This article explains what your lead magnet is, where ClinicMonk™ offers it, and why there's nothing you need to set up before it starts working.

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What gets sent when someone requests it, and what your team does about replies, are covered in separate articles.

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Your lead magnet is a free guide, as a PDF, that you offer to people who aren't ready to book anything yet.

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It does two jobs. It gives somebody who is thinking about therapy something genuinely useful straight away, and it gives you a reason to ask for an email address, which turns an anonymous visitor into a lead you can follow up with.

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It also appears elsewhere in ClinicMonk™ under a different name. Wherever you see welcome resource — in the consult follow-up sequences, or in the welcome that goes to new clients — that's this same PDF.

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You don't have to build any of this. Offering the lead magnet is already written into several ClinicMonk™ workflows, so it goes out on its own as part of your normal follow-up.

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It's offered in the follow-up after a consult call — whether the person showed, didn't show, or cancelled. It's offered when your team marks a lead Lost or Abandoned. It's sent by the Lead Magnet Form itself, wherever you've published that link. And it's offered again when a lead becomes a client, as part of their welcome.

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So a single person may be offered the guide at more than one point, depending on the path they take through your practice — right through to becoming a client.

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Being offered the guide repeatedly is normal and intended. Somebody who isn't ready to read it after their consult call might be ready a week later, so the offer comes round again.

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What doesn't happen is being sent it twice. The first time someone completes the form and requests the guide, ClinicMonk™ tags that contact as having received it. Every workflow that offers the lead magnet checks that tag before sending, and skips the offer if it's there.

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So the offers stop the moment somebody takes one. A lead who downloads the guide in January and books a consult in March won't be offered it again in the consult follow-up, and won't be offered it again when they become a client.

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And somebody who never takes one keeps being offered it, right through to becoming a client — where it arrives once more as a welcome resource. They still haven't read it, so it's still worth giving them.

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That version is one email with the guide. There's no consult booking link and no 3-email follow-up, because they've already booked with you. They're then added to the monthly nurture emails (the client version) — the guide is a welcome, not an invitation.

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Only completing the form sets the tag. Being sent a link to the form doesn't — somebody who was offered the guide and ignored the email will be offered it again later, which is the intended behaviour.

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Nothing has to be switched on, connected or configured. The form exists, the workflows already point at it, and the emails are written.

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The guide itself is customized for you. Your clinic's logo and your consult booking link are added to the PDF before you start sending it, so the copy going out to your leads is already yours.

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The booking link is the part that matters most. The guide is the first thing many people will ever receive from your clinic, and the link inside it is their route from reading something helpful to booking a call with you. That's why it's there rather than left to chance.

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This part is optional. The lead magnet works without it, because the workflows above carry it.

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What adding it to your website does is reach the people none of those workflows can — somebody reading your site who isn't ready to fill in a contact form or book a call, and who would otherwise leave without you ever knowing they were there. Offering them a free guide is a much smaller ask than asking them to get in touch.

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Your Lead Magnet Form lives at:

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connect.yourclinicdomain.com/3-simple-ways-to-feel-better

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Replace yourclinicdomain.com with your clinic's own domain — the same one your website uses.

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If someone else looks after your website, send them that address and ask them to link to it. It's an ordinary web address, so it works anywhere a link works: a button on your site, a blog post, your email signature, your Instagram bio.

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Worth doing once, early on. You'll be sending this guide to a lot of people, and it's the first thing many of them will ever receive from your clinic — so it's worth seeing exactly what they see.

One thing to know before you test: requesting the guide tags that contact as having received it, so the workflows won't offer it to them again. That's harmless for your own address. Don't test with a real client's details.

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Two other articles in this section cover the rest: exactly what ClinicMonk™ sends when someone requests the guide, and what you need to do when they reply.