Did you know that 91% of online consumers look at a product review before making a purchase?
A case study tells a story of how you understood the client’s pain points and business problems and how your product provided solutions to overcome this. In other words, a case study is an example of a glowing product or service review.
Case studies are an excellent way to nurture client relationships and drive conversions. According to The Chartered Management Institute, case studies are one of the best converting tools of content out there – second only to in-person events, which are a lot more expensive, and, due to COVID-19, very restrictive right now.
Join us as we explore the value of case studies and share some actionable tips to help you write ones that convert prospects to clients.
You already know that you’re great at what you do, but you need the proof to back up this claim to a prospective lead. While your target audience may have an idea of their needs, it’s your task to convince them that you have the solution they need.
Case studies allow you to share your success in a way that your audience will find relatable. People are more likely to trust their peers than brands, with research showing that 91% of consumers rate online reviews almost on par with recommendations from friends and family.
Hearing how your company solved a problem for a client in a similar situation reassures the prospective lead that your solution really works. Positive reviews allow you to build credibility whilst minimising the customer’s associated risks with the purchase. Well-written case studies provide the last piece of evidence showcasing why a prospective lead needs to become a client.
An up-to-date and well-rounded selection of case studies is your organisation’s secret weapon.
You will continually work on new projects, and each one is an opportunity to demonstrate that whatever comes your way, you have the experience to deal with it.
Having several well-written case studies means that you always have shareable evidence on hand to prove that you know what you’re doing: you’ve done this before, and you can do it again.
So let’s look at how you can use our simple steps to create a winning portfolio of case studies.
A case study should tell a story, sound professional and leave no questions about the content unanswered. Using a simple structure will make your USP (unique selling point) easier to take in. For example:
First, make sure to get the client’s permission to use them as an example. Then, focus on the client and how your solution helped them – this interview should be about them, not you!
Having input from past clients nurtures those relationships and proves to future clients that your business makes a lasting positive impact.
We recommend using someone from your team that had little involvement with the client or a third party to do the interviews. This way, you’ll find the client will feel more comfortable and open up more about their experience as they are speaking to someone who may have little to no understanding about the service, process, and journey with your company.
Top tip: record your interview session. This will allow you to capture notes, select winning quotes and themes in a way that showcases the key benefits of your offering after the initial interview.
A case study should be concise and to the point, but you need more than cold, hard facts. The reader needs enough in-depth detail to finish reading with only one question: ‘where do I sign?’.
Select a running theme and stick to it. Make sure to use direct quotes from your interview to truly capture the reader’s attention and the credibility of your business.
We recommend your case studies don’t exceed 1,000 words and are split into multiple sections with descriptive yet captivating subheadings. This will grab your reader’s attention, making them want to learn more as they scan through the easily digestible sections that position you as the market leader of your industry.
Prospective customers want to find a reason to work with you. Don’t hide away your success – show off! Placing case studies on your home page or readily accessible in the main menu keeps them at your client’s fingertips.
Always round off a case study with a call to action. A robust case study should lead the prospective client to complete a contact form, download a PDF by capturing their email or watch a video. This way, you ensure that your case studies capture your prospective clients’ details, allowing you to convert them into a client with ease.
When done right, case studies have the potential to be really engaging pieces of storytelling. Following these tips, you’ll make sure your reader knows that your business is the right one for the job.
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