A lead magnet funnel gives away something free and useful in exchange for a contact, then turns some of those contacts into buyers. It has four parts: the free thing (the lead magnet), a short signup page, a thank-you page that delivers it and makes a small offer, and a follow-up sequence over the next week. It's the best funnel to start with if people don't know you yet, because it asks for an email, not money.
1. Choose a lead magnet people actually want
The best lead magnets:
- Solve one small problem completely. "The 10-minute daily skincare routine for oily skin", not "Everything about skincare".
- Are quick to use. A checklist, template, short guide, cheat sheet, quiz or 20-minute video.
- Lead to your paid product. The free checklist helps them start; your course takes them all the way.
| You sell | Lead magnet |
|---|---|
| A budgeting course | "Monthly budget template for GH₵ 2,000–GH₵ 5,000 salaries" |
| Wigs | "How to choose the right wig for your face shape" quiz |
| A UK nursing guide | "NMC application checklist" |
| Bookkeeping services | "Free invoice template for Ghanaian businesses" |
2. Build the signup page
Short and focused:
- Headline: the result. "Get your first 10 customers from WhatsApp status."
- Three bullets on what's inside.
- A picture of the guide or template.
- The form: name and email, and phone if you'll follow up by SMS. Each extra field lowers signups.
- One button: "Send me the guide".
On Paylead, the Magnet funnel template builds this page and its form for you, and sends people to a thank-you page after they sign up. You can also make the lead magnet a free product, which collects their details at checkout and emails the file. See use a funnel template.
3. Make the thank-you page work
Most people waste this page. Use it to:
- Deliver: "Your guide is on its way to your inbox" (or a download button).
- Make a small offer while they're interested: "Want the full system? The course is GH₵ 150 today only."
- Invite them to follow you or join your WhatsApp channel.
A small, cheap offer here (sometimes called a tripwire) pays for ads and finds your most serious buyers early.
4. Write the follow-up sequence
Five emails over a week:
| Day | |
|---|---|
| 0 | Here's your guide + one quick win to try today |
| 1 | The biggest mistake people make, and how to avoid it |
| 3 | A story: a customer's (or your own) result |
| 5 | Your offer: what it is, who it's for, the price, a link |
| 7 | Questions people ask + a reminder of any deadline |
Set it up once with email automations: start when someone signs up through the form, wait a day, send, and so on. See the 5 email sequences every seller needs.
5. Send traffic
- Pin the signup link on your profiles and in your bio.
- Post short videos about the problem, ending with "free guide in my bio".
- Share in groups where the topic is welcome.
- Run small ads to the signup page once it converts. Lead magnets are cheaper to advertise than products.
6. Watch the numbers
| Number | Healthy start | If low |
|---|---|---|
| Signup page visitors → signups | 20–40% | Clearer headline, fewer fields, better magnet |
| Signups → buyers within 30 days | 1–5% | Stronger emails, better offer, a deadline |
These ranges vary a lot by audience; compare against your own past numbers.
Frequently asked questions
Should I ask for email or WhatsApp number?
Email for longer follow-ups; phone if your buyers rarely check email. Many sellers ask for both, with the phone optional.
What if people download and never buy?
That's normal for most of them. Keep sending something useful every week or two. Some will buy months later.
Read next: how to build an email list in Ghana and what is a value ladder?
