Turn website visitors into leads—even when they're not ready to call. We create downloadable guides that capture contact info from homeowners researching their next project.
Get a Lead Magnet StrategyData from HubSpot, Marketing Sherpa, and Home Improvement Research Institute
Every visitor to your website cost you something—ad spend, SEO effort, or word-of-mouth reputation. Most of them leave without calling because they're still in research mode. Without a way to capture their info, you'll never talk to them again. Your competitors will.
Your website's only conversion option is "Call Now" or "Request Estimate"
You have no way to capture early-stage researchers who aren't ready to commit
Homeowners visit your site, get the info they need, then call someone else weeks later
You're paying for traffic that bounces without giving you anything in return
No email list = no way to stay in front of prospects during their research phase
of your traffic leaves with nothing
return on lost visitors
chances to follow up
A lead magnet turns "just browsing" into "let me get their info." It's the first step in the relationship.
Investment-based pricing for assets that keep generating leads for years. All packages include content, design, landing page, and email automation.
One complete buyer guide with landing page and email sequence
✓ 10-20 page branded PDF
✓ Conversion landing page
✓ 5-email nurture sequence
✓ Website CTA integration
Best for: Testing lead magnets with one high-value guide
3 guides covering different services—build a complete lead capture system
✓ 3 complete buyer guides
✓ 3 landing pages
✓ 15 emails total (3 sequences)
✓ Full website integration
Best for: Multi-service contractors wanting comprehensive coverage
Continuous optimization + new content quarterly
✓ 1 new guide per quarter
✓ Quarterly content updates
✓ A/B testing & optimization
✓ Monthly performance reports
Best for: Contractors committed to building a lead generation engine
Retainer requires initial guide library purchase. All content is owned by you forever.
Different content serves different stages of the buyer's journey. Here are the formats that actually convert for home service businesses.
"The Complete Guide to Roof Replacement Costs in [City]" — Answers the #1 question homeowners have. Extremely high download rates.
"10 Questions to Ask Before Hiring an HVAC Contractor" — Positions you as transparent while pre-qualifying against competitors who can't answer.
"Metal Roof vs. Shingle: Which Is Right for Your Home?" — Helps homeowners make decisions while positioning your expertise.
"Seasonal HVAC Maintenance Checklist" — Provides immediate value while keeping you top-of-mind for future service needs.
"Your Kitchen Remodel Planning Worksheet" — Interactive PDFs that help homeowners organize their project and budget.
"[City] Home Improvement Trends 2025" — Hyper-local content that no national competitor can replicate.
Here's what happens when you give website visitors a reason to share their contact info.
Results vary by traffic volume, guide topic, and follow-up execution. This example reflects a roofing contractor with 2,000 monthly website visitors.
From concept to capturing leads—here's how we build assets that generate contacts while you sleep.
Review your services and target market. Identify the questions homeowners ask before they're ready to buy. Select guide topic with highest conversion potential. Create detailed outline for approval.
Write 10-20 pages of valuable, local content. Professional PDF design with your branding. Charts, checklists, and visuals. Review round with your team.
Landing page creation with email capture. 5-email nurture sequence written and loaded. Website integration—CTAs, popups, sidebar widgets. Tracking and analytics setup.
Go live and start capturing leads. Monitor download rates and email engagement. A/B test headlines and CTAs. Quarterly content updates to keep information current.
A lead magnet is valuable content you offer in exchange for a visitor's contact information—typically their email address. For contractors, this means downloadable guides, checklists, or pricing resources that homeowners want during their research phase. Most website visitors aren't ready to call for an estimate—they're still gathering information. A lead magnet captures their info so you can nurture them until they ARE ready, instead of losing them to a competitor.
For home service contractors, the highest-converting lead magnets answer the questions homeowners ask BEFORE they're ready to hire. Cost and pricing guides are king—everyone wants to know "how much will this cost?" Buyer's checklists ("10 Questions to Ask Before Hiring..."), comparison guides, and maintenance checklists also perform well. The key is offering genuine value, not a thinly-veiled sales pitch.
It depends on your website traffic and how well the guide is promoted. A well-positioned lead magnet typically converts 2-5% of website visitors. For a site with 2,000 monthly visitors, that's 40-100 new leads per month. Not all will convert to calls immediately—that's what the nurture sequence is for—but you're building a database of local homeowners interested in your services. Over 6-12 months, this compounds significantly.
Our standard nurture sequence includes 5 emails sent over 2-3 weeks. Email 1 delivers the guide with a thank-you. Emails 2-4 provide additional value—related tips, FAQs, case studies. Email 5 is a soft call-to-action inviting them to schedule an estimate. The sequence is automated—once set up, it runs forever without you lifting a finger. We can customize the sequence length and cadence based on your sales cycle.
You'll need an email marketing platform to capture emails and send automated sequences. We typically work with Mailchimp, ConvertKit, ActiveCampaign, or whatever CRM/email tool you already use. If you don't have one, we'll help you select and set up the right platform (most start around $15-50/month for the features you need). The landing page can be built on your existing website.
From kickoff to live, typically 3-4 weeks. Week 1 is topic selection and outline. Weeks 2-3 are content writing and PDF design. Week 3-4 is landing page, email sequence, and website integration. Rush timelines are possible for an additional fee.
This is a common concern, but the opposite is true. Homeowners are going to research pricing whether you help them or not. By providing transparent, helpful pricing information, you position yourself as the trustworthy expert—the contractor with nothing to hide. You also pre-qualify leads; people who download a pricing guide and still call you have realistic budget expectations. The contractors who hide pricing lose to the ones who share it.
Immediately, they enter the automated email nurture sequence. You'll also receive notifications of new downloads so you can follow up personally if desired. The lead's email address is added to your list, which you own forever. You can send newsletters, seasonal promotions, or announcements. The key is staying in front of them until they're ready to buy—which might be 3 days or 6 months later.
Let's build a buyer guide that turns your website traffic into a list of local homeowners ready to hear from you.
Get Your Lead Magnet Strategy