How to Create a High-Converting Lead Magnet Workflow in HighLevel (Step-by-Step Guide)

One of the first steps to growing your business as a solopreneur or small business owner is setting up an effective system to capture and nurture leads. HighLevel makes this process easy and automated with its powerful workflow tools.

In this guide, I’ll walk you through the exact steps to create a high-converting lead magnet workflow in HighLevel. By the end, you’ll have a fully automated system that captures leads, nurtures them with emails, and increases your chances of turning them into paying clients — all on autopilot!

A lead magnet workflow is essential for growing your email list and converting leads into customers. Without a clear workflow, you risk losing potential clients or leaving them unsure about what to do next.

An automated lead magnet workflow allows you to:

• Capture leads quickly and easily
• Deliver valuable content immediately
• Build trust and nurture leads through follow-up emails
• Save time by automating the entire process

The first step is to create a form that will capture your leads’ information.

1. Log into your HighLevel account.
2. Go to Sites → Forms → Builder.
3. Click “Add Form” to start from scratch (or use a template if you prefer).

• Add the following fields:
  • First Name – Make this a required field.
  • Email – Also make this a required field.
• Add a headline (e.g., “Get Your Free Download”).
• Customize the submit button text (e.g., “Send Me My Download”).

After the form is submitted, display a confirmation message like this:

“Thanks for filling out the form! Check your email for your download. If you don’t see it in a few minutes, check your spam or junk folder.”

• Give your form a clear name (e.g., “Free Lead Magnet Download”) — this makes it easier to find when setting up the workflow.
• Save the form.

You can embed the form directly into your website or use a direct link.

1. Go to the form settings and click “Integrate.”
2. Choose from the following options:
   • Sticky sidebar
   • Slide-in
   • Pop-up
   • Inline placement
3. Copy the embed code and paste it into your website.

If you prefer, you can also use the direct link to share the form through social media or email.

Once the form is set up, you’ll need to create an automation to deliver the lead magnet and follow up with the lead.

1. Go to Automation → Create Workflow → Start from Scratch.
2. Name your workflow (e.g., “Free Lead Magnet Download Workflow”).

• Select Form Submitted as the trigger.
• Apply a filter for the specific form you created (e.g., “Free Lead Magnet Download”).
• Save the trigger.

• Add a new action: “Add Contact Tag.”
• Create a tag like “Free Lead Magnet.”
• Save the action.

Next, set up the emails that will deliver the lead magnet and nurture the lead.

• Add a new action: “Send Email.”
• Create the email subject and body
  • Be sure to personalize the email using the lead’s first name.
  • Include a link to the lead magnet download (hosted in your media library).
• Save the email.

After delivering the lead magnet, follow up with a nurture sequence.

Example sequence:

• Wait 1 Day → Send Email 1 (Introduction and next step)
• Wait 1 Day → Send Email 2 (Share value or case study)
• Wait 2 Days → Send Email 3 (Highlight benefits or testimonials)
• Wait 1 Day → Send Email 4 (Include a clear CTA to book a call or make a purchase)

• Use the “Copy” feature to duplicate the sequence.
• Adjust the wait times and content as needed.
• Save the workflow.

To make sure your workflow runs smoothly:

• Set the Sender Name and Email Address for all emails.
• Turn on or off the option to allow reentry into the workflow.
• Save and publish the workflow.

Before going live, test the workflow to make sure everything works correctly.

1. Fill out the form with a test email.
2. Check that the first email arrives correctly.
3. Confirm that the follow-up emails are sent according to the schedule.

• Make the Lead Magnet Valuable – Offer something your audience really wants. Examples include:
  • Free eBook
  • Checklist
  • Exclusive video training
• Keep the Form Simple – Don’t ask for too much information upfront (first name and email is plenty).
• Use Personalization – Adding the lead’s name increases engagement and trust.
• Include a CTA in the Final Email – Guide them to book a call, buy a product, or take the next step.

Set up your lead magnet workflow today and start growing your business on autopilot!

Setting up a lead magnet workflow in HighLevel is one of the most effective ways to automate your business and grow your email list. By following these steps, you’ll have a fully automated system that works for you 24/7 — nurturing leads and turning them into loyal clients.

If you’d like help setting up your HighLevel account and lead magnet workflow, check out my TechDesk Elevation Suite for a fully managed HighLevel experience.