1.
CREATING A WEBSITE
LEAD MAGNET
with Automated Follow-up

2.
What is a Lead Magnet?
Lead Magnet – noun – an irresistible
bribe offering a specific chunk of value
to a prospect in exchange for their
contact information.
– DigitalMarketer.com

3.
Why You Should Have a Lead Magnet on
Your Law Firm Website
 Grow your email marketing list.

4.
Why You Should Have a Lead Magnet on
Your Law Firm Website
 Targeted personal contact with the
users coming to your website.

5.
Why You Should Have a Lead Magnet on
Your Law Firm Website
 Capture visitors at the top of the buying
funnel (research stage).

6.
Why You Should Have a Lead Magnet on
Your Law Firm Website
 User experience –
offering a dangling
carrot relevant to
the search query
or product you’re
offering gives you
credibility.

7.
Creating a Lead Magnet for Your Law Firm
Website
 Start with a plan: your elder law website
should have a documented content
strategy.

8.
Creating a Lead Magnet for Your Elder Law
Website
 Research your analytics and top content
pages to see what your audience is
engaging with and reading.
 Think of a theme or potential lead
magnet or eBook series.
 Your lead magnet should persuade and
give value to the user but keep them
wanting more.

9.
What Types of Lead Magnets Can I Create?
 Checklists
 5 Essentials for Your
Elder Parent’s Move to
a Nursing Home
 7 Vital Elder Law
Resources

10.
What Types of Lead Magnets Can I Create?
 eBooks and eGuides
 7 Steps to Caring For an
Elderly Parent
 10 Proven Reasons an
Elder Law Attorney Will
Help Plan My Parents…

11.
What Types of Lead Magnets Can I Create?
 Webinar
 A webinar popup can be a great
lead magnet on your website.
 Video course
 Learn Asset Preservation!
 How to Prepare for Losing a
Relative
 You can eventually have a
resource page on your site
with many downloads.

12.
How Do I Find Lead Magnet Ideas?
 Google Analytics: examine high traffic pages
& create magnets for the users landing on
those pages.
 Google Searches: use Google as a tool for
researching topics, terms, and resources.
 Amazon: research key topic, terms, and
book titles.
 Client FAQs: create a resource guide that
answers 1 to 3 common questions and
create a follow-up email sequence.

13.
Delivering Your Lead Magnet
 The fastest and easiest way is email.
 Use a link or create an attachment inside
a branded email.
 If you want the user to take additional
steps, use a landing page.
 If you’re not using email, host the
download in Dropbox, Google Docs, or
Amazon.

14.
Delivering Your Lead Magnet
Services to deliver
via email:
• Infusionsoft
• MailChimp
• Drip
• Constant Contact
• Active Campaigns
• Vertical Response
• Campaign Monitor

15.
Create Email Auto Responders for Each Lead
Magnet
Lead magnet auto responder workflow example:
Website Lead magnet
Lead Magnet
Contact form
Email Software
eBook delivery
email 1
email 2 blog
post
email 3 more
content or
offer

16.
Take Your Lead Magnets to the Next Level
 Create content upgrades on pages generating
good traffic.
 For example, if you have a post about the
“The Two Critical Stages of Retirement
Planning,” create a PDF with 3 additional
stages and collect user contact info.

17.
Content Upgrade Sample

18.
Get Started Developing Your Lead Magnets Now!
Overview:
 What is a lead magnet?
 Why you should have one.
 How to create one for your elder law website.
 Types of lead magnets.
 Where to find lead magnet ideas.
 How to deliver your lead magnet.
 How to create email auto responders.
 How to explode your lead magnet.