How to use lead magnets and free resources on Squarespace to grow your email list
Disclaimer: Some links in this post are affiliate links. This means we may earn a small commission if you choose to sign up through them, at no extra cost to you. We only ever share tools we genuinely think are useful.
A lot of service-based business owners know they should be building an email list, but they’re not always sure what to offer, how the tech works or how a free resource can actually turn into paid client work.
The good news is that Squarespace makes the setup far simpler than most people expect and you don’t need complicated systems or funnels for a lead magnet to work well.
What a lead magnet is actually for
A lead magnet is a helpful free resource someone can download in exchange for their email address, for example our free website content planner.
But the goal isn’t just to collect emails. It’s to start a relationship with your potential clients. A good free resource can solve a specific problem for your ideal client and show them that you know what you’re talking about.
For service-based businesses, this matters because some potential clients aren’t ready to book straight away and your lead magnet gives them a reason to stay connected and remember your services while they figure things out.
Choose a freebie that connects to your services
Your freebie should solve one small, specific problem your ideal client is already thinking about.
For example:
If you’re a therapist, this might be a guide of what to expect from a first session.
For a nutritionist, it could be a simple meal planning framework or a habit-building checklist.
For creative service providers, it might be a planning guide, a clarity workbook or something that helps them prepare before working with you.
The key is that your free resource should be a first step for potential clients that naturally leads into your paid services.
How the tech works on Squarespace
On Squarespace, you can add a form block or code block (to paste in the code from external email platforms) anywhere on your site. This could be on a dedicated freebie landing page, inside a blog post or in a section across your website. That form is where someone enters their name and email address to get your free resource. (We recommend collecting subscribers names so that you can personalise their emails later).
Once they submit the form, a few things can happen automatically.
You can either redirect them to a thank you page with a download link, or connect the form to an email marketing platform so the freebie is delivered straight to their inbox. This second option is usually the best experience and it’s where tools like Flodesk, Squarespace Email Campaigns, or Mailchimp come in.
Delivering your freebie using Flodesk (or similar tools)
When you connect your Squarespace form to an email platform like Flodesk*, you can set up an automatic workflow. This means that as soon as someone signs up, they’re sent an email with the free resource inside it.
That email might include a download link, a PDF attachment or a link to a private page on your website. From the subscriber’s point of view, it feels instant and seamless. From your side, it runs quietly in the background without you needing to manually send anything.
Flodesk is popular because it makes this process very visual and easy to follow, especially if you want your emails to look beautiful without a lot of effort. We personally use Flodesk for our email marketing, but Squarespace Email Campaigns, Mailchimp and Mailerlite can do this too. The most important thing isn’t the platform you choose, but what you find easier to use so that you’re more likely to use it.
What happens after someone gets the freebie
Once someone’s received your free resource, the next step isn’t to sell to them straight away.
A simple welcome email works really well here where you can explain why you created the freebie, how to use it and what kind of support you offer if users want more help. Over time, you can send follow-up emails that expand on your work, sell your services, answer common questions or link back to helpful blog posts.
This is how your free lead magnet becomes a bridge to your paid services. By the time someone’s ready to book, you already feel familiar, knowledgeable and trustworthy.
Using your blog to promote your freebie
Your blog is one of the best places to share your lead magnet.
If someone has landed on a blog post through search and they’re already reading because they need help, offering a relevant free resource at that moment makes sense. It feels supportive, not pushy or overly salesy.
For example, if your blog post explains part of your process or answers a common question, your freebie can help them go one step further. This is where blogging, SEO, and email marketing start working together as a great long term strategy for attracting potential clients.
Keep it simple and sustainable
You don’t need multiple freebies, complex funnels or advanced automations to grow your client list. One well-thought-out free resource, delivered clearly through your Squarespace site and email platform, is more than enough to get started. Once it’s set up, it can quietly support your business while you focus on client work.
Our final thoughts
Lead magnets are a great tool to show your expertise to potential clients and make it easy for the right people to stay connected with you.
With Squarespace handling the structure and an email tool delivering your freebie automatically, you can build a system that feels calm, professional and aligned with how you want to work.
Our Squarespace templates are designed to make space for lead magnets, blogs, and sign-up forms without everything feeling cluttered.
