Grade them: an assessment beats an ebook

When to use it

When the offer is expertise, the only capture is a download or contact-us CTA, and dwell runs above the site average while click rate runs below it.

How to run it

1. 1Build a 5-7 question assessment that scores the visitor's setup and names their top two gaps. Show the score before the email ask and the full breakdown after.
2. 2Feed the answers into lead routing. The segment each answer implies is worth more than the address.

Why it works

Raise the perceived value of acting

A score about the visitor's own situation is a better trade for contact details than a generic download, and it qualifies the lead. Agency data has assessment-sourced leads converting to sales conversations at several times the rate of ebook downloads, and HubSpot's Website Grader is the canonical case.

Source: HubSpot Website Grader; assessment-magnet agency data