Lead Magnet Workbook

📋 What you'll need: Spreadsheet 1 (Messaging Brief) and Spreadsheet 2 open
⏱️ Time: 4–6 hours total for lead magnet plus 2 pages
✅ Output: A lead magnet, opt-in and thank-you pages, written and ready to publish

A lead magnet is a small, free exchange — something useful enough that a visitor who isn't ready to buy yet will trade their email for it. It's the bridge between someone discovering you and someone trusting you enough to pay.

This workbook covers two connected pages: the Opt-in Page, where the trade happens, and the Thank-You Page, what they see right after.

What Makes a Good Lead Magnet

The same four rules apply whether you sell a service or a product:

It solves one specific problem, not a vague category. "5 mistakes ruining your skin barrier" beats "skincare tips."
It delivers value in minutes, not hours. If it takes longer to consume than your buyer has patience for, it won't get opened.
It connects directly to what you sell. The person who downloads it should be a noticeably better-fit buyer than someone who didn't.
It proves something true about you or your product before you've asked for any money.

Choosing Your Lead Magnet

Pick the option below that matches your business and fits what your buyer research told you they actually want.

Service business lead magnet options

GUIDE OR CHECKLIST
A short, practical document solving the one specific pants-on-fire problem your buyer has right now. Works well when your buyer needs to understand something before they'll trust a paid solution.

SELF-ASSESSMENT OR QUIZ
A short series of questions that ends in a personalised result. Works well when your buyer doesn't yet know which specific problem they have, just that something's wrong.

MINI AUDIT OR REVIEW
You look at something the buyer already has (their current routine, their resume) and give them a few specific findings. Works well when your service is judgment-based and you want to demonstrate that judgment for free.

SHORT VIDEO TRAINING
A 5–10 minute video walking through one specific tactic or framework. Works well when seeing you talk builds more trust than reading would.

TEMPLATE OR SWIPE FILE
A done-for-you starting point (a script, a planner, a tracker) they can use immediately. Works well when your buyer wants a shortcut more than education.

Ecommerce business lead magnet options

DISCOUNT CODE
A percentage or fixed amount off their first order. The most common and highest-converting option for ecommerce — works almost everywhere.

EARLY ACCESS
First access to a new product, restock, or sale before the general public. Works well if you have a loyal following or limited-run products.

BUYING GUIDE OR QUIZ
A short guide or quiz that helps them pick the right product for their specific need ("which serum is right for your skin type"). Works well when you have multiple products and buyers often feel unsure which to choose.

FREEBIE OR SAMPLE
A small physical or digital extra added to their first order, or a downloadable guide related to your product category. Works well for building goodwill before the first purchase.

LOYALTY OR VIP LIST ACCESS
Access to a list that gets perks — early sale access, exclusive products, occasional free gifts. Works well for brands with repeat purchase potential.

✅ Before moving on:

You've picked one lead magnet type
It directly connects to what you sell
It solves a problem your buyer research actually surfaced — not a guess

What Goes Inside Your Lead Magnet

Before you write a single word of your opt-in page, the lead magnet itself needs to exist. This section is a quick gut-check on length, depth, and the standard your content needs to clear — not a full content-creation workbook.

How long should it actually be?

Shorter than you think. The job of a lead magnet isn't to teach everything — it's to deliver one specific win fast enough that the person finishes it, and trusts you more for having finished it.

GUIDE OR CHECKLIST: 3–7 pages. One clear problem, a handful of specific steps or items, nothing padded out to look more substantial than it is.

QUIZ OR SELF-ASSESSMENT: 5–10 questions, under 3 minutes to complete. The result page matters more than the questions — that's where the real value lands.

MINI AUDIT OR REVIEW: A short turnaround (you reviewing something they sent you) with 3–5 specific, individual findings. Generic feedback defeats the purpose.

VIDEO TRAINING: 5–10 minutes. Long enough to teach one real thing, short enough that they'll actually watch it in one sitting.

TEMPLATE OR SWIPE FILE: As long as it needs to be to be genuinely usable — but nothing decorative. If a section doesn't help them use it, cut it.

DISCOUNT CODE / EARLY ACCESS / FREEBIE (ecommerce): no length consideration here — the "content" is the offer itself. The opt-in page is doing the persuasion work, not a document.

BUYING GUIDE OR QUIZ (ecommerce): 1–2 pages or 5–8 quiz questions. Enough to genuinely help them choose, not a full catalogue walkthrough.

The standard your content has to clear

Marketer Sabri Suby puts it bluntly: the content you give away for free should be good enough that someone thinks "if this is what they give away, imagine what I'd get if I paid them."

That's the bar. Not "useful." Not "nice to have." Good enough that giving it away for free feels almost surprising.

Before you publish, ask yourself honestly: would I be a little annoyed if a competitor saw this and realised how good it was? If the honest answer is no, it's not done yet.

Crafting your lead magnet's title

This is the title that appears on the lead magnet itself — the cover of your PDF, the name of your quiz, the title of your video. It needs to work on its own, since people will see it before they see anything else.

Your opt-in page also needs its own headline to promote this title and convince someone to opt in — that's covered later in the Opt-in Page section of this workbook, and it'll often echo or build on the title you choose here.

Title patterns that work

Three reliable patterns, all drawn from tested direct-response copywriting:

Five reliable patterns, each backed by real-world testing:

USE YOUR BUYER'S EXACT WORDS
The single most reliable technique. A headline pulled directly from something your buyer has actually said about their problem will almost always outperform something you invented — even if it's grammatically rougher. One famous example: a rehab centre's headline "If you think you need rehab, you do" — taken verbatim from a real prospect — increased clicks by 400% over a polished, professionally written alternative.

"HOW TO X WITHOUT Y"
Names the outcome and removes the obstacle people assume comes with it.
"How to get glowing skin without a 10-step routine"
"How to feel confident in your wedding photos without hiring a stylist"

CONTRADICT A COMMON BELIEF
State what everyone assumes, then say it's wrong — creates immediate curiosity.
"Drinking 8 glasses of water a day is healthy, right? Not if you're doing this one thing wrong."

THE CURIOSITY GAP
Open with a statement that creates a question in the reader's mind, then promise the answer inside.
"The one ingredient dermatologists won't tell you about"

THE SPECIFICITY PRINCIPLE
A vague benefit gets skipped. A precise, specific detail gets noticed.
Weak: "5 things your skin needs"
Strong: "5 things your skin barrier needs that your routine is probably missing"

AI prompt: craft your lead magnet title

Paste your inputs below into ChatGPT, Claude, or your AI tool of choice.

You are an expert direct-response copywriter. Draw specifically on the title and lead magnet methodologies developed by Sabri Suby (the High-Value Content Offer framework and Fascination Bullet Copy formula), Joanna Wiebe (voice-of-customer headline writing, pulling language directly from real customer words), David Ogilvy (research-driven headlines grounded in deep audience understanding), and John Caples (direct-response headline testing and clarity over cleverness). Combine these approaches rather than relying on just one.

Here's my business and research:

BUSINESS TYPE: [service / ecommerce]
WHAT I SELL: [insert]
MY LEAD MAGNET FORMAT: [insert from the options above — e.g. guide, quiz, discount code, buying guide]
MY LEAD MAGNET'S CORE CONTENT: [briefly describe what it covers / delivers]

FROM MY BUYER RESEARCH (Spreadsheet 1, Messaging Brief):
Primary pain point, in my buyer's own words if possible: [insert]
Desired outcome: [insert]
Common objection or hesitation: [insert]
Other exact words and phrases my buyer uses: [insert]
Where is my buyer starting from — do they already know they have this problem, or are they not yet aware of it?: [insert]

Using this, generate:

FIVE TITLE OPTIONS for the lead magnet itself, using a mix of these patterns — don't just pick one: "How to [outcome] without [common obstacle]"; contradict a common belief in my buyer's world, then correct it (a Fascination Bullet Copy style technique); the curiosity gap (a statement that creates an open question); a specific number plus a specific, precise outcome (avoid vague benefits — be concrete). At least two options must use my buyer's exact words or phrasing from the research above, even if it sounds slightly rough or conversational — real language outperforms polished invented language.
For each title, a short one-line subtitle suitable for sitting underneath it on the cover or opening screen, clarifying exactly what it is and what's inside.
For each option, flag anything that sounds too generic or could apply to any business in my category, and suggest a sharper, more specific rewrite.

Keep every option short enough to read in one breath. No corporate language. No vague promises like "improve your life" — every promise should be concrete enough that I could prove it true or false.

✅ Before moving on:

Your lead magnet content meets the "would I be slightly annoyed if a competitor saw this" bar
At least one title option uses your buyer's actual words from Spreadsheet 1
Your chosen title matches where your buyer is starting from — not too advanced, not too basic

AI prompt: build your lead magnet content

💡 A word of caution before you use this.

AI is genuinely useful for structure, organisation, and getting past a blank page — but the thing that makes a lead magnet worth giving away for free is the specific knowledge, opinion, or experience that only you have. If you let AI write the whole thing end to end, it'll read like every other AI-generated guide your buyer has already skimmed and forgotten.

Use this prompt to get a solid skeleton and a first draft of the structure. Then go through it and replace the generic parts with your own specific advice, your own examples, your own way of explaining things, and anything you know from working with real clients or customers that an AI tool simply doesn't know. The goal stated earlier still applies: if a competitor saw this, they should be a little annoyed at how good it is. That only happens with your input in it, not AI's alone.

You are an expert content strategist and direct-response copywriter. Draw on the methodologies of Sabri Suby (the High-Value Content Offer standard — content good enough that people would expect to pay for it), and established direct-response and content marketing principles around specificity, actionability, and real value delivery over fluff.

Here's my lead magnet:

TITLE: [paste your chosen title from above]
FORMAT: [guide / checklist / quiz / mini audit / video script outline / template]
BUSINESS TYPE: [service / ecommerce]
WHAT I SELL: [insert]

FROM MY BUYER RESEARCH (Spreadsheet 1, Messaging Brief):
Primary pain point: [insert]
Desired outcome: [insert]
Common objection or mistake my buyer makes: [insert]
Other relevant context from my research: [insert]

WHAT I PERSONALLY KNOW ABOUT THIS TOPIC that an AI tool wouldn't know — specific advice, real client/customer patterns, opinions, or experience: [insert as much as you can — this is the most important input in this whole prompt]

Build a structure and first draft for this lead magnet that:

Solves ONE specific problem completely, rather than several problems shallowly. Identify the single most useful angle based on my buyer research, not the broadest possible angle.
Is built around actionable steps, not just information. For every piece of advice, include what the reader should actually DO, not just what they should know. Vague education without action is the most common reason lead magnets fail.
Uses specific examples, numbers, and scenarios wherever possible rather than general statements. If you don't have a real example, leave a clearly marked placeholder like [INSERT YOUR OWN EXAMPLE HERE] rather than inventing a fake one.
Weaves in my buyer's own pain points and language from the research above, so it reads like it was written specifically for them, not for a general audience in this category.
Clearly marks every section where I should add my own expertise, opinion, or experience with [ADD YOUR OWN TAKE / EXAMPLE HERE] — flag at least 3 to 5 of these throughout, in the places where personal insight would add the most value.
Stays within the length guidance for this format: [paste the relevant length guidance from the "How long should it actually be" section above].

Format the output as a clear structure with headers, not one long block of text, so I can see exactly what goes where before I start personalising it.

✅ Lead magnet creation complete.

You now have:

A specific, valuable lead magnet built around one real problem
A title that uses your buyer's actual language and matches their awareness level
Next: get people to actually want it. Move on to the Opt-in Page.

The Opt-in Page

The opt-in page has one job: convince someone who isn't ready to buy that this specific free thing is worth their email address. It's a much smaller ask than your homepage or product page, which means it should feel much shorter and faster to act on.

This page can also bring in cold traffic on its own, without ads or social posts pointing to it — but only if it's built around a keyword your buyer is actually searching for. That's the first thing to nail down, before writing a single word of copy.

Find your target keyword

Use the same keyword research process from the Website Copy Workbook, applied to this page specifically.

Generating keyword candidates for this page

Your opt-in page keyword will usually be longer and more specific than your homepage keyword, since it's matching one piece of content rather than your whole business.

Start from the exact problem your lead magnet solves, not your business in general. Ask: what would someone type into Google if they were looking for exactly this, for free?

Example: if your homepage keyword is "skincare for sensitive skin," your opt-in page candidates might include "free guide sensitive skin routine," "how to build a skincare routine for sensitive skin," or "free skin type quiz."

Generate 5 to 10 candidates using the same sources as before: Google autocomplete, "People also ask," and your buyer's exact words from Spreadsheet 1.

Checking search volume and difficulty

Run your top candidates through your keyword tool the same way you did for your homepage and product pages.

For opt-in pages specifically, don't be discouraged by lower search volume than your main pages — these keywords are narrower by nature, and even a small amount of consistent organic traffic to a well-converting opt-in page compounds over time.

Pick the keyword with the strongest combination of relevance to your exact lead magnet, reasonable search volume, and low-to-medium difficulty.

When this step isn't worth the effort

If your lead magnet is a generic discount code with no unique searchable angle — almost nobody searches "10% off skincare," they search for the product itself — this research won't produce a useful keyword. In that case, skip ahead and use your business name or a simple descriptive phrase as a placeholder keyword, and move straight to writing your copy. This page will work through direct links from ads, email, and social either way.

Once you've chosen your keyword, record it in Spreadsheet 2, Opt-in Page tab, Target Keyword column.

✅ Complete when:

A target keyword is recorded in Spreadsheet 2, Opt-in Page tab

Opt-in page wireframe

This is different from the lead magnet title you just created. The title is what's printed on the lead magnet itself. The headline is what convinces someone on the page to actually want it.

Headline

The visitor needs to know in one glance what they're getting and whether it's relevant to them. This is not the place for cleverness — it's the place for instant clarity. This is different from the title you created earlier — the title is what's printed on the lead magnet itself, the headline is what convinces someone on this page to actually want it.

Use this structure:

CALL OUT THE EXACT PERSON
Make it instantly obvious who this is for. "For new parents who can't get their baby to sleep" — not "for parents."
MAKE A SPECIFIC PROMISE
State the result, how fast, and ideally without the usual hassle. "Get 7 hours of sleep tonight — without sleep training" beats "sleep better."
ADD A SUBHEADLINE THAT CLARIFIES
One line explaining what the thing actually is and why it matters, in case the headline alone doesn't make the format obvious.

WHAT GOES HERE:

The specific outcome or result the lead magnet delivers, not its format
Your target keyword, worked in naturally if it fits
Who it's for, if it isn't obvious from the outcome alone
A clarifying subheadline underneath

Supporting line

One sentence of proof or specificity that makes the headline credible — otherwise it can read like an empty promise.

WHAT GOES HERE:

A specific detail that makes the offer feel real and immediate (how long it takes, how many people have used it, what's inside)
No vague enthusiasm — specificity is what builds trust here, not energy

What's inside / what you get

Visitors hesitate to hand over their email for something vague. Spelling out exactly what they're getting removes that hesitation.

WHAT GOES HERE:

3–5 short bullet points describing exactly what's included or what happens next
Each bullet focused on a specific benefit, not just a feature ("the 3 ingredients to avoid" not "ingredient list")

The form and CTA

The actual moment of exchange. Friction here costs conversions more than almost anything else on the page.

WHAT GOES HERE:

Email field only — every additional field reduces conversion
A CTA button that names the outcome, not the action ("Send Me The Guide" beats "Submit")
One line of reassurance about what happens with their email (no spam, easy unsubscribe)

Trust element (optional)

A small amount of social proof can tip a hesitant visitor over the edge, but this page should stay light — too much proof here can make a free offer feel like it needs more convincing than it should.

WHAT GOES HERE:

One short testimonial, a number ("Used by 2,000+ founders"), or a simple credibility line
Skip this section entirely if you don't have something genuine yet — an empty trust section is worse than no trust section

✅ Wireframe checklist — every opt-in page needs:

A specific, outcome-led headline
A short supporting line with one real detail
3–5 bullets on what's inside
A single-field form with an outcome-led CTA

Before you write: what you'll need

Spreadsheet 1, Messaging Brief — your buyer's pain points, desired outcome, and tone of voice
Spreadsheet 2, Opt-in Page tab — your target keyword for this page, if you're optimising it to be found in search (optional for many opt-in pages)
Your lead magnet title and a brief description of what's inside, from the section above

Write your opt-in page

Opt-in page prompt — Service businesses

📋 This prompt writes your full opt-in page copy using advanced direct-response psychology and bullet-writing techniques, not just the basic structure above. Paste in your inputs and run it in ChatGPT, Claude, or your AI tool of choice.

You are an expert direct-response copywriter who specialises in high-converting opt-in pages for service-based businesses (coaches, consultants, practitioners, agencies). You write using these core psychological principles: people act emotionally and justify logically, so make them feel something before giving them reasons; people choose the option that feels most certain over the one that sounds most impressive, so be specific and concrete rather than vague and grand; and people don't want to read marketing, they want to recognise themselves, so every line should make the reader think "that's exactly my situation," not "that's a nice pitch."

Write a complete opt-in page using this structure:

HEADLINE: call out the exact person this is for, make a specific promise stating the result and timeframe, then add a clarifying subheadline. Work my target keyword in naturally if it fits without sounding forced — never sacrifice clarity for keyword placement.

SUPPORTING LINE: one sentence with a specific, credible detail that makes the promise believable.

BULLET POINTS (3 to 5): write these as fascinations, not feature lists. A fascination is a benefit-driven bullet that creates curiosity using a pattern like "The [specific thing] that [specific benefit]" or "Why [common belief] is actually costing you [specific cost]." After writing each bullet, apply the "so what?" test: if a sceptical reader could shrug and say "so what?", rewrite it until the benefit and the curiosity are both unmistakable.

FORM AND CTA: single email field only. CTA button text names the outcome the reader gets, not the action they take ("Send Me The Guide" not "Submit" or "Download"). One line of reassurance about their email being safe.

TRUST ELEMENT (optional): only include this if I've given you real proof below. Never invent a testimonial, number, or credential.

Here's my business and lead magnet:

WHAT I SELL: [insert]
MY LEAD MAGNET TITLE: [paste your chosen title]
WHAT'S INSIDE THE LEAD MAGNET: [briefly describe the actual content, 2 to 3 sentences]
MY TARGET KEYWORD FOR THIS PAGE: [paste from Spreadsheet 2, Opt-in Page tab]

REAL PROOF I CAN INCLUDE, if any (a testimonial, a number, a credential): [insert, or write "none yet"]

Use my buyer's exact words and phrasing wherever possible rather than generic marketing language. Keep the whole page short enough to read in under 30 seconds. If I wrote "none yet" for proof, leave the trust element out entirely rather than inventing something generic.

✅ Before moving on:

The headline names the exact person and a specific promise
The target keyword appears naturally, without sounding forced
Every bullet passes the "so what?" test
The CTA button names the outcome, not "Submit" or "Download"
Nothing in the trust section was invented

Opt-in page prompt — Ecommerce businesses

You are an expert direct-response copywriter who specialises in high-converting opt-in pages for ecommerce brands. You write using these core psychological principles: people act emotionally and justify logically, so make them feel something before giving them reasons; people choose the option that feels most certain over the one that sounds most impressive, so be specific and concrete rather than vague and grand; and people don't want to read marketing, they want to recognise themselves, so every line should make the reader think "that's exactly my situation," not "that's a nice pitch."

Write a complete opt-in page using this structure:

SUPPORTING LINE: one sentence with a specific, credible detail that makes the promise believable.

FORM AND CTA: single email field only. CTA button text names the outcome the reader gets, not the action they take (e.g. "Send My Discount Code," not "Submit" or "Subscribe"). One line of reassurance about their email being safe.

TRUST ELEMENT (optional): only include this if I've given you real proof below. Never invent a review, customer count, or rating.

Here's my business and offer:

WHAT I SELL: [insert]
MY OFFER TYPE: [discount code / early access / buying guide or quiz / freebie or sample / loyalty list]
WHAT THE OFFER ACTUALLY IS: [briefly describe — e.g. "15% off first order," "early access to new drops," "a 5-question quiz that recommends the right product"]
MY TARGET KEYWORD FOR THIS PAGE: [paste from Spreadsheet 2, Opt-in Page tab — or use your business name if this page doesn't have a meaningful searchable keyword]

REAL PROOF I CAN INCLUDE, if any (a review, a customer count, a star rating): [insert, or write "none yet"]

✅ Before moving on:

The headline names the exact person and a specific promise
The target keyword appears naturally, if you have a meaningful one
Every bullet passes the "so what?" test
The CTA button names the outcome, not "Submit" or "Subscribe"
Nothing in the trust section was invented

Title tag and meta description

This is the lighter SEO step — getting this page properly indexed and clickable in search results.

TITLE TAG: include your target keyword naturally, and make the free offer clear. "Free [Lead Magnet Title] | [Business Name]" works well for most.

META DESCRIPTION: 150–160 characters, written like a mini version of your opt-in page headline — name who it's for and the specific promise.

Record both in the Title Tag and Meta Description columns on the Opt-in Page tab in Spreadsheet 2.

✅ Opt-in page complete when:

A target keyword is recorded in Spreadsheet 2, Opt-in Page tab
The headline and copy work that keyword in naturally (or you've consciously decided a meaningful keyword doesn't apply)
Bullets pass the "so what?" test
Title tag and meta description are written and recorded in Spreadsheet 2

Next: what happens the moment after someone says yes.

The Thank-You Page

Most businesses treat this as an afterthought — a generic "Thanks! Check your inbox" message. That's a wasted moment. The second someone opts in is the highest-trust point in the entire relationship so far. They just said yes to you. This page either builds on that momentum or lets it go cold.

This page never needs SEO — nobody searches for a thank-you page, and it shouldn't be indexed by Google anyway. Every visitor arrives here by clicking, not searching, so the only job is to convert that click into momentum.

What this page should do depends on your business type — they diverge here more than anywhere else in this workbook.

What this page is actually for

SERVICE BUSINESSES: the visitor just proved they're willing to engage. This is the single highest-leverage moment in your entire funnel — not just to deliver the lead magnet, but to make an offer so good it would feel absurd to turn down: a free, no-obligation call where you give them real, specific value, not a sales pitch.

This works because of a simple filtering effect. Someone who downloaded a free guide is mildly interested. Someone who books and actually shows up to a real consultation — one where you do genuine work for them, for free — is a different category of lead entirely. They've spent real time and shown real intent. These are your hottest, most qualified prospects, and they should flow straight into the same nurture sequence as everyone else, just starting from a much warmer position.

The offer needs three things to work: a specific, valuable outcome (not "let's chat"), a stated dollar value to anchor how much it's actually worth, and a short list of exactly what happens on the call so there's no ambiguity about what they're committing 30-45 minutes to.

ECOMMERCE BUSINESSES: the visitor is often already warm to buy — especially if the lead magnet was a discount code. This page should remove every bit of friction between them and using the offer right now: hand over the code clearly, make browsing the obvious next click, and don't bury the value in extra content they didn't ask for.

The one upgrade worth making here: instead of a generic link to "shop now," point them toward the specific product or category their lead magnet was clearly built around. If they downloaded a guide to choosing the right serum for sensitive skin, the next click should go straight to that serum, not the full catalogue. The offer is already pre-qualified — don't make them re-decide what they were already deciding.

Examples of service business strong consultation offers

Each example below names a specific outcome, a stated value, and a short list of what's actually delivered on the call. Adapt the structure to your own service:

"Free 30-minute movement assessment + personalised first-week training plan (valued at $150)"
On this call you'll get:
— An honest look at where your mobility and strength actually are right now
— 3 exercises picked specifically for your goals, ready to do this week
— A simple plan for your first 7 days, no guesswork required

"Free 45-minute financial clarity session for your first year of investing (valued at $300)"
On this call you'll get:
— A clear answer on whether your current savings approach is actually working for your goals
— One specific adjustment you could make this month
— A simple next step that doesn't require you to become a finance expert overnight

"Claim your free 30-minute wedding photography planning call + shot list template (valued at $200)"
On this call you'll get:
— A walkthrough of the 5 moments most couples regret not capturing
— A personalised timeline for your specific venue and guest count
— A ready-to-use shot list you can hand to your photographer or use yourself

Notice the pattern: each one promises a specific, finished thing the visitor walks away with — not just "advice" or "a chat." That specificity is what makes a free offer feel valuable enough to actually book.

Thank-you page wireframe

Confirmation headline

The visitor needs instant confirmation that what they just did worked, before anything else. Any delay or confusion here creates doubt right when trust should be at its highest.

WHAT GOES HERE:

A clear, warm confirmation that the opt-in worked
For service businesses: reinforce what they're about to receive, then immediately introduce the call offer — this is the focus of the page, not an afterthought
For ecommerce: confirm the offer is on its way and check your inbox — the code itself can also appear on this page for convenience, but the email is what actually confirms a working address

Delivery or access details

This is where you remove any uncertainty about what happens next, practically.

WHAT GOES HERE:

Service businesses: tell them exactly when and where the lead magnet will arrive (e.g. "Check your inbox in the next 5 minutes") and what to do if they don't see it
Ecommerce businesses: confirm the code has been emailed to them, and tell them to check their inbox — this protects you if someone used a fake or mistyped email address, and confirms their email is genuinely active before they enter your nurture sequence. You can also show the code directly on this page as a backup for convenience, but always pair it with "we've also sent this to your email" rather than treating the page as the only place it lives.

The next step

This is the only place on the page to suggest something beyond the lead magnet itself — and it should feel like a natural next step, not a sales pitch.

WHAT GOES HERE — service businesses, two structures to choose from:

WRITTEN STRUCTURE (most founders should start here)
The consultation offer written out in full: the specific outcome, the stated value, and a short bulleted list of exactly what's delivered on the call. Then a single CTA button with text naming the outcome, not the action — "Book My Free Strategy Call" beats "Submit" or "Book Now."

VIDEO STRUCTURE (use once you're comfortable on camera, or if your offer needs more explaining than text alone can carry)
A short video (2 to 5 minutes) where you explain the offer yourself — who it's for, what they'll get, and why it's worth their time. This works especially well when the offer is something people need to be talked into a little, since hearing a real voice builds trust faster than reading bullet points. Underneath the video: a short written recap (3 to 4 lines, not the full written pitch — the video already did that work) and the same single CTA button.

Either structure ends the same way: one button, one action, no second option competing for attention.

WHAT GOES HERE — ecommerce businesses:
A direct link or button into the shop, ideally to the specific product or category your lead magnet was built around — not a generic "browse everything" link

What to expect next (optional)

Setting expectations here reduces the chance of people forgetting they signed up and marking future emails as spam.

WHAT GOES HERE:

One short line on what kind of emails they'll get from you and roughly how often
Skip this if it makes the page feel longer than it needs to be — this is the one section that's genuinely optional

✅ Wireframe checklist — every thank-you page needs:

An instant, clear confirmation
Practical delivery or access details with no ambiguity
One single next step — not a list of options
For service businesses: a specific, valued consultation offer (written or video) with a clear list of what's delivered, and one CTA button with outcome-led text

Write your thank you page

Thank-you page prompt — Service businesses

📋 This prompt writes your full thank-you page copy, including a consultation offer built using the structure above. Paste in your inputs and run it in ChatGPT, Claude, or your AI tool of choice.

You are an expert direct-response copywriter who specialises in thank-you pages for service-based businesses. The visitor on this page just opted in — they have not been pitched on your full offer yet. Your job is to confirm clearly, then make a free, no-obligation consultation offer so specific and valuable that it filters in only the most qualified leads. This is not a hard sell for your paid service — it's an invitation to a real, valuable session.

Write a complete thank-you page using this structure: a warm confirmation headline, clear delivery details for the lead magnet (when and where it will arrive, and what to do if it doesn't show up), then the consultation offer itself, and finally a single CTA button.

If MY STRUCTURE below is "written": write the full consultation offer as the centrepiece of the page — a specific named outcome, a stated dollar value, and 3 to 4 bullet points naming the specific, tangible thing they walk away with.

If MY STRUCTURE below is "video": write a short video script (2 to 5 minutes spoken, so roughly 250-400 words) where I explain the offer myself — who it's for, what they'll get, and why it's worth their time, in a warm, conversational tone, not a script that sounds read aloud. Then write a short 3 to 4 line recap underneath for the page itself — this is not a second full pitch, just a brief anchor for anyone who skips the video.

Either way, finish with one CTA button. The button text must name the outcome, not the action — for example "Book My Free [Outcome] Call," never "Submit," "Book Now," or "Click Here."

The consultation offer must follow this exact pattern: "Free [length] [specific outcome] consultation (valued at $[amount])" followed by 3 to 4 bullet points naming the specific, tangible thing they walk away with — not vague promises like "personalised advice" or "a chat about your goals."

Here's my business:

WHAT I SELL: [insert]
MY STRUCTURE: [written / video]
MY LEAD MAGNET TITLE: [paste your chosen title]
HOW THE LEAD MAGNET WILL BE DELIVERED: [e.g. "emailed immediately," "available to download on this page," "sent within 24 hours"]
WHAT I CAN REALISTICALLY DELIVER ON A FREE CALL: [describe 3 to 4 specific, finished things you could give someone in 30-45 minutes — e.g. "a review of their current X," "one specific fix they can implement immediately," "a written checklist"]
HOW LONG THE CALL IS: [insert]
WHAT I'D VALUE THIS CALL AT IF I CHARGED FOR IT: [insert a dollar amount you could genuinely justify]

FROM MY BUYER RESEARCH (Spreadsheet 1, Messaging Brief):
Primary pain point: [insert]
Tone of voice and personality: [insert]

Keep the page short regardless of structure — under 30 seconds of reading if written, or video plus a brief recap if video. The consultation offer or video recap should be the visual focus of the page. Do not write a generic sales pitch — every bullet under the offer must be a specific, tangible deliverable, not a vague benefit. The CTA button text must name the outcome.

✅ Before moving on:

The confirmation is immediate and clear
You've chosen written or video, and the page matches that structure
The consultation offer names a specific outcome, a stated value, and what's actually delivered
The CTA button names the outcome, not "Submit" or "Book Now"
There's no generic sales pitch elsewhere on the page

Thank-you page prompt — Ecommerce businesses

📋 This prompt writes your full thank-you page copy. Paste in your inputs and run it in ChatGPT, Claude, or your AI tool of choice.

You are an expert direct-response copywriter who specialises in thank-you pages for ecommerce brands. The visitor on this page is often already warm to buy, especially if they just claimed a discount code. Your job is to remove every bit of friction between them and using the offer right now, while making clear the code has also been emailed to them — this confirms their email address is genuinely active before they enter the brand's email list, and protects against fake or mistyped addresses.

Write a complete thank-you page using this structure: a confirmation headline that leads immediately with the offer itself and tells them to check their inbox for the code, the code shown on the page as a convenience but clearly framed as "also sent to your email," clear practical details on how to use the offer, and one direct next step into the shop — specifically the product or category most logically connected to what the lead magnet was about, not a generic "browse everything" link.

Here's my business:

WHAT I SELL: [insert]
MY OFFER TYPE: [discount code / early access / buying guide or quiz / freebie or sample / loyalty list]
WHAT THE OFFER ACTUALLY IS: [insert, e.g. "15% off, code WELCOME15, valid for 14 days"]
WHAT MY LEAD MAGNET WAS ABOUT: [insert — e.g. "a guide to choosing the right serum for sensitive skin"]
THE SPECIFIC PRODUCT OR CATEGORY THIS CONNECTS TO: [insert the exact product or collection that logically follows from the lead magnet]

FROM MY BUYER RESEARCH (Spreadsheet 1, Messaging Brief):
Tone of voice and personality: [insert]

Keep the whole page short — this should take under 15 seconds to read. Make clear the code has been emailed, not just shown on this page, so the visitor checks their inbox. The next step button should name the specific product or category, not a generic "shop now."

✅ Before moving on:

The offer (code, access, or freebie detail) is immediately visible
The page clearly states the code has also been emailed — not just shown on screen
There's no ambiguity about how to use it
The next step links to the specific product or category connected to the lead magnet, not a generic shop link

✅ Full lead magnet funnel complete. You now have:

A title and content for your lead magnet
A keyword-optimised opt-in page with a high-converting headline and bullets
A thank-you page that confirms instantly, makes a specific next offer, and ends with one clear CTA

Your funnel is built end to end.

Your lead magnet, opt-in page, and thank-you page are built. The last piece of this module is making sure the rest of your site is set up to actually convert the traffic these pages bring in.

Conversion Optimisation Checklist