How to Create a Lead Magnet Optin Form in WordPress (Easily)

Do you want to grow your email list with a lead magnet?

Offering a lead magnet like a free ebook in exchange for your visitors’ email addresses is a great strategy to get your email list to skyrocket in size.

So in this guide, we’ll show you everything you need to know to set up a lead magnet option form in WordPress, using the WPForms plugin.

Here’s a table of contents if you’d like to jump ahead:

  1. Build Your Lead Magnet
  2. Upload Your Lead Magnet to WordPress
  3. Hide Your Lead Magnet From Google
  4. Load the Newsletter Signup Form Template
  5. Configure Lead Magnet Optin Form Settings
  6. Customize Your Optin Form Notifications
  7. Configure Optin Form Confirmations
  8. Add Your Form to Your WordPress Website
  9. Charge for Your Lead Magnet (Optional)

What Are Lead Magnets?

Lead magnets or optin offers are incentives you offer to your website visitors in exchange for their email addresses. The goal is to convert interested visitors into subscribers, so you can grow your list.

Usually, lead magnets are downloadable resources like an ebook, report, workbook, whitepaper, etc.

WPForms is the best WordPress Form Builder plugin. Get it for free!

what is a lead magnet wordpress

Offering a lead magnet for email subscriptions is an effective and proven way to encourage your visitors to submit their email addresses. In fact, it’s one of the most popular ways to grow an email marketing list.

How to Create a Lead Magnet Optin Form

Follow these simple steps to make your own lead magnet optin form on WordPress.

Step 1: Build Your Lead Magnet

Before we get started building your lead magnet optin form, you’ll have to decide on what lead magnet you’re going to offer to your subscribers. It could be a PDF ebook or any other digital resource.

For more lead magnet ideas, check out this post with 69 irresistible lead magnet ideas.

Step 2: Upload Your Lead Magnet to WordPress

Once you’ve decided on what you’re doing for a lead magnet, simply create it and upload it to your WordPress website. You can upload your lead magnet just like you upload an image through the Media Library by visiting Media » Add New.

media upload

Alternatively, you can upload it to a cloud storage service like Google Drive or Dropbox.

Since you’re offering this digital resource in exchange for an email address, you’ll want to block search engines from finding it. This is called ‘no indexing’ and we’ll show you how to do it next.

Step 3: Hide Your Lead Magnet From Google

Asking yourself how do I hide my lead magnet from Google?

You can hide your uploaded lead magnet from search engines easily. We recommend using the AIOSEO plugin.

Not only is it the best SEO plugin for WordPress, but the free version gives you instant access to hide your webpages from Google and other search engines.

how to hide a lead magnet from google easily

For more details, you can read how to hide a page from Google.

Step 4: Load the Newsletter Signup Form Template

Now that you have your lead magnet on your website, it’s time to start getting people to it. To do that, you’ll need a lead magnet option form.

To do this, install and activate the WPForms plugin. You can learn how to install a plugin here.

You usually don’t need a ton of info from people on your lead magnet optin form. In fact, keeping it short and sweet can help reduce form abandonment. So let’s use a Newsletter Signup Form template.

From your WordPress Dashboard, head to WPForms » Add New, then name your form and select the Newsletter Signup Form template.

create a new lead optin form in wordpress plugin

Once it loads, you can easily customize your form using the drag-and-drop builder and add or remove any fields based on your website’s needs.

lead magnet optin form

But let’s keep it the way it is for this example since we’re building a lead magnet form and need to be brief.

Step 5: Configure Lead Magnet Optin Form Settings

Now, let’s configure some settings. To start, go to Settings » General.

lead magnet optin form

Here you can configure the following:

  • Form Name — Change the name of your form here if you’d like.
  • Form Description — Give your form a description.
  • Submit Button Text — Customize the copy on the submit button.
  • Spam Prevention — Stop contact form spam with the anti-spam feature, hCaptcha, or Google reCAPTCHA. The anti-spam feature is automatically enabled on all new forms that you create with WPForms.
  • AJAX Forms — Enable AJAX settings with no page reload.
  • GDPR Enhancements — You can disable the storing of entry information and user details, such as IP addresses and user agents, in an effort to comply with GDPR requirements. In addition, check out our step-by-step instructions on how to add a GDPR agreement field to your simple contact form.

When you’re done, click Save. Way to go, you’re making excellent progress.

Step 6: Customize Your Optin Form Notifications

Notifications let you know when someone has filled out your form on your website. Hopefully, you’ll be getting a lot of these through this form.

It’s on by default, so you may want to consider adjusting these settings if you don’t want to be emailed every single time someone fills out your lead magnet form.

lead magnet optin form notifications

If you use the Smart Tags feature, you can also email notifications to the rest of your team when you receive a new sign-up.

However, if you need some guidance with this step, then you can check out our handy documentation on how to set up form notifications in WordPress.

And you can also notify more than just one person when a form’s submitted.

So for example, you can send a notification to:

  • Yourself
  • The person who signed up your lead magnet
  • Your virtual assistant
  • And others

For help, just see our easy step-by-step tutorial on how to send multiple form notifications in WordPress.

And if branding is essential to you, you can include your logo, so all your email correspondence looks consistent. For help with this, check out this guide on adding a custom header to your email template.

Customized Header

Step 7: Configure Optin Form Confirmations

A confirmation message is what those who give you their email address will see once they hit submit. This is where we’ll add a link to the page our lead magnet is on.

There are 3 confirmation types in WPForms:

  1. Message: This is the default type of confirmation used in WPForms. It’s just a simple customized message letting visitors know their registration is being processed. You can reword this however you want to. If you’re unsure where to begin, look at some of these great success messages that show appreciation for sign-ups.
  2. Show Page: This option will take people to a specific page on your site that you’ve created. Check out our tutorial on redirecting your visitor to a thank you page if you need some help. Also, you’ll also want to head over to our article on creating effective Thank You pages.
  3. Go to URL (Redirect): This confirmation option sends those who have registered to a page on an entirely different website.

So in this example, we’ll set up a customized message that will include a link to the lead magnet’s page on your site.

To begin, click on the Confirmation tab in the Form Editor under Settings.

lead magnet optin confirmation screen
Then, change the message to say something like “Thanks for subscribing. Access your free ebook here.” Make sure to hyperlink the text to your lead magnet’s webpage.

free lead magnet confirmation message form

So once you’re done writing the confirmation, be sure to click Save.

Now, whenever someone fills out your form, they’ll see a link to your lead magnet. It really is that simple!

For help with other confirmation types, see our documentation on setting up form confirmations.

Now, here’s the last step.

Step 8: Add Your Form to Your WordPress Website

Now that your lead magnet optin form has been created, it’s time to bring that baby to life on the web so you can start watching the leads roll in from your website.

Start by clicking on the Embed button at the top of the form builder.

embed form onto website

And then when the Embed in a Page notification pops up, go ahead and click on Create New Page.

Create an online pledge page

Next, WPForms will ask you to name your page. Type the title for the page you want into the box and click Let’s Go!

embed lead magnet optin form

Here, WPForms will open up a new page for your lead magnet optin form.

So now you’ll want to add some details to this page. Also, write a bit about inviting people to sign up for your lead magnet.

When you’re ready, go ahead and click Publish at the top to publish the form on your site.

publish lead magnet optin form (1)

And here’s what our finished page with a lead magnet optin form looks like.

finished form

And there you have it! You now know how to make your own lead magnet optin form with a WordPress plugin.

Another fantastic idea is to place your lead magnet optin form in a popup that shows up on multiple pages.

Step 9: Charge for Your Lead Magnet (Optional)

A lot of you have reached out asking how you can have someone pay for a lead magnet.

Traditionally, lead magnets are offered for free so that you can build trust with your audience and sell to them later.

If you want to make money from your content, a membership website would be a great option for you to look into.

However, if you would like to charge people to access this particular digital download, we’ve also written a  guide on how to sell digital downloads. You’ll need to enable a payment tool like the Stripe addon to do this optional step.

Final Thoughts on Lead Magnet Optin Forms

That’s it! We hope this guide helped you to easily create a simple lead magnet optin form in WordPress.

And if you like this article, you might also want to read our guide on stopping form spam so you can keep your email list as high quality as possible.

What are you waiting for? Get started with the most powerful WordPress forms plugin today. Go for WPForms Pro which comes with awesome integrations including payment options like Square, PayPal, and Stripe.

If you like this article, then please follow us on Facebook and Twitter for more free WordPress tutorials.

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    1. Hi Dave, we’re glad to hear that you enjoyed our article! We’re always adding more, so please check back often 🙂

  1. Can you use the opt-in form as a pop up to prevent people from just accessing or copying and sharing the thank you page url to a different person? This way when they share the url thank you page, it will go back to we need your details?

    1. Hi John! Our plugin does not have any kind of content protection features, as it mainly specializes in the collection of data. Also, in order to have a page/URL be protected in this manner, you would need to have some kind of way to identify those who are allowed access, and those who aren’t. The most easiest way would be to have your users register to your site, and then have the link only accessible to logged in users.

      This kind of feature is generally found in membership plugins, such as MemberPress. I’d recommend that you take a look into that.

      I hope this helps to clarify 🙂 If you have any further questions about WPForms, please contact us if you have an active subscription. If you do not, don’t hesitate to drop us some questions in our support forums.

  2. I created a sign-up and published it, but I had to unpublish it because I can’t find the information indicating where the signing emails are being hosted. I am using MailChimp, unfortunately, connecting to it is very expensive for me.

    So my question is, where are the emails that I am suppose to get through your forms go to?

    1. Hi Catherine – Sorry to hear about the confusion you are facing here!

      If you are using a paid version of WPForms, all the form submissions can be seen under WPForms >> Entries Page. Please see the complete guide on Entry Management here.

      If you are using WPForms Lite, our free version, it does not have the feature to store entries, though you can set form notification emails to send out form submissions to your email address. In case it helps to share, here’s our tutorial with all the details. Please make sure your notifications settings are also configured correctly.

      If your notification settings are correct, the issue is likely because the emails sent from WordPress are not authenticated (unlike emails sent from dedicated email service providers). As a result, they are likely to be filtered by the receiving mail server.

      To resolve email delivery issues like this, you can configure an SMTP plugin on your site so that emails are sent as authenticated.

      We have an article with a list of recommended SMTP options and links to their setup tutorials here

      Hope this helps!

      Please know that if you have a WPForms license, you have access to our email support, so please submit a support ticket. Otherwise, we provide limited complimentary support in the WPForms Lite support forum.

      Thanks 🙂

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