What a lead magnet is (and isn't)
A lead magnet is a small, free resource that answers one question a homeowner has before they hire. In return, they leave a name and an email or phone number.
It is not a coupon blast, and it is not a trick. If the resource isn't useful on its own, people will notice and won't trust you.
Most homeowners are not ready to hire the day they find you. A lead magnet lets you stay in touch with the ones who are planning ahead.
Ideas that fit the trades
Pick one that matches how people actually research your work.
- Pre-project checklist. "Before you hire a roofer: 10 questions to ask." Easy to write and useful to anyone.
- Seasonal checklist. "Get your home ready for the rainy season" for roofers, gutter and drainage work, or "Before summer heat" for HVAC.
- Maintenance reminder. A simple yearly schedule for water heaters, HVAC filters, paint touch-ups or irrigation.
- What to expect guide. Walk through how a project works from first call to final walkthrough, so homeowners know what is coming.
- Permit and planning checklist. What to gather before a remodel, in general terms, with a note that rules vary by city.
- Spanish and English versions of any of the above, so more of your customers can use them.
If you want help planning seasonal content, see our seasonal marketing calendar.
A note on cost guides
Homeowners often ask, "How much will this cost?" A cost guide can be a strong lead magnet, but it is easy to get wrong.
- Don't publish made-up numbers. Prices vary by home, access, materials and scope. A figure you can't back up will either scare people off or set an expectation you can't meet.
- Explain what drives the price instead. Size, materials, condition, access, permits and timing. This is honest and helps people compare quotes.
- Say how you quote. For example: "Free on-site estimate, written, with options." That sets expectations without a number.
For more on this, see contractor website cost for how we think about pricing transparency, and writing estimates that win.
How to make one without a designer
You don't need a graphic designer or a long document.
- Pick one question. One magnet, one question. "How do I know if my roof needs replacing?" is better than "Everything about roofs."
- Write it in plain language. Short sentences, no jargon, one page or two.
- Use your real knowledge. You've answered these questions for years. Write down what you say on the job.
- Add your details. Business name, license number, phone and service area on the last page.
- Save it as a PDF. Easy to open on any phone.
Photos from your own jobs make it feel real. Avoid stock photos if you can.
How to deliver it
The simplest setup is a page on your website with a short form: name, email or mobile number, and the download.
- Ask for as little as possible. Name and one way to reach them is enough.
- Tell them what happens next. "We'll send the checklist and may follow up about your project."
- Be honest about contact. Only send what they signed up for. If you plan to text them, get clear permission first. See texting customers legally. This is general information, not legal advice.
- Make it easy to leave. Every email should include a way to unsubscribe, and every text should honor a request to stop.
A dedicated page is better than hiding the form in a footer. Link to it from your homepage, your Google Business Profile posts and your social media.
What to do after someone signs up
Getting the contact is half the job.
- Reply within a day. A friendly note with the download and a simple question: "What project are you planning?"
- Offer a next step, not a push. "Happy to give you a free estimate whenever you're ready."
- Follow up a couple of times, then stop. See following up on quotes for timing ideas.
- Track what works. Note which magnet brings in real inquiries and drop the ones that don't.
Common mistakes
- Too many magnets. Start with one.
- Gating too much. If a basic answer is free on your site, the magnet should add real depth.
- No follow-up. A list nobody contacts is wasted.
- Hiding your license. Your CSLB license number belongs on the document. See license number on contractor website.
Where ObraUp can help
If you'd like a ready-made place for this, ObraUp offers a lead magnet page as an optional add-on, and automatic follow-ups to keep the conversation going. Both are quoted for your business and are not part of the website plan.
Or begin with the website: Start with my website.
Questions people ask
Do I need a lead magnet to get customers?
No. Many contractors get work from referrals and Google alone. A lead magnet helps most when you want to reach people who are researching before they hire.
What should I put in a roofing or plumbing checklist?
The questions you wish every homeowner asked: license check, insurance, written estimate, scope, timeline and warranty. Keep it general and practical.
Can I use a competitor's checklist?
No. Write your own from your experience. Copying someone else's work is unfair and can cause legal trouble.
Should it be in Spanish too?
If you serve Spanish-speaking customers, yes. A clear Spanish version shows respect and reaches more people.
Sources
- Google Search Central, Creating helpful, reliable, people-first content (checked October 2026)
- CSLB, Contractors State License Board (checked October 2026)