White papers are content material advertising powerhouses for business-to-business (B2B) firms.
We’re not simply sayin’ it: 62% of the most successful B2B marketers suppose white papers are the most beneficial kind of content material. On the client facet, 71% of B2B buyers use white papers to tell their purchases.
However you may solely profit out of your white paper if folks learn it within the first place. In case your touchdown web page can’t persuade them to fill out your obtain type, your exhausting work will go to waste. A lot for all that PDF formatting.
So how are you going to construct a white touchdown web page that will get folks downloading? Let’s discuss in regards to the targets a white paper ought to obtain and the way your touchdown web page can assist you meet these targets.
What’s a White Paper?
A white paper is a advertising doc that explores a subject in-depth utilizing analysis and experience. It goals to teach prospects, elevate consciousness a couple of model, and construct that model’s authority.
Whereas white papers appear like ebooks at first look, they have an inclination to have extra technical and extremely researched content material. Since they dive deep into a subject, in addition they are typically longer than ebooks.
Why Ought to You Construct a White Paper Touchdown Web page?
You may consider inserting your white paper obtain on considered one of your web site pages, however you’d be lacking out on the advantages of a conversion-focused landing page. A touchdown web page directs its guests towards one purpose: downloading your white paper. It’ll make it simpler to trace what components of your web page encourage of us to obtain it and what doesn’t work.
White papers make terrific lead magnets—content material you present to guests in alternate for his or her contact data. You possibly can arrange your touchdown web page with a contact data type that shares your white paper as soon as a customer completes it. Utilizing the emails you gather from these varieties, you’ll be capable of construct your email newsletter (along with your guests’ consent, in fact.)
Editor’s word: For those who use a landing page builder, take into account that you may must host your white paper on one other web site. You possibly can add it to your web site and redirect guests to its file URL. Or, you may use a file internet hosting possibility like Google Drive or Dropbox.
3 White Paper Touchdown Web page Examples to Encourage Yours
It’s one factor to construct a touchdown web page to your white paper and one other to construct a good one. Whatcha gotta do to create a touchdown web page that makes guests need to obtain?
Let’s be taught from instance—three of ’em, to be actual. You’ll see what every web page did proper and fallacious in its quest to transform.
1. Applause
Applause provides crowd testing for apps to assist firms enhance their digital experiences. This landing page for a white paper about crowdsourced usability testing is from 2014, but it surely follows among the greatest practices we nonetheless use at this time.
What does this touchdown web page get proper?
This touchdown web page makes use of visual hierarchy to make every part really feel distinctive from the others. It alternates colours and textures to interrupt up content material and highlights the star of the present—the lead magnet type—with an orange background.
It additionally supplies a fast overview of the white paper’s content material proper earlier than the obtain type. In a couple of fast bullet factors, the customer is aware of what they’re gonna obtain.
Plus, Applause’s touchdown web page makes use of two forms of social proof to construct authority. The model seals present that huge firms belief Applause. In the meantime, tweets from actual prospects let guests know that folks like them benefit from the product.
What may this touchdown web page enhance on?
The shape has a whopping 9 fields. In line with the seventh principle of conversion-centered design, you need to scale back friction as a lot as potential by minimizing your type fields. Applause may eliminate any pointless fields or use a multi-step type to interrupt them up.
2. Planable
Planable, a social media content material planning platform, shares its report on content material advertising processes with this beautiful landing page.
How does this touchdown web page encourage guests to obtain?
The primary name to motion button stands out. Planable positioned it above the fold, so it’s one of many first issues guests see. Its teal coloration contrasts with close by components to attract your eye.
Planable’s obtain type sticks to 2 fields, making it straightforward for guests to enter their data. It leaves guests much less prone to bounce as a result of type fatigue.
This touchdown web page covers the report’s highlights to encourage guests to be taught extra from the complete model. It ends with a cliffhanger stat—solely 7% of content material entrepreneurs are proud of their processes—to make you need to be taught why.
What may this touchdown web page do higher?
Whereas the web page begins with a name to motion button, you received’t discover the precise type till the very finish of the touchdown web page. In comparison with the massive, colourful information visualizations, the obtain type appears tucked away.
This touchdown web page additionally limits itself to insights from the report, neglecting any social proof that exhibits why you need to belief Planable and its accomplice to offer this white paper.
3. Human Made
Human Made, creators of the Altis DXP WordPress platform, updates customers on WordPress’s Gutenberg editor by the white paper on this landing page.
What does this touchdown web page do proper?
Human Made’s touchdown web page makes use of the Agitator components in its headline to remind guests that they should prepare for the upcoming WordPress replace. This headline formula highlights a ache level to make the reader extra conscious of the issue they should clear up with the white paper.
Proper after the headline, you’ll discover the obtain type close to the highest of the web page. The shape reduces friction by sticking to a few easy fields. Its name to motion button reads “Electronic mail me the PDF,” placing the motion into the customer’s fingers and letting them know the way they’ll get the obtain.
Additionally, Human Made offers its white paper authority by itemizing its authors and their credentials. You’ll see Gutenberg’s design lead on the high of the checklist—you may’t get extra authoritative than that.
What may this touchdown web page do higher?
The corporate’s description doesn’t point out its fundamental product—Altis—or their work with WordPress in any respect. This lack of connection makes it unclear why you need to belief the Human Made staff to show you about WordPress.
Human Made may additionally clarify extra in regards to the emails they ship to their checklist. Proper now, the assertion beneath the shape merely says, “We ship occasional emails about WordPress.” Are these informative or promotional emails?
Keep in mind to Construct Variants for Your Viewers
Don’t overlook to create multiple variant of your touchdown web page to enchantment to totally different elements of your viewers. Even should you’re selling the identical white paper, you’ve gotta serve up touchdown web page content material tailor-made to your fundamental viewers’s needs and desires.
As soon as your variants are able to publish, strive utilizing Smart Traffic to routinely direct of us to the variants most probably to encourage them to obtain. Sit again and let the AI do the exhausting work.
