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How to Write Case Studies That Convert

February 21, 2024

Case studies are an effective and powerful tool for businesses when it comes to gaining awareness, credibility, and trust that can eventually convert prospects into paying customers. A well-crafted case study can be a great way to portray your company in a positive light by telling the story of how you were able to help someone else achieve success through your products or services. In short, a case study is:

  • Proof of results with data that bolsters your credibility
  • A detailed story that describes a specific example of success
  • A showcase of how your company achieved an objective or solved a problem

For these reasons, 73% of content marketers use case studies, and 50% of SaaS companies say they drive sales. 

Why Your Company Needs a Case Study

The benefits of having a case study are numerous, but they are especially important for businesses that want to show potential customers or clients why they are the best option for their needs. By establishing trust and credibility with potential customers, you can gain more customers and build strong relationships. By providing a detailed and in-depth story about what you have done for other customers and clients, you will be able to generate more leads and eventually sales.

When it comes to creating a case study that is going to convert prospects into customers, several steps need to be taken to ensure its success. These steps include:

Researching the customer or client to create a compelling story

When you are writing a case study, it’s important to go beyond the basic facts and provide a story that will be interesting and engaging. This can include researching the customer or client to fill in any gaps in the story. Whether your study covers a story that involves one customer or a group of customers, it’s important to be able to provide enough backstory and context to make the story compelling.

Positioning your company as an expert

When crafting a case study, it is vital to position your company as an expert in the field by showcasing what you have done and including any metrics or analytics that can be used to back up your success. For example, if you are discussing how you helped a customer increase conversions by 20%, it’s essential to provide proof in the form of analytics or metrics. By doing this, you will be able to demonstrate that your company is the best option for potential customers.

Establish trust and credibility

By using case studies to tell a story of success, you can build trust and credibility with potential customers or clients. This is especially true if you provide proof in the form of data. When potential customers read about how you were able to help someone else achieve their goals, they will be more likely to trust that you can help them too. This can take the form of quotes from customers or clients, visuals showcasing the before and after results, or even detailed graphics that showcase your successes.

Ensure case studies are in the context of client goals

It’s important to position case studies in the context of the customer or client’s goals. This means providing an overview of what their goals were, and how you helped them achieve those goals. For example, if a customer was looking to increase their conversions, you should discuss how you were able to implement strategies that helped them reach and exceed their goals. By doing this, potential customers and clients will be more likely to trust your company as they will understand how you were able to help someone else in a similar situation.

Case studies are an effective tool for businesses to showcase their successes and demonstrate what they are capable of doing for customers. By crafting compelling stories, positioning your company as an expert, building trust, and ensuring that case studies are written in the context of customer goals, you will be able to create an effective tool that will help you generate leads and close more deals.

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