White paper landing page: All you need to know

10 min

White papers are precious types of written content. They help companies showcase their expertise, address industry challenges, and provide actionable guidance. These resources offer an affordable and highly effective means for businesses to connect with their audience and achieve an impressive return on investment. 

But you can only reap the benefits of your publication if people download it in the first place. That means you need to market it in the right way. And to do that, you must create an effective white paper landing page.

In this article, we cover everything you need to know about what white paper landing pages are. We’ll also reveal best practices to craft landing pages that entice website visitors to download your paper.

What is a white paper landing page?

A white paper landing page is a standalone web page that internet users “land” on after clicking through from another digital location. This could be a social media post, email, or an ad. The landing page is designed with a clear purpose–to showcase your white paper and entice visitors to download it. 

Here’s an example:

Whitepaper landing page

You might have spent weeks researching and writing a comprehensive paper on a topic relevant to your niche. Your white paper adds great value to your target audience. It includes insights, solutions, and knowledge that can genuinely benefit your readers.

Now, the challenge is getting this valuable content into the hands of your potential client. This is where you need a white paper landing page. It’s a dedicated launchpad for your PDF, with a singular focus on convincing visitors to take that all-important step–downloading it.

While home pages serve as the overall gateway to a website, a download white paper landing page is specifically designed to generate leads for your sales funnel. These pages are focused and persuasive.

Here are some key differences between the best landing pages for white papers and your homepage:

  • Focus: A home page serves a broad audience, providing diverse information and navigation options. In contrast, whitepaper download landing pages have one clear goal: persuading visitors to download your white papers.
  • Content: Homepages contain a mix of content, including blogs, product details, and company information. On the other hand, white paper download landing pages just focus on the white paper’s value proposition.
  • Clarity: Homepages may feature multiple Call-to-Action (CTA) buttons, potentially causing confusion. Meanwhile, unique landing pages display one clear CTA, guiding visitors to download the white paper.
  • Conversion optimization: Your home page prioritizes brand awareness and new lead generation. Meanwhile, paper landing pages are meticulously designed for one specific outcome: to turn website visitors into leads by encouraging white paper downloads and capturing email addresses.

You might be thinking, “Creating a white paper landing page sounds great, but how do I get started?” This is where GetResponse is extremely useful.

GetResponse has a free landing page creator that simplifies the entire process of building and optimizing landing pages for your white paper. It offers easy-to-use drag-and-drop builders. You can also choose from a variety of customizable templates. 

Whitepaper landing page

Our platform lets you craft your landing page from scratch with just a few clicks. With these features, you can build visually appealing and high-converting landing pages in just a few simple steps.

5 White paper landing page best practices for maximum engagement

Creating a download landing page is one thing. But creating one that grabs your audience’s attention and compels them to take action is another challenge altogether. To save you from wasting your time on experimenting, we’ve shared five tried-and-true best practices below:

  • Use a clear and compelling headline

Your headline is the first thing visitors see, and it’s their initial deciding factor on whether to stay or leave. Studies have shown that visitors typically spend only 10-20 seconds on a page before clicking away. Thus, having a concise and persuasive headline is crucial.

State the value of your white paper in a way that sparks curiosity or addresses a problem your audience faces.

The headline from the landing page example below is far more interesting than if it was a simple  “Staffing shortages strategies.” It’s clear, engaging, and conveys valuable information.


Conduct A/B tests with different headlines to determine which resonates most with your audience. 

GetResponse offers tools and features for A/B testing. Use these tools to refine your headline strategy based on accurate user data and preferences. This data-driven approach can significantly enhance the effectiveness of your white paper download landing page in capturing and retaining visitor interest.

You’ll improve at creating effective headlines over time as you learn what works best with your target audience.

  • Highlight key points

Don’t leave your visitors guessing about what they’ll gain from your white paper. 

Use concise bullet points, short paragraphs, or infographics to outline the main takeaways, benefits, or solutions users can expect. You can use short sentences and subheadings to break down complex ideas and enhance readability.


Placing a few images from inside your publication will also add value. Content with relevant images receives higher engagement and views than content without images. Plus, you provide a glimpse of what’s inside, increasing the likelihood of engagement.

  • Create urgency with a countdown timer

People tend to procrastinate, so give them a reason to act now. Enter the countdown timer—an effective tool that can make all the difference on your landing page.

Whitepaper landing page with countdown timer

The psychology behind countdown timers is deeply rooted in the ‘Fear of Missing Out’ (FOMO), a potent motivator in decision-making. Timers create a sense of urgency and scarcity.

When visitors encounter a countdown timer, it triggers a series of psychological responses. The timer implies time is running out to access a special offer, promotion, or valuable content. This scarcity perception elevates the offer’s appeal, making it seem more exclusive and desirable.

If you place a countdown timer, you communicate that the opportunity to download your white paper is limited. This will nudge your visitors to act now. It also plays on the innate human desire to be part of something special.

  • Include social proof

Building trust is crucial. 82% of consumers trust ratings and reviews as much as, or more than, recommendations from family members or friends. The conclusion is clear: user-generated content, like customer reviews and ratings, plays a crucial role in consumer decision-making.

Include social proof elements like testimonials, reviews, or statistics highlighting the positive experiences of others who downloaded and benefited from your white paper. This reassures visitors that your content is valuable and worth their time.

Below is a landing page white paper example showing the star ratings to convince the user to click on the CTA. 

Download white paper landing page


Alternatively, you can place a testimonial from a satisfied reader, such as “I found extremely useful insights in this white paper. Highly recommended!”

  • Place a prominent and clear CTA button

Your CTA button is the gateway to conversion. Make it prominent, visually appealing, and crystal clear. 

To make your CTA truly compelling, use text that describes the action. Action-oriented language like “Download Now” or “Get Your Free Copy” tells visitors exactly what to do next. 

Another idea is to state the value the users will receive, such as ‘Unlock Insights’ or ‘Start Your Journey.’ 

The placement of the CTA button is equally crucial. Position it within the natural line of sight, ideally above the fold, so visitors encounter it immediately upon landing on your page. This eliminates any friction and ensures a seamless path to taking action. 

Additionally, employ visual techniques like contrasting colors and ample white space to draw attention to the CTA button. Make it irresistible to click.

6 Inspiring white paper landing page examples

Now, let’s take a closer look at six white-paper landing pages designed to attract downloads. While these examples effectively employ design, copy, and messaging, some areas could be improved to maximize conversion rates.

1. Applause


Applause knows how to capture attention. Their landing page is a masterclass in simplicity and effectiveness. The page outlines the key topics covered efficiently. This enhances the user’s understanding of what to expect. 

Additionally, the inclusion of logos from well-known companies like Google and Spotify adds credibility and social proof, reinforcing the expertise and reliability of Applause. 

What makes it stand out:

  • Minimalistic design that keeps the focus on the content
  • A headline that promises actionable insights
  • A clear and prominent CTA button

Things to improve:

  • Form length: The form might be slightly long, potentially discouraging some users. They could use a multi-step form to avoid this.
  • Limited engagement features: Additional interactive elements like a video, countdown timer, or a preview might increase user engagement

2. Human Made


Human Made takes a different approach, with a visually engaging landing page. They use eye-catching imagery and a creative design to draw visitors in. 

The headline focuses on the value and includes a summary for quick insights.

What makes it stand out:

  • Visually appealing and well-structured design with stunning images
  • A video to engage visitors
  • A concise headline that piques curiosity
  • A summary section
  • Logos of well-known brands  to function as social proof
  • The mention of various sectors and real-world stories

Things to improve:

  • CTA placement: The call-to-action could be more prominently featured–above the fold line

3. Meta

Meta free white paper landing page


The Meta whitepaper landing page emphasizes the advanced nature of their offering. It’s aesthetically pleasing with a modern, tech-oriented graphic that aligns with the theme of the white paper.

What makes it stand out:

  • Strong branding for instant recognition
  • A straightforward headline with a clear message
  • A concise description that hints at the content’s value
  • Compelling CTA

Things to improve:

  • Descriptive copy: Additional information about the paper’s contents could provide more context
  • Sense of urgency: Introducing a time-sensitive call to action may prompt quicker downloads, especially since this paper was only available for a limited time

4. Netronic


Netronic’s excellent landing page opens with a very clear benefit, immediately drawing readers in. They use a clean design, concise copy, and a well-placed CTA to guide visitors toward downloading the white paper.

What makes it stand out:

  • Direct focus on value
  • A clean layout that makes the content easily digestible
  • A strategically positioned CTA button with a clear directive

Things to improve:

  • Content preview: Could benefit from a snippet or preview of the whitepaper to entice downloads
  • Urgency and exclusivity: Adding elements of urgency or exclusivity could encourage immediate action

5. Planable 


The landing page for Planable’s manifesto ticks almost all the boxes. It includes a strategic narrative approach, engaging visitors with a compelling story about the changing dynamics of marketing teams. Further down the page, readers can find a detailed preview of what’s in each chapter. 

What makes it stand out:

  • A clear and informative headline
  • Opens with an engaging narrative
  • A simple form and visible CTA button
  • Detailed chapter previews

Things to improve:

  • User reviews placement: These could be moved to a more prominent place, higher up the page
  • Visual elements: Additional images or graphics related to content marketing could enrich the page

6. Tableau


The Tableau whitepaper landing page showcases their advanced work in smart analytics. It’s strategically crafted to engage data professionals by offering a succinct summary of the white paper. This landing page highlights the main points and insights, presenting a clear snapshot of what readers can expect from the whitepaper.

What makes it stand out:

  • Highlighted expert authorship for added credibility
  • Engaging headline
  • An intriguing and detailed preview of the white paper’s content
  • A strategically positioned CTA button

Things to improve:

  • Visual imagery: More visuals could make the page more engaging
  • Form complexity: The detailed form could be streamlined for ease of use

In Closing

White paper landing pages are powerful tools for lead generation, boosting brand awareness, and nurturing potential customers. But crafting one that truly converts requires more than just information.

To maximize their potential, remember to craft a clear and compelling headline, highlight key takeaways, showcase social proof, and feature a prominent CTA button. Creating urgency with things like countdown timers will rush your audience to download it. 

Tools like GetResponse can streamline the process of building this landing page. The drag-and-drop landing page builder, countdown timer feature, landing page templates, and automation tools can help you build a high-converting landing page for your white paper in minutes.

Now, it’s your turn to implement these strategies and watch your white paper generate leads for your business. All the best!

Nael Chhaytli
Nael Chhaytli
Nael Chhaytli is a Digital Marketing Expert and a Senior Content Marketing Specialist at GetResponse with a diverse background in marketing specializations. He has used his expertise to drive success and growth for businesses in the service, SaaS, and e-commerce sectors.