A good adviser lead magnet is specific, niche, and delivers a concrete outcome in under 10 minutes. Examples: "pension consolidation checklist", "IHT quick-audit", "mortgage affordability calculator". Generic "free consultation" is weak because everyone offers it.
The test A good lead magnet should: - Be niche-specific (not "financial advice" in general). - Solve one concrete problem in under 10 minutes. - Have a visual, downloadable or interactive format. - Suggest next-step advice without hard-selling.
High-converting examples - Pension consolidation checklist. - IHT quick-audit (10 questions). - Retirement income calculator. - Affordability calculator for mortgage. - "Which equity-release alternative is right for me?" quiz. - Tax-year-end planning playbook.
Weak examples - "Book a free consultation" (everyone offers it). - "Download our brochure". - "Sign up for our newsletter". - Untargeted "financial health check".
Format guidance Interactive calculators convert 2 to 4x higher than static PDFs.