A quiz makes a good lead magnet when the result is worth having on its own and points to one clear next step. Below are 24 quiz ideas, two for each of the 12 kinds of business we build for, with the questions to ask and where each result should lead. Each section links to the industry page and a ready-made template, so you can go from idea to a working quiz quickly.
What makes a quiz a good lead magnet
Most lead magnets ask for an email in exchange for a download that people rarely open. A quiz works differently because the visitor gets something personal back. Three rules keep it that way:
- It takes about a minute. Seven questions with short, clickable answers is a comfortable length. Every extra question should earn its place.
- The result is useful by itself. A style, a plan or a recommendation the visitor would happily screenshot, not a vague label.
- Every result leads to something you sell. A package, a booking, a product or a sign-up. If an outcome has no natural next step, rethink it before you build.
If the idea of a quiz funnel is new to you, start with what a quiz funnel is and how it works. When you get to writing outcomes, the guide to result pages that turn into bookings covers the wording.
Creative services
Photographers
- Which editing style is you? Show light and airy, dark and moody, warm film and black and white as image answers, using your own photos. Each result points to the collection that suits that look.
- Elopement or full wedding? Ask about guest count, travel and hours of coverage, then recommend the collection that fits.
More in 7 quiz ideas for photographers and on the photographers page. Template: Wedding Photography Style Quiz.
Wedding vendors
- What is your wedding style? Garden romance, modern elegance or rustic charm, each tied to a package or mood board.
- Which planning package fits? Ask how much help a couple wants, from full planning to day-of coordination, and recommend the right tier.
See the wedding vendor guide to quiz funnels and the wedding vendors page. Template: Wedding Style Quiz.
Interior designers
- What is your home style? Organic modern, collected eclectic or bold contemporary, illustrated with your own portfolio.
- Full service or e-design? Scope, budget and how involved the client wants to be decide which service tier you recommend.
See the interior designers page. Template: Home Style Quiz.
Creators and podcasters
- What kind of creator are you? Authority builder, storyteller or rising creator, each tied to a course, an audit or a coaching offer.
- Which episode should you start with? Recommend three back-catalog episodes based on what a new listener cares about, and ask for their email to send the list.
See the creators page. Templates: Creator Personality Quiz and Creative Archetype Quiz.
Coaching, fitness and beauty
Coaches and consultants
- Are you ready for coaching? Ask about stage, time and commitment, then recommend one-to-one coaching, a group program or a self-paced course.
- What is holding your business back? Pricing, clients, focus or scaling: each answer points to a different program.
See quiz funnels for coaches and the coaches page. Template: Coaching Readiness Quiz.
Gyms and fitness studios
- What is your fitness goal? Strength, fat loss, mobility or energy, each mapped to a program with its own call to action.
- Which class is right for you? Route people to Pilates, HIIT, yoga or strength based on what they enjoy and their level.
See fitness studio quizzes and the fitness page. Template: Fitness Goal Quiz.
Salons and estheticians
- Find your facial. Route clients to the facial or peel that fits their concern and how sensitive their skin is.
- Which brow or lash service? Ask about the look they want and how much upkeep they will do, then recommend lamination, tinting or extensions.
See salon and skincare quiz funnels and the beauty salons page. Template: Skincare Routine Quiz.
Shops, restaurants and travel
Online stores
- Gift finder. Recipient, interests, budget and occasion lead to three picks and a gift-wrap option.
- Which product is right for you? For brands with similar products: ask about skin type, roast profile, scent or use, then recommend one.
See the online stores page. Template: Product Finder Quiz.
Restaurants and cafes
- What should you order tonight? Recommend the tasting menu, a seasonal plate or a comfort classic based on mood and appetite.
- Catering and private dining finder. Guest count, occasion and budget route event inquiries to the right package.
See the restaurants page. Templates: Menu Recommendation Quiz and Video Cooking Style Quiz.
Travel businesses
- What is your travel style? Luxury escape, culture explorer or easy getaway, each with three destination picks.
- Which room or suite suits you? For hotels and resorts: ask about the purpose of the trip and the must-haves, then recommend a room type.
See the travel page. Template: Travel Style Quiz.
Property and causes
Real estate agents
- What kind of buyer are you? Power buyer, smart searcher or first-time explorer, each with its own next step.
- Is it time to sell? For listing leads: ask about plans, timing and the state of the home, then offer a valuation call.
See the real estate page. Template: Home Buyer Quiz.
Nonprofits
- What is your impact path? Changemaker, active volunteer or generous supporter, each with its own call to action.
- Which volunteer role fits you? Skills and availability match people to roles before your coordinator reaches out.
See the nonprofits page. Template: Impact Path Quiz.
How to choose your first quiz
If several ideas fit, pick the one that answers the question you get asked most often. A photographer who spends every week explaining collections, or a salon that keeps answering “which facial should I book?”, already knows what the quiz needs to do.
Then check two things before you build:
- Can you name the three outcomes? Three is usually enough. Each one should match a package, product, program or role you already offer.
- Do the answers tell you who is ready to buy? Questions about budget and timing let you score each lead, so the people who are ready now get a faster reply. The guide to lead scoring with a quiz shows how to set the points.
Plan the follow-up at the same time. A short sequence for each outcome does most of the work after the quiz, and the five follow-up email templates are a good place to start.
Build it from a template
Every idea above can be built from scratch, but a template is faster. There are 16 quiz templates, each with seven questions, a lead form and three scored outcomes you can rename to match your offers. If your site is on Squarespace, Squarespell Quiz can also draft a quiz from your site address, which you then edit before publishing. When you are ready, start a 14-day free trial with Pro features, no credit card required.