White paper writer

White papers that drives decisions and deals

On larger, more complex deals, your buyers need more than a sales pitch. They need proof. That's the gap that white papers fill. They give a hesitant buyer the evidence they need to make a confident decision.

These stats show their impact:

• 78% of B2B buyers use white papers to support purchasing decisions (DGR)
• Buyers who read a company’s white paper spend 40% more on future purchases (Forrester)
• White papers convert to sales opportunities at 7%, nearly double the rate of other content formats (MarketingSherpa)

Find out below how we turn your valuable knowledge into a white paper that generates leads, earns buyer trust and opens high-value sales conversations.

White paper writing service

Why writing white papers in-house often stalls

A well-researched white paper builds the convincing case buyers need to guide them to a solution to the challenges and opportunities facing their business.

They're highly effective but creating a great white paper that has a real commercial impact requires specialist writing skills and strategic clarity. Too often, projects fall short for one of these common reasons:

The evidence feels thin

If the data in a white paper feels thin, decision-makers won't trust it. Its authority hangs entirely on the strength of the evidence and the argument. Without that, it loses credibility when someone asks, “Where’s the proof?” and there’s no clear answer. Buyers then dismiss it as just another sales pitch.

The expertise doesn't translate

Your internal subject matter experts are brilliant, but they're not storytellers. Writing a white paper is different from drafting a report or documenting a process. It needs to be logical, persuasive and engaging to help buyers justify a major purchasing decision.

Marketing is an afterthought

If your only plan to distribute your white paper is a landing page and a couple of LinkedIn posts, your return on investment will be limited. You need to market it as actively as any product or service to keep it visible and relevant to high-intent buyers over time.

Thought leadership white papers

How we write and publish white papers for clients

Our process removes the obstacles that limit the success of many white papers.

We combine expert, narrative-driven writing with a multi-channel distribution strategy so your white paper gets into the hands of your target audience.

Here’s how we approach each step:
Project management for your paper's in-depth research

Step one: building the evidence base

The first step in creating your white paper is deciding what evidence to use. We both need to be sure that the proof we're presenting is strong enough for buyers and the reps in charge of selling your products and services.

Option 1: using your existing business data

Use your internal analytics, sales data and proprietary insights. The advantage is that this information is unique to your business and impossible for competitors to replicate. It lets you position your company as a leader by sharing perspectives only you can offer.

Option 2: external marketing analysis

Base your argument on trusted market reports, industry benchmarks and published statistics, which we synthesise to connect industry data to your buyers’ day-to-day challenges. Reassure decision-makers that your claims are backed by independent data, not just opinion.

Option 3: original canvassed research

For flagship content, we commission first-hand research from decision-makers by phone and email. This delivers proprietary, timely insights competitors can’t match, positioning your company as the market leader. Original research also attracts industry press interest.

A blueprint for high-impact research papers

Step two: the blueprint - writing your white paper

A great white paper gives your internal champion the angle and evidence they need to win over other decision-makers. It also arms your reps with a credible resource to support sales conversations and move deals forward.

We structure the paper so it’s easy to absorb, remember and retell. That way, both your champion and your sales team can use it to back up their arguments and push opportunities ahead.

This is how we structure your white paper:

1. An attention-grabbing title

A direct, commercially focused headline that spotlights a critical reader issue and frames the issue in terms of urgency and outcomes.

2. The executive summary

A concise overview that sets out the problem and its consequences, outlines your recommended solution, and highlights the key takeaways for time-poor decision-makers.

3. The problem and the prize

A clear explanation of the pain point or missed opportunity facing the buyer, showing you understand the pressure behind their decision and the reward for solving it.

4. Quantifying the pain

An analysis of the impact of the pain point or missed opportunity in financial and operational terms to instil an urgency to resolve the situation in readers.

5. The solution framework

A detailed explanation of how to overcome the challenge, positioning your approach as the clearest, most practical and effective way forward.

6. The body of evidence

An in-depth set of data, case studies and real-world results that back up your claims, proving your solution works and reinforcing trust in your business.

7. The key takeaways

A summary of the core points, often set out using bullet points and tables, to reinforce the key messages and commercial advantages you want clients to remember.

8. The call to action

A strong closing section that prompts prospects to request a demo, book a consultation or contact your sales team, turning interest into a measurable sales opportunity.

Content marketing and white papers

Step 3: the outreach - getting it to your target audience

Great white papers generate no value sitting on a hard drive. Distributing it so it gets in the hands of potential buyers is just as important as creating it. That's how you generate a return on your investment. Here are five ways we get your white paper in front of your target audience:

1. High-conversion landing page

A dedicated landing page that generates qualified leads by persuading ideal prospects to exchange their details for the insight you’re offering

2. Targeted email campaigns

Targeted email sends to your database or ours, a GDPR-compliant list of more than 350,000 UK-based decision-makers across key sectors.

3. Social media promotion

Themed posts, infographics and branded visuals to drive platform engagement and push decision-makers to your site

4. Strategic digital PR

Press releases and guest articles on sector-relevant sites your audience already trusts, piggybacking on their authority to build your own.

5. Long-term search visibility

A cluster of SEO and AI search-optimised content built around your white paper, boosting visibility and discoverability now and long term.

1. High-conversion landing page

A dedicated landing page that generates qualified leads by persuading ideal prospects to exchange their details for the insight you’re offering

2. Targeted email campaigns

Targeted email sends to your database or ours, a GDPR-compliant list of more than 350,000 UK-based decision-makers across key sectors.

3. Social media promotion

Themed posts, infographics and branded visuals to drive platform engagement and push decision-makers to your site

4. Strategic digital PR

Press releases and guest articles on sector-relevant sites your audience already trusts, piggybacking on their authority to build your own.

5. Long-term search visibility

A cluster of SEO and AI search-optimised content built around your white paper, boosting visibility and discoverability now and long term.

White papers by industry

Industries using white papers to generate high-intent leads

If you’re considering a white paper, the first question is usually: what would we write about?

White papers work best when they sit between your commercial goals and the issues decision-makers care most about. To give you a sense of how they’re used, here are nine industries that already rely on white papers to generate high-intent leads, with examples of the topics that buyers engage with.

These are starting points only. The best angles come from a proper conversation, so schedule a call and we can shape a unique idea for your business.

Technology and SaaS

Show clients how to improve their AI strategy, build data integrity without new compliance or governance risks and modernise their data architecture for profitable AI-native products.

Financial services/fintech

Prove why old financial risk models fail, explain new tech's benefits to cautious leaders and provide analysis that shows how much automating oversight cuts compliance and reporting costs by.

Healthcare and life sciences

Help healthcare leaders see how AI diagnostics improve telehealth access, use new technology to solve staff shortages and advance the overall quality of patient care and retention.

Professional business services

Show clients the hidden risks of automation, prove how your approach to design sprints cuts down on project iteration and help leaders de-risk their critical business decisions.

Manufacturing and engineering

Present a clear financial case for investing in new technology, identify hidden losses in complex supply chains, and show leaders how you map and solve their key operational profit drains.

Cybersecurity and IT risk

Show why compliance is not really "true security" or explain complex cyber threats in simple terms for the board and demonstrate how you detect and protect the business from these risks.

Building and construction

Pinpoint where budgets are lost on delayed projects or provide executives with a commercial reason to get onboard with on-site digital transformation so they can keep projects on time and within budget.

Sustainability and ESG

Explain why green initiatives often get stuck in planning or show a simpler way to present complex ESG data to leaders so they see how to turn their sustainability goals into a commercial advantage.

B2B consulting and strategy

Advise retailers on unifying online and physical stores to create a seamless experience or what data and tech architecture they need to drive long-term loyalty and increase customer lifetime value.

Ordering your white paper

How to order your expert white paper

White papers position your company as an industry leader and highlight how your products and services solve the problems decision-makers care about most. The sound commercial logic and solid, credible research give prospects the confidence to choose you.

Here's how to get started with [w].:

1. Initial briefing

Schedule a time to call to tell us about your business, target market and commercial goals for your white paper project.

2. Research & evidence

We'll use internal, online or canvassed research (or a mix) to build the evidential base of your white paper’s argument.

3. Create an outline

We agree the structure and angle of the paper to frame your solution clearly and build momentum through every section.

4. Drafting & sign off

We draft your paper, continually refining it until you’re completely satisfied and it's ready to publish and promote.

See our competitive pricing options below. Click any of the buttons to send us a message and schedule a call with our team.
White paper pricing

Pricing plan

Starter plan
£4,000
50% deposit, 50% on completion
Includes:
  • Fully researched, professionally written white paper (3,000–6,000 words)
  • Attractive, professional design
  • Desk research included (internal and/or online), with full source file provided
  • Three related blog posts with social media visuals and promo text
  • Two rounds of revisions
  • Delivered within four weeks of brief completion (subject to client response time)
  • Original research (phone/email surveys) available at cost
Get on the Starter tier

Send an enquiry

Thanks for enquiring about our white paper Starter service.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
MOST POPULAR
Growth plan
£6,500
50% deposit, 50% on completion
Includes:
  • All features from Starter
  • 40 hours of phone contact with customers or selected prospects
  • Three outbound emails to customer database or up to 5,000 contacts from our B2B list
  • Six related blog posts with social media visuals and promo text
  • One guest post on a high-authority (DR 50+) site
  • Delivered within 12 weeks of brief completion (subject to client response time and canvass schedule)
  • Additional canvassed research available at cost price
Get on the Growth tier

Send an enquiry

Thanks for enquiring about our white paper Growth service.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Ascendent plan
£10,500
50% deposit, 50% on completion
Includes:
  • All features from Growth
  • 80 hours of phone contact with customers or selected prospects
  • Three outbound emails to customer database or up to 15,000 contacts from our B2B list
  • Ten related blog posts with social media visuals and promo text
  • Three guest posts on a high-authority (DR 50+) site
  • Delivered within 12 weeks of brief completion (subject to client response time and canvass schedule)
  • Additional canvassed research available at cost price
Get on the Ascendent tier

Send an enquiry

Thanks for enquiring about our white paper Ascendent service.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Thought leadership content

Support your white paper with regular thought leadership articles that keep your name in front of buyers. Ideal for deepening engagement, expanding reach and reinforcing the authority your white paper establishes.

Thought leadership content

"About Us" and staff bio pages

White papers show what your business knows and credibility pages show who’s behind it. Well-written About pages and staff bios are highly effective in making buyers more confident about your company and your people.

Website credibility pages
White paper writing

FAQs

Here's a selection of the types of questions customers ask when they contact us.

Q: What does a white paper writing service actually do?

A: Professional white paper services manage the entire content creation process for you. They start with a discovery call to find out your project goals. After that, a dedicated project manager oversees the process and the interaction between you and the writer until sign-off.

Q: What is the main purpose of a B2B white paper?

A: The main purpose is lead generation, and white papers tend to do this by presenting authentic and commercially valuable research to potential buyers in exchange for their contact details. They're one of the first steps on a buyer's journey and are designed to educate readers on a significant problem your company solves. The aim is to show your expertise and convince potential customers your products or services help them overcome pain points and unlock new opportunities.

Q: How is a white paper different from an ebook?

A: Unlike other forms of content, white papers tackle complex topics in much greater depth. Companies create white papers to present specific data and research findings to build authority and support high-consideration decisions. They use compelling narrative to guide the reader through a logical, evidence-based argument. Ebooks, on the other hand, are best for lighter education or top-of-funnel awareness so they're ideal when you want to explain a concept, not defend a commercial case.

Q: Is a marketing white paper the same as an academic white paper or research paper?

A: No, their goals are different. An academic research paper aims to present information and new data analysis to a peer-reviewed community. In contrast, commercial white papers are assets used in B2B marketing efforts to build authority and influence purchasing decisions using quality content backed by original research.

Q: What does the white paper writing process typically involve?

A: The white paper writing process begins with agreeing on a core argument with the client and then deciding which research they'll use to back up that argument. After that, the writer develops an outline, establishing all the key points. They then move to drafting the full text and managing revision rounds. Project managers ensure a smooth journey from the initial brief to the final, signed-off document.

Q: How much research is needed for a credible white paper?

A: The level of research needed for a credible white paper depends on several factors, primarily the complexity of your particular topic. Another factor is the data used. If you're using in-house first-party or external data that's already available, completing the white paper project will take a lot less time than if it requires new, canvassed research. Whichever approach is taken, the goal is to gather enough of the right evidence to make your argument believable and authoritative.

Q: Do you interview our internal subject matter experts (SMEs)?

A: Interviewing your SMEs is an important part of our research process when creating a white paper. Our writers use their interview skills to gain access to your SMEs' unique knowledge so they can bridge the gap between technical detail and commercial value in a way buyers can act on.

Q: How long does it take to write a white paper?

A: It typically takes four to six weeks to produce white papers when we're using in-house first-party data or credible third-party sources. Where you require us to do original research, like canvassing decision-makers in your marketplace, this extends the deadline. At the start of each project, we always establish a clear schedule before any work begins.

Q: Who is the target audience for a typical white paper?

A: The target audience is usually prospective customers in the consideration phase of a complex purchase. There are two goals: first, to generate new leads when buyers exchange information for access, and second, to move them along the funnel using the information in the white paper. Many sales reps also use them late-stage to turn wavering prospects into paying customers.

Q: How do white papers help with lead generation?

A: White papers are highly effective marketing tools because they offer prospects valuable information that could give them a commercial advantage. They excel at generating leads, and sales reps often use them at the bottom of the funnel to show why choosing your product or service is the most credible and commercially sound option.

Q: Can a white paper really establish 'thought leadership'?

A: Yes, this is one of the primary purposes white papers serve. A thought leader is a recognised authority whose insights shape industry thinking. A white paper created by a thought leader becomes a credible, agenda-setting resource that buyers rely on.

Q: How do you measure the success or ROI of a white paper?

A: Measure the success and the ROI of your white paper content by tracking metrics like landing page conversion rates, number of qualified leads generated and number of deals closed attributed to the download of the white paper.

Q: How much does a professional white paper writing service cost?

A: The cost varies based on scope, but it's a significant investment. While hiring a freelance writer may seem cheaper, a full-service agency provides project management, expert research, design and promotional support. This improves your chances of producing a quality white paper that delivers a greater overall return, especially if the agency offers distribution.

Q: Does your service include graphic design and formatting?

A: Yes, all of our white paper plans include professional formatting. We believe a professional-looking document with charts, imagery, infographics and more makes your content more readable and accessible. Once you’ve approved the writing, our graphic designer gets to work to make your white paper visually engaging and on-brand.

Q: What do we receive as the final product?

A: You receive a fully designed, publication-ready white paper in PDF format. Alongside the main PDF, we also include a "launch kit" of promotional assets, such as blog post copy and social media text, as part of a wider marketing strategy to get your white paper in front of its target audience.

Q: What happens after the white paper is written? How do you publish it?

A: After you approve the white paper, the next step is to publish and promote it. We recommend gating this powerful marketing tool on your website behind a landing page we write and design for you. We then start to push it out to your target audience over a variety of channels.

Q: Can you show examples or samples of your work?

A: Yes, we can absolutely provide white paper samples of our previous work. We have a portfolio across various industries that demonstrates our research, writing, and design capabilities. Please get in touch, and we would be happy to share real-life examples that closely match the white paper you might want us to start creating.

Q: How are white papers used as a marketing tool?

White papers are used to position your company as a serious, expert voice in your industry. They offer in-depth insight into a specific issue, combining education with practical solutions to help readers understand the value of your approach.

White papers are ideal as part of any sales and marketing strategy as, used well, they attract new prospects, build brand credibility and guide decision-makers through the sales funnel. They share valuable insights and effective solutions with the larger community.

Well-executed white papers serve not just to inform, but to shift perception, framing your business as the right choice for complex, high-value challenges.

Q: What key skills should we look for in a professional white paper writer?

A: A great writer needs more than just basic writing skills. Look for a professional with strong research capabilities, excellent interview skills, and a strategic understanding of white paper copywriting. They must be able to translate complex topics into a commercially sound and persuasive narrative that drives action.

Q: Sources used in this article

A: Sources used in this artice include:

Services | Knowledge Base

Westbourne Copy Studios Limited, 17a Front Street, Monkseaton, Whitley Bay NE25 8AQ.

Enquiries: sales@w.marketing | Company Registration: 13626311 | VAT Registration: 443375003

Privacy Policy | Terms of Service | Cookies