PDF eBooks
Transforming Content into a High-Impact Brand Asset. PDF eBooks and checklists to engage new clients, rebuild trust with small brokers, and drive lead generation.
Denim, a fintech company in freight factoring, needed high-value educational content to engage freight brokers and carriers while reinforcing brand credibility.
Additionally, one of Denim’s biggest missed opportunities was its exclusion of small brokers, specifically those generating less than $75,000 in monthly revenue. While Denim focused on larger clients, I saw the untapped potential of early-stage brokers:
✅ Startups and small businesses grow into power users.
✅ Helping a broker build their business fosters brand loyalty.
✅ A good product should help clients succeed from day one.
To rebuild bridges with these smaller brokers, I led the design and content strategy for Denim’s PDF ebooks and lead-generation system, ensuring that the materials weren’t just visually polished—but also business growth tools.
By combining UX-driven content design with conversion-focused strategy, I turned static PDFs into growth tools, reinforcing Denim’s brand while creating a sustainable pipeline of future clients.
/// Business Challenge
Low engagement – Users skimmed or abandoned long-form content due to poor readability.
Ineffective CTAs – PDFs were not optimized for conversions or lead generation.
Lack of brand cohesion – Marketing materials didn’t reinforce Denim’s identity.
The goal was to turn passive content into an active brand asset, making ebooks more user-friendly, visually appealing, and conversion-driven.
/// My Approach
✅ Conducted competitive analysis to identify industry content best practices.
✅ Analyzed user engagement data to pinpoint areas for improvement.
✅ Developed a scalable design system for consistent branding across PDFs in Adobe InDesign and landing pages in Webflow.
✅ Studied broker pain points to craft content tailored to their needs.
Findings:
🔹 Brokers wanted quick, digestible insights, not dense corporate reports.
🔹 Users responded better to interactive, visually structured content than plain text-heavy PDFs.
🔹 Small brokers were hungry for information but lacked access to industry expertise.
/// Design and Content Optimization
🎨 Visual Hierarchy & Readability
Created modular layouts for better flow.
Applied typography scaling for easy skimming.
📊 Data Visualization & Engagement
Transformed complex concepts into infographics and charts.
Integrated pull quotes & key takeaways to enhance scanability.
📢 Conversion-Driven CTA Placement
Designed download pages with clear CTAs for email capture.
Embedded interactive links to Denim’s platform within ebooks.
/// Building a Lead-Generation System
To ensure the ebooks weren’t just static content but active business drivers, I designed a lead-generation system that:
🔹 Seamlessly collected user info while reading blog posts.
🔹 Integrated a Webflow form that I designed in Figma and built in Webflow.
🔹 Encouraged brokers to opt-in to receive the guides asking very little of the user so they were more likely to fill out the form, ensuring Denim could nurture them over time.
/// How it worked:
1️⃣ A strategically placed inline form within blog posts invited brokers to enter their name & email to download relevant guides.
2️⃣ The form was minimalist and branded, avoiding friction in the sign-up process. Asking for an MC number got about 60% fewer downloads than just name and email.
3️⃣ Submitted leads were automatically stored, allowing Denim’s sales team to follow up.
This created a growth pipeline for brokers before they even hit Denim’s revenue threshold, nurturing them into loyal, high-value customers.
/// Results and Business Impact
🚀 30% increase in ebook downloads & engagement.
🚀 Higher lead conversion rates from gated content.
🚀 Stronger brand positioning as an industry thought leader with more shareable content to spread organic reach.
🚀 Built a sustainable pipeline of small brokers who could grow into high-value customers.
These improvements transformed Denim’s PDFs from static resources into dynamic growth tools, enhancing both user experience and business outcomes.
✔ Great UX isn’t just for apps – Content design plays a vital role in brand perception.
✔ Data-backed decisions drive better engagement – Optimizing layout & CTA placement increased conversions.
✔ Brand consistency strengthens trust – Cohesive design made Denim more recognizable & credible.
✔ Small clients are future power users – Building relationships early creates brand loyalty & long-term growth.
This case study highlights how I use UX strategy, branding, and design systems to create high-performing digital content that enhances both user experience and business growth and helped Denim rethink their audience strategy for long term growth and success.
