Case studies should be renamed to ‘lost opportunities.’
Why? Because most visitors to your site will ignore them.
The name conjures up images of dusty files consigned to the back room, forgotten manuscripts that possess no real value other than to prompt a good nap.
But they can be so much more than that.
What’s in a title?
In every position I’ve worked in, the case studies page has been one of the least visited on the entire site.
And it’s because case studies as a name, do the actual stories no benefit.
Why not ‘customer stories?’
Or ‘partnership projects?’
One of the above in a menu at the top of the screen will lure in more visitors than a case study menu tab.
Why are they useful?
Put simply, they are a window to a customer success story. It’s something every visitor can identify with.
They will read the case study, see how your business helped your client overcome a challenge and hopefully, read about the positive impact you can deliver.
It all depends on format though. You need more than a snazzy title to make a case study sing the right tune.
Cut the crap
There’s usually loads of info you can pack into a case study. And usually, most of it doesn’t need to go in.
An effective case study format should introduce the client you worked with (briefly, they don’t need to know if they like raisins in their porridge, just industry really) and the challenge they faced. Explain why they couldn’t face this themselves.
Then, you paint a picture about how you swooped in and rescued the damsel in distress. Or, how you collaborated with your client to deliver an answer that remedied the situation.
Most importantly, you then explain the payoff with working with you. How many hours did you save them? Did you reduce cost and if so, by how much? What are they now able to do that they couldn’t do before?
At the top, include a small window with key stats, so even if they don’t scroll to the bottom, they will still see the bottom line – how your business is good for their business.
Short and sweet
Much like my nan described me, keep your case studies short and sweet. This may be a complex story, but you don’t want your story to be. Besides, you can always go into extra depth and write a blog on it, to optimise the story fully.
But for your case study, have a headline for your sections (challenge, action and impact) and an overarching title that is good for SEO and is snappy.
Follow these rules and your ‘customer stories’ will get more hits and when you attach them to emails to add extra value to your comms, they will have the desired outcome.
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