Every day, prospective customers visit your website. You spent plenty of time and money getting them there, between your web development, design, advertising, social media, search engine optimisation, and outreach efforts.

The leads you worked so hard to attract are now clicking around your website, thinking about whether to become a customer of your company. And then, many of them vanish without a trace. If those website visitors don’t turn into buyers, you may never know who they are, how to contact them, and what you could have done to follow up and earn their business.

That’s why it’s important not only to attract leads but also to capture them—ideally, by using a lead magnet.

A lead magnet is an offer compelling enough that a prospect would provide her contact information in order to receive it. It could be a piece of content (like this e-book—a lead magnet about, yes, lead magnets). Or it could be a free trial, a discount, an entry to a contest, or any other offer that your prospective customers would find valuable.

Download Small Business Guide to Capturing Leads Now.

Check out our ebook for insights into our 3-step process to create a lead magnet – a powerful piece of content that pulls in the customers you want. You’ll also find 19 proven lead magnet ideas that you can start using right now.