Writing a case study may not be top of your To Do List but there’re good reasons why it should be. Case studies may be one of the most effective new business tools you’ve got. Here’s why:
- ‘Facts tell, stories sell’
Stories, in this instance case studies, are powerful marketing tools - and, let’s not be shy here, one of the main functions of your website is to convince potential clients that you’re the right resource for them.
- They help your sales team to close
Case studies are honest and unbiased. They demonstrate your expertise and show why other people trust and benefit from your services. And because they’re believable, they’re great at reassuring wavering potential customers that they’re making the right decision.
- They’re powerful staff motivators
Positive case studies, where the client thanked their lucky stars they took your advice, are great staff motivators because they remind your team of the value and importance of the job they’re doing.
- They’re ideal for PR
Journalists are always keen to publish case studies, and especially if you’ve employed a professional for the photography.
- They boost your SEO
Google scores case studies as valuable, relevant ‘rich content’. As a result, websites that add case studies improve their search engine optimisation (SEO) and move up the page ranking.
- Price becomes less of a factor
Case studies show the value and importance of what you do. For many customers this helps to demote price from being the primary buying decision-making factor.
They are worth the effort
Three things make a great website: user experience, great images and valuable content. When website developers are creating the last of these, case studies are often overlooked. This is a great shame because they are hugely useful and versatile pieces of content; they demonstrate who you work with, what you do best and how valuable your expertise can be.
If you need help structuring your case study we’ve prepared a quick guide, which should prove useful.