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Lead generators and why your website needs one

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What percentage of visitors to your website send you an email or call you? What would it be worth to your business if you could double that number? A lead generator/magnet is a bribe to your website visitors to encourage them to provide their contact details - once they're in your database you can start communicating and building the know, like and trust that will give you the business success you deserve.

A good lead generator will pull leads to your website, engage them and collect their details for your mailing list.

The best lead generators will:

  • Be specific, to your ideal client.
    You need to appeal directly to your ideal client, if you try to appeal to everyone, you’ll end up appealing to no one.
  • Be easy to consume
    Attention spans are very short online and if you expect your lead to spend more than a few minutes on your magnet you will lose them.
  • Address your ideal clients pains
    The best lead magnets will speak to a pain experienced only by your ideal client – as a result your database will fill with contacts most likely to buy from you.
  • Offer immediate gratification
    Downloads should be instantaneous, consultations should be immediately bookable, tests should provide results quickly
  • Position you as the expert
    Your lead magnet should be based on problems that you can address best.
  • Have high perceived and actual value
    Your lead needs to be grateful to you if you expect them to become a customer later. But don’t give too much away or you might address all of their problems, or convince them that they can solve them without you.

A phenomenal lead generator will do all of the above, but will also give you useful actionable information about your new lead - information that you can use to tailor your marketing.

The range of possible lead generators is as wide as your imagination, but the most common types are:

  • E-book
  • Test, Questionnaire or quiz
  • Report
  • Free trial
  • Free consultation
  • Brochure

See our article "what is the best lead magnet" for an analysis of the the different types available.

If you don't have a lead generator yet then you're attracting clients to your website but losing them, probably for ever! If you already have a lead generator on your website, you should think about adding another, then another - 2 lead generators are better than one, but 5 is better still. A range of lead generators on your website increases the chance that you'll have a magnet that addresses your visitors pains and is of a type that appeals to their personality type.

To see our favourite lead generator in action click here.