All glossary terms
Lead generation
Lead Magnet
Definition: A lead magnet is something you give website visitors in exchange for their contact information. For contractors, an instant-quote widget is the highest-converting lead magnet available.
A lead magnet is the value you offer in exchange for a website visitor's contact info. The classic example is "free PDF guide" or "free e-book," but for contractors, those convert poorly because homeowners don't want to read — they want to know what something costs.
The highest-converting lead magnet for any home services business is an instant price estimate. Specifically:
1. Show partial value (a satellite trace of their roof) before asking for info
2. Gate the actual price behind a name + phone + email form
3. Deliver real value (a branded estimate PDF) immediately after submission
This pattern converts at 6–10% — vs. 1–2% for a "request a quote" form and 3–5% for a "free guide" magnet.
Why it works: the visitor has invested 30 seconds tracing their roof. They've seen the AI work. They know they're 10 seconds from a real number. The cost of giving up an email feels small compared to the cost of leaving without that number.
Other lead magnet patterns that work for contractors (in declining effectiveness):
- Instant quote (6–10% conversion) — what SatelliteQuotes provides
- Cost calculator (3–5% conversion)
- Inspection checklist PDF (2–4% conversion)
- Free in-person estimate (1–2% conversion)
- "Contact us" form (0.5–1% conversion)
The lesson: as commitment required from the visitor goes down and value delivered goes up, conversion goes up.