ConvertKit Lead Magnet Setup: Step-by-Step Guide

Your lead magnet is ready. Now you need ConvertKit to collect emails and send it automatically, every time someone signs up, while you focus on anything else.

This guide walks through the complete ConvertKit lead magnet setup: uploading your file, creating an opt-in form, writing the delivery email, building a simple welcome automation, and testing the whole flow before you share it publicly. ConvertKit’s free plan handles every step here. You do not need to spend anything.

What You Will Need

• A ConvertKit account (the free plan supports up to 10,000 subscribers and includes unlimited forms, landing pages, and the incentive email feature)
• Your lead magnet file exported as a PDF, or a shareable link if it is a video, Google Doc template, or Notion page
• A file hosting option if your lead magnet is not a PDF: Google Drive and Dropbox both work with a public share link
• Roughly 30 to 45 minutes for the complete setup

That is the full list. No paid plan required. No technical background needed.

Step 1: Set Up Your ConvertKit Account

Go to convertkit.com and sign up for the free plan. ConvertKit rebranded to Kit in 2024, but the platform URL and most interface labels still use both names. Either way, you land in the same dashboard.

If you already have a ConvertKit account, even a dormant one, log in and skip the signup step. You do not need a fresh account.

Before continuing, do one thing: Go to Settings > Email and verify your sender email address. ConvertKit sends your lead magnet from this address. An unverified sender email is one of the most common reasons delivery emails end up in spam.

The free plan includes:

• Unlimited landing pages and forms
• Incentive email per form (the automated delivery email)
• One automation for a welcome sequence
• Broadcasts to your full list

All of that covers what this guide builds.

Step 2: Upload Your Lead Magnet File

ConvertKit includes file hosting inside the email editor. For PDF lead magnets, this is the simplest path: upload directly, get a permanent hosted URL, no external service required.

How to upload using ConvertKit’s file hosting:

1. In the top navigation, go to Grow > Landing Pages & Forms
2. Click Create new and select Form
3. Once inside the form editor, click Incentive email (a tab near the top of the panel)
4. In the email editor body, look for the file upload icon in the toolbar (it looks like a paperclip or document icon)
5. Upload your PDF
6. ConvertKit generates a hosted URL and inserts it as a clickable link in the email body
7. Adjust the link text to something descriptive: “Download your checklist” works better than the raw URL

The hosted URL does not expire. Your subscribers can return to it at any time.

If your lead magnet is not a PDF:

For Notion pages, Google Doc templates, videos, Canva presentations, or other web-based formats, use a public share link instead of a file upload.

• Google Drive: Right-click the file > Share > Change to “Anyone with the link” > Copy link
• Dropbox: Open the file > Share > Create link
• Notion: Open the page > Share > Enable “Share to web” > Copy link
• Canva template: Click Share > Template link > Copy

Paste that URL into your incentive email as the download link. The only difference from a hosted file is that anyone who receives the link can access it, even if they did not sign up through your form. For most early-stage creators building a small list, this is not a meaningful concern.

Step 3: Create Your Opt-In Form

The form is what your visitors see and fill out to receive your lead magnet. ConvertKit offers four form types:

For a first lead magnet setup, start with two: an inline form for your website and a landing page for a shareable link you can use in social media bios.

To create the inline form:

1. Go to Grow > Landing Pages & Forms
2. Click Create new > Form > Inline
3. Choose a template (any clean one works; you can edit all the text)
4. Edit the headline to match your lead magnet: “Get the [Lead Magnet Name]: [One-line benefit]”
5. Change the button from “Subscribe” to something specific: “Send me the guide” or “Download the checklist”
6. Click the Settings tab inside the form builder
7. Under the Incentive section, confirm that Send incentive email is toggled on

That last setting is what connects the form to your delivery email. Without it, new subscribers do not receive the lead magnet automatically.

Form copy that converts: The headline on your form does most of the work. Describe the outcome, not the format. “Stop guessing which lead magnet format to use” converts better than “Free PDF checklist.” See the lead magnet landing page guide for a full breakdown of landing page elements and what affects opt-in rates.

Step 4: Write the Incentive Email

The incentive email is the automated email ConvertKit sends immediately after a new subscriber joins your form. It is configured per form, so each lead magnet can have its own delivery email.

Inside the form builder, click the Incentive email tab.

Write a short, direct email:

Subject line: Your [lead magnet name] is ready

Email body:

Hi [First Name],

Here is what you signed up for:

[Download: Lead Magnet Name](YOUR_LINK_HERE)

[One sentence describing what they will find inside and the specific result it helps them get.]

[Your name]

Replace YOUR_LINK_HERE with the hosted URL or public share link from Step 2.

Keep the email short. Three to five sentences is enough. The subscriber signed up to get the file, not to read a newsletter. Put the download link in the first few lines, not buried after four paragraphs of context.

Double opt-in vs. single opt-in: In your form settings, check whether ConvertKit is configured for double opt-in (confirmed) or single opt-in. With double opt-in, new subscribers receive a confirmation email first and must click before receiving the lead magnet. With single opt-in, the incentive email goes out immediately on sign-up.

Single opt-in typically produces fewer drop-offs and a higher delivery rate for the lead magnet itself. Double opt-in gives you a cleaner, more engaged list over time. Check your specific market’s email regulations if you are targeting audiences in the EU, UK, or Canada, where consent requirements differ.

Step 5: Build a Simple Welcome Automation

The incentive email delivers your lead magnet. The automation is what happens in the days after that.

ConvertKit’s free plan includes one automation, which is enough for a basic welcome sequence. This is separate from the incentive email. It runs after delivery and introduces your new subscriber to you, your work, and what to expect from your emails.

To create the automation:

1. Go to Automate > Automations
2. Click New Automation > Start from scratch
3. Set the trigger: Subscribes to a form, then select the form you created in Step 3
4. Add Email steps for each message in your sequence

A starter sequence that works for most creators:

• Day 0 (incentive email): Lead magnet delivery (already handled by the incentive email in Step 4; do not duplicate it here)
• Day 1: A short introduction: who you are, what you teach, what they can expect from your emails. Three to four short paragraphs.
• Day 3: Your single most useful piece of free content. A guide, post, or insight that demonstrates your expertise and gives them an early win.

If you want a more detailed framework for what to include in each email, the lead magnet follow-up emails guide covers the full nurture sequence structure, including how to bridge from freebie to paid offer.

Step 6: Embed Your Form or Share Your Landing Page

Your form and automation are ready. Now you need to get the form in front of people.

Option A: Embed the form on your website

1. Inside the ConvertKit form builder, click Publish
2. Choose Embed and copy the HTML snippet
3. Paste it into your website wherever you want the form to appear

High-impact placement spots for a lead magnet form:

• Below the introduction of your most-visited blog post
• On a dedicated resources or freebies page
• At the end of every post in your main content cluster
• In the site navigation as a “Free [resource type]” link

For a full breakdown of where to place opt-in forms for the most sign-ups, the best lead magnet tools guide covers how ConvertKit’s form types fit into different website setups.

Option B: Share your ConvertKit landing page

If you do not have a website yet, or want a shareable link for social media, create a ConvertKit landing page:

1. Go to Grow > Landing Pages & Forms
2. Click Create new > Landing Page
3. Pick a template, edit the headline and subheadline to match your lead magnet
4. Click Publish

ConvertKit gives you a hosted URL at yourname.ck.page. This URL works in any social media bio or link-in-bio tool, as a standalone link in posts, or as the destination for any free tool or resource that references your lead magnet. You can start driving traffic to it immediately, before you have a full website.

For creators who are comparing ConvertKit against other free options before committing, the free lead magnet tools guide covers what each free plan includes and where the limits are.

Step 7: Test the Complete Flow Before You Share It

Before you send anyone to your form, run through the full experience yourself.

1. Open your form URL or embedded form in an incognito browser window
2. Sign up using a personal email address you can access
3. If you have double opt-in enabled, check that the confirmation email arrives and click the confirmation link
4. Confirm the incentive email arrives with the download link
5. Click the download link and verify the file opens or the page loads correctly
6. Check that the automation enrolled you and that future emails are scheduled

Three specific things to check:

• File accessibility: Open the download link in an incognito window. If the file asks you to log in to a Google or Dropbox account, the share settings are not public. Fix the link before sharing your form.
• Mobile delivery: Open the incentive email on your phone. Confirm the download link or button is easy to tap and that the file opens correctly on mobile.
• Spam folder: Check that the incentive email landed in your inbox. If it went to spam, return to account settings and verify your sender email address. You can also try a custom domain sender address, which ConvertKit supports on all paid plans.

Once the test passes, your ConvertKit lead magnet setup is live. Any subscriber who signs up through your form will receive the lead magnet automatically, be enrolled in your welcome sequence, and start building a relationship with your content.

Frequently Asked Questions

How do I set up a lead magnet in ConvertKit?

Create a ConvertKit form, enable the incentive email in the form settings, and add your file download link to that email. ConvertKit sends the incentive email automatically after each new subscriber joins your form. The free plan supports up to 10,000 subscribers and includes the incentive email feature, unlimited forms, and one automation for a welcome sequence.

Does ConvertKit have a free plan for lead magnets?

Yes. ConvertKit’s free plan includes unlimited landing pages and forms, one automation, incentive email delivery per form, and email broadcasts to up to 10,000 subscribers. Setting up automated lead magnet delivery through the incentive email feature is fully supported at no cost. You do not need a paid subscription to get started.

Can I upload my PDF directly to ConvertKit?

Yes. The ConvertKit email editor includes a file upload tool. Upload your PDF directly in the incentive email editor, copy the hosted URL ConvertKit generates, and use it as the download link. The hosted URL does not expire. Alternatively, you can use a public share link from Google Drive, Dropbox, or Notion if your lead magnet is not a PDF.

What is the ConvertKit incentive email?

The incentive email is an automated email ConvertKit sends immediately after a new subscriber joins your form or confirms their email address. It is configured separately for each form, so different forms can deliver different lead magnets. For lead magnet delivery, the incentive email is where you place the download link. It sends automatically on every new sign-up without any manual action on your part.

How many lead magnets can I set up on ConvertKit’s free plan?

You can create multiple lead magnets on the free plan because each form has its own incentive email and can link to a different file or resource. There is no limit on the number of forms. The main constraint on the free plan is one automation, meaning you can build one multi-step welcome sequence, though multiple forms can all trigger that same automation on sign-up.

Keep Reading

• Best Lead Magnet Tools for Solo Creators
• Free Lead Magnet Tools That Actually Work
• Lead Magnet Follow-Up Emails: The Sequence That Converts Subscribers Into Buyers