Website magnets: What are they and why are they so important?

Website magnets are engagement tools that should be tactically used to provide value and enhance user experience. These magnets grab the attention of the website visitor the moment they need an answer to a question or are enquiring about the product or service.

As consumers, we want our questions answered as soon as possible. As marketers, we must give answers to these questions promptly and ensure they are relevant and satisfy the consumer’s queries.

The general goals of the website magnets include:

  • Generate leads
  • Reduce abandonment rates

What is a website magnet?

Web magnets, or otherwise known as lead magnets, are the latest approach to lead generation.

A lead magnet is a way to get your visitor’s details in exchange for a valuable piece of content. It’s also known as the bribe-to-subscribe offer and can be used for anything from free trials to an extensive eBook. They can be downloaded immediately and will also be delivered directly to their email inbox, in exchange for their contact details. Typically, these contact details are their name and email address, but you could ask for more information such as telephone number, company name or location.

If the target plays along and enters their email address in exchange for your content, you earn leads without annoying anyone. Lead magnets compensate user’s efforts with a distinct advantage.

Why you should use website magnets

  • They’re engaging. Lead magnets can create a consistent stream of leads in a relatively short period, with minimal effort. Once you have created the piece of content and set up the web form for the download, you can sit back, relax and watch leads flood into your pipeline.
  • You can expect quality leads. More often than not, marketers struggle to generate high-quality leads. When prospects enter their details in exchange for the lead magnet, they know who you are and are already interested in what you’ve got to say. They will want to learn more after reading your valuable content.
  • They can be shared easily. It’s easy to share a link on social media or via email. If your leads appreciate what they receive, encourage them to share with their colleagues. In the same way, you can share your lead magnets on multiple different platforms and get in front of your audience as much as you can.

Types of lead magnet

There are lots of ways to attract leads to your pipeline, but you want to attract the right leads. By doing this, you’ll save your sales and marketing team bucket loads of time, and you can really concentrate on the right prospects. Here’s a handy graphic that you can save to your desktop when you’re trying to create your web magnets in the future.

There are a few more that we’re going to discuss in more detail in this blog post. These include:


A webform can be used on your most popular web pages to gather as many leads as possible. An excellent place for a webform is at the bottom of your blog, to encourage people to sign up for more.

Filling in a form should not strike the user as annoying or act as a hindrance. It should be simple, secure and straightforward. It must be slick and professional, so the user feels like they can trust your website with their personal details.


Pop-ups can be incredibly annoying if used too much. We’ve all been on a website where a pop-up has been so irritating that we’ve left the site entirely. If used correctly, they can be powerful. You could have a personalised pop up appear when a client clicks on something specific or interacts on your website. Alternatively, you could use pop-ups strategically on your pricing page. For example, if they stay on your pricing page for more than one minute.

Live chat

Live chat is another way to engage website visitors by having someone there to interact in real time. Research shows that consumers are more likely to interact with Live Chat rather than scroll through the website themselves if they have a specific problem. People like to feel like they are connecting with another human rather than a robot, so they’ll appreciate your time and help. You will also be able to know what they’re searching for on your website, which gives you great insight into what they want from the customer experience.


A chatbot is an alternative to Live Chat and a fantastic tool to use if you don’t have the time or resources to facilitate a Live Chat feature 24/7. It’s a service, powered by rules and sometimes artificial intelligence that you interact with via a chat interface. You can plug in answers to your ChatBot and answer some FAQs and satisfy your website visitor’s queries in real-time.


Whether you decide to create one, or several, your lead magnet is part of your overall brand. You should treat it like another product you offer your customers. It engages people in your brand experience; therefore, you need to take it seriously and make sure it is of excellent value to your audience.

If you need to prove their value to management, here are a few traits to remember:

  • Lead magnets deliver value before asking for money
  • The benefit is available only in exchange for an email address
  • Your visitor can consume it immediately after the transaction or can read it in their own time as you will deliver it to their email inbox too
  • It’s not designed to deceive your website visitors – it must be of high value, or they will not return for more information. Don’t think that you can put any old content behind a landing page and expect high quality leads to trickle into your pipeline.
  • The website magnet is designed to grab the attention of your website visitors and encourage them to find out more about your business.

More from Zymplify

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The Power of Inbound Marketing: Are You Really Using it Effectively? 

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