What Is Lead Magnet?
A lead magnet is a useful free resource — like a checklist or guide — that a visitor gets in exchange for giving you their contact info.
Not every visitor is ready to book a job the day they land on your site. A lead magnet gives you a way to capture the ones who are still shopping — homeowners three or four weeks out from actually calling. You trade something useful for their email or phone, then follow up.
For contractors, the best lead magnets are practical and short: a one-page 'Storm Damage Checklist,' a 'What to Ask Before Hiring a Roofer' PDF, or a free 15-minute inspection. Nothing too clever — homeowners don't want a 30-page ebook, they want something they can use in five minutes.
Just be honest about the follow-up. Say clearly that you'll email or text them, and don't hammer them daily. A short three-message sequence over two weeks converts better than nonstop outreach.
Real example
A restoration company put a 'Free Water Damage Emergency Checklist' PDF on their site with a two-field form (name + email). Roughly one visitor a day downloaded it. A short three-email follow-up sequence turned about one in eight into a booked job — leads they would otherwise have never captured.
Related terms
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