law firm content marketing

5 Lead Magnets to Generate More Clients

by Kevin Vermeulen • November 9th, 2018 • Content Marketing | Blog

lead magnetFor law firms, legal marketers, and legal vendors, a full funnel is key. A full funnel paves the way to client acquisition and ongoing relationships that help a company flourish. Obviously, keeping that engine running takes work. A great way to generate leads to fill your funnel is a lead magnet.

If you’re not familiar with the concept, a lead magnet is basically what it sounds like: something interesting to a recipient, that you have created, and will share in exchange for information (or a lead). From there, you can nurture the lead you’ve received using a winning marketing strategy. Here are our favorite types:


Many people feel overwhelmed by various legal subjects and creating a checklist to help them simplify things can go a long way. For example, “Your end of year tax checklist” or “A checklist for properly preparing your will”. People will appreciate the free, useful information, and consider you an expert in the topic when they have further questions on the topic.

Resource List

This is a batch of helpful resources that will assist prospects in reducing their time researching. Consider compiling several templates of wills, for example, or links to various forums where certain topics are being discussed. When you host these types of valuable resources on your site, people will be more inclined to revisit, making your firm top of mind.


This type of content is becoming increasingly important and is a great way to build trust and credibility. It’s the perfect opportunity to expand on a complex topic. For example, use a 15 minute video to dive into the main considerations in estate planning. If you’re a vendor, a how-to style video may be helpful for your prospects and clients. Video can be used in a variety of ways to make the content you’re providing more engaging and appealing for social media.


A slideshow or webinar is another easy way to share information. A great bonus is that you can repurpose this material into a video for another lead magnet, or a separate step in the nurturing campaign. Not only that, slides are a great takeaway because people like to click back and forth to find specific points. They’ll have something to reference later which is helpful in recalling key information.

Case Study

Hopefully you already have a few of these as part of your marketing! They’re key for building authority and trust in your particular field. You should share not only the positive outcomes for your client, but specific information and in-depth takeaways that will actually educate and help the prospect. The natural flow of a case study is background, then your approach, and then the results.


The goal is always to get prospects to “opt in” to sharing their information and hearing from you. In a post GDPR world this is more important than ever. Gone are the days of purchasing email lists. Now you must attract prospects with a lead magnet, provide value in exchange for their contact information, and nurture them until they convert into a client. A free, valuable lead magnet is the best way to generate more clients for your law firm or business.


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