20 White Paper Landing Page Examples Critiqued

Last updated on by Brandon Weaver in Landing Page Examples

When you think effective written marketing content, what comes to mind? Blog posts? Articles? E-newsletters?

According to the B2B respondents of Content Marketing Institute’s 2016 State Of Content Marketing Report, there’s a type of written content that’s more effective than all those.

White papers.

What is a white paper?

The answer to that question isn’t as clear-cut as you might think. Ask someone off the street, and they might tell you it’s a government document. Consult Investopedia, and you’ll find a definition centered on company promotion:

“A white paper is an informational document issued by a company to promote or highlight the features of a solution, product or service.”

Today, though, white papers have grown to include more than government legislature and promotional content.

As valuable offers in the awareness and consideration stages of the buyer’s journey, they’re usually filled with content (like research, case studies, action plans) about a product, a service, or a particular methodology, that help readers make more informed business decisions.

Let’s take a look at how 20 brands convince their visitors claim them with post-click landing pages.

20 white paper post-click landing page examples

1. Oracle

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

2. Tableau

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

3. Motorola

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

4. NetSuite

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

5. Netronic

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

6. Leeyo

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

7. Aeris

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

8. IDG Enterprise

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

9. Meta

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

10. Tata Communications

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

11. HYLA

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

12. AtScale

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

13. Develop

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

14. Exact Macola

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

15. Zeta

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

16. Yext

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

17. RAIN Group

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

18. Aiim

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

19. Averna

What this post-click landing page does well:

What could be A/B tested on this post-click landing page:

20. eScan

What this post-click landing page does well:

What could be A/B tested on this post-click landing page

How do you do white paper marketing?

At the awareness and consideration stages of the buyer’s journey, white papers can pass along valuable information that your prospects can use to make more informed business decisions. 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? Do you find them as valuable as Content Marketing Institute’s respondents do?

Let us know in the comments, then build a white paper post-click landing page that convinces your prospects to claim yours with the most designer-friendly platform on the market.

Sign Up for a 14-day Free Trial

Maximize your ad spend while significantly lowering your cost of customer acquisition.