Home / Blog / How to write a white paper

How to Write a White Paper People Read (+ Templates)

Learn how to write a white paper your audience actually wants to read, with tips on the best white paper format and templates to make your own in minutes.

Author Dominika Krukowska

5 minute read

How to write a white paper

helped business
professionals at:

WorkDay IHeart Meta Nice American Cancer Society Xerox

Short answer

How to write a white paper in 10 easy steps?

  1. Choose a topic your audience cares about

  2. Start by outlining the argument

  3. Frame the problem before offering the solution

  4. Anchor your message in real insight

  5. Write like a human

  6. Use structure to keep people reading

  7. Back up every claim

  8. Include your point of view

  9. Design your white paper as you write

  10. End with a clear outcome


Scroll down to read the full guide ⤵

Get white paper templates
Generate your white paper with AI

What’s the best white paper format?

  1. Title page

  2. Executive summary or abstract

  3. Introduction

  4. Problem statement or background

  5. Main body (solution or discussion)

  6. Conclusion & recommendations

  7. References or sources

  8. About the author or company (optional)

NOTE: This guide is part of our white paper series, and here, we’ll focus on how to write one that actually gets read.


How to write a white paper that people want to read

Writing a white paper isn’t about dumping knowledge into a PDF. It’s about building a persuasive argument that educates, earns trust, and moves someone closer to action.

To do that, you need more than just strong writing - you need the right strategy.

In this section, I’ll walk you through how to write a white paper that people actually want to read.

1) Choose a topic your audience already cares about

Don't try to invent a problem to solve.

If your white paper answers a question no one’s asking, it won’t get read - no matter how well it's written.

Focus on real problems your audience is actively trying to solve or justify internally. Great white paper topics often sit at the intersection of business goals, industry trends, and buying friction.

2) Don’t start writing - start outlining the argument

Before you write a single sentence, map out the core idea you want to get across. What shift in thinking are you trying to create?

A white paper isn’t a blog post - it’s a structured argument. Work backward from the outcome and support it step by step.

How to outline a strong white paper argument

  • Start with the reader’s current mindset

  • Identify the insight or change you want to create

  • List the proof points you’ll use to build your case

  • Structure it logically: problem → insight → solution → proof → next step

3) Frame the problem before offering the solution

Many white papers jump straight into the pitch. Don’t.

A white paper needs to start by building tension. Open with the why. Show the reader the stakes of the problem or opportunity.

If your audience doesn’t feel the pain, they won’t care about the cure - no matter how good it is.

Generate your white paper with AI
White paper problem slide example

4) Anchor your message in real insight, not vague claims

Nobody wants to read a 6-page document that says nothing new.

Your white paper should give readers something they can use - a fresh stat, a helpful framework, a new way to explain a decision to their team, or to evaluate a challenge.

If your point can be found on page one of Google, it’s not a white paper - it’s filler.

5) Write like a human - even when it’s technical

Yes, white papers are formal. But that doesn’t mean you need to sound like a research robot.

Clear, simple writing builds trust - especially when you’re tackling a complex topic. Avoid jargon unless you know your audience expects it.

Explain acronyms. Don’t assume the reader knows everything you do.

The goal of a white paper is to make your expertise accessible, not to show off.

6) Use structure to keep people reading

Most readers won’t read every word - so help them navigate.

Don’t bury your strongest points in long paragraphs. Use short sections, subheadings, bullet points, and clear transitions.

Every heading should tell a part of the story. If someone only reads the bold text and visuals, they should still get the message.

If someone stops midway, it should be because they’re thinking - not because they’re lost.

Generate your white paper with AI
White paper clear structure example

7) Back up every claim - or cut it

Your white paper needs to feel bulletproof. That means facts, data, quotes, and examples. If you say “X is the best approach,” show why. If you claim results, include numbers.

Anything that feels vague or unsupported will make the whole paper seem less credible.

Generate your white paper with AI
White paper statistics example

8) Include a POV - but don’t turn it into a sales pitch

A white paper isn’t neutral - but it’s not an ad either. You’re trying to guide the reader toward your perspective by showing your expertise.

That’s fine - expected, even. But it has to feel earned. Build your case with logic and proof.

If your solution shows up naturally as the best answer, it won’t feel like a pitch.

How to position your product in a white paper (without selling)

  • Use real examples to show how the solution works

  • Mention your tool only where it naturally fits the argument

  • Let the product support the insight - not become the focus

  • End with a soft CTA (e.g. “See how teams solve this with [X]”)

Generate your white paper with AI
White paper solution example

9) Design your white paper as you write

Writing and design should work together - not in silos.

As you write your white paper, think about where a visual could replace a paragraph, where a quote should pop, or how to break up a dense section.

Great content loses its impact if it's hard to digest.

10) End with a clear outcome, not just a conclusion

Don’t just wrap up - give the reader something to do or think about.

Summarize the takeaway, pose a next-step question, or direct them toward deeper action.

A good white paper doesn’t just inform. It moves someone from “I’m curious” to “I’m convinced.”

Examples of good white paper CTAs

1) Strategic or thought leadership white paper

Your reader is early in the funnel, exploring ideas or framing a problem.


Smart CTAs:

  • See how other companies are tackling this

  • Download the checklist for implementing this approach

  • Compare different strategies in our benchmarking report


2) Technical or problem-solving white paper

Your reader is looking for practical steps, frameworks, or clarity on how to move forward.


Smart CTAs:

  • Use this framework to assess your own situation

  • Explore implementation options

  • Talk to a specialist about your use case


3) Product-focused or solution-specific white paper

Your reader is closer to buying and wants to see proof, results, or validation.


Smart CTAs:

  • See how [Company X] used this to reduce costs by 40%

  • Try the tool with your own data

  • Book a walkthrough with our team

Generate your white paper with AI
White paper call to action example

Use a template to create your white paper

You can’t just drop a block of text on a static page and hope for the best.

If you want people to actually read your white paper - not skim, not bounce - you need to give them something that’s clear, engaging, and a pleasure to scroll through.

Our interactive white paper templates are built to do just that. They come with a structure that’s been tested (and works), so you can focus on writing and know it’ll land well.

Just grab one.

No templates found
Dominika Krukowska

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

Table of contents
How to write a white paper? (short answer) What’s the best white paper format? How to write a white paper? Interactive white paper templates
More on this topic
Grab a white paper template
Engaging decks. Made easy

Create your best white paper to date.

Stop losing opportunities to ineffective presentations.
Your new amazing deck is one click away!

Create free Book a demo