How To Create An Effective Client Case Study
Your Guide To Writing The Perfect Client Case Study
When you want to showcase Your Business's capabilities and prove that you have the experience and practised chops for that next client gig, a case study is a way to do it.
You can use a case study to provide a real-life example of how your company can help clients reach their marketing goals and build trust and credibility with them.
Case studies are also an effective way to show off your company's unique approach to your craft, differentiating yourself from the competition by highlighting your company's strengths. It is a brilliant marketing tool for showcasing your company's marketing prowess.
Case studies can be as simple or complex as you like - depending on your business, a case study could be as simple as photos of a project you completed with a small write-up. However, some companies, such as law firms may need to write in-depth, helpful content that adds value to your customers and helps present you as a specialist, Accuracy is critical here..
The payback is that the case study can be used and re-used, updated, and improved. Often, a good case study only needs to land you one or two good paying clients to pay for itself, so it's well worth putting in the effort in the first place to make it outstanding.
What Makes A Compelling Case Study?
A good case study is an in-depth examination of a single subject, a person, or a business. When choosing a case study, selecting the right client is essential.
You want to choose a client you have had success with who is willing to be open and honest about their experience working with you, allowing you to produce a case study that accurately reflects your work and highlights your strengths.
Choose a client whose story will interest your target audience, an exciting subject is more likely to capture the attention of potential customers, and you can create an effective marketing tool that will help you attract new business.
Create Your Case Study Goals
Before you start writing, you must have a clear goal in mind. What do you want to achieve with this case study? Make sure it aligns with your overall marketing goals.
For example, if your goal is to attract more leads, then focus on showcasing how your company helped solve a problem for a previous client and include quotes and testimonials from happy customers to add credibility.
Generate Specific Leads
Let's say you are a Builder wanting more loft conversion inquiries. If you create a case study of a loft conversion you have completed that looks great, it helps to confirm to your potential new customer that you are the right Builder for the job.
Potential customers will see what you have done and think, 'yeah, that's what I'm looking for'.
Take a look at this case study we helped Wolfe Design Build put together, this helps them appear as a credible loft conversion company.
This case study now sits on their website, adding credibility to the eyes of every person that visits the Wolfe Design Builds' Website.
Another huge benefit a Case Study can bring is prominence on Google. Updating this blog on 17-04-23 we can see that Wolfe Design Build's blog ranks:
- #1 on Google for the search term 'Loft conversion in the lake district'
- #3 on Google for the search term 'Loft conversions in Cumbria'
These are two highly important keywords that writing his blog has allowed him to be found for, this has resulted in more inquiries for loft conversions in that area, which is exactly what the owner wanted.
Add Value by Helping Your Customers
In the blog below, Will wrote a blog for his Dad's website, Will's Dad is a tree surgeon. The aim of the blog was to help people understand what a tree preservation order is.
This helps Will's Dad's website by showing his customers that he really knows what he is talking about when it comes to trees.
in addition, Will's Dad provides a done-for-you service for tree preservation order applications, so, the blog helps him to sell his services, notice on the screen grab of the website position on Google the title of DW Tree Services website says
Tree Preservation Orders in Huddersfield | Done for You
The 'Done for you' tells people looking on that Google search results page that DW Tree Services can take care of the application process for them.
The third way it helps is the blog ranks on Google and directly brings in leads
- The blog has sat anywhere between #1 to #3 on Google for the search term 'Tree Preservation orders in Huddersfield - only being beaten by government websites or local councils meaning he is the first commercial website to be seen.
- For the search term tree preservation order help in Huddersfield he is #2
Brand awareness
On the other hand, if you want to improve brand awareness, you could share the story of how your company came to be and highlight your company's unique selling points.
Sharing older photos, such as old shop fronts, may take people back to a younger time if they can remember and add a sense of nostalgia to your business.
Your business may work on a high-profile project, such as a well-known local building or you may be involved with a TV show.
No matter your goal, make sure it's crystal clear from the beginning.
Carry Out Research
When conducting case study research, always take a comprehensive approach. This means looking at what your competitors are creating, talking to the client and understanding their needs.
It could include reviewing data, gathering other background information relevant to your analysis, and getting a clear picture of the situation to provide accurate recommendations. Ensuring your knowledge is up-to-date and relevant is vital.
Often, case studies are used in business settings to help organizations make better decisions. By taking the time to understand all the relevant factors, you'll be able to produce high-quality case studies to inform decision-making.
Tell A Story
A case study should tell a story that engages the reader and highlights your successes. It should be more than a data dump:
Think inspiration, not information
The case study should be well-written and engaging, with a clear beginning, middle, and end. It should also be logical, with a clear narrative arc.
The case study should paint a picture of what happened, how you responded, and what the results were.
Make Your Case Study Easy To Read.
When properly written, case studies can tell your brand's story and help engage potential customers. To make your case study easy to read, follow these four simple tips:
- Use short sentences and paragraphs. No one wants to read a wall of text. Keep your sentences and paragraphs short, sweet, and to the point.
- Use images and infographics. A picture is worth a thousand words, so break up your case study with images and infographics. Not only will they help to break up the text, but they will also help to make your case study more visually appealing.
- Use headings and subheadings. Headings and subheadings help to organise your thoughts and make your case study easy to scan. Using titles, you can guide readers through your case study and ensure they stay aware of the text.
- Keep it concise. A case study should be between 500 and 1,000 words. Any longer than that, and you run the risk of losing your reader's attention. So, focus on being concise and making every word count.
Include Plenty Of Visual Information
As any good marketer knows, visuals and graphic design are essential for engaging an audience. People are visual creatures, and case studies are no exception.
When this builder finished a high-end house extension, he knew he wanted more work like this. The owner took the initiative to hire a professional videographer and photographer. These assets now will sit on his website for as long as they choose
adding credibility and turning onlookers into inquiries essentially earning money
It may seem an unnecessary expense, but these 'digital assets can be used not only on his website but also on posters, flyers, and other marketing material.
Another significant benefit is when potential customers are looking at your business, they want to know:
'Can this business do what I want?
If you want a particular type of work and have many examples and case studies of that kind of work, it helps you present yourself as an expert in that area.
All too often, businesses rely on commonly available stock images that are clearly not their own and are often also on competitors' websites, which can damage credibility.
Once you create your case study and digital assets, they can be used for a lifetime. Check out his blog below:
Make it easy to read and understand, with a clear structure and hierarchy of information. Use charts, graphs, and other visuals to break up the text and add interest, capturing attention and delivering results.
Be Concise And Get To The Point Quickly
A case study is a detailed account of a real-life situation or event providing an in-depth analysis of a particular problem, issue, or challenge.
They are usually much shorter and easier to read than white papers or e-books and more likely to be read by busy executives who may need more time for longer reads.
When writing a case study, it is crucial to get to the point quickly and make your case effectively. Include enough detail to give readers a complete understanding of the situation, but avoid going into too much depth.
Remember to highlight your case study's key takeaways so busy executives can quickly grasp the main points.
Include Real Numbers
Providing real numbers helps to give context and clarity. For example, suppose a business states that it doubled traffic for a customer, including the actual before and after numbers (e.g., from 200 to 400 visits). In that case, it can help readers understand the significance of the accomplishment.
Including real numbers also makes case studies more credible and trustworthy. Readers are more likely to believe a case study when they can see concrete evidence of the results, so use real numbers to support your claims.
Use That Grammar Checker!
Publishing a case study with typos or other mistakes can reflect poorly on your company and deter potential customers from doing business with you.
For this reason, it's always a good idea to have someone proofread case studies before you publish them, ensuring they are error-free and giving your company the best chance to make a positive impression.
Promote Your Business And Show Your Success.
Once you've created a case study, keep it from languishing in the unexplored depths of your website.
Share it on social media, with prospects, and at speaking engagements and include a call to action that encourages readers to learn more about your business or contact you for more information.
By promoting your case study, you'll reach a wider audience and show potential clients what you can do for them.
Keep Your Case Studies Up To Date
As your company grows and changes, so should your case studies.
Regular updates will ensure that they remain relevant and accurate, providing valuable insights for potential customers. There are a few easy ways to keep your case studies up to date. First, make sure to review them regularly and revise them as needed. If you have any new data or customer feedback, incorporate it into the case study.
You should also keep an eye on your competitors' case studies and make sure yours are still competitive. If your case studies need to catch up, take the time to write new ones that reflect your company's current products, services, and successes.
By keeping your case studies up to date, you can be sure they'll continue to be valuable assets for your business.
Test Different Content Formats For Your Case Study
You can write a case study in various formats. For example, you can write it as a narrative, an essay, or a report. You could also provide it in video format if you think that would appeal to your target audience. Base the form you choose on the type of case study and your audience.
If you are writing for a business audience, focus on the results of the case study and how they can apply it to real-world situations.
On the other hand, if you are writing for a psychology audience, you should focus on the psychological aspects of the case. Whatever format you choose, ensure that it is appropriate for your audience and the topic itself.
If you have a knack for creating beautiful infographics or data visualisations, showcase those in your case study. This is a chance to show off your creativity and flex your marketing muscles, so have fun with it and see what your creative juices can generate.
Make sure to include a call to action at the end of your case study, and incentivise your reader to take the next step; whether signing up for your email list, following you on social media or visiting your website, give them a reason to take action.
Make Your Case Studies Easy To Find
Your case studies are some of your most valuable website content. They tell the story of how your product or service has helped solve a problem for a customer, and they provide valuable insights that can help prospects decide to do business with you.
The best way to do this is to create a dedicated page on your website containing links to all your case studies.
To Summarise
- Choose a client you have had success with
- Create your goals for the case study
- Extensively research the details
- Tell a story and make the content easy to read
- Include eye-catching graphs and images
- Be concise and include real numbers
- Promote your case studies and keep them up to date
If you need help creating a compelling case study, our team of experts are here to help. We have the experience and knowledge necessary to produce a high-quality case study highlighting your company's strengths and showcasing your marketing prowess.
