Ever clicked onto a website, thought about buying something, and then left without pulling out your wallet?

Yeah, me too.

And that’s exactly why lead magnets—those handy little freebies businesses offer in exchange for your email—exist.

A lead magnet (or opt-in) is basically a friendly bribe. You offer visitors something genuinely helpful or interesting, and in exchange, they share their email address. Easy enough, right?

But here’s why it really matters: Once you’ve got that email, you’re not strangers anymore.

Let’s say someone visits your website, browses a bit, but doesn’t book a ticket or buy anything. Happens all the time. Without their email, they’re gone for good. But with their email, you have the chance to follow up gently.

You can send a quick “Hey, new more information?” email (browse abandonment), or even offer a friendly little coupon if they haven’t bought anything in 24 hours.

Suddenly, you’ve turned a lost opportunity into a potential sale.

And if your business is fortunate enough to entertain repeat customers then it’s not just about immediate sales. Capturing an email lets you stay connected. You can remind them of upcoming events, seasonal specials, or share engaging content that keeps you top-of-mind.

Now, let’s dive into eight smart lead magnet ideas that’ll turn casual browsers into happy subscribers.

Ideas for Experience Providers with little to no repeat business

1. “Perfect Day” Itinerary PDF

Break down an ideal day (or two) in your area, built around your tour. Include places to eat, grab coffee, take photos, or relax before/after the tour. Make it feel like something a friend would send. Not overly polished—just honest and useful.

2. Photo Spot Map or Instagram Guide

People love photo spots. Mark scenic or hidden photo ops near or along your tour route. Add tips like best time of day for lighting or least crowded hours.

“7 Secret Spots Locals Use for Killer Travel Photos in Asheville”

3. Local Slang or Food Translator Cheat Sheet

This works well in international or regional destinations. A little “insider” guide that makes the tourist feel like they’ve got a leg up.

Example: “How to Order BBQ Like a Local in Central Texas” or “Irish Slang You’ll Actually Hear in Dublin”

4. “Ask a Local” Audio Clip or Mini Guide

Record a short voice note (or write a casual guide) with answers to common tourist questions: where to eat after the tour, what to skip, how to avoid lines, etc.

Ideas for Experience Providers who target a local market

1. “How to Have the Most Fun” Cheat Sheet

A short, friendly guide that shares quirky tips and insider tricks specific to your place.

Stuff like:

  • Best time to come if you hate waiting
  • Where to sit on the train for the best view
  • What most people miss on their first visit
  • Go-kart racing tips from a staffer

2. Behind-the-Scenes Q&A With Staff

Make a mini eBook or email series like “5 Things Our Staff Think You Should Know (But Don’t Tell Everyone)”. Keep it playful—fun facts, favorite snacks in the gift shop, funny things they’ve seen guests do.

It creates personality. They’ll feel like they “know” the place a little better.

3. Local Explorer Badge Kit

If people visit casually but repeat over time, give them a reason to track it. Create a fun downloadable “badge tracker” or passport they can print and fill in:

  • Ridden the caboose car? ✅
  • Beat your go-kart lap time? ✅
  • Spotted the hidden dinosaur in the museum mural? ✅

You’re not offering a real prize—they’re collecting experiences.

4. Event Sneak Peek or “Coming Soon” Access

Let them sign up to get early peeks at new exhibits, upcoming theme nights, or special seasonal rides. Not discounts—just insider updates and possibly “early access” opportunities.

Keep the tone like: “Psst—here’s what we’re building for spring…”

Lesli Peterson
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