Sample of a good white paper
Show Me The Top 10 Landing Page Styles When you think effective written marketing content, what comes to mind? Click To Tweet What is a white paper? A bright CTA button stands out on this gray form, grabbing visitor attention. What does that mean? This form looks intimidating with 9 fields. But, it also might not.
This could certainly be something to test. Numerous outbound links give people too many exit routes. What this landing page does well: Customer badges from Forbes, Fortune, and the Wall Street Journal align Tableau with respected brands.
Therefore, the business intelligence trends in the white paper must be good. A field form has the potential to intimidate visitors into leaving the page. The footer includes too many links, which can distract visitors from converting on the form. Instructions above the form tell visitors what to do in order to get the white paper.
An unchecked opt-in box ensures the visitors who opt in actually want to receive updates from the company. This block text is intimidating. Where are the subheads for easy reading?
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Where are the bullet points? When you position it on the left, you make it harder for people to read. A logo linked to the homepage gives an easy out to the prospects. This headline communicates no benefit. The busyness of the page makes it overwhelming. A little more white space would make it less cluttered and easier to digest.
Multiple cooperative CTA buttons work together to convert the prospect. This click-through landing page content warms up the visitor to the form on the next page. This text-heavy page is hard to get through. The logo is linked to the homepage, making it an easy escape route. A two-step opt-in form may work better than a click-through page here.
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Once a visitor clicks any of the CTA buttons, the form pops up for them to download the white paper. Social media links allow visitors to escape the page without first downloading the white paper. A short form makes converting on this page easy. A minimalistic footer keeps visitors focused on converting.
The subheadings and copy are both left-aligned, making it easier for visitors to read and evaluate the offer. A logo linked to the home page gives visitors an obvious route off this landing page. The call-to-action could be stronger. Remember to focus on what the prospect is getting out of claiming your offer instead of what they have to do to claim it.
Leeyo What this landing page does well: Bulleted text concisely describes what the visitor will learn by reading the white paper. A logo linked to the homepage gives visitors an easy out on this page. The copy here is too wordy and each bullet point could use some extra space between it for easier reading.
Thanks, The Leeyo Team. A testimonial from one of the company's customers would be more powerful proof. Aeris What this landing page does well: Two phone numbers, one for visitors in Europe and one the US, give people an easy way to contact the company if they need to — and both are click-to-call. This green CTA button stands out on a blue form.
An unchecked opt-in box ensures that the visitor will actually want a free consultation when they check it. A minimalistic footer keeps prospects focused on converting and not on links to other web pages. The Aeris logo is linked to their homepage. The form headline and the CTA copy are the same. Having different copy could help increase conversions. Badges in the header showcase the other well-known businesses IDG has created. The image on this landing page shows visitors what the white paper looks like.
The call-to-action could be stronger. Create a campaign on your calendar and use Social Click to set up promotional graphics and post copy. Similar to the title, time should be spent developing a clear, concise and hard-hitting abstract. There are plenty of other formats to provide company or product-specific information to your audience, such as data sheets for example. Badges in the header showcase papr other well-known businesses IDG has created. After all, the title is the introduction to your written work. Go to Slideshare Metrigraphics A technical brief is a white paper that educates buyers on the basics of a technology so they can make smarter purchase decisions.
The logo is linked to the homepage, providing visitors with an easy exit route. All it will do is encourage users to abandon it prior to converting. Why is it important to learn how technology purchase decisions are made? This block of text is likely to scare readers away immediately. A busy footer features way too many outbound links. Meta What this landing page does well: This headline and subheadline combo contains way too much jargon. The lack of persuasive elements on this page, like testimonials and benefit-oriented copy, means the odds people claim this offer are lower than they could be.
The CTA button color could learn more here more contrasting. Something like red or orange would be better. Directions on the top of the form let visitors know how to claim the white paper. They want the benefits of what comes with starting that journey. This CTA button could be much bigger. HYLA What this landing page does well: The headline gives visitors a reason to download: A minimal amount of copy on this page makes it easy to read.
What does an efficient mobile trade-in program accomplish? Both the logo and a majority of the image are green. Minimal text makes reading this landing page easy. A busy footer gives visitors way too many outs on this page. Develop What this landing page does well: An unchecked opt-in box ensures the leads generated from this page are high-quality.
Bulleted text quickly communicates what will be covered in the ebook. The bright CTA button pops off the page drawing attention on this landing page. This logo is linked to the homepage, making it easy for visitors to leave the landing page before converting.
Sample a of white good paper person
The CTA button could be much larger to draw more attention. A CTA button colored differently than every other element on the page draws attention.
However, white papers can also feel like an wjite frontier. How do you use them in your marketing funnel? Remember to focus on what the prospect is getting out of claiming your offer instead of what they have to do to claim it. Focus on the value for your email recipient. White papers works best in concert with other paid, earned and owned tactics.
The entire header image is linked to the homepage, giving visitors an easy way to escape the page before they convert. The copy is awkwardly spaced — justified center — making it difficult to read. Multiple links in the footer have the potential to distract visitors from converting. The CTA button could be larger to draw more attention.
A logo linked to the homepage has the potential to drive visitors out. The headline conveys no benefit whatsoever.
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Why does Zeta need it? Let visitors know why they should give up their information. Links to social media pages in the footer allow visitors to leave the page before converting. The copy is written in plain, easy-to-understand language, without jargon. Bulleted text quickly communicates the benefit of downloading. The Google logo aligns Yext with an authoritative and trustworthy brand. The headline on this page is missing in action. Without one, they may not even stick around. The image breaks the left margin, making the copy more difficult to read. Social media links on the bottom of the form give visitors a way to leave the page.
The CTA button could be larger and designed in a more contrasting color. The copy previews what visitors will find in the white paper. Numbered and bulleted lists convey important information about the white paper concisely. The headline is missing a benefit. A 9-field form has the potential to scare visitors off this page. Outbound links in the footer allow prospects to abandon the page before converting. The bright CTA button draws prospect attention on the blue form. The Aiim logo is linked to the homepage giving visitors an obvious exit route off this page.
This copy is a bit too complex. Making the button larger would likely attract more eyeballs, and even clicks. The lack of content on this page makes it unconvincing. This just adds friction. Too much white space next to the form makes the page look unbalanced. A short form makes converting easy on this page. The CTA button color pops off the page. Plus, combining a stock photo with a graphic makes it seem even more inauthentic. Send my information to E-scan? Send me the white paper? What does it mean? How do you do white paper marketing?
And they can position your company as an authority to revisit when they have a similar problem or question. How do you use them in your marketing funnel? Let us know in the comments, then build a white paper landing page that convinces your prospects to claim yours with the most designer-friendly platform on the market. Sign Up for a day Free Trial Maximize your ad spend while significantly lowering your cost of customer acquisition.