Lynn

I was in my home office, sipping on my single-roast arabica coffee, when my phone buzzed. It was a personal trainer who owned his own studio.  He had been struggling to get anybody to opt in to his free offers. He sounded frustrated.

“I don’t get it.  I’ve got this free download of healthy recipes that no one seems to care about. I paid a lot of money to a marketing expert to set it all up for me, but it’s just not working.”

I could hear the exhaustion in his voice – it was the sound of money spent with nothing to show for it. I paused for a moment, trying to think of a tactful way to say what I was really feeling.

Tactfulness does not come naturally to me.

“Honestly,” I started, “nobody hires a personal trainer because they want more recipe ideas. They want the nitty-gritty – your pricing, what makes you different, and why they should trust you.  You’re trying to offer them something they don’t want – even if it’s free.”

I could almost feel him doing a double-take over the phone. That conversation stuck with me for days. The more I thought about it, the more I realized he wasn’t alone. So many businesses were putting out lead magnets that, frankly, nobody wanted.

It wasn’t the first time I heard some version of this story.

But it was the first time I decided to move out of my lane (building high converting websites) and into the expressway of high converting landing pages, offers, and copy, specifically for service-based business owners.

I went to work split testing different approaches.  It wasn’t quick.  If you’ve been a follower of mine for a while then you know the months I pounded my head against a brick wall.

Talking with that personal trainer made something click for me: I knew what I was talking about and could prove it.

And now I had the words to explain it more clearly to people.

Give people what they actually want and directly address their burning questions. For someone like him, that meant detailing his services, costs, success stories, and guarantees.

And in all honesty, the big clincher was the “prices”.  Everyone wants to know the pricing.

Said another way: “how much will it cost me to get the result I want.”

Armed with this new insight, I created a new lead magnet for this guy. It was straightforward and focused on giving potential clients useful information about his personal training services. Almost immediately, the results were staggering. 

The opt-in rate skyrocketed and remains above 40% to this very day.

Fast forward to today, and more clients are thrilled with their results. All because I figured out how to craft lead magnets that actually convert for service businesses.

Now, I want to share these insights with you. By the end of this guide, you’ll have the tools to create your own high-converting lead magnet. Ready to dive in?

Tip #1: Make Your Content Feel Like a Coffee Chat: 

The Secret to Engaging Writing

When you’re writing content, imagine you’re chatting with your best friend over a cozy cup of coffee. Or maybe a glass of wine if that’s more your style.  Or hell, maybe as you’re tailgating and pounding some beers with your lifelong buddy as you root for the Eagles (Go, Birds!).

I know it sounds simple, but this tip can transform how your audience feels about your message – and ultimately you.

Think about it: Have you ever shared a story with your best friend? You’re relaxed, you’re yourself, and the words flow naturally. That’s how your writing should feel.

We want to toss out any stiffness and any corporate sounding language.

Let me tell you a little story to show you what I mean.

I was once at a dinner party with mostly strangers.  There was one guy (Dave) who kept telling stories about his life.  Even though I never met him before, I was captivated.  And so were the other dinner guests.  We were all glued to their seats, laughing and nodding along.

Dave was funny.  He was entertaining.  And he made us all feel like we were experiencing the funny story right along with him.

The principle here? Write the way you speak to a friend to make a genuine connection.

Here’s a catchy way to remember it: “Write like you’re pounding beers.” Simple, right?

Let me give you a concrete example of how this worked for me.

One day, out of the blue, I got an email from a woman I’d never met. She started with, “Lynn, you don’t know me, but you’re my best friend.” She explained that my “About Me” page had made her feel seen, understood, and connected. It wasn’t because I had poured out a polished autobiography; I simply wrote like I was chatting with a friend.

I also wrote about some personal experiences that made sense to add to that page.

Because of that she trusted me and felt connected – even though she had never even talked to me.

And that trust turned a stranger into a paying client.

You see, writing like this makes your audience feel like they’re not just another number. They feel valued because your words resonate on a personal level. It’s like having a one-on-one coffee date where you can share stories and laugh, instead of a formal meeting with stiff handshakes.

Business is personal.  Especially service-based business.

So, here’s the takeaway: Authenticity sells. Friendly writing creates trust. When people trust you, they’re more likely to follow your advice, engage with your content, and become loyal clients.

Try it out in your next blog post or email. Picture yourself sitting across from a good friend at a local coffee spot in town. Feel the warmth of that coffee cup in your hands. Hear the sounds of the espresso machine.  Then write.

Remember, write like you talk.

Now, let’s move on to the next tip and keep that conversational rhythm going.

Tip #2: Why Every Piece of Content Needs a Clear Purpose & Appropriate Details

When you sit down to write content, make sure you have a clear goal in mind. Whether it’s a blog post, an email, or a social media update, your content should serve a specific purpose.

Picture this: You’re in a classroom, and the teacher is rambling on about something that doesn’t interest you. You’re confused, and eventually, you tune out. That’s exactly what happens when your content lacks purpose.

The principle here?

Every piece of content should have a clear purpose and appropriate details.

I like to say, “Write so your client gets what they need.”

Let me share a story to illustrate how this principle works in action.

I used to run a course on writing engaging copy. Part of the process was reviewing my clients’ drafts. One day, a client sent me the copy she had posted on her website as her “Services” page. She simply wrote a bullet point list of things she offered:

• Bookkeeping
• Year End Reports
• Monthly Reports

That was it.

No surprise she wasn’t getting quality leads.

We sat down together and beefed up the copy: clearly explaining her services and why they would benefit her customers. As an example for you, we replaced “Year End Reporting” with this:

Year End Reporting: As we wrap up the fiscal year, I’ll take care of generating all the reports you need.

We can chat in-person, virtually, or I can send them to you directly. I’ll dive into the data and show you where to save money and how to set up for a great next year.

It’ll be a simple, no-stress catch-up for you. I handle everything, so you get the info you need to grow your business

Almost immediately, she noticed a change. The leads who contacted her knew exactly what she offered. They understood the benefits and had already pre-qualified themselves before reaching out. Her sales conversations became easier, and she saw an uptick in conversions.

Think about it: do you want to work with someone who gives you no details about important aspects of your business? Someone who is short with their responses and feels like they’re brushing you off?

Or would you prefer someone who communicates clearly, doesn’t waste your time, is trustworthy, and a joy to work with?

Kind of a no-brainer, right?

You see, when your content has a clear purpose, your audience doesn’t have to guess. They can quickly understand what you offer and how it benefits them. It makes your message stronger and more effective.

So, how can you ensure your content has a purpose?

Before you start writing, ask yourself:

– What do I want the reader to understand or do by the end of this?

– How will this piece of content benefit the reader?

– Is there any way I can add some personality into this content to help bridge the gap from a reader to a lead?

Answer these questions, and you’ll have a roadmap for your content. 

Remember, writing with intent isn’t just about clarity for your readers; it also helps you stay focused. When you know the goal, it’s easier to stay on track and avoid veering off into tangents.

So, let’s recap: “Write so your client gets what they need.”

Ready for the next tip? Let’s keep going!

Tip #3: Get More Leads By Tapping Into Your Overlooked Contact Page

Let’s talk about something most people ignore—the Contact page on your website.

Sounds boring, right? But stay with me.

Your Contact page is a goldmine for potential leads if you approach it the right way.

Imagine you’re attending a party. You see someone interesting, but they seem closed off.  They are standing with their arms across their chest and they look a bit bored. 

You’re hesitant to approach them. 

Now, picture the same scenario, but this time they meet your eye, smile warmly and say, “Come over and chat!” Which situation makes you more comfortable?

Which situation are you likely to engage in?

For all the love in the world… the secret to business is in the sentence right above this.

The principle here? Make it easy and welcoming for people to contact you.

Here’s a catchy way to remember it: “Be a welcome mat.”

Let’s dive into how you can make your Contact page more inviting.

Most websites have dry, impersonal forms that don’t encourage interaction. I’ve flipped the script by adding a friendly invitation on my Contact page. It goes something like:

“Please fill in the form below to contact me with any questions or comments. I personally read every single email and promise to give you an answer within 3 business hours. Seriously, I want you to reach out!  Otherwise I’m just sitting here, bored and twiddling my thumbs :)”

This simple change works wonders because it makes people feel welcomed and valued. It lowers the barrier and gives them “permission” to contact you.

Let me share a story to show how this worked for a client of mine.

I had a client who wasn’t getting much traction through his Contact page. It was plain and uninviting. We decided to revamp it using this principle. We added a friendly message that assured visitors that he wanted to hear from them and he’d give a prompt response. 

The difference was like night and day.

Before the change, he got maybe one inquiry every couple of weeks. After updating the page, he started getting an inquiry a day. People felt encouraged to reach out, knowing they wouldn’t be ignored.

This simple tweak turned his Contact page into a lead-generating tool.

So here are some tips for making your Contact page more effective:

• Write a welcoming message that invites people to fill out the form.
• Promise a quick response time to show you value their inquiries.
• Make the form simple and easy to fill out.

When you make your Contact page inviting, you’re telling potential clients that their questions and comments matter. It builds trust and opens the door to valuable conversations.

So, let’s recap: “Be a welcome mat.”

This principle is easy to implement and can drastically improve your lead generation.

Where Do We Go From Here?

Thank you for taking the time to read this guide. I hope you found value in the tips and stories shared.

If you want to partner up with me to create an online presence that helps you get more leads, please download my pricing guide right here on this website.

One last story…

The Power of Taking Action: Building My Dream Shed and Your Perfect Content

I remember staring at the mess of lumber, nails, and a blinking cursor on a “How to Build a Shed” YouTube video, feeling like I’d bitten off more than I could chew. Determined to build that shed on our farm despite having zero building experience, I spent hours diving into research.

Soon, I was overwhelmed with terminologies like “crusher run stone” and “roof truss angle.” There were endless pieces of conflicting advice, too: “build 12 inches on center,” “build 16 inches on center,” and so on. It felt like a lost cause—there were too many ways to fail.

Oh that was a great line I just wrote.  It explains a big fear I had but didn’t necessarily realize it at the time.

“There were too many ways to fail.”

But here’s where everything changed: I decided to stop reading and just start doing. I grabbed my tools and took it one step at a time. The first board I sawed was crooked, but I fixed it. Hammering nails felt awkward at first, but I got the hang of it. Over time, my makeshift piles of lumber turned into a beautiful board and batten shed that now stands proudly as our hay barn.

This journey taught me something valuable: Action beats inaction every time. It’s tempting to sit back, trapped by indecision or fear of messing up. But those who take action, no matter how imperfect, are the ones who reap the rewards.

I would never have built that sturdy, functional shed if I had stayed bogged down in research and doubts. The same principle applies here. You can keep wondering how to make your content engaging or your lead magnets effective, or you can take action and see the incredible results for yourself.

I’ve shared several tips with you in this guide. If you want to solve the problem of creating high-converting content and achieve better engagement with your leads, consider me.  You can get all of my services and prices right here on my website.

And even if you decide not to take this step, I encourage you to do something. Don’t sit on the sidelines, paralyzed by indecision. Whether it’s implementing one of the tips from this guide or brainstorming your next big idea, take that first step.

Because action changes everything.  Here’s the final build of the shed 🙂