Services — 05

Downloadables
people fill out forms for.

Researched, written and designed lead magnets that match your audience's actual problems — guides, checklists, calculators, mini-courses.

Most lead magnets are bad because they solve a problem nobody has — a generic '10 tips' PDF the founder thought sounded useful, downloaded once, never read.

Good lead magnets solve a specific, painful problem for a specific, defined audience — and do it in a format that actually gets consumed. A guide, a checklist, a calculator, a templated workflow, a mini-course. The format follows the problem, never the other way around.

I research what your audience is actually struggling with, picks the right format, writes the content, designs the deliverable, and writes the opt-in copy and welcome sequence that converts the download into a customer.

What you get.

Topic and format strategy
Full content production (5–25 pages)
Visual design and layout
Opt-in form copy and landing page
Welcome email sequence (3–5 emails)
Promotion strategy and asset pack

4–6

Weeks from brief to live lead magnet

Format options most clients consider — guide, checklist, calculator

18%

Average opt-in conversion rate target

Process

How it works.

Audience research

Half-day audit of your audience's actual problems — based on customer interviews, support tickets, sales calls, search queries. The lead magnet topic comes out of this, not out of a brainstorm.

Format + outline

Pick the right format for the problem (guide, checklist, calculator, template, mini-course). Approve a full outline before content production.

Content + design

Written content + visual design produced together. Most lead magnets land between 5 and 25 pages — quality density beats quantity every time.

Opt-in funnel

Landing page copy, opt-in form copy, thank-you page, plus a 3–5 email welcome sequence to nurture the new lead toward purchase.

Launch + promote

Promotion asset pack delivered with the lead magnet — social posts, email announcements, paid ad copy. You launch, I support.

Pricing

Clear pricing. No surprises.

Lead Magnets

£550

per lead magnet

Includes content, design, opt-in copy and welcome sequence. Larger formats (full mini-courses, calculators with custom logic) quoted separately.

Send a brief

FAQs

Common questions.

Anything not covered? Drop a message — happy to answer.

Depends on your audience and problem. B2B technical audiences love checklists and templates. Founders love calculators that quantify the problem. DTC consumers respond to guides and mini-courses. I pick the right format in the strategy phase, not as an assumption.

Yes — basic visual design and layout in Canva or Figma is included. For fully bespoke design (custom illustrations, complex infographics) a partner designer gets brought in and quoted separately.

5–25 pages depending on format. A useful 8-page checklist beats a generic 50-page ebook every time. The goal is consumption — if nobody reads it, it doesn't generate leads.

Yes — calculators (ROI, savings, pricing, fit assessment) work brilliantly as lead magnets and convert significantly higher than PDFs. Built using Outgrow, Typeform, or custom code via a partner developer. Quoted separately given build complexity.

Two metrics: opt-in conversion rate (target 12–18% on cold traffic, 25%+ on warm) and lead-to-customer conversion within 90 days. Both reported in your monthly review.

Downloadables people fill out forms for.