By the way, a landing page is not the same as your home page. Your landing page should clearly explain why your audience should give up their valuable information and spend however many minutes reading your white paper.

It should also be accessible on all devices, have a pleasing appearance, and be as easy to download as possible. A lead capture form is a tool for gathering consumer information.

Lead capture forms are used to collect contact information from clients in exchange for something, such as guides, white papers, discount coupons, or a product demo. Still, how do you know you have an effective landing page? These content pieces should be visible at the top, as they will attract the attention of your visitors and entice them to fill out the form;.

However, if they are in the decision stage, you can create a more extensive form. If you add more links, the user will see all of the other distracting, clickable links, such as the website navigation at the top or footer.

The user should only have to do one action, which is to click on the CTA. Prospects are frequently willing to share their personal information in exchange for an educational white paper that helps them.

Delivering content that stops your readers from researching more is the key to getting clicks and conversions. So, without relying on teams of designers and developers, how can you create visually appealing, attention-grabbing content?

Before creating your white paper for the landing page, make sure you define your goal. So, what do you want to achieve with this content?

Do you want to get new leads, nurture customers or make money with these papers? Whatever you choose, having a defined aim from the beginning can help you stay on track. Also, set some objectives along with your goal.

Considering your target audience is a significant element of picking a topic and writing content for a white paper. The idea is that you need to know your audience in order to create a connection. Also, make sure you consider your style and tone of voice.

The design and layout go hand in hand with the goal and editorial strategy. The design of your white paper should be appealing, and it should provide context for your title.

A photo with or without overlay, an illustration, or a graphic design with icons, forms, and colors could all be used. Every paragraph should be helpful in some way.

Use subheadings to split up the material within each main section to make it simpler to read. Readers may want to underline certain sections, and subheadings will help them find their notes later.

Moreover, use plenty of whitespaces and break up text-heavy pages. You can also add pictures like charts and graphs to reinforce your ideas while also breaking up the content. In your white paper, using verified facts, statistics, charts, quotes, and other data can also help your company create authority in its area.

The advantage of interactive white papers is that you can track how people interact with your content. The beauty of interactive white papers is how simple they are to distribute. On a screen, people typically read between and words per minute.

Check the number of time readers spend on each page using this as a benchmark. Integrating analytics allows you to track where visitors come from and concentrate on the channels that provide results.

Adobe Creative Cloud Express comes in handy. To get started, you can look through its library of professionally created templates, then add your logo, branded colors, relevant photographs, and infographics to personalize your white paper.

Another useful tool for creating free white papers is Lucidpress. Each white paper template has a preview function, real-time collaboration directly in the canvas, and editable text and image.

Best of all, the drag-and-drop tool is so simple to use that it can be done by anyone, including those who doubt their artistic abilities.

With Venngage , you can bring your research and insights to life with sophisticated, stylish white paper templates. It is user-friendly and comes with an intuitive interface that easily lets you add and rearrange the white paper content.

Create powerful white papers using pre-made templates for a range of industries. Case studies and white papers are the most effective methods for generating leads and establishing your company as a thought leader. So, how can you use them to generate leads? Simply, you can gate your file with a form and require visitors to fill in the fields to access the white paper download.

If you are a WordPress user, we have the perfect tool for you. Download Monitor can be integrated with virtually all form builders, but it has custom-built extensions for two of them: Gravity Forms and Ninja Forms.

The following tutorial will show you how to gate your white paper with Ninja Forms Lock extension to generate leads. There are three fields on this form: Name, Email, and Message. You can use this form if it meets your needs, or you can edit it by deleting fields, adding new ones, or creating a new form.

I will use a short form, but you can add as many fields as you want. Download Monitor can assist you with any type of file you want to upload to your website. Before anything else, install and activate Download Monitor.

Here you can set up your white paper download. You can even add files from Google Drive and Amazon S3 cloud platform. Pictograms are also a creative and effective way to visualize statistical data. Take a look at how pictograms are used in technology white paper examples like the below.

They act as visual aids to showcase key statistics and changes as it relates to the IT sector. They say variety is the spice of life — the same can be said of white papers! This business white paper design, for example, combines both bar graphs and pie charts.

For more ways to add data visualizations to your white papers, check out this post: How to Visualize Data In Your White Papers. Just like other white papers, research white paper examples include reported facts and data aimed at educating readers around a particular topic.

Research white papers are also written to help readers understand and address specific problems. Well, guess what — it works great for white paper design as well! Pull particularly impactful and persuasive quotes and make them stand out from the rest of the text using big, bold fonts.

Company white paper examples like this one use a bright orange font to help their featured quotes stand out. Human resources white papers tackle issues around employment, management, employee retention and churn.

HR white papers can also be used to attract potential employees by showcasing the company culture and ethos. To improve brand recognition, you need to have consistent branding across all marketing collateral.

This not only helps your marketing efforts but also helps you maintain consistency in your internal and external comms.

Be sure to incorporate your logo , brand color palettes, and fonts into your white paper design. Then, you can easily apply them to your designs with one click. No designer needed:. Try thinking of creative opportunities to incorporate your branding. This white paper design, for instance, extends the use of its signature color beyond standard headers and icons.

It actually applies a transparent color overlay to the images, adding an additional punch of color and reinforcing its brand palette in an unexpected way. Pro Tip: Need help with creating your own brand-style guide? Our guide on brand guidelines will help you create brand collateral that will dictate the look and feel of your brand and in the process, help you stand out from the herd.

One of the primary purposes of a white paper is to visually communicate information in an engaging way. But many businesses end up creating something that reads like a college textbook. No one wants to read that…just ask any college student. When designing your white paper, look for opportunities to make the text easier to scan with visuals.

An easy way to bring attention to important points is to place an icon beside the text. Government white paper examples like the one below are text-heavy. But the icons help direct the eye to each section header and break up the text.

This marketing white paper layout uses icons to punctuate the headers and add a dash of personality to reinforce its fun and lively color palette. A visual motif is a visual element that is repeated throughout your design. To pick a motif for your white paper design, think of some themes reflected in your white paper.

Is your white paper about social media engagement? A white paper topic that is focused on establishing a sprint process could use a race track motif instead. Hiring strategy white paper examples like the below use a leaf motif. Plants reflect the theme of growth associated with recruitment.

Or you can also use a simple shape motif throughout your white paper design. This approach is more subtle but can still lend to a cohesive and well-thought-out white paper design. Think: what kind of flow do I want my report to have? Where can I use visuals to emphasize certain points?

Where can I illustrate an idea? A common mistake novice designers make is to cram too much text into a page, rather than breaking up the text and giving it space to breathe. Images give the eyes a rest and help to reinforce information.

Visual headers are also a great way to break up expanses of text while still having the visuals serve a purpose yay for purposeful design! You can create your own illustrations using icons—they can make for some fun and quirky headers, like in workplace tech white paper examples.

You can do this by creating a glossary for your white paper. Think of it as a map that outlines exactly what your white paper will cover.

In bright white paper examples like the one below, you can see how the designers used a bold color to bring attention to the glossary. This ensures that it will be seen by a reader, and actually used to navigate the content. Try using a full-page color fill like in this white paper example for your glossary.

Otherwise, readers may miss it when quickly flipping through the pages. When writing a white paper, you can also section off important pieces of information using tables and boxes. In the white paper examples below, the designers used a table to organize key points and takeaways from each main section:.

Breaking up lengths of text with boxes will help make your white paper easier to read:. You can create a hierarchy by using a different font or color for your headers and sub-headers. This also helps give your page design more variety.

In this example, they use different fonts and colors for each level of header. This helps make the distinction between main and sub-headers more noticeable.

The primary goal of your white paper should be to educate readers. But you also want to strike a balance between being informative and entertaining. If there is a central point that you want readers to remember, you may want to dedicate an entire page to that one point and an accompanying image to help drive the message home.

Pages like this should be used sparingly. That being said, they can deliver some real impact to readers. Unlike one-page reports where you have to fit a lot of information into a small space, white papers allow for more freedom to spread the information out. That will allow you to create page designs with plenty of white space.

In the design world, white space is the empty space around design elements on the page. Leaving some room for your text and images to breathe will help your design look less cluttered. Check out how this example uses plenty of white space on nearly every page.

The result is an organized and modern white paper design. Dividing your page into columns is a good way to organize your information and save space on the page.

For example, in the white paper above, the Overview and the beginning of Chapter 1 are organized neatly into their own columns. Speaking directly to your readers can really grab their attention. Asking a question can get them to want to actually read your white paper.

In this white paper example, a simple question to the reader introduces what the report will cover. The designers even bolded it so it was the first thing readers would see!

On the other hand, when you address a common problem people in your niche face, that will pique their interest. When people look at the same thing over and over again, it can cause visual fatigue. Their eyes glaze over and their attention drifts. Varying your page layout will help keep readers engaged by going against their expectations.

This white paper template uses a few different page layouts. One page may have a featured image, another a large quote, and the next only includes written content. This white paper layout is fresh and interesting. Use these examples of white papers as springboards for your own unique and brand-appropriate designs.

Knowing how to write a white paper that considers your audience every step of the way will help you develop the perfect response to their questions and make your designs accessible. In the business world, a white paper or whitepaper is an in-depth informational report that explains a complex or technical concept in addition to providing a persuasive solution to a problem.

Unlike ebooks , which may address a broader scope of topics, white papers have a singular focus. White papers are also research-based and widely considered to be a valuable resource. White papers can be formatted in any number of ways, but depending on your industry, you may want to consider formatting your white paper for printing on standard printers.

These documents also are best in the PDF file format; this is the easiest way both to share them online and to have them printed. White papers can be extremely valuable documents to educate your stakeholders, clients, and top-of-funnel traffic — when the white papers are actually interesting.

Typically, white papers are around 3 to 20 pages long. But some white papers can be longer. A white paper should be long enough to cover the concept or problem at hand. Since this usually includes case studies or new research, plus explanations and analyses, a good rule of thumb is writing white papers to provide enough evidence to back up your claims.

Take this eye-catching hiring strategy white paper example; it uses dramatic images, colors, layouts, and icons to elevate its content to another level. Cookie settings Accept all cookies. Manage Cookies. Learn More. Accept All Reject All. Strictly Necessary Cookies Always Active.

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Get inspiration from these white paper examples for business, marketing, research, government, HR, plus top tips for designing white papers Create an interesting whitepaper/report (use PDF format); Build a beautiful whitepaper download form; Send the form to your audience; Collect email addresses Learn how to create a white paper with our easy step-by-step guide. We've also included design tips, examples and templates to help you get

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