| name | convert-lead-magnet-page |
| slash_command | false |
| pack | business-conversion |
| family | page_builder |
| description | Author lead-magnet (free → email) opt-in pages: longer than a squeeze, full Method-compressed argument for why the freebie is worth the email. Emits brief + paste-ready HTML/CSS.
Use when the user has a substantive free asset (guide, training, swipe file, audit, calculator) and needs a page that converts cold-to-cool traffic into email subscribers.
Not for super-short single-promise opt-ins (see /convert squeeze-page) or post-opt-in delivery pages (often fold into /convert thank-you-page).
|
| triggers | ["lead magnet page","free guide page","free training page","free download page","opt-in landing page","convert lead-magnet-page","free resource page"] |
| negative_triggers | ["squeeze page","sales page","audit my lead magnet page","thank you page"] |
| tags | ["conversion","copy","page","lead-magnet","donahoe-method","html"] |
| priority | 90 |
| version | 1.0.0 |
| author | Wayland Business Pack |
| license | MIT |
| metadata | {"wayland":{"related_skills":["convert","convert-squeeze-page","convert-thank-you-page","convert-four-questions","convert-temperature","convert-open","convert-three-locks","convert-bullets","convert-proof","convert-close","convert-chute","convert-voice","convert-bullshit-filter"]}} |
| attribution | {"lineage":"The Donahoe Method (Wayland-owned operating system); references long-form lead-magnet opt-in canon, Schwartz awareness levels, Caples headline formulas, Cialdini reciprocity"} |
Convert Lead-Magnet Page - Free → Email Opt-In
"A lead magnet page is a sales page where the price is the email. Same Method, same locks, same close - but the currency is permission instead of money."
This skill builds the page that converts visitors into email subscribers in exchange for a substantive free asset. Longer than a squeeze, shorter than a sales page - the full Method, scaled for a lower-friction yes.
When to Use
Trigger phrases: lead magnet page, free guide page, free training page, opt-in landing page, /convert lead-magnet-page <topic>.
Use when:
- The user has a substantive free asset (15–60 minute training, 20+ page guide, full swipe file, calculator/tool, mini-audit).
- Cold-to-cool traffic needs more persuasion than a squeeze provides.
- The lead magnet is the front of a longer email-driven funnel.
When NOT to Use
- Super-short single-promise opt-in →
/convert squeeze-page (60–120 words).
- Pre-sell content for cold traffic →
/convert bridge-page.
- Post-opt-in delivery + secondary offer →
/convert thank-you-page.
- Webinar registration →
/convert webinar-reg-page.
Inputs
Required:
- The lead magnet - what's being given away. Format, length, deliverable.
- The promise - the specific outcome the lead magnet delivers (not "tips" - "the exact 6-email cold sequence that's pulled $1.4M for our agency clients").
- One person + Nerve (One Person Rule).
- Form destination + post-opt-in URL.
Optional:
- Brand colors / logo + lead-magnet cover image.
- One full proof beat - Anecdote + Receipt.
- Backend offer hint - what the email sequence eventually pitches (informs what kind of lead the magnet should attract).
out_path - defaults via build_report_path.
Workflow - All Eight Method Phases
Phase 0 - Four Questions
- Why You? - Why this person, today, needs this lead magnet.
- Why Me? - Drive-By credibility, one beat.
- Why This? - Why this lead magnet vs. the dozen other free guides on the same topic.
- Why Now? - Often "free + curiosity" + one real-time reason ("course launches Tuesday - this prepares you").
Phase 1 - Temperature
Lead-magnet pages typically run Cool to Warm. Page length 400–900 words. For Ice Cold traffic, place a /convert bridge-page upstream.
Phase 2 - Four-Layer Open (call convert-open)
Full Open, but condensed:
- Layer 1 = Nerve Strike headline (the pain the magnet addresses).
- Layer 2 = Side Door subhead/opening paragraph.
- Layer 3 = Skin in the Game in 1–2 sentences.
- Layer 4 = Fingerprint as a one-line aside or distinctive opening phrase.
Phase 3 - Three Locks
- Want = the outcome the magnet delivers.
- Trust = one Anecdote + one Drive-By. Lighter than a sales page; the price is just an email.
- Excuse = built in (free), but reinforce: "no upsell on the next page" or "no credit card" - whatever's true.
Phase 4 - Bullets (call convert-bullets)
5–8 bullets. Mostly Keyhole + Snapshot ("Inside, you'll see..."). Each bullet sounds like a chapter or module title from the magnet itself.
Phase 5 - Proof (call convert-proof)
One Anecdote (someone who got the magnet and used it) + one Drive-By. The page is too short for a heavy proof block.
Phase 6 - Cascade Close (call convert-close)
Compressed cascade:
- Stack - what's in the magnet.
- Vision - paint the state after using it.
- Math - "free" + the implicit cost-of-not-knowing.
- Safety Net - "if it's not useful, unsubscribe in one click."
- Door - the form button.
Phase 7 - Greased Chute (call convert-chute)
Lead-magnet pages often die in the middle. Section transitions must pull forward. The form should be visible above the fold and repeated near the bottom.
Phase 8 - Voice + Bullshit Filter
Most common failure: the lead magnet over-promises and the page over-claims. Rein in claims to what the magnet actually delivers. Over-promise = unsubscribe by email #2.
Section Architecture
| # | Section | Purpose |
|---|
| 1 | Headline (Nerve Strike) | Open Layer 1 |
| 2 | Subhead + opening paragraph | Layers 2–3 |
| 3 | Top form + button | First-fold opt-in |
| 4 | What's inside (bullets, 5–8) | Want lock |
| 5 | One Anecdote + Drive-By proof | Trust lock |
| 6 | Mock-up / cover image | Visual anchor |
| 7 | Reassurance line | Excuse lock (no upsell, no credit card, etc.) |
| 8 | Bottom form + button (repeat) | Second close |
| 9 | One-line P.S. | Reclose |
HTML/CSS Reference Implementation
<!doctype html>
<html lang="en">
<head>
<meta charset="utf-8">
<meta name="viewport" content="width=device-width, initial-scale=1">
<title>{{HEADLINE}} - {{BRAND}}</title>
<meta name="description" content="{{META_DESCRIPTION}}">
<meta property="og:title" content="{{HEADLINE}}">
<meta property="og:description" content="{{META_DESCRIPTION}}">
<meta property="og:type" content="website">
<meta property="og:image" content="{{OG_IMAGE_URL}}">
<style>
:root{--ink:#0e1116;--ink-soft:#3a3f47;--paper:#fbfaf6;--accent:#c0392b;--accent-ink:#fff;--rule:#e6e2d8;--max:680px}
*,*::before,*::after{box-sizing:border-box}
body{margin:0;font:18px/1.6 -apple-system,BlinkMacSystemFont,"Helvetica Neue",Arial,sans-serif;color:var(--ink);background:var(--paper)}
main{max-width:var(--max);margin:0 auto;padding:24px 20px 64px}
h1{font-size:clamp(28px,5vw,40px);line-height:1.18;margin:0 0 14px}
h2{font-size:22px;margin:32px 0 12px}
p{margin:0 0 16px}
p.subhead{font-size:20px;color:var(--ink-soft);margin:0 0 20px}
.form-card{background:#fff;border:1px solid var(--rule);padding:18px;border-radius:8px;margin:0 0 28px}
form{display:grid;grid-template-columns:1fr;gap:10px}
@media(min-width:480px){form{grid-template-columns:1fr auto}}
label.sr{position:absolute;left:-9999px}
input[type=email]{padding:14px;font-size:17px;border:1px solid var(--rule);border-radius:6px;background:#fff}
input[type=email]:focus-visible{outline:3px solid var(--accent);outline-offset:1px}
button.cta{padding:14px 22px;background:var(--accent);color:var(--accent-ink);border:0;border-radius:6px;font-size:17px;font-weight:700;cursor:pointer}
button.cta:focus-visible{outline:3px solid var(--ink);outline-offset:3px}
.mock{display:block;width:100%;max-width:240px;margin:18px 0;border-radius:6px;box-shadow:0 6px 24px rgba(0,0,0,.12)}
ul.bullets{list-style:none;padding:0;margin:0 0 24px}
ul.bullets li{padding:8px 0 8px 26px;position:relative;border-bottom:1px solid var(--rule)}
ul.bullets li::before{content:"";position:absolute;left:6px;top:16px;width:8px;height:8px;background:var(--accent);border-radius:50%}
/* Default: Conversational Proof - never announces itself (Method Framework 2) */
figure.proof{margin:1.2em 0;padding-left:1.5em;border-left:2px solid currentColor;font-style:italic;opacity:.92}
figure.proof blockquote, figure.proof p{margin:0;border:0;padding:0}
figure.proof figcaption{display:inline;font-size:.9em;font-style:normal;margin-left:.5em;opacity:.7;color:var(--ink-soft)}
/* Opt-in: blocked framing - Hot/Boiling audiences only */
figure.proof.block{margin:1.5em 0;padding:1em 1.2em;background:rgba(0,0,0,.04);border-left:4px solid var(--accent);border-radius:4px;font-style:normal;opacity:1}
figure.proof.block blockquote{margin:0 0 .5em 0}
figure.proof.block figcaption{display:block;opacity:.75;font-size:.85em;margin-top:.4em;margin-left:0}
.reassure{font-size:14px;color:var(--ink-soft);text-align:center}
.ps{border-top:2px solid var(--rule);padding-top:18px;margin-top:32px;font-style:italic;color:var(--ink-soft)}
@media (prefers-reduced-motion: reduce){html{scroll-behavior:auto}}
</style>
</head>
<body>
<main>
<h1>{{HEADLINE_NERVE_STRIKE}}</h1>
<p class="subhead">{{SUBHEAD_LAYERS_2_3}}</p>
<div class="form-card">
<form action="{{FORM_ACTION_URL}}" method="post" novalidate>
<label class="sr" for="email-top">Email address</label>
<input id="email-top" type="email" name="email" placeholder="you@example.com" autocomplete="email" required aria-required="true">
<button class="cta" type="submit" aria-label="{{CTA_ARIA}}">{{CTA_VISION_DOOR}}</button>
</form>
<p class="reassure">{{REASSURE_NO_UPSELL_NO_CC}}</p>
</div>
<img class="mock" src="{{LEAD_MAGNET_COVER_URL}}" alt="{{LEAD_MAGNET_TITLE_ALT}}" loading="lazy">
<h2>{{INSIDE_HEADER}}</h2>
<ul class="bullets">
<li>{{BULLET_KEYHOLE_1}}</li>
<li>{{BULLET_SNAPSHOT_1}}</li>
<li>{{BULLET_KEYHOLE_2}}</li>
<li>{{BULLET_SNAPSHOT_2}}</li>
<li>{{BULLET_5}}</li>
<li>{{BULLET_6}}</li>
</ul>
<figure class="proof"><blockquote>{{ANECDOTE}}</blockquote><figcaption>{{NAMECHECK}}</figcaption></figure>
<p>{{DRIVE_BY_LINE}}</p>
<div class="form-card">
<h2>{{BOTTOM_FORM_HEADER}}</h2>
<form action="{{FORM_ACTION_URL}}" method="post" novalidate>
<label class="sr" for="email-bottom">Email address</label>
<input id="email-bottom" type="email" name="email" placeholder="you@example.com" autocomplete="email" required aria-required="true">
<button class="cta" type="submit" aria-label="{{CTA_ARIA}}">{{CTA_VISION_DOOR}}</button>
</form>
<p class="reassure">{{REASSURE_NO_UPSELL_NO_CC}}</p>
</div>
<aside class="ps">
<p><strong>P.S.</strong> {{ONE_LINE_RECLOSE}}</p>
</aside>
</main>
</body>
</html>
CSS notes:
- The cover image is a load-bearing visual anchor on lead-magnet pages - pages without one convert measurably worse on cold-to-cool traffic. Provide an actual mock, not a placeholder rectangle.
- Two forms: top + bottom. Same form action. The bottom form converts the readers who scrolled the bullets and the Anecdote.
- The reassurance line ("no spam, unsubscribe anytime") sits under both forms, not above. Above the form, it pre-introduces a doubt the reader didn't have.
Output Template
# Lead-Magnet Page - {{LEAD_MAGNET_TITLE}}
**Promise:** {{ONE_LINE}}
**Format:** {{PDF / VIDEO / TEMPLATE / etc.}} ({{LENGTH}})
**One person:** {{NAME}}, {{NERVE}}
**Temperature:** {{COOL/WARM}}
**Form posts to:** {{ENDPOINT}}
**Post-opt-in URL:** {{URL}}
## Phase 0–8
- Four Questions answers
- Open layers (compressed)
- Locks: Want / Trust / Excuse
- Bullets: 5–8 (Keyhole + Snapshot heavy)
- Proof: 1 Anecdote + 1 Drive-By
- Cascade Close: Stack/Vision/Math/Safety/Door + P.S.
- Voice Rules applied; Bullshit Filter is a separate downstream pass
## Final copy
- Headline: "{{H1}}"
- Subhead: "{{SUBHEAD}}"
- Bullets: {{LIST}}
- Anecdote: "{{P}}"
- Drive-By line: "{{LINE}}"
- Top button: "{{CTA}}"
- Bottom form header: "{{H2}}"
- Bottom button: "{{CTA}}"
- Reassurance line: "{{LINE}}"
- P.S.: "{{P}}"
## HTML reference
{{HTML_BLOCK}}
## Method coverage report
Method coverage report:
Open: full - all 4 layers (compressed); Fingerprint lives in voice across the page
Three Locks: partial - Want (the outcome) full; Trust (1 Anecdote + 1 Drive-By) light; Excuse (free + reassurance line) micro-loaded
Proof: partial - 1 Anecdote + 1 Drive-By; full proof block lives downstream on the paid offer page
Bullets: full - 5-8 bullets, Keyhole / Snapshot mix with specificity
Cascade Close: partial - Stack / Vision / Math / Safety Net / Door + P.S. compressed for a free opt-in (no P.P.S., math reframed as "no cost")
Greased Chute: full - short paragraphs, form repeated mid-page and bottom for second close
Voice Rules: full - first person, contractions, no marketing-speak
Temperature: {{COOL / WARM}}
Required next step: Run /convert bullshit-filter on this draft before shipping.
The Filter is a SEPARATE pass - this skill cannot grade its own output.
## Notes / Cross-Skill Composition
- For Ice Cold traffic, bridge through `/convert bridge-page` first.
- The post-opt-in URL should fold into `/convert thank-you-page` (delivery + secondary-offer stack) - that's the single biggest under-leveraged surface on most funnels.
- Lead-magnet quality is the conversion lever above all others. A weak magnet behind a great page underperforms a strong magnet behind a mediocre page.
- The match between lead-magnet topic and the eventual paid offer determines whether the email sequence converts. Mismatched magnet → list that won't buy.
## Lineage
- Lead-magnet opt-in canon - direct-response info-marketing.
- Headline mechanics - Caples (Tested Advertising Methods, 1932).
- Reciprocity (free value → permission to follow up) - Cialdini (Influence, 1984).
- Awareness-level fit (typically targets levels 2–3) - Schwartz (Breakthrough Advertising, 1966).
- The Method itself - Wayland-owned operating system.
