Lead magnet
In short
A lead magnet is something useful you give away for free, like a checklist or a template, in return for people giving you their email address.
Most people who visit your website are not ready to buy today. A lead magnet gives them a reason to leave their contact details anyway. You then get a lead you can follow up, instead of a visitor who disappears.
What makes a good lead magnet
It solves one small, concrete problem for exactly the people who could later become customers. A plumber gets more out of "Checklist before you renovate your bathroom" than out of a general ebook about renovation. It should take five minutes to read, and it should show that you know your trade without giving away the whole job.
Formats that work: checklist, template, price overview, calculator or a short quiz with a result.
An email address is not a yes to your newsletter
Someone downloading your checklist does not mean you can send them advertising. Section 15 of the Marketing Control Act (markedsføringsloven) (in Norwegian) requires prior consent before you market by email to private individuals. Ask clearly and separately, for example with its own tick box for the newsletter that is not ticked in advance.
Start today
Write down the question customers most often ask before they decide. The answer, as a one-page checklist, is your first lead magnet. Put it on the service page where the question belongs, with a simple form and a clear CTA.
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