Originally published September 17, 2021 , updated on August 30, 2024

According to Forbes, “a white paper is an influential, reliable presentation of comprehensive information on a particular topic that provides a solution”. It is an excellent way to share valuable information about your brand and the problems you solve with your goods and services. It can be a strong driver of traffic and sales. Also, it is an excellent way to create authority around your voice and brand. 

However, you need to ensure that you do it right, as a bad version can do a lot more harm than good in the end. It could potentially damage your brand and business in the long run. 

Before we dive into how white paper writing services can convert traffic into sales, let’s find out why white papers should be included in your content marketing strategy in the first place. 

There are a number of key benefits to using this long-form type of content: 

• It’s an excellent tool for education around your company.
• White papers generate strong leads.
• It’s good for email database building.
• White papers establish you as an expert.
• The content of white paper can work across multiple platforms. 

You should not overlook white papers as a marketing tool. That said, creating these can take a lot of time. Additionally, using white papers to convert visitors into leads also means that you need to get it right. This is why professional writing services can be an excellent benefit to your company. 

Below, we’ve listed six reasons you need these services to convert traffic into sales. 

Professional Writers Can Help You Sound Authoritative

One of the biggest benefits of this type of content is that it makes you sound like an expert. White papers can establish you and your company as thought leaders and industry experts. These are in-depth research papers that can make you look good. Professional writers know what type of research and writing is involved in creating valuable white papers. 

They know what words to use and how to phrase them to appeal to a broader market. You’re not just trying to appeal to industry experts. You want to relate to the ‘man-on-the-street’ as well, as everyone is a prospective customer. Never isolate any potential customer.

Doing this means your white papers, while sounding authoritative, are still easy to understand. If it’s overly complicated and filled with jargon, customers won’t want to buy from you.  

Using White Paper Writing Services Can Get the Job Done Quicker 

The quicker you can produce and publish a white paper, the sooner it can convert website visitors into sales. When someone visits your website, and there’s a white paper to download, there’s a very good chance that their visit will turn into a lead and then a sale. 

However, this can only happen if there’s something to download in the first place. Holding off on this valuable piece of content for too long can lead to potential lead losses. A professional writer will be able to do the research and write the content a lot quicker than you can. It’s their job, while your job is running or managing a company and team. 

A Well-Done White Paper Can Be Used as a Tool to Convince Customers to Buy

The chances are that if someone downloaded your white paper, they are already a captive audience. They are already interested in what your company has to offer. So, now you need to convert their visit and download into a sale. 

If your white paper is not very well done, it won’t lead to a sale. In fact, it could even put them off your company and business. A professional writer will want to put their best foot forward in their work. They will ensure that this content piece is well-written and informative. Potential customers will appreciate a good, informative and well-done white paper. 

White Papers Will Make You Look Good

This time it’s not about thought-leadership and authority. It’s about looking professional. When a writer does a white paper right, it makes your company look good in the public’s eyes. The spelling and grammar are all top-notch, and it shows potential customers that you take your business seriously. 

When spelling and grammar mistakes slip through, it reflects poorly on your company. It makes people think twice about doing business with you. They will wonder about the quality of your goods and services if you can’t be bothered to get your internal content right. 

It Can Be Used as a Bragging Tool 

A professional writer can make your white paper so good that you will want to brag about it and share it with the world. And you should. A good place to link it is your email signature. You’ve spent a lot of time and some money creating it, so shout about it wherever the opportunity is right. 

You can also link it by using pop-ups on related website pages. For example, if your white paper is about upcoming products in the SaaS space for those working-from-home, have it pop up on pages that speak about current product options that you sell or provide. 

You Want It to Be an Evergreen Source of Content and Reference 

With the best writing professional on hand, you can turn your white paper into something others will want to reference in their pieces. This could be on other websites, on social media or in articles. There’s a very high chance of getting a backlink to your white paper or website. This, in turn, is a new opportunity for leads and sales for your company. 

When a professional white paper writing service writes your content, it has the potential to live on for a long time in many formats. It can also be a constant source of ideas for your company. Need a quick social media post? Perhaps a story idea? Check what’s written in the paper for some ideas. 

If you’re set on creating a white paper, ensure that it’s done right. Use white paper writing services and put your best foot forward. 

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