They sure are! Some people also call them “ethical bribes,” because you are offering valuable content in exchange for a site visitor’s email address. No matter what you call them, attractors are valuable bits of content that are behind a “gate” – a form that your site visitor must fill out in order to access that content. (Also remember that your sales literature should NEVER be behind a gate. It should be freely available on your site.) Highly valuable gated content (attractors) is one of the BEST ways to get site visitors to become leads.