In this episode of The Engaging Marketeer podcast, host Darren Jamieson takes a deep dive into the common mistakes businesses make when creating lead magnets. He explains why most lead magnets fail, why they often don’t generate the leads businesses expect, and what you should be doing instead.
If you’ve ever spent hours crafting a lead magnet, only to see it collect digital dust with no downloads and no conversions, this is for you.
What is a lead magnet?
Before we get into why lead magnets fail, let’s define what they actually are.
A lead magnet is something of value—or perceived value—that you offer to potential clients in exchange for their contact details. This could be an email address, phone number, or even a postal address in some cases. Sometimes, businesses ask for credit card details (though this is rare and risky if done incorrectly).
The idea is simple: offer a free resource, such as an eBook, checklist, webinar, or report, and in return, you capture a lead’s information so you can nurture them into becoming a paying customer.
The problem is that most lead magnets are a waste of time
Many businesses put a huge amount of effort into crafting their lead magnets, hoping that by simply having one, they will generate leads. They write extensive guides, design beautiful PDFs, and host them on their websites, expecting their ideal clients to download them and eagerly consume the content.
But then… nothing happens.
No downloads. No new leads. No ROI. Just wasted hours of work.
Why? Because they haven’t followed the right process for creating a lead magnet that actually converts.
Some businesses are creating lead magnets just for the sake of it
One of the biggest mistakes businesses make is deciding what their lead magnet will be without first considering the audience’s actual needs.
For example, a digital marketing agency might create a lead magnet titled “What It’s Like to Work with a Web Design Agency.”
Nobody wants that.
Nobody wakes up thinking, “I wish I had a guide on what it’s like to work with a web design agency.” This is purely self-serving content that provides no immediate, tangible value to the audience. And funnily enough, when a business tried to promote this exact type of lead magnet in a WhatsApp group recently, it got zero engagement.
People don’t engage with content that is boring, self-promotional, and offers no clear benefit to them.
Instead of jumping straight into what your lead magnet will be, first ask yourself:
What do I want to achieve with this lead magnet?
What type of leads do you actually want?
Your goal isn’t just to get people on your email list. That’s a short-term objective. Your actual goal is to attract the right kind of leads who will eventually convert into paying customers.
For example, if you’re a mortgage broker, you don’t just want any leads. You need to be specific:
Do you want landlords looking for portfolio properties?
Do you want residential home buyers?
Are you targeting people looking for remortgages?
Are you specializing in commercial mortgages?
Being vague won’t cut it. The more specific you are, the better your lead magnet will perform.
Identify your ideal client
Once you know what you want to achieve, you need to define exactly who your ideal client is.
A mistake many businesses make is defining their audience too broadly. For example, saying “I want small businesses with 10-15 employees” isn’t specific enough.
Instead, narrow it down:
Industry: Are you targeting accountants? Dentists? Coaches?
Problem: What specific challenge are they facing?
Solution: How can your lead magnet directly address that challenge?
For example, if you run a digital marketing agency specializing in Facebook ads for accountants, your lead magnet might be:
“The Accountant’s Guide to Generating Leads with Facebook Ads (Without Wasting Thousands on Bad Campaigns).”
Now, that’s specific and solves a real problem.
A critical element is having a strong title
This is where most lead magnets go horribly wrong.
A bad lead magnet title is vague and uninteresting. For example:
“Compliance in Manufacturing Businesses”
“Electrical Safety Maintenance 2025”
“Working at Heights: A Guide for Roofers”
These are dry, boring, and offer no clear benefit to the reader.
A great lead magnet title, on the other hand, grabs attention by solving a specific problem:
“How to Run a Warehouse Without Ending Up in Prison”
“The Roofer’s Ultimate Guide to Preventing Costly Safety Violations”
“How to Generate Leads on Facebook Without Spending a Fortune”
Your title should create curiosity and highlight the problem you’re solving.
Design matters—your lead magnet should look desirable
Even if you have the best title in the world, if your lead magnet looks dull, people won’t download it.
Avoid:
Generic Canva templates
Boring stock images
Outdated PDF covers that look like they belong in a doctor’s waiting room
Your lead magnet needs to look exciting and valuable. If it doesn’t make people say, “Wow, I need that!” then it’s not good enough.
Your landing page is critical
Many businesses make the mistake of simply putting their lead magnet on a webpage with a basic download link.
That’s not enough.
Your landing page needs to sell the lead magnet. It should include:
A compelling headline
A clear breakdown of what the lead magnet will help them achieve
Social proof (testimonials, case studies, credibility markers)
A strong call-to-action (CTA)
If your landing page doesn’t make it irresistible to download, you’re missing out on conversions.
The harsh truth is that nobody reads your lead magnet
Here’s the reality—most people who download your lead magnet won’t even read it.
They might open it, skim a few pages, and then forget about it. That’s why the actual content of your lead magnet is less important than the way you package and promote it.
The real goal isn’t for them to read it—it’s for them to give you their contact details so you can follow up with them.
Follow-up is everything
Once someone downloads your lead magnet, don’t just assume they’ll reach out to you.
Instead, follow up with a message like:
“Hey, I saw you downloaded our guide on Facebook Ads. Have you had a chance to go through it yet? What made you interested in that topic?”
This opens up a conversation and leads them toward becoming a client.
Conclusion
Most lead magnets fail because businesses focus too much on the content and not enough on:
The goal (What are you trying to achieve?)
The audience (Who is it for?)
The title (Does it create curiosity and solve a problem?)
The design (Does it look irresistible?)
The landing page (Does it sell the value of the lead magnet?)
The follow-up (Are you engaging with leads after they download?)
If you get these elements right, your lead magnet won’t just sit on your website—it will actively bring in leads and grow your business.
Want to learn more? Check out EngageWeb.Club for in-depth digital marketing tutorials.
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
