2 May 2023 Re: Whitepaper landing page best practices

​

Best Practices for Creating a Whitepaper Landing Page

​

​

Create a high-converting landing page for your whitepaper with these best practices.

​​

​

​

1. Compelling Headline

​

• Clear and Concise: Your headline is the first thing a visitor will see, so it needs to clearly communicate the value proposition of your whitepaper. A concise headline immediately grabs attention and makes users want to learn more.

​

• Example:

  • "Unlock Proven Marketing Strategies to Double Your Leads in 60 Days". This headline is clear and gives an indication of what the reader will get (proven strategies) and what result to expect (doubling leads) in a specific time frame (60 days).

• Action-Oriented: The headline should invite the visitor to take action. Words like "discover," "uncover," or "get" create a sense of immediacy and excitement.

  • "Discover How to Increase Your Conversion Rates by 30% Today". This compels the visitors to think about the impact of the whitepaper’s content on their own results.

​​

​​

​

2. Engaging Subhead line

​

• Support the Headline: The subheadline should support the headline by providing additional context, benefits, or details. It is essentially the "why" behind downloading the whitepaper.

• Example:

  • “Inside, you'll find actionable insights from industry leaders, step-by-step techniques, and real-world case studies to implement immediately.” This adds more substance to the headline, ensuring the visitor knows the whitepaper is full of valuable content.

• Specificity: Be as specific as possible to convey the true value of the whitepaper. Specifics help build trust by showing exactly what the reader will gain.

  • "Unlock 10 actionable marketing strategies backed by data and real-world examples."

​

​​

​

3. Strong Call to Action (CTA)

​

• Actionable Language: Your CTA needs to be direct, clear, and action-driven. The language should be inviting and tell users exactly what to expect when they click.

• Example:

  • "Download Now for Free": Simple, but clear and urgent. Users know exactly what to expect (a free download) and are encouraged to take immediate action.

  • "Get Your Free Guide": The inclusion of “free” makes the offer feel risk-free.

• Placement: The CTA should be placed both above the fold (visible without scrolling) and again near the bottom of the page for easy access at any point in the user’s journey. You can also repeat the CTA in different sections of the page.

  • Example: The first CTA could be at the top of the page, and the second CTA could be after the bullet points explaining the value of the whitepaper.

• Reinforce Value: Use copy that reinforces the offer’s value.

  • “Instant Access to Expert Strategies” or “Download the Whitepaper and Transform Your Marketing” adds an extra layer of appeal by reinforcing the benefit.

​

​

4. Visually Appealing Design

​

• Simple and Clean Layout: A cluttered design can overwhelm users, making it harder for them to focus on the core message. Keep the layout simple with a clear visual hierarchy, ensuring the most important information stands out.

  • Example: Use large, readable fonts for your headline and CTA. Keep white space around key elements like the CTA and bullet points to help guide the user's eye through the page.

• Visuals: Visuals like an image of the whitepaper or infographic can help users connect with the content.

  • Example: If the whitepaper is about email marketing, include a mock-up of the whitepaper alongside visuals of email campaigns or charts to visually reinforce the topic.

• Use Contrast: Colour contrast is key for drawing attention to important elements, particularly the CTA.

  • Example: A bright orange CTA on a blue background will immediately stand out. Avoid using too many similar colours that might confuse the user’s focus.

​

​

5. Short Form for Lead Capture

​

• Minimise Fields: Keep the form short to reduce friction and increase the likelihood of conversions. Each additional field adds time and effort, which can deter users from completing the form.

• Example: The ideal fields for lead capture could be:

  • Name

  • Email Address

• Asking for too much detail up front (like phone number or job title) can increase drop-offs. Only ask for essential information at this stage.

• Progressive Profiling: For a more advanced strategy, you can gradually ask for additional details in follow-up interactions or emails.

  • Example: Once the visitor downloads the whitepaper, you can ask for more details, such as company size or industry, through a survey or subsequent email.

​

​

6. Bullet Points to Highlight Key Takeaways

​

• Quick Scannability: Most users do not read every word on a landing page. Bullet points allow them to quickly scan the most important benefits of downloading the whitepaper.

• Example:

  • “Actionable strategies to optimise your lead generation”

  • “Step-by-step guide on increasing email open rates”

  • “Proven tactics to grow your sales pipeline”

• Benefit-Oriented: Focus on how the whitepaper will solve the user’s problems or help them achieve a goal.

  • Instead of “Learn about SEO,” say “Increase your site’s ranking with actionable SEO tactics.” This highlights the direct benefits.

​

​

7. Social Proof and Testimonials

​

• Credibility: Including testimonials from industry experts or respected brands can build immediate trust. Users are more likely to engage with content that others have found valuable.

• Example:

  • “This whitepaper helped us improve our conversion rate by 25% within 2 months.” — John D., CEO of XYZ Company

• Industry Recognition: If your whitepaper has been referenced or recommended by a recognised brand or publication, display their logo or quote.

  • “As featured in Forbes, HubSpot, and MarketingProfs” adds instant credibility and social proof.

​

​

8. Clear Privacy and Trust Signals

​

• Privacy Assurance: When users are asked to provide personal information, they want to be sure that their data is secure and won't be shared with third parties.

• Example: Near the form, include a small statement like: “We respect your privacy and will never share your information with third parties.” or "Your information is safe with us."

• Trust Badges: Use icons or badges that indicate a secure connection (SSL) or data protection compliance (such as GDPR).

  • Example: A small “SSL Secure” or “GDPR Compliant” badge near the form reassures users that their information is safe.

​

​

9. Mobile Optimisation

​

• Responsive Design: A significant portion of users will visit your landing page on mobile devices, so ensure the page is fully responsive. This means the page should adjust to different screen sizes without losing usability.

• Example: If your CTA is too small to tap on mobile or your form fields are misaligned, users will quickly abandon the page.

• Speed on Mobile: Mobile users expect fast load times. If the page takes too long to load, they will leave.

  • Example: Compress images to reduce load times and avoid heavy animations or elements that might slow down the page on mobile.

​

​

10. Thank You Page and Follow-Up

​

• Post-Download CTA: Once a visitor downloads the whitepaper, direct them to a thank-you page that offers additional value or suggests the next step.

• Example: “Thank you for downloading the whitepaper! Here are additional resources to help you implement the strategies you’ve learned.” You could link to related blog posts or other free resources.

• Email Follow-Up: After the user downloads the whitepaper, send them a thank-you email with a link to the content. In that email, you could also include an invitation for further engagement.

  • Example: “Thanks for downloading! Here’s a quick guide to implementing the strategies in your business. [Link to guide]”

​

​

11. A/B Testing

​

• Test Variations: A/B testing allows you to try out different versions of your landing page to see which one performs better. By testing different headlines, CTAs, or even colour schemes, you can optimise for conversions.

• Example: Test variations of your headline:

  • Version A: "Increase Your Leads by 50% with These Proven Strategies"

  • Version B: "Discover the Top Marketing Strategies to Double Your Leads"

• Track which one performs better and use that version moving forward.

​

​

12. Optimise for SEO

​

• Keyword Strategy: Ensure your landing page is optimised for search engines by including relevant keywords. This will help your page show up when potential visitors search for topics related to your whitepaper.

• Example: If your whitepaper is about increasing sales through email marketing, include keywords like “email marketing strategies,” “boost email sales,” and “increase email conversion rates.”

• Meta Tags: Make sure to write optimised Meta titles and descriptions for better visibility on search engines.

  • Example: Meta title: “Free Whitepaper on Increasing Email Marketing ROI”

  • Meta description: “Download our free whitepaper to learn proven strategies for boosting your email marketing ROI.”

​

​

13. Urgency and Scarcity (Optional)

​

• Time-Sensitive Language: If the content is time-sensitive, make it clear that users need to act quickly.

• Example: “This guide is available for free for a limited time only—don’t miss out!” or “Access this exclusive report before it’s no longer available.”

• Scarcity Tactics: If your whitepaper has a limited number of downloads, emphasise that.

  • Example: “Only 100 downloads remaining!” This creates a sense of scarcity and urgency, motivating users to download sooner.

14. Promote on Multiple Channels

​

• Email Marketing: Include links to your whitepaper in newsletters or emails to a targeted audience. Segment your email list to send it to people who would benefit most from the content.

• Example: “Download our free whitepaper on boosting conversions—tailored to your marketing needs.”

• Paid Ads: Use paid advertising on Google Ads or social platforms like Facebook, LinkedIn, or Twitter to reach your audience.

  • Example: “Free Guide to Optimising Your Marketing Strategy—Download Now!”

Certainly! Let's continue further elaborating on the remaining best practices for a high-converting whitepaper-landing page:

15. Loading Speed

​

• Fast loading Times: The loading speed of your landing page is crucial. Slow-loading pages frustrate visitors and lead to higher bounce rates. Page speed is also a ranking factor for search engines, so it affects both user experience and SEO.

• Example: If a page takes more than 3 seconds to load, visitors are likely to abandon it. Tools like Google Page Speed Insights or GT metrix can help assess the speed and give suggestions for improvement. Some techniques to improve page speed include:

  • Compressing images to reduce their file sizes.

  • Minifying CSS and JavaScript files.

  • Using browser caching to speed up page load times for repeat visitors.

• Mobile Considerations: Mobile users expect even faster load times because they may be on slower networks. Make sure your page is optimised for mobile load speeds as well.

  • Example: Compress images and ensure they are not too large for mobile screens, and avoid autoplay videos or large background images that could slow down the page.

16. Multimedia (Optional)

​

• Incorporating Video: Adding a short video can increase engagement and conversions. Videos are especially useful to explain complex topics or display the whitepaper’s value in a more dynamic format.

• Example: A 60-90 second video summarising key insights from the whitepaper or explaining why it is beneficial can keep visitors engaged. You could say something like: "In this whitepaper, we’ll show you how to increase sales using automated marketing campaigns in just 4 steps."

  • Include a CTA at the end of the video such as “Download the full whitepaper for more strategies."

• Infographics: Infographics are another way to visually communicate the core concepts of the whitepaper, offering a sneak peek into the content. They are highly shareable, so including one on your landing page can also lead to social sharing.

  • Example: If your whitepaper focuses on digital marketing trends, an infographic summarising the top five trends could be included as a teaser.

​

17. Localisation (For Global Audiences)

​

• Adapt for Global Markets: If your whitepaper is intended for a global audience, consider adapting the content to fit local preferences, languages, and regulatory environments. This is especially important if you plan to promote it internationally.

• Example: If you are targeting an audience in the European Union, ensure that your landing page complies with GDPR guidelines. This means asking for explicit consent to collect data and including a GDPR-compliant privacy notice.

• Language and Currency: Make sure your whitepaper content is available in different languages and reflects the regional context of each target audience. For example:

  • If targeting French-speaking users, offer the whitepaper in French.

  • If offering a pricing model, show currency-specific details based on the region.

  • Localise case studies, statistics, and examples to match the cultural norms and values of each region.

​

18. Track Analytics and User Behaviour

​

• Use Analytics Tools: Setting up Google Analytics or other tracking tools on your landing page is essential to understanding user behaviour. These tools will help you see how visitors interact with your page and where drop-offs occur.

• Example: By tracking the "bounce rate," you can identify whether visitors are abandoning your page before they download the whitepaper. A high bounce rate could indicate that your landing page needs to be more compelling or that users are not finding the information they expected.

• Behaviour Insights: Heat maps and session recordings are also incredibly helpful. Tools like Hotjar or Crazy Egg allow you to see where visitors click, scroll, and how far they move down the page.

  • Example: If visitors frequently click on the image of the whitepaper but do not complete the form, you may need to make the form more prominent or remove unnecessary distractions.

19. Follow Compliance Guidelines

​

• GDPR Compliance: If you collect personal data from visitors based in the European Union, ensure that your landing page adheres to GDPR requirements. This includes adding a consent checkbox for email opt-ins and a link to your privacy policy.

• Example: Include a small checkbox with text such as: “I consent to receiving marketing emails from [Your Company Name].” And link to your full privacy policy.

• Accessibility: Accessibility is an important but often overlooked factor in landing page design. You must ensure that your page is navigable and usable for people with disabilities.

  • Example: Include alternative text (alt text) for images, ensure colour contrast is high enough for readability, and make sure that the form can be filled out using just the keyboard (for those who cannot use a mouse).

20. Retargeting for Abandoned Pages

​

• Retargeting Ads: Sometimes, visitors leave your landing page without downloading the whitepaper. Retargeting ads allow you to bring them back. These ads can follow the user around the web to remind them about the content they almost downloaded.

• Example: You could set up a Facebook or Google Display retargeting campaign that targets users who visited your landing page but didn’t convert. Your ad could say: “You almost got our free guide on [Topic]! Click here to download it now."

• Email Reminders: If someone begins filling out the form but abandons it midway, sending a reminder email can be an effective tactic.

  • Example: After a visitor starts but doesn’t complete the form, send a follow-up email with the subject line: “It looks like you missed out on our free whitepaper—complete your download now!”

21. Cross-Promote with Other Resources

​

• Offer Additional Resources: After a visitor downloads the whitepaper, provide them with more content that is relevant to their interests. This helps nurture the lead and can increase engagement.

• Example: On the thank-you page or in the confirmation email, you can offer a series of related blog posts, webinars, or case studies.

  • For example: “Now that you’ve downloaded the whitepaper on increasing sales, check out our latest case study on how we helped a client double their conversion rate.”

• Lead Nurturing: Use the opportunity to nurture the lead further by offering additional; high-value resources that will help them implement the strategies from the whitepaper.

  • Example: Send a follow-up email series offering step-by-step guides, free consultations, or invitations to webinars related to the topics covered in the whitepaper.

​

​

By implementing these strategies with specific examples and continued optimisation, you can create a powerful, user-focused landing page that maximises conversions, captures leads, and enhances user engagement. Keep monitoring and refining based on performance data, and your whitepaper-landing page will become a critical asset in your lead generation strategy.

​

​

Practical examples:

Let us continue by expanding on the rest of the points from the Contentful whitepaper-landing page and provide further context on how each strategy can effectively work to convert visitors.

 Absolutely! Let's expand on each section above, providing a more detailed explanation for each strategy used by Contentful in their whitepaper-landing page.

​

​​

​

1. Compelling Headline:

​

• What it is: A headline is the very first piece of content that visitors encounter on a landing page. It's crucial for grabbing attention quickly and clearly communicating the value proposition of your offer.

​

• Why it works for Contentful:

​​

• The phrase "Future of Digital Experiences" appeals to the audience's desire to stay ahead of the curve. It makes the content seem forward thinking and innovative, which is critical for decision-makers looking to adopt modern solutions.

• Why it’s effective: A headline should promise something valuable to the reader. Contentful's headline offers a solution to a growing demand for scalable, flexible, and future-proof systems. It directly speaks to the pain points of their target audience: marketers and content managers who need modern solutions to manage digital experiences across multiple channels.

• Key Tip: The most effective headlines typically make a bold promise or introduce a pain point that the content addresses, such as “How to improve your website’s user experience by 50% in just 30 days.”

• The headline “Why the Future of Digital Experiences is Headless” taps into a popular industry trend—headless CMS—that is increasingly relevant in the digital marketing and content management sectors.

​

​​

​

Example:

“Unlock the Future of Content Management with Headless CMS,”

This headline clearly conveys the value proposition of the whitepaper and promises to teach the reader something important about the future of content management. It is attention-grabbing and speaks to a relevant trend (headless CMS).

​

​​

​

2. Engaging Subhead line:

​

• What it is: The subheadline supports the headline by providing further details that explain what the user can expect from the whitepaper. It builds on the value proposition and encourages the reader to keep engaging with the content.

​

• Why it works for Contentful:

  • The subheadline “Discover how headless CMS can help you deliver seamless digital experiences and scale with ease” makes the promise more specific. It explains how the reader can use headless CMS to solve common problems, like managing multiple digital experiences and scaling efficiently.

  • Why it is effective: It acts as a natural extension of the headline by outlining the practical benefits of reading the whitepaper. The focus on scaling with ease resonates strongly with the target audience, as they are looking for solutions that can adapt to their growing needs. It also emphasises the benefit of seamlessness, addressing the need for systems that integrate well and operate without friction.

  • Key Tip: A subheadline should answer the "How" or "Why" of the headline. It is important to expand on the promise made in the headline but keep it concise and to the point.

​

​

Example:

“Discover how headless CMS empowers businesses to scale, deliver personalised experiences, and stay ahead of digital trends”
The sub headline further expands on the headline, explaining the how and why behind the promise. It provides specific benefits, like scalability, personalisation, and staying ahead of trends, making it more actionable.

​

​

3. Strong Call to Action (CTA):

​

• What it is: The CTA is a button or prompt that directs the user to take the next step, such as filling out a form, downloading the whitepaper, or requesting a demo. A good CTA should be clear, compelling, and easy to find.

• Why it works for Contentful:

  • The CTA “Download the Whitepaper” is clear, direct, and action-oriented. It uses simple language that leaves no ambiguity about what happens when the user clicks the button. The CTA is not just a generic “Submit” or “Click Here” but a specific instruction to download a valuable resource.

  • Why it is effective: Visitors are more likely to take action if the CTA is clear and straightforward. Contentful also ensures the CTA is prominent on the page, meaning users don’t have to search for it. It's placed above the fold—the portion of the page visible without scrolling—which is key to ensuring it's seen.

  • Key Tip: Use language that clearly communicates what the user will get. For example, instead of saying “Submit your information,” say “Get your free whitepaper now.” Make sure the CTA button stands out by using contrasting colours.

​

​

Example:

“Download the Whitepaper Now”
A simple and action-oriented CTA that tells users exactly what they will get by clicking. The word "Now" adds a sense of immediacy, encouraging them to act immediately.

4. Form with Short Fields:

​

​

• What it is: A form allows users to submit their information (such as name and email) in exchange for the whitepaper. The length and complexity of the form can significantly affect conversion rates—shorter forms tend to perform better.

​

• Why it works for Contentful:

  • Contentful only asks for Name and Email Address, which is a simple and non-invasive request. Asking for minimal information helps reduce friction, making it more likely that users will fill out the form and submit their details.

  • Why it’s effective: Visitors are often reluctant to share too much personal information, especially if they have not yet established a relationship with the brand. By asking for only essential details, Contentful makes the process quick and easy, which increases conversions.

  • Key Tip: Test different form lengths to find the optimal balance between collecting useful data and reducing friction. If you need more information (like company name or phone number), try asking for it on a second step after the initial download.

​

​

Example:

A form with fields for Name and Email Address only.
Asking for just the essentials reduces friction and increases the likelihood that visitors will complete the form. The simpler and shorter the form, the easier it is for users to convert.

​

​

​

5. Bullet Points to Highlight Key Takeaways:

​

​

• What it is: Bullet points allow you to clearly and quickly communicate the most important benefits or pieces of information. They are scannable and provide a snapshot of what users will learn or gain by taking the desired action.

​

• Why it works for Contentful:

  • Contentful uses bullet points to break down the value proposition into digestible bits of information. The bullet points on their landing page include:

    • “Understand how a headless CMS works in comparison to traditional CMS systems”

    • “Explore the benefits of flexibility and scalability in content management”

    • “Learn how to future-proof your digital experience strategy”

  • Why it’s effective: These bullet points help the user quickly scan the page and get a sense of the value the whitepaper will provide. Instead of reading long paragraphs, they can immediately grasp the core benefits.

  • Key Tip: Keep your bullet points short, specific, and outcome-oriented. Focus on what users will achieve by downloading the whitepaper, such as improving efficiency, saving time, or gaining knowledge about key trends.

Example:

​

• “Understand the benefits of headless CMS over traditional CMS”

• “Learn how headless CMS enhances scalability and flexibility for growing companies”

• “Discover strategies to future-proof your digital experiences”
  These bullet points quickly highlight the major value points of the whitepaper, making it easy for the visitor to scan and see what they will gain.

​

​

6. Social Proof:

​

​

• What it is: Social proof is a psychological phenomenon where people are more likely to trust something if others have endorsed or used it. On landing pages, social proof can include testimonials, reviews, user-generated content, or brand logos.

​

• Why it works for Contentful:

  • Contentful includes logos of well-known companies like Spotify, Netflix, and Shopify. This establishes credibility and reduces scepticism. Visitors see that respected brands trust Contentful, which helps build confidence in the product.

  • Why it’s effective: Social proof is powerful because it taps into the principle of social validation. If trusted brands are using Contentful, potential customers feel more comfortable making a similar decision.

  • Key Tip: Include logos of well-known companies, customer testimonials, or case studies to provide social proof. If you do not have large brands using your product, try using user reviews or offering statistics on how your product has helped others.

Example:

Display logos of well-known companies that use the product, such as Spotify, Netflix, and Shopify.
This demonstrates credibility and reduces scepticism by showing that respected companies trust the product.

​

​

​

7. Thank You Page with Follow-up CTA:

​

​

• What it is: After submitting the form, users are directed to a thank-you page. This page should express gratitude and ideally offer the next step, whether it is downloading more content, booking a demo, or scheduling a consultation.

​

• Why it works for Contentful:

  • After the download, Contentful’s thank-you page encourages users to take the next step by offering a free demo of their platform. This follows the logic that after downloading a whitepaper, users are likely more engaged and open to learning more about the product.

  • Why it’s effective: This strategy capitalises on the momentum gained from the initial action (downloading the whitepaper). Offering a demo or other valuable content keeps the user engaged and helps move them further down the sales funnel.

  • Key Tip: The thank-you page should feel like a natural next step in the user journey. Don’t just thank the user—guide them toward further engagement.

Example:

After downloading the whitepaper, the thank-you page could display
“Thanks for downloading! Now, schedule a free demo to see how our platform can streamline your content management.”
The CTA on this page encourages the user to take another step in the conversion funnel and continue engaging with the brand.

​

​

​

8. Post-Download Email:

​

​

• What it is: After the user downloads the whitepaper, they receive a confirmation email thanking them and potentially offering additional content or a follow-up action.

​

• Why it works for Contentful:

  • Contentful’s follow-up email contains the whitepaper link, along with links to related blog posts and case studies. This nurtures the lead and keeps them engaged, offering them additional value.

  • Why it’s effective: The post-download email ensures the user has easy access to the whitepaper and encourages them to keep interacting with the brand. Providing additional resources increases the chances that they’ll move toward becoming a customer.

  • Key Tip: Always follow up with a helpful email. It’s an opportunity to show more value, such as offering additional educational content, product demos, or next steps for getting involved with your brand.

Example:

“Thank you for downloading our whitepaper on Headless CMS. Here’s your download link: [Download Link]. In the meantime, check out our blog on the future of content management [Link to Blog].”

The email not only provides the user with their download but also gives them access to related content that may deepen their interest.

Why These Elements Work Together: Each of these elements works synergistically to move the visitor through the stages of awareness, consideration, and decision-making. By combining a compelling headline, clear CTAs, social proof, and follow-up strategies, Contentful maximises the chances of converting visitors into leads and eventually customers.

​

These strategies create a seamless user experience from the moment visitors land on the page, ensuring that every step is optimised for ease and value.

9. Design and Visual Appeal:

​

• What it is: The overall design and visual layout of the landing page. This includes the use of images, colours, typography, and spacing that together create a visually appealing and user-friendly experience.

• ​

• Why it works for Contentful:

  • Contentful’s landing page uses clean, minimalist design principles. The layout is visually appealing without being cluttered, and the colour scheme is consistent with their brand, ensuring the page doesn’t overwhelm the user with distractions.

  • Why it’s effective: A clutter-free design helps the user focus on the key elements (headline, CTA, form) without getting distracted. It also enhances the user experience, making the page easy to navigate and more enjoyable to engage with.

  • Key Tip: Use consistent branding elements (such as logos, fonts, and colour schemes) to make the landing page feel cohesive and aligned with your overall brand identity. Avoid overcrowding the page with too many elements—focus on what matters most.

​

​

Example:

Contentful’s landing page could use a clean, minimalist design with ample white space and a single prominent CTA. The background might feature a subtle gradient with images of dynamic digital experiences that align with the theme of the whitepaper. The colour scheme would follow Contentful's branding, and buttons would be large enough for easy clicking on mobile devices. This design makes the page clean and uncluttered, focusing the visitor's attention where it’s needed.

​

​

10. Urgency and Scarcity:

​

​

• What it is: Using urgency (time-sensitive offers) or scarcity (limited availability) to encourage visitors to take immediate action. This could include countdown timers, limited-time offers, or a mention of limited availability for a product or service.

​

• Why it works for Contentful:

  • While Contentful may not have explicitly used urgency in this example, incorporating it on a landing page can create a sense of immediacy. For example, they could offer a time-limited demo or an exclusive download period for the whitepaper, which would encourage visitors to act sooner.

  • Why it’s effective: People tend to procrastinate, and by introducing urgency or scarcity, you can push users to act now rather than later. When people feel like they might miss out on something valuable, they are more likely to take immediate action.

  • Key Tip: Consider adding elements like a countdown timer for a webinar sign-up or a “limited-time offer” for something like a free trial. For example, you might say “Download the whitepaper by the end of the day to get exclusive access to a demo”.

Example:

“Download now to get exclusive insights—this offer expires in 24 hours!”
Adding urgency with a time-limited offer encourages visitors to act quickly. The scarcity element pushes them to feel they might miss out if they wait too long.

​

​

​

11. Mobile Optimisation:

​

​

• What it is: The process of ensuring that the landing page is mobile-friendly, meaning it looks and functions well on mobile devices like smartphones and tablets.

​

• Why it works for Contentful:

  • Contentful ensures their landing page is responsive, meaning it adjusts appropriately for users on different devices. This is essential because a significant portion of internet traffic comes from mobile devices.

  • Why it’s effective: Mobile optimisation improves user experience and ensures no potential leads are lost because of poor performance on smaller screens. If users struggle to navigate the page or the form doesn’t work correctly on mobile, they’ll abandon the page.

  • Key Tip: Test your landing page on multiple devices and screen sizes. Ensure buttons, forms, and text are easily readable and tappable. Mobile optimisation is crucial as more and more user’s access content via smartphones and tablets.

Example:

The landing page automatically adjusts to smaller screens with large, readable fonts and properly spaced CTA buttons. On mobile, the CTA buttons become larger and easier to tap. Forms are stacked vertically for better usability, and no content is hidden behind scrolling, ensuring a smooth experience.

​

​

​

12. Clear Value Proposition:

​

​

• What it is: The value proposition is the main reason a visitor should choose your offering. It explains how your product or service solves their problem or fulfils their needs in a way that competitors cannot.

​

• Why it works for Contentful:

  • Contentful’s value proposition is clear and directly addresses the pain points of their audience. Their whitepaper explains how a headless CMS can streamline content management, scale efficiently, and prepare businesses for the future. These benefits are spelled out clearly in the headline, sub headline, and bullet points.

  • Why it’s effective: When users immediately understand how they will benefit from engaging with your content, they’re more likely to take the desired action (downloading the whitepaper). A strong value proposition cuts through the noise and ensures the user is focused on what matters most.

  • Key Tip: Ensure that your value proposition is explicit and easy to understand. Avoid jargon or overly complex explanations. State how and why your offering will help the user and what makes it different from alternatives.

Example:

Contentful’s headline could be:
“Unlock the Future of Content Management with Headless CMS”
The clear value proposition is that the visitor will learn about headless CMS and how it can transform their digital experiences and scalability. The page is direct in communicating the core benefit of the whitepaper.

​

​

​

13. A/B Testing and Optimisation:

​

​

• What it is: A/B testing is a method of comparing two versions of a landing page (or any other web page) to see which one performs better. Variations of elements like the CTA button, headline, images, or form fields can be tested to optimise conversion rates.

• Why it works for Contentful:

  • Contentful likely runs A/B tests on key elements of their landing page, such as CTA wording, form placement, and visual design. For example, they may test whether a CTA saying “Download Now” works better than “Get the Whitepaper” or test different button colours to see which generates more clicks.

  • Why it’s effective: A/B testing helps refine the landing page over time, ensuring that every element is optimised for conversion. By constantly testing and tweaking, Contentful can identify which variations yield the best results and improve the performance of their landing page.

  • Key Tip: Start by testing the most important elements (headline, CTA, form fields) and make gradual adjustments. A/B testing should be an ongoing process to continuously improve conversion rates and user experience.

Example:

Contentful could run an A/B test on different versions of the CTA button. Version A might say “Download the Whitepaper”, while Version B says “Get Instant Access”. By analysing which version gets more clicks, they can determine the best wording for conversion.

​

​

14. Personalisation:

​

​

• What it is: Personalisation involves tailoring the user experience based on specific characteristics or behaviours of the user, such as their location, past interactions, or referral source.

• Why it works for Contentful:

  • Contentful could potentially use personalisation by dynamically changing the headline or copy based on the source of the traffic. For example, users who arrive from a specific ad campaign could see messaging that speaks directly to the ad's content, making the page feel more relevant.

  • Why it’s effective: Personalisation increases relevance, which boosts user engagement and conversion rates. A more tailored experience makes visitors feel like the page is designed for them, not just a generic audience.

  • Key Tip: Personalisation doesn’t have to be complex. Simple changes, such as showing the user’s location, industry, or how they arrived at the page, can make the experience feel more relevant and increase the likelihood of conversion.

​

​

​

Example:

A visitor arriving from a paid Facebook ad that specifically mentions e-commerce solutions might see a customised message like:
“Learn how headless CMS can transform your e-commerce platform”.

Personalising content based on the user's source or behaviour helps increase relevance, making the content more tailored and appealing.

​

​

​

15. Clear Next Steps After Download:

​

• What it is: After the whitepaper download, provide clear next steps to keep the lead engaged with your content or company. This could be inviting them to a demo, scheduling a call, or viewing additional resources.

• Why it works for Contentful:

  • After users download the whitepaper, Contentful directs them to a thank you page with a CTA for scheduling a demo. This helps push leads further down the sales funnel.

  • Why it’s effective: It’s important not to let the lead “go cold” after downloading the whitepaper. Offering a clear next step immediately after the download keeps the momentum going and leads the user to the next stage in the buyer journey.

  • Key Tip: Make the next step clear and compelling. If your goal is to book a demo or consultation, provide an easy way for users to schedule time right on the thank-you page or in a follow-up email.

​

​

​

Example:

After the whitepaper is downloaded, the thank-you page can say:

“Now that you’ve learned the fundamentals, take the next step and book a 15-minute consultation with our team to see how we can help your business scale.”

This is a clear next action to continue the engagement and move the visitor further down the sales funnel.

​

​

​

16. Tracking and Analytics:

​

​

• What it is: The process of tracking user behaviour and interactions on your landing page using analytics tools. This helps understand how users engage with the page and identify areas for improvement.

• Why it works for Contentful:

  • Contentful likely uses analytics tools such as Google Analytics, Hotjar, or HubSpot to track user behaviour on the landing page. By looking at metrics like bounce rates, time on page, and conversion rates, they can see which elements are performing well and which need optimisation.

  • Why it’s effective: Analytics provide data-driven insights that can help refine landing pages and marketing efforts. By understanding how users interact with the page, Contentful can adjust their strategy to improve conversions and enhance user experience.

  • Key Tip: Set up conversion goals in your analytics tool and track key performance indicators (KPIs) to measure the effectiveness of your landing page. Continuous monitoring allows timely adjustments to improve performance.

Example:

Contentful could use Google Analytics and Hotjar to track how users interact with their landing page. They can see where users drop off in the funnel, how long they stay on the page, and what actions they take. This data would help optimise the page for better conversions, such as adjusting the position of the CTA or tweaking the design.

​

​

​

17. Integrating Other Content Offers:

​

​

• What it is: Provide visitors with additional content offers that align with the whitepaper. This could be related blog posts, guides, or case studies that deepen their understanding of the topic.

• Why it works for Contentful:

  • Contentful can cross-sell other content like blog posts or case studies related to headless CMS. Offering these additional resources on the landing page or follow-up emails helps nurture the lead and keeps them engaged with the brand.

  • Why it’s effective: Content offers provide additional value and build trust by demonstrating your expertise in the subject matter. If a user is interested in a whitepaper on headless CMS, they are likely interested in other related content, making it a natural next step to keep them engaged.

  • Key Tip: Promote related content strategically, but don’t overwhelm the user. Offer one or two additional resources that expand on the topic in a meaningful way.

​

​

Example:

On the thank-you page after the whitepaper download, the visitor could be presented with additional content like:
“Related Blog: The Top 5 Trends in Digital Content Management for 2025”

Or a case study titled “How Spotify Scaled Their Digital Experience Using Headless CMS”.
Offering related content helps keep users engaged and can increase the time they spend interacting with your brand.

​

​

​

Conclusion:

​

​

By utilising a well-designed landing page with clear CTAs, minimal friction, social proof, and optimised follow-up strategies, Contentful effectively drives conversions. Incorporating personalisation, A/B testing, and using analytics to continually refine the page ensures that every element works together to guide visitors toward becoming qualified leads. By maintaining a balance between offering valuable content and ensuring a smooth user experience, Contentful maximises their chances of converting casual visitors into loyal customers.

​

​