Websites need a lead magnet for a few reasons:

1. Collect contact information: The most important reason is that a lead magnet helps websites gather email addresses or other contact info. Once they have this information, they can send you future updates, promotions, or other messages.
2. Building relationships: By offering a lead magnet, websites can build relationships with visitors. If you download a free ebook and find it helpful, for example, you might be more likely to trust that website and consider buying something from it later.
3. Understand their audience: The types of lead magnets people are interested in can help a website understand more about its audience. For example, if many people download a lead magnet about healthy recipes, the website might realise that its audience is very interested in healthy eating.
4. Increase perceived value: Lead magnets often provide something of value (like a useful guide or a discount code) for free or at a low cost. This can make visitors feel like they’re getting a great deal, which makes them more likely to view the website or company positively.

In the end, the goal is to attract potential customers (leads) and encourage them to become actual customers, making a purchase or using a service. Lead magnets are a helpful tool to do this.