Last updated on February 24th, 2026 at 10:42 am
Maybe it’s a coaching program. A course on something you know inside and out. Or maybe even a service you’ve been thinking about offering for months now.
You’ve seen others selling online and making money. You’ve probably heard Russell Brunson talking about funnels the last few years. And you know this is the path, but when you sit down to figure out what to build first, you freeze.
Do you build a sales page? A website? Do you need five pages or two? What’s supposed to go where? And how does any of this turn into money?
Most people have this backwards though. They build the product first, then wonder where the customers are. But you need the audience first. You need a list of people you can reach directly.
That’s what a lead magnet funnel does. It’s the simplest funnel you can build, and it’s the one that matters most. Because without it, you’re shouting into the void. With it, you own the connection, and you can reach people whenever you want, for free, forever.
This is how Russell built ClickFunnels. It’s the foundation, and it’s exactly where most online business owners should start.
What is a Lead Magnet Funnel and Why it Comes Before Everything Else
A lead magnet funnel is simple. It’s how you trade something valuable for someone’s email address.
You offer something free, they give you their email, and then you deliver the thing. Now they’re on your list.
If you haven’t figured out what to offer yet, start with our full guide on creating a lead magnet before you build the funnel around it.
That’s it. Two pages:
- Page 1: The opt-in page (where they give you their email)
- Page 2: The thank you page (where you deliver the free thing)
No complicated sales pitch yet and no trying to close a $2,000 sale on someone who just met you. Just a simple trade: value for contact information.
But here’s why this matters more than you think.
Russell Brunson teaches something called the Value Ladder in his book, DotCom Secrets. The idea is simple: you can’t start at the top. You can’t walk up to a stranger and ask them to buy your high-ticket offer. You need to warm them up first.
The lead magnet is the bottom rung of that ladder. It’s the easiest yes someone can give you. It’s low-risk, high-value, and it starts the relationship.
Once someone is on your list, you can email them and provide more value. You can tell stories, build trust, and when the time is right, make an offer.
Your email list is where the money lives. And not ‘someday’ or in the distant future. As soon as you have people on that list, you can sell to them. The faster you build your list, the faster you make money.
That’s why this funnel comes first. It’s the foundation of everything else you’re going to build.
The Opt-in Page: What Goes Here and Why it Matters
This is where someone decides whether to give you their email or bounce. You have about three seconds to make that decision easy for them.
Let’s break down every element that goes on this page and why it exists.
The Headline
Your headline is the first thing people see. It needs to do one job: make them want what you’re offering.
Not in a vague, “this could be useful someday” way. In a “wait, I need that right now” way.
Here’s what doesn’t work: “10 Tips for Better Marketing.” That sounds like homework. That sounds like something they’ll download and never open.
Here’s what works: “The 3-Minute Email Template That Gets Responses (Even From Cold Leads).”
See the difference? The second one is specific and promises a clear outcome. It tells them exactly what they’re getting and what it’s going to do for them.
Russell talks about this in his book, Expert Secrets. Your lead magnet has to solve one specific problem. Not five problems or just “marketing in general.” One problem that your ideal person is dealing with right now.
If you’re a fitness coach, don’t offer “10 Health Tips.” Offer “The 5-Minute Morning Routine That Wakes You Up Without Coffee.”
If you’re a business coach, don’t offer “How to Grow Your Business.” Offer “The Weekly Planning Template That Doubled My Revenue in 90 Days.”
Specificity wins every time.
Your headline should answer this question: “What problem does this solve for me, and how fast can I get the result?”
If your headline doesn’t answer that, rewrite it.
The Subheadline
The subheadline clarifies the promise. It adds a little more detail without overwhelming them.
Think of it like this: the headline hooks them, but the subheadline removes doubt.
- Headline: “The 3-Minute Email Template That Gets Responses”
- Subheadline: “Just copy, paste, and send. No more sending emails that get ignored.”
The subheadline tells them it’s easy, that it works, and takes away the friction.
You don’t need a paragraph here. Two sentences, maybe three. Just enough to reinforce the promise and make them think, “Okay, I want this.”
The Form: Why Less is More
Here’s where most people mess up. They ask for too much.
They want the person’s name, email, phone number, company name, job title, and shoe size. And then they wonder why nobody opts in.
Here’s the rule: only ask for what you need.
For cold traffic (people who don’t know you yet), that’s usually just an email address. Sometimes a first name so you can personalize your emails. That’s it.
The more fields you add, the more friction you create. And friction kills conversions.
Russell teaches this in every funnel training he does. Make it easy to say yes. Remove every possible barrier between “I want this” and “I have this.”
If you need more information later, you can ask for it. But right now, your only job is to get them on your list.
The Button Text
Your button matters more than you think.
“Submit” is terrible. It sounds like paperwork.
“Download Now” is better, but it’s forgettable.
“Get My Free Template” is better because it’s specific and reminds them what they’re getting.
“Send Me the Guide” works because it’s conversational. It sounds like something a person would say.
Your button should reinforce the value and make the action feel easy. Don’t overthink it, but don’t ignore it either.
What to Include: Social Proof if You Have it
If you have testimonials or results from people who’ve used the thing you’re giving away, add them to this page.
But don’t fake it or make anything up. Make sure they’re real ones.
“This template helped me book three clients in one week.” – Sarah, Business Coach
That’s social proof. It shows that other people got results and it makes the offer feel safer.
If you don’t have testimonials yet, that’s fine. You can still convert without them. But if you do have them, use them.
What to Exclude: Everything That Distracts
This page has one goal: get the email.
That means you don’t need:
- A navigation menu linking to other pages
- Multiple offers or calls to action
- Long paragraphs explaining your entire business
- Links to your social media
- Anything that takes their attention away from the opt-in form
The cleaner this page is, the better it converts. One promise. One form. One button.
The Thank You Page: What Happens After They Opt in
Someone just gave you their email. Now what?
This page has two jobs:
- Deliver what you promised
- Set expectations for what happens next
Let’s break it down.
The Confirmation Message
Start with a simple confirmation: “You’re in. Check your email for [the thing they opted in for].”
This reassures them that it worked. They gave you their email, and you’re holding up your end of the deal.
If your lead magnet is a PDF, tell them to check their inbox. If it’s a video, embed it on this page so they can watch it immediately.
Speed matters here. The faster you deliver, the more trust you build.
The Optional Video and Why it Works
This is where you can introduce yourself if you want to.
Russell talks about the Attractive Character in Expert Secrets. People don’t just buy products. They buy from people they connect with.
A short video on your thank you page lets you start building that connection.
You don’t need a fancy setup or a script. Just talk to the camera for two or three minutes and say:
“Hey, I’m [Your Name]. I just sent you [the lead magnet]. I created this because [quick story about why you made it]. Over the next few days, I’m going to send you a few more emails with tips on [related topic]. If you have questions, just reply to any of my emails. I read them all.”
This video shows that you’re a real person that’s helpful and approachable.
It isn’t required, but it helps and only takes five minutes to record.
What Happens Next: Setting Expectations
Tell them what to expect.
“Over the next week, I’ll send you three emails with more tips on [topic]. Keep an eye on your inbox.”
This primes them to actually open your emails. They know more value is coming, so they’re looking for it.
What NOT to do: The Biggest Mistake People Make
Do not immediately pitch your $2,000 program on this page.
They just met you and don’t trust you yet. Hitting them with a hard sales pitch right now feels pushy, and it kills the goodwill you just built.
Russell teaches this in the Value Ladder concept. You move people up the ladder one step at a time. They opted in for something free. That’s step one.
The next step is nurturing them through email. Providing more value, telling stories, and building trust.
Then, when the time is right, you make an offer. But not here. Not yet.
What Happens After They’re on Your List: The Path to Money
Okay, so you built the funnel. People are opting in and you’re collecting emails. Now what?
This is where the magic happens, but you have to understand the sequence.
Your lead magnet funnel got people onto your list. Now you need to turn that list into revenue.
Here’s how that works.
You Email Them and do it Consistently
Your email list is your direct line to potential customers. No algorithm or hoping they see your post. You hit send, and they get your message.
But the key is that you can’t just email them once and ask them to buy.
Russell talks about this in DotCom Secrets. He teaches something called the Soap Opera Sequence, which is a series of emails designed to build curiosity, tell a story, and create connection before you ever make an offer.
You don’t need to master advanced email sequences right now. You just need to understand the principle: provide value first, sell later.
Send helpful emails, share tips, and tell stories about how you solved the problem they’re facing. That’s how you build trust.
Then, when you’re ready to sell, you send them to a sales page (which is a different funnel, one you’ll build later).
When This Starts Making Money
A lot of people think building a list is a long game and that it takes months before they can make money.
That’s not true.
Once you have 100 people on your list, you can make an offer. Once you have 500 people, you can make multiple offers. You don’t need 10,000 subscribers to start seeing revenue.
Russell started ClickFunnels by building a list first. He gave away free training, provided value, and then made offers. That’s the model.
The lead magnet funnel is the first domino. Once it’s set up, everything else follows. You’re not waiting months to make money. You’re building the foundation so you can make money as soon as you’re ready.
The Big Picture: Why This Funnel is Non-Negotiable
Without a list, you’re limited. You can’t reach people who don’t know you, you can’t follow up with anyone, and you’re completely dependent on social media platforms that could change their rules tomorrow.
Your email list is the only asset you truly own. Facebook could shut down tomorrow. Instagram could change its algorithm. But your list is yours forever.
Russell says this all the time: your list is your business. Everything else is just a tool to grow it.
And that’s why this funnel comes first.
Common Mistakes That Kill Lead Magnet Funnels and How to Avoid Them
Now you know what you need to build and what goes on each page. But there are a few mistakes that trip people up, so let’s address them before you start.
Mistake 1: Your Lead Magnet is Too Vague
“10 Tips for Success” doesn’t work. It’s too broad and doesn’t promise a specific result.
Your lead magnet needs to solve one problem. The more specific it is, the better it converts.
Think about it like this: if someone is struggling with email marketing, they don’t want “10 Marketing Tips.” They want “The Email Template I Use to Get 40% Open Rates.”
Specificity makes people feel like you’re talking directly to them. Vagueness makes them scroll past.
Mistake 2: You’re Asking for Too Much Information
Every field you add to your form is a reason for someone to leave.
Name and email? Fine.
Name, email, phone number, company name, and job title? That’s too much.
You can always collect more information later. But right now, your only goal is to get them on your list. Make it as easy as possible for them to do that.
Mistake 3: Your Headline Doesn’t Match Your Offer
If your headline says “The Ultimate Guide to Facebook Ads” but your PDF is three pages of generic tips, people feel tricked.
Your headline sets an expectation. Your lead magnet needs to deliver on that expectation. Otherwise, you lose trust before you even start.
Mistake 4: You Have No Follow-Up Plan
You built the funnel and people are opting in, but then nothing happens. Because you never email them.
This is the biggest mistake people make. They think the funnel is the end but it’s not. It’s only the beginning.
If you’re not emailing your list consistently, you’re leaving money on the table. You don’t need a complicated email strategy but you do need to show up.
Just send one email a week with a tip or a story to stay top of mind. That’s how you turn a list into money.
Mistake 5: You’re Trying to Sell Too Soon
Your thank you page is not the place to pitch your $2,000 coaching program.
People just met you and they don’t trust you yet. If you try to sell too early, you come across as pushy, and they unsubscribe.
Warm them up first by providing value and building trust. Then sell.
Russell teaches this with the Value Ladder. You don’t start at the top. You move people up one step at a time.
Why ClickFunnels Makes This Easy and How to Get Started Today
You could try to piece this together with a bunch of different tools like a landing page builder, an email platform, and a payment processor.
Or you could use ClickFunnels and have it all in one place.
ClickFunnels was built specifically for this. Russell designed it because he got tired of juggling ten different platforms just to build one funnel.
Here’s what that means for you:
You don’t have to figure out how to connect your email tool to your landing page builder. You don’t have to worry about whether your integrations are working. You just build the funnel, and everything works.
ClickFunnels has templates for lead magnet funnels. You pick a template, customize it with your headline and your offer, and you’re done. You can have a live funnel in an hour.
That’s not an exaggeration. That’s just how easy it is.
And you don’t need to be “tech-savvy.” You don’t need to know how to code. You just drag, drop, and type.
That matters because you can get this done today, not next month.
Because the faster you get your lead magnet funnel live, the faster you start building your list. And the faster you build your list, the faster you make money.
Your Next Step: Build This Today
The lead magnet funnel isn’t a mystery for you anymore. Every page has a purpose, and they all work together to build your list. That’s step one. Everything else builds on top of this.
So what comes next? You build it.
You don’t need everything else figured out first. Your offer can improve as you go, your website can happen later. Just get this funnel live and watch your list grow.
Here’s exactly what to do next:
- Decide on your lead magnet – What’s the one specific problem you can solve for someone in a guide, checklist, template, or video? Make it specific and valuable.
- Write your headline – What’s the promise? What’s the outcome? Keep it clear and keep it focused.
- Build the funnel in ClickFunnels – Use a template, customize it, and get it live.
- Drive traffic to it – Post it on social media. Share it in groups. Run a small ad if you want. Just get people to see it.
- Email your list – Once people opt in, follow up. Provide value and build trust. And when you’re ready, make an offer.
That’s the process. It’s simple, it works, and it’s how every successful online business starts.
Russell built a nine-figure company using this exact model. So, you’re not reinventing the wheel. You’re following a proven path.
Your list is waiting. Start building it now.
Ready to build your first lead magnet funnel?
Start your 14-day free trial of ClickFunnels and use our proven templates to get yours live today.