Lead Magnets: How Architects Attract High-Quality Clients

October 22, 2023

Tyler Suomala

Founder of Growthitect

So you’re sitting at your computer browsing an architecture news site…reading…scrolling…reading…scrolling…then…


You’re hit with a pop-up to download an industry report for free. It promises, “7 Design Strategies from Award-Winning Firms.” Will you download it? Probably. (I would!)

But you’ve experienced this in other ways too. Entering your email to get the results of your personality test, for example. Or putting in your phone number to get that 10% off coupon from one of your favorite clothing brands.

Without even realizing it, you become a lead in the conversion engine of another business. Why? Because you signaled that you’re interested in a service or product.

Digital platforms like your firm’s website or social media channels are also attracting visitors. But are they staying? Are they engaged? And, more importantly, are they turning into valuable leads?

Probably not. Let’s fix that with lead magnets.

A lead magnet is that delicious freebie that high-value website visitors just can’t resist.

And they’re a win-win situation that taps into the principle of reciprocity. Visitors receive something valuable for free and, in return, you get their contact details. In doing so, you create a sense of favor in your visitor’s mind, making them more inclined to engage further.

That’s why lead magnets have been shown to increase leads by up to 85% 👀

4 steps to a stellar lead magnet

But here’s the deal: we want to get you more than just a lead.

Let’s get you a high-value prospect that is ready to talk to an architect right now.

To do that, we need a stellar lead magnet.

01 // Pick a relevant topic

Impact lies in relevance. But we don’t just want relevance for any website visitor, we want relevance for a future client. Think about questions, concerns, or challenges that may be part of the process of your client’s project.

For example, a lead magnet that focuses on 10 different architectural styles may grab attention, but it doesn’t signal that someone is thinking about beginning a project.

Conversely, choose a topic that signals upcoming action or intent. For example:

  • 10 questions to ask your architect before signing a contract

  • Budgeting your build to get the most out of your investment

  • Costly code violations to avoid

When a visitor downloads one of these, they are considering a future project with an architect.

02 // Format it

Now that you’ve landed on a relevant topic, you want to serve it in an easily digestible way. Make it scannable, fast, and effective.

Here’s 7 formats to consider:

  • Templates: Ready-made structures that streamline a particular task or process.

    • For example: a project timeline, budgeting spreadsheet, or room layout planner.

  • Guides: Comprehensive resources that delve deep into a particular subject, providing clarity and direction.

    • For example: a materials selection guide, sustainability practices, or client-architect communication guide.

  • Checklists: Step-by-step lists that ensure nothing is missed, making complex tasks more manageable.

    • For example: pre-construction checklist, design phase essentials, or permit acquisition list.

  • Courses: Structured learning modules that educate the audience on a specific topic over a set duration.

    • For example: design fundamentals course, avoiding common mistakes, or green building practices course.

  • Reports (Statistics): Data-driven documents that provide insights on trends, benchmarks, or specific industry knowledge.

    • For example: annual industry trends (for your market), client satisfaction metrics, or sustainable building stats.

  • Inspirational files: Collections of designs, ideas, or visuals meant to inspire and ignite creativity.

    • For example: modern home designs, eco-friendly office spaces, or adaptive reuse projects.

  • Webinars: Live or pre-recorded online sessions focused on educating, discussing, or presenting a particular topic.

    • For example: energy-saving materials, architect-client best practices, or choosing the right GC.

03 // Overdeliver

Think of this as your first impression. Your lead magnet should go the extra mile. Nothing is worse than a disappointing lead magnet - it soils the relationship before it ever begins.

Offer that extra layer of detail, that added touch of insider knowledge. Make them think, "If this is what they offer for free, their paid service must be amazing!"

Here’s some examples from the three ideas in step 1:

  • 10 Questions to Ask Your Architect Before Signing a Contract:

    • Bonus Material: Include a printable checklist of these questions, making it handy for clients during meetings.

    • Insider Insight: Add a section with answers an architect might provide, giving prospects an idea of what to expect.

  • Budgeting Your Build to Get the Most Out of Your Investment:

    • Comparison Chart: Showcase a side-by-side comparison of where budget usually goes in traditional vs. sustainable building projects.

    • Expert Recommendations: Provide a list of cost-saving tips and where it's worth splurging for long-term benefits.

  • Costly Code Violations to Avoid:

    • Real-life Case Studies: Share anonymized cases where overlooking specific codes led to hefty fines or redesigns.

    • Visual Aids: Use diagrams or infographics to depict common areas in a structure where violations often occur.

04 // Upsell

Strike while the iron is hot. Once your audience is engaged, make it easy for them to take the next step. Whether that's booking a consultation, a premium piece of content, or even attending an event you're hosting. Keep them moving through the conversion engine.

For example:

  • Include a calendar link so they can book a meeting with you.

  • Offer a discounted consult or virtual site visit.

  • Present a form where they can ask you any question and get an answer back within a day (to open the conversation).


The digital realm is teeming with potential clients, waiting for the right nudge. Use lead magnets to capture more future clients.

  1. Pick a relevant topic

  2. Format it

  3. Overdeliver

  4. Upsell

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