It helps them take one step forward, gain clarity, or feel less stuck.

The most effective lead magnets tend to be:

Clear about who they’re for Focused on one specific problem Easy to consume and use Closely linked to a paid offer or next step

Rather than overwhelming someone with information, a good lead magnet leaves them thinking, “That was helpful, I want more of this.”

Common types of lead magnets

There’s no single best format. The right one depends on your audience, the problem you’re solving, and how you like to work.

Some formats that work particularly well include checklists, workbooks, planners, drip feed emails and video training. Each of these allows you to share value in a slightly different way.

If you’re still weighing up which format suits you best, it can help to explore different options and see what feels most aligned. I’ve shared more detail on this in my guide to lead magnet ideas for coaches.

5 steps to create a lead magnet

Step 1: know who you’re creating this for

The most important part of creating a lead magnet happens before you write a single word.

You need to be clear on who your audience is and what they’re struggling with right now. What feels heavy or confusing for them? What questions keep coming up? What would genuinely help them move forward?

When you start from your audience rather than from what you think you should create, everything becomes easier. Your content feels more relevant, and your lead magnet feels more personal.

Step 2: give them something they’ll actually use

Your lead magnet should offer real value, not just information.

That might mean educating your audience, helping them reflect, or solving a small but meaningful problem. The key is usefulness. If someone can take action straight away or feel clearer after using it, you’re on the right track.

It’s also worth thinking about how your audience prefers to consume content. Some people love worksheets, others prefer short guides or videos. Choose a format that suits them, not just what feels easiest to create.

Step 3: make it clear and considered visually

First impressions matter, and design plays a big role here.

Your lead magnet doesn’t need to be over designed, but it does need to feel intentional and on brand. Clear layouts, readable text, and consistent use of colour and fonts all help your content feel professional and trustworthy.

Design isn’t about making something look fancy. It’s about making it easy to read and use. If you want to explore this in more depth, I’ve written about how design supports lead magnets and why it matters.

Step 4: keep it focused and manageable

Your lead magnet isn’t the place for everything you know.

People are busy, and attention is limited. Keeping your content short, focused, and to the point increases the chances that someone will actually read it and take something from it.

Aim to guide someone through one idea or one process rather than trying to cover too much at once. Clarity always beats quantity.

Step 5: be clear about what happens next

A lead magnet should never be a dead end.

Once someone has used it, they should know what the next step is. That might be booking a call, reading another piece of content, joining your email list, or exploring how you work.

This doesn’t need to be pushy, but it does need to be clear. People are far more likely to take action when they understand what’s available to them.

This is also where thinking about a simple funnel can help, so your lead magnet naturally leads into ongoing connection rather than stopping at the download.

Where to design your lead magnet

Depending on the format you choose, there are several tools that make creating a lead magnet much easier.

For PDFs and workbooks, Canva is a popular option because it’s flexible and easy to use. For video based lead magnets, tools like Loom work well. More advanced designers might prefer software like InDesign, particularly for longer workbooks or fillable documents.

What matters most isn’t the tool, but the outcome. Avoid platforms that limit your design or make your lead magnet feel unfinished. This is often someone’s first experience of your brand, and it’s worth treating it that way.

If design really isn’t your thing, getting support can save you a lot of time and frustration.

How to deliver your lead magnet

Once your lead magnet is ready, you need a simple system to deliver it.

This usually involves an email marketing platform that collects email addresses and automatically sends out your lead magnet. Tools like MailerLite or Systeme are commonly used for this.

You’ll also need a landing page or opt in page where people sign up to receive your content. This page should clearly explain who the lead magnet is for and what it helps with, without over complicating things.

Delivery is part of the experience. A smooth, straightforward setup helps build trust from the very start.

Find out what makes a good lead magnet and what does on our free webinar

Creating a lead magnet that attracts the right clients isn’t about ticking a marketing box. It’s about being clear on who you help, offering something genuinely useful, and making it easy for someone to take the next step with you.

If you’re feeling unsure about what to create or how to pull all of this together, this is something I support coaches and service based businesses with regularly, especially when they want their lead magnet to actually lead somewhere meaningful.

Written by Nikki Clements, founder of Brand You, formerly Nikki Carter Designs. Known as the Lead Magnet Queen, Nikki helps coaches and service based businesses build aligned brands that support visibility, credibility, and sustainable growth.