On the customer side, 71% of B2B buyers use white papers to inform their purchases. But you can only benefit from your white paper if people read it in the first place. If your landing page can’t convince them to fill out your download form, your hard work will go to waste. So much for all that PDF formatting. So how can you build a white landing page that gets people downloading? Let’s talk about the goals a white paper should achieve and how your landing page can help you meet those objectives. What’s a White Paper? A white paper is a marketing document that explores a topic in-depth using research and expertise.
It aims to educate customers, raise awareness about a brand, and build that brand’s authority. While white papers look like ebooks at first glance, they tend to have more technical and highly researched content. Since they dive deep into a topic, they also tend to be longer than ebooks. Why Should You Build a White Paper Landing Page? You might think of placing your white paper download on one of your website pages, but you’d be missing out on the benefits of a conversion-focused landing page. A landing page directs its visitors toward one goal: downloading your buy email list white paper. It’ll make it easier to track what elements of your page encourage folks to download it and what doesn’t work.
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White papers make terrific lead magnets—content you provide to visitors in exchange for their contact info. You can set up your landing page with a contact info form that shares your white paper once a visitor completes it. Using the emails you collect from these forms, you’ll be able to build your email newsletter (with your visitors’ consent, of course.) Editor’s note: If you use a landing page builder, keep in mind that you might need to host your white paper on another website. You can upload it to your website and redirect visitors to its file URL.