The short version
Lead magnets are the cheapest top-of-funnel mechanism in B2B and creator marketing. Free guide, template, checklist, audit, or starter kit — exchange it for an email, fire a 5–10 email nurture sequence, convert 2–6% to paid. The unit economics work when the lead-magnet page converts above 30% and the nurture sequence is well-written. The pages that convert that high share a specific shape: one specific promise above the fold, an email field that's the only thing on the page, and a preview of what the visitor will get.
Website Killer generates the lead-magnet page from a prompt. Hero with the offer (named specifically — 'The 23-item B2B SaaS pricing-page conversion checklist' beats 'Free pricing guide'), an email field above the fold, a preview section showing the actual content, social proof (download count or one quote), and an FAQ that handles the three objections the form sees before sales does. CTAs route to your nurture-sequence kickoff in ConvertKit, Customer.io, Loops, Beehiiv, or your CRM.
Post-submission, the page can redirect to a thank-you page (recommended for ad-platform tracking) or render an inline confirmation. The download itself fires from your email tool — the email is the asset, not a direct download from the page.
The problem
You're running paid ads to a free download. The current page is a wall of text and a form. CPL is $14 and you need it at $4.
Website Killer for lead-magnet landing page
What you get out of the box
- Hero with named offer and primary email-capture form
- Preview section showing what's inside (table of contents, screenshot, sample chapter)
- Social proof block (download count, one quote, or 'as seen in' logos)
- FAQ handling the three top objections (what's inside, is it really free, what happens after I subscribe)
- Form routing to ConvertKit, Customer.io, Loops, Beehiiv, Mailchimp, HubSpot, or webhook
- Thank-you page with delivery confirmation + 'meanwhile, check out our product' soft sell
- Open Graph + Twitter Card metadata tuned for paid-ads quality score
- Sub-1.5s LCP — paid-ads quality score stays high, CPL stays low
What great looks like
Lead-magnet pages that convert above 30% share five traits. Most lead-magnet pages have one or two.
- Named offer in the hero — 'The 23-item B2B SaaS pricing-page conversion checklist' beats 'Free pricing guide'
- Email field above the fold — every scroll before the email is a 20% leak
- Preview, not promises — a screenshot of page 1 of the PDF converts 2x better than the bullets describing what's in it
- One form, one field — name + email + company drops conversion 40% vs email alone
- An FAQ — 'is it really free' / 'will you spam me' / 'what's the catch' is what every visitor wonders
Worked examples
Prompts that work
Three real prompts you can adapt. The more concrete the prompt, the less editing you do after.
B2B SaaS lead magnet
Lead-magnet page for The 23-Item B2B SaaS Pricing-Page Conversion Checklist, a free PDF for heads of growth at B2B SaaS companies $1M–$30M ARR. Hero: '23 things to fix on your pricing page this week.' Preview: screenshot of page 1 of the PDF + a 5-item table of contents. Social proof: '2,400+ growth leaders have downloaded' (mark count as placeholder until real). Form: email only. FAQ: 4 questions (is it free / who's it from / what happens after I sign up / what's the catch). Thank-you page: 'Check your inbox — meanwhile, here's a 5-min video on the #1 fix from the checklist.' Form posts to ConvertKit.
Why this works · B2B lead magnets convert on specificity. The prompt names the page count, the audience tier, and the format because that's what filters the right downloaders in.
Creator / newsletter lead magnet
Lead-magnet page for The 2026 AI Stack for Solo Creators, a free 14-page guide by [creator name]. Audience: solo creators (newsletter writers, podcasters, content creators) ages 28–45. Hero: 'The exact AI stack I use to run a 4-person creator business solo.' Preview: 6-image carousel of pages from the guide. Social proof: '6K+ creators downloaded the 2025 version.' Form: email + first name. Thank-you page: 'Check your email — also, here's the YouTube video where I walk through the stack.' Form posts to Beehiiv (kicks off a 7-email welcome sequence).
Why this works · Creator lead magnets convert on creator credibility + format clarity. The prompt names the creator and the page count because the audience is comparison-shopping creator newsletters.
Audit / free-tool lead magnet
Lead-magnet page for the Free Website Audit, a free 10-section site audit (Core Web Vitals, schema, on-page SEO, image optimization, etc.) for B2B SaaS founders. Hero: 'A free 10-section audit of your marketing site — delivered in 24 hours.' Form: URL + email + company size. Preview: screenshot of a redacted past audit (placeholder). Process: 1) submit URL, 2) we audit in 24 hours, 3) you get the PDF + a 15-min recap call. Social proof: '600+ audits delivered.' FAQ: who reviews it / what's in it / what happens after / what's the upsell. Form posts to HubSpot.
Why this works · Free-audit lead magnets convert on the audit process being transparent. The prompt asks for a 3-step process visible above the fold.
Avoid these
Common mistakes
- Generic offer name — 'Free Guide' converts 5x worse than 'The 23-Item Pricing-Page Conversion Checklist'
- Too many form fields — adding 'company' and 'role' drops conversion 30%; adding 'phone' drops it 60%
- No preview — visitors who can't see what's inside don't trust the offer; a screenshot is worth 10 bullet points
- Hidden FAQ — 'is it free / will you spam me / what's the catch' is what every visitor wonders; answer it inline
- No thank-you page — without one, you can't fire the ad-platform conversion pixel cleanly, and CPL tracking breaks
Internal links
Related surfaces
Industries
FAQ
Frequently asked questions
Where do email signups go?
Submissions land in your project inbox by default. Connect ConvertKit, Customer.io, Loops, Beehiiv, Mailchimp, HubSpot, or any webhook in form settings — most lead-magnet flows route directly to the email tool so the nurture sequence fires the moment someone signs up.
How does the actual delivery work — does the page deliver the PDF directly?
No — the email is the asset. Visitor signs up → form posts to your email tool → your email tool fires the welcome email with the download link → visitor receives and opens. Direct delivery from the page is technically possible but tanks the email-confirmation rate (people give fake emails if they can grab the download without confirming).
Can I run paid ads to the lead-magnet page?
Yes — the page is built for paid-ads quality scores: sub-1.5s LCP, mobile-first, no CLS, proper OG card for ad-platform sharing. Most B2B and creator marketers test lead-magnet offers with $200–$500 of Meta, Google, or LinkedIn ads. Average CPL on a well-built lead-magnet page is $1–$8 depending on category.
What about UTM tracking and conversion pixels?
UTM parameters are preserved through form submission for clean attribution in your email tool. For ad-platform conversion pixels (Meta Pixel, Google Ads Conversion, LinkedIn Insight Tag), drop the snippet in project settings → custom HTML, and the pixel fires on thank-you page load.
Can I A/B test offers (different lead magnets, different headlines)?
Yes — clone the project to create variants, then split traffic via your ad platform using different campaign URLs. The classic test is the same lead magnet with two different hooks ('23 things to fix' vs 'why your pricing page is leaking money'). Native A/B testing inside the product is on the roadmap.
What's the optimal number of form fields?
One — email only. Every additional field drops conversion measurably: email + first name = ~20% drop, email + company = ~30% drop, email + phone = ~60% drop. The exception is enterprise / SDR-routed lead magnets where qualification matters more than volume — those use 3–5 fields by design.
Should the page have a thank-you redirect or inline confirmation?
Redirect to a thank-you page. Three reasons: (1) ad-platform conversion pixels fire cleanly on the thank-you page; (2) the thank-you page is a chance to soft-sell the product or surface a related asset; (3) tracking conversion rate is unambiguous (thank-you page views = conversions). Inline confirmation works for organic traffic but breaks paid attribution.
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