White Paper vs Company Website

Both company websites and white papers provide information on products and services that represent solutions to specific problems, usually of a technical nature.?

You type a few related keywords into the search form field on a Google page. You can also type a question as if you’re “asking” Google for a solution. Google then returns a list of web pages of companies. Some home pages, some pages providing details of specific solutions.

A company web site provides general information about the company and its solutions. You search the site for information on what might offer the solution you are seeking.

The problem here is that most information on company web sites are product oriented rather than problem-solution oriented. Most companies are aware of such limitations.

This is why many technology companies provide white papers. A white paper is like a combination of an article and sales brochure.? Unlike a company web page, a white paper is meant to be read rather than skimmed over.

There is usually a paragraph about the white paper known as the executive summary and a form to collect a potential customer’s particulars and contact information. An email is sent with a link for downloading the white paper.

A white paper describes the problem and goes into details about the consequences of inaction. There is no mention of product or service at this stage. This is a scientific description of the current state of affairs in an understandable manner.

The paper then goes on to explain the specific solution in generic terms. Here again no mention of the product or service.? Here the science behind the solution is explained, why this solution is superior to other current solutions.

This “explaining the science behind the solution” without mention of a specific product positions the company as a thought leader in the industry.? It also creates a current of implicit persuasion. Unlike consumer-directed copy, none of the overt sales rhetoric like “limited time,’ guarantee, etc. is used in a white paper.

There’s no need for the salesy expressions used in consumer directed literature. Elaborating on the problem for which you are seeking a solution communicates understanding.? It builds reader affinity. Describing the generic solution in understandable terms builds further affinity. This is the basis of implicit persuasion.

The last couple of pages (on average) is where the paper introduces the actual product or service and how it might be the solution the client is seeking.

The call to action is advising the reader to contact the company sales department and set up an appointment to meet with one of the sales representatives.? Nothing more.? The company rep will gladly answer any? questions and if all is in agreement, start the order process.

This is why white papers improve the probability of making sales. Most of the time, the customer needs a lot more explaining than what a company web site can provide.? White papers have the extra advantage of being passed around to all decision makers, once again facilitating the sales process.? Unlike consumer sales? commercial sales involve multiple parties in the process of becoming involved in the purchase of complex products and services.