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How to Create an Online Quiz as a Lead Magnet

Plus, 5 Writing Tips and 3 Quiz Platforms to Try!

If you're looking to build your email list for your service-based business in a fun and light way (without feeling salesy), creating an online quiz might be right up your alley!

Coaches, professional creatives, wellness practitioners, and service providers can use quizzes as part of a social media marketing strategy to generate brand awareness or to drive engagement.

Why make a quiz?

Firstly, quizzes are a lot of fun for both the creator and the taker of the quiz. When I created my quiz, I had a blast inserting Lisa Simpson gifs and thinking about marketing personality types as if they were a glass of wine.

An online quiz is a great way to showcase your personality and build the "like, know, trust" factor with your brand. The goal of a quiz is to entertain, add a little value, and create an interactive environment for your quiz taker to learn more about themselves.

Let's face it, people love to learn about themselves! A quiz is a great lead magnet that can attract new audience members onto your email list.

In turn, a quiz can offer up a little bit more information about you and how you can help them. Once they're on your email list, you can continue to provide value and build a relationship with your new subscriber.

create an online quiz as a lead magnet for service bases business like coach quiz, creative quiz, or service professional quiz

Five tips for writing your first quiz:

1) My biggest quiz writing tip is to create your results FIRST! The way a quiz typically works is... after someone takes your quiz they will receive their quiz result either on the same page or in an email. Their quiz result can be a style, personality, or category that YOU have created to identify which character traits your quiz taker falls into. For example, if you create a personality quiz about finding your fashion style, you could pick three results that fall into a range of advanced to intermediate to beginner. Such as "The Fashionista", "The Weekend Diva", or, "The Yoga Pants Queen". If levels of skill aren't appropriate for your quiz, then you could arrange the results into four types like "The Beach Bum", "The Soccer Mom", "The Show Stopper", or "The Power Suit Boss".

2) Make every result equally important. Write each description like you're talking to your best friend. Since you will be trying to cover a range of personality types, there will be some results that you don't necessarily align with personally. Don't make the quiz about you! Instead, think about the strengths and positive attributes of each result type. Be positive, encouraging, and enthusiastic about each result. You want people to walk away from your quiz pumped about their personality assessment and excited to hear from you again.

3) Add a brief intro about you and your service to your results page.

The results page is a great opportunity to introduce yourself to your quiz taker. Keep it brief! Be sure to mention (in a few sentences) who you are, what you do, who you serve, and how you can help. Also, it's great to provide a call to action at the end, like to read your blog or book a free chat. Note: You might not want to use the call to action "sign up for my newsletter" on your quiz result page. Remember, you most likely set up your quiz to capture the quiz taker's email address, so they should already be signed up for your newsletter by taking the quiz.

However, you could say something along the lines of "I can't wait to connect with you more through my weekly emails."

4) Gain valuable intel from your quiz takers.

After you write your results pages (one for every result!), then you will write your quiz questions. This way, when you write your questions and answers, you know exactly where you're headed (to one of your results).

Think about the information you want to gain from your quiz takers. With 5-10 questions being the norm, you could use 20% of those questions to glean important information about your quiz taker that will help you write content for them in the future.

For instance, if your quiz is about mindful eating, you might want to know where they are along their food journey. You could use your food-related quiz topic to spur creative stages like: "Lemon Stage", "Grapefruit Stage" or, "Watermelon Stage" to depict small, medium, and large amounts of knowledge around this area. Have fun and be creative!

And, last but perhaps the MOST IMPORTANT...

5) Keep your quiz answers simple! One of the trickiest parts to writing your quiz answers is to make sure you're only pointing them to one of your results. Don't add too many characteristics or specifics to an answer so that it then becomes confusing for the quiz taker.

Here's an example of what NOT TO DO... Question: Boom! You have a three day weekend, what's on top of your priority list?

Answer 1: I've got a plan to clean the house, bake a cake, get some work done, visit my Aunt Mildred, run 5 miles a day, give my dog a bath, and binge watch Bridgerton for the fifth time.

Problem: Too specific. People might resonate with the "plan" part but then they get confused because they aren't into all of the other activities.

Answer 2: Definitely going for a hike! I really love making art, though. So I'm excited to paint the trees and birds outside!

Problem: This answer is in conflict with itself because the person needs to resonate with both being a hiker and a painter. Most people will probably only resonate with one or the other and therefore not choose this answer.

Answer 3: Well, I've just been feeling down lately. And my work sucks. All my friends will be out of town. I could use some rest so maybe I'll book a massage or a facial. But all of the salons will probably be closed because it's a holiday weekend. So I guess I'm just going to Netflix and chill all weekend because that sounds really good to me.

Problem: Too long! Not to mention, kind of depressing ;)

Do this instead:

Question: Boom! You have a three day weekend, what's on top of your priority list?

Answer 1: I've got a plan in place with every detail mapped out. Answer 2: I don't know, where ever the wind takes me I guess. Answer 3: I'm hoping to balance some of my favorite activities mixed in with some quality R&R.

create an online quiz as a lead magnet for service bases business like coach quiz, creative quiz, or service professional quiz

Here are 3 platform options to build an online quiz as your lead magnet:

2 Free(ish) Options:


Make learning fun for your students, trainees, and attendees with a modern take on quizzes. Skip the pen and paper and make a quiz using Canva's free quiz maker, complete with tools and quiz templates.

*For a monthly fee, Canva's pro subscription offers more variety and options of elements, photos, and graphics. However, you should be able to make a very good looking quiz using Canva's free elements.

Here are the instructions on how to create a free quiz using Canva.

Typeform* Create a quiz that engages students, generates leads or promotes your brand.

*In the free Typeform plan, you get free unlimited typeforms (quizzes or surveys) with 10 questions per typeform. This is awesome! However, you only get 10 quiz responses per month. After that, it will be $25 month for their basic plan.

Here are the instructions on how to create a free quiz using Typeform.

1 (really exceptional) Paid Option:


Harness the power of quizzes to grow your email list, segment your leads, and recommend products to increase sales. I used Interact to build my first quiz and I'm really impressed with the service.

At $27/month for the Lite version (paid annually), Interact is a little pricey for some budgets. However, the platform really makes the entire quiz making process smooth as butter. Interact offers gorgeous and well-written templates, seamless integration with your email service provider, and impressive 1:1 access to their team through weekly office hours, coaching, and workshops.

Here are tutorials on how to create a free quiz using Interact.


Take my free quiz!

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