How to Set Up a Lead Capture with a Downloadable Gift Using Mailchimp and WordPress

Offering a free downloadable resource—like an eBook, checklist, or guide—is one of the most effective ways to collect leads on your website. With Mailchimp and WordPress, you can set this up easily without any coding. Here’s how to do it from start to finish.


Step 1: Create Your Free Downloadable Gift

Before you build the form, decide what you’ll offer. Examples include:

  • A PDF guide or checklist

  • A free eBook

  • A coupon or promo code

Once finalized, upload the file to your WordPress Media Library or a secure file hosting platform (like Google Drive with a shareable link).

Pro tip: Avoid linking directly to the file on your website before people subscribe. You’ll want Mailchimp to deliver it only after they enter their contact info.


Step 2: Create a Mailchimp Audience

  1. Log in to Mailchimp.

  2. Go to Audience > Audience dashboard.

  3. If you don’t already have one, click Create Audience.

  4. Add your default email address, “from” name, and a reminder for why people are receiving your emails.

  5. Save your settings.

This audience will store the subscribers who sign up through your lead capture form.


Step 3: Build a Signup Form in Mailchimp

  1. From your Mailchimp dashboard, go to Audience > Signup forms.

  2. Choose Form builder.

  3. Customize your form fields (usually just First Name and Email Address).

  4. Update the form design to match your brand colors and style.

  5. Copy the form embed code once your design is complete.


Step 4: Create a Thank You Email That Delivers the Gift

  1. Go to Campaigns > Automations > Classic Automations.

  2. Choose Welcome new subscribers.

  3. Customize your subject line, such as “Here’s your free guide!”

  4. In the body of the email, include a link to your downloadable gift.

    • If your file is stored in your WordPress Media Library, use that link.

    • If you use Google Drive or Dropbox, set link sharing to “Anyone with the link.”

  5. Save and publish your automation.

Now, when someone subscribes, they’ll automatically receive an email with the download link.


Step 5: Embed the Form on Your WordPress Site

Email webchanges@identitydental.com to request your website change. If it requires a new section to be custom designed / coded, the team will provide you a quote for this work. 

  1. Paste the Mailchimp embed code from Step 3 into your email 

  2. Be very specific with where you want the lead capture and with what you want the section to say and look like. 

  3. Share your overall vision for the functionality of your free download lead capture 


Step 6: Ask Webchanges@identitydental.com to also Create a Thank You Page (Optional but Recommended)

  1. In WordPress, go to Pages > Add New.

  2. Title it something like “Thank You!”

  3. Add a short message, such as:

    “Thank you for subscribing! Check your email now for your free download.”

  4. In Mailchimp, under Signup form settings, set this page as your redirect after someone subscribes.

This reinforces that the download will arrive via email and builds trust.


Step 7: Test Everything

Before you publish, go through the process as if you were a new subscriber:

  1. Fill out the form on your website.

  2. Check your inbox for the confirmation and download email.

  3. Click the link to make sure the file downloads correctly.

If everything works smoothly, your lead capture is live!


Step 8: Promote Your Lead Magnet

Now that your system is in place, drive traffic to your offer:

  • Add a call-to-action banner on your homepage.

  • Share your landing page on social media.

  • Mention your freebie in blog posts and videos.


Final Thoughts

This setup allows you to automate lead collection and deliver value instantly—no extra tools required beyond Mailchimp and WordPress. Once you’ve built one, you can reuse the process for future offers and grow your list with consistent, high-quality leads.