Websites help businesses get found by their target customers, convey important information and turn prospects into customers.
Conveying information is pretty simple but getting found and converting prospects into customers are both rather challenging without a sound strategy.
We often get customers asking how to improve the conversions on their websites. Case studies are a great way to do that. We’ll explain the important elements of a case study to help encourage conversions and how to format them on your website for best results.
Elements of a Good Case Study
One of the most important elements of content marketing is developing quality and engaging content that’s targeted to your audience. Case studies are a type of content marketing.
Select a good company or individual who had a great experience with your company and optimally used your products or services. Once you’ve strategically chosen your case study subject, be sure to include these important elements.
Overview of the Person/Company
The great benefit of case studies is that they are real. They include details about an actual customer and their experience with your company. To show that this is a real customer, you need to include details about them.
For business profiles, be sure to include:
- Company background
Case studies involving individuals should include their names and a bit about them.
Some case study subjects may want to be anonymous. While this is appropriate, just realize that it won’t have the same impact as a case study where the subject is named and explained.
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Your product or service solves a problem for your customers. To bring that to life, you need to outline the before and after of working with your company. Explain what motivated the customer to seek out solutions from your company.
This might include saving money, reducing busy work or overcoming an operational challenge. To be able to showcase your company’s impact on the customer, you need to first explain the challenges they faced.
Now that you’ve outlined the struggles your customer faced, you’re ready to explain how your company solved that problem. Be specific about the process. For example, start with how the customer came to you and some of your initial conversations. Define how you helped the customer define their problem so that you could come to a solution.
Process for Reaching the Solution
This part is especially important for service-based businesses. Explain how you got from the pain points to the solution. Answer key questions, like how long the process took, any unique challenges you faced along the way, and what to expect in each phase of the process.
Now comes the section when you can highlight your company’s impact. Include data and statistics to show how you helped the customer reach impactful results. Showcase how you accomplished the customer’s goals and helped them get from where they were to a place of resolution.
Explain how long the process took to get from one point to the other. And elaborate on key milestones or steps in the process. This will help potential customers understand what’s involved in reaching a solution.
Allow the customer to put it in their own words. Capture a customer testimonial where the customer explains what it was like to work with you. Try not to prompt this too much as you want it to be genuine and highlight important aspects of working with you.
Make your case study engaging and entertaining to read. Include graphics to highlight important aspects of the story and to make it come to life for the reader. Case studies can be long depending on how complicated your product or service is. So the longer your case study, the more graphics it should include.
Graphics can be data and statistics or images of your customer and their workplace. Just be sure that what you put makes sense with the story.
Formatting Case Studies on Your Website
The simplest way to format a case study on your website is to use a blog article. But consider how you can use various blocks to make the story come to life. It’s a good idea to create a category on your blog just for case studies and develop a template for formatting these articles.
Additionally, one of the most important factors of a converting case study is to include a form or a contact button. This should definitely be included at the end but consider adding it in a few places throughout if the case study is very long.
Creating a blog category for your case studies also means that you can link to the category landing page from other areas of your website. This can add SEO value to the page and make it produce even greater results for you.
If you need a website template or content marketing assistance with developing a case study, contact New Light Digital. We’re a full-service digital marketing agency providing solutions that increase traffic to your website and develop powerful conversions.