In this post I’m going to give you a peek at my freelance and agency lead magnet swipe file. These are examples of awesome lead magnets that freelancers and agencies use to attract clients. I recommend you use them as a starting point for your website, instead of just a typical portfolio.
Based on the research I’ve done, lead magnets perform 2-3x better than portfolios at attracting clients. The reason for this is that lead magnets focus on presenting the client a compelling offer, while portfolios tend to focus 100% on the freelancer.
As you check out the examples below, ask yourself how you can create a compelling offer for your potential clients. For example, what questions do clients as on sales calls? Can you answer one of them with a free download? That’s typically what a great lead magnet looks like.
Anyone can offer a lead magnet. That’s why I’ve tried to feature several different examples below.
Onto the lead magnet examples…
Kurt Elster’s Shopify web design agency, Ethercycle, features a free marketing guide. It reads: “HOW’S AN ENTREPRENEUR LIKE ME SUPPOSED TO SCALE MY SHOPIFY STORE?” and then offers to teach you how to grow your store via email. Cat-nip for Shopify stores.
Freelance web designer Rachael Kay Albers offers prospects a free ebook called “Don’t hire a designer (until you reed this…)” A counter-intuitive offer that positions her as an advisor instead of just a freelancer.
Val Geisler’s email marketing agency Fix My Churn offers retention focused copywriting services. Her footer reads: “Get Open Rates – Your guide to email marketing that works (and a whole lot that doesn’t). See weekly dissections of real campaigns showing up in inboxes everywhere.” Breakdowns of other companies email marketing helps highlight her expertise.
Nick Disabato’s a/b testing and design consultancy Draft offers a weekly newsletter on designing for business value. The headline is: “Profit from what works.”
Cassandra Sethi runs Next Level Wardrobe and is a personal stylist in NYC. Her headline reads: “Find out what the 3 items you need in your closet today!” Then proceeds to list 3 things you’ll learn by signing up: why celebrities looks SO good, brands she recommends, and how to create outfits you’ll love to wear. Awesome.
A super simple offer. Benjamin Manley’s Squarespace design agency Knapsack Creative has an opt in on their blog that simply reads: “Knapsack Trail Guide – Tips and tools to help you do what you love.”
Kyle Adams offers free resource with “The Top 5 photos every business needs to impress” which ties perfectly to his freelance photography offering.
Kieran Tie, a freelance writer for SaaS and ecommerce businesses, offers a free newsletter that reads: “Discover what’s important and make time for what matters … including new ideas, stories, and links from around the web on balanced ambition, mindful productivity, freelancing, and making time for what matters.”
Compare these websites to your freelance website. What’s the difference?
Then try to see if you can spot the technique ALL of these websites are using. Here’s a hint:
Jay Abraham says the biggest reason businesses fail to grow is that their own expertise gets in the way. They’re just too close to their own business. They have TOO MUCH knowledge and can’t see the forest for the trees.
Creating a lead magnet can help force you to create an offer that focuses on what your clients want, instead of getting lost in a sea of case studies.
I'm gonna let you in on a little secret: 85% freelancers/agencies will shoot themselves in the foot in their next email because they make ONE common mistake that repels clients away.
Are you sending this client repelling email?
Find out plus get my 10 word-for-word scripts you can use to win start winning clients instead, even if you hate sales. All value. No fluff. See for yourself.
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A word-for-word template you can use to approach clients without looking insensitive right now. Written for freelancing during COVID-19.
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Word-for-word scripts you can use today to win clients if you're a total noob. See for yourself: