Case studies on your website provide a viewpoint from outside your company, a view that potential customers are more likely to listen to.
What is a case study?
A case study is basically a long customer testimonial.
It normally includes the problem the customer faced, the solution you provided for them, and the benefits they gained as a result. It’s a chance for you to provide new customers with a real example of what you can do for them.
Case studies can be as long or short as you want, but keep your audience in mind and what they would expect from a company like yours.
Turn your product into a story
Case studies are the perfect way to turn what you do into a story. And people love stories.
Throughout history people have loved stories and the digital age that we find ourselves in is no different. By telling stories through case studies, you can turn your company into something that is engaging and relatable. People love relatable!
To make sure you’re writing the best case studies you can, follow three golden rules:
- Define the problem that your customer faced. Make it clear and make it stand out. This allows readers to have absolute clarity about the kinds of issues your company works with.
- Outline the solution. This is where you can talk about what you did for your customer that solved their problem. What was your process? Where there any technical specifics? Include detail but not too much.
- Finally, highlight the benefits the customer enjoyed as a result of your solution. People really relate to the benefits and more often than not, what they really want to know: “how does this benefit me?” Go to town and make the benefits stand out.
The best thing about case studies? They all have happy endings.
The views of your clients, not you
As we’ve touched on briefly, one of the major stand-out benefits of case studies is the fact that it is not the views of you or your company being portrayed, it is that of your clients.
It’s a sad fact in business that people generally don’t believe what companies have to say. The internet has made people a bit more sceptical too, only making the problem worse. So the odds are stacked against us. But case studies are a solution to this.
Visitors to your website will gravitate towards testimonials and case studies precisely because they are the views of other customers. They’ll trust this information more than other content on your website and use it to help them make a decision about buying from you. You can use views of existing customers to sell to potential customers – how great is that!
Great for sales
Case studies have a place in direct sales too. Used at the right time, they can help push someone into making the decision to use your company.
They’re also very useful for demonstrating specific needs and solutions – so if you get a client that isn’t sure you can help them with their bespoke needs, whip out the case studies! Which is an important point.
It’s a good idea to have a ‘library’ of case studies, not necessarily all posted on your website. This will let you have some content to rotate on your website to refresh it every now and then. It’ll also give you a few aces up your sleeve should you need to demonstrate your specific problem-solving abilities.
Case studies should be one of your tools for explaining your services and benefits to potential customers, if only because people are more likely to relate to them and believe the content.
Don’t forget you can share them on social media too.