A lead magnet is something useful you offer in exchange for an email address: a checklist, a template, a short guide, a resource list. PDFs are the most common format, because they are easy to make and look the same everywhere. The problem is that many lead magnets are long, generic and never opened. A good one is short, specific and genuinely useful.
Pick a narrow, practical topic
The best lead magnets solve one problem quickly:
- "Year-end bookkeeping checklist for freelancers"
- "Five email templates for chasing late invoices"
- "Packing list for a two-week work trip"
A narrow topic attracts the right people and is easy to deliver well. "The ultimate guide to marketing" attracts no one in particular and rarely gets finished.
Keep it short
One to five pages is plenty. A one-page checklist that people print and pin up is more valuable, and more likely to build trust, than a 40-page ebook skimmed once. If you have more to say, make a series.
Structure for scanning
- A clear title that says exactly what it is.
- A one-paragraph introduction: who it is for and how to use it.
- The content: checklists, templates or steps, with clear headings.
- A short closing page with your name, what you do and how to get in touch.
Use plenty of white space, short paragraphs, and at least 11 point text. For checklist layouts, see how to make a printable checklist PDF.
Design for phones too
Many people open lead magnets on a phone. A4 or letter pages with small text are hard to read on a small screen. Test on a phone before publishing. Larger text and single-column layouts help.
Make it accessible
Use real headings, readable contrast and alt text for images, and make sure text is selectable rather than an image of text. Accessible PDFs are easier for everyone and are increasingly required in some contexts. See accessibility tags in PDF explained.
Keep the file small
A heavy PDF is slow to download and may be blocked by email filters. Compress images before building the PDF and compress the final file. Docento.app can compress a PDF in the browser without uploading it. See compress a PDF for email attachments.
Set the document properties
Give the PDF a proper title in its document properties, not just a file name. The title shows in browser tabs and search results. See PDF metadata standards explained.
Deliver what you promise
If your signup form promises a checklist, send a checklist, immediately. Be clear about what subscribers will receive afterwards and how to unsubscribe. Follow the email marketing rules that apply where you and your audience are.
Takeaway
Choose one narrow problem, solve it in one to five pages, structure for scanning, test on a phone, make it accessible, compress it, and set a proper document title. Small and useful beats long and generic every time.
