/ Marketing
What is a lead magnet and do they still work?
A lead magnet is something valuable (guide, checklist, template) you give away in exchange for an email. Yes, they still work — if the offer matches genuine buyer questions.
/ 01
The short version
Lead magnets went out of fashion because 90% of them are generic PDFs nobody wants. The 10% that work are genuinely useful, immediately actionable, and paired with a proper email sequence.
/ 02
What makes a lead magnet actually convert
Solves a specific painful problem. Deliverable in under 10 minutes. Sits at the top of your buyer's journey. Feels expensive but is easy to produce. Sets up the next conversation naturally.
/ 03
Lead magnets that work in 2026
- • Calculators and quote tools
- • Checklists and templates (Notion, Google Docs, Figma)
- • Short video training (5–15 minutes)
- • Audit tools with personalised results
- • Swipe files and examples
- • Discount codes for first-time buyers (ecommerce)
/ 04
The follow-up matters more than the magnet
Getting the email is worth nothing without a 5–7 email welcome sequence that builds trust and moves the reader toward buying. Most SMBs collect leads and never email them properly. That's the fixable problem.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get your lead magnet right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
What conversion rate should I expect?
15–40% opt-in rate on a well-targeted landing page. Under 5% means the offer is wrong.
Should I gate my best content?
Some of it, yes. Don't gate everything — some ungated content builds trust before the ask.
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