Why Your Lead Magnet is Failing (and How to Fix It)

Imagine investing the time and money required to set up a high-quality lead magnet and associated sign up page. You create the product, get your autoresponder email series ready, and craft sales copy that you are sure will entice your ideal clients to rush to your opt-in form.

Except, when you unleash this magnificence on the world, your conversion rate is dismal. No one downloads it and you have crickets on your email list. You hear others talking about 20% conversion rates, but you cannot even crack double digits. Or they claim to get new clients just from the copy on their website. It is frustrating.

Chances are, your freebie has one or more of the following problems.

Problem 1: No One Wants Your Lead Magnet

Before you even think of creating a lead magnet, you must do your market research. You need to find out what your ideal clients actually want and then give it to them. One effective way to do this is to ask them directly on social media. If you were to create a specific resource, would it be useful to them?

For example, if software tips are in demand, you might create a “top 10” list and present it in a format your audience prefers, such as:

• Ebooks

• Videos or Audios

• Mind maps

• Checklists or Worksheets

• Spreadsheets and other tools

Just be sure you create something highly desirable. Your lead magnet must live up to its name by attracting potential ideal clients who will eagerly turn over their email address to get the solution to their problem. Remember, an email address is a form of currency. Potential clients are getting picky about who they share it with.

Problem 2: Your Page Looks Amateur

A web page that looks unprofessional could have your prospects hitting the back button immediately. People judge the quality of your services based on your website and the copy on that site. If your design looks like an afterthought, they will assume your work is too.

Problem 3: Your Sales Copy is Weak

You could have the most awesome lead magnet on the planet, but your conversion rate will suffer if the copy does not convey that value. You must either learn how to write effective copy or hire a professional. Good copy can send your conversion rate through the roof.

Your sales copy does not need to be long, but it should include these essentials:

• A benefit driven, attention getting headline.

• A list of the main benefits people receive when they download the resource.

• A strong call to action with a reason to download it today.

Conclusion

The copy on your website can make the difference between running a successful, profitable Virtual Assistant business and struggling to get the right people to talk to you. If you want to move from crickets to conversions, you need to ensure your offer is valuable, your design is professional, and your message is direct.