Building off one of our high-performing e-books about marketing personas, we created a companion pillar page to make that content available in an ungated digital format. Though the copy itself is engaging, we knew the digital experience would need to be especially compelling to keep users’ attention through the 8,500+-word page. Using our established aesthetic of bold typography, limited color use, white space, and smooth animations, the basis for the design was our existing blog layout. A table of contents at the top of the page and sticky left navigation allow users to easily navigate to topics of interest. Forms at the top and bottom of the page, as well as in a top sticky bar, maximize conversion opportunities. To date, we are seeing a 22 percent conversion rate on this pillar page.