The Benefits of Adding Case Studies to your Website

February 9th 2013 | By Sarah McInerney

A case study demonstrates your expertise and can be crafted to show how a particular issue was dealt with and overcome by your business. It can also be a useful tool to help promote your company in many ways, from showing potential customers how you can help them to presenting your specialist expertise to referrers, professional peers and the media.

Here are the top reasons why case studies should feature on your website:

• It is a well-known fact that customers are now conducting more research before committing to purchase. So just as online reviews, product videos and superior photos can help to sell your products or services, so too can case studies. When written properly, case studies give an unbiased view about your company and the products and services that you offer.
• A well written case study can be used in a number of ways to market your business.  For example, they can be sent out to newspapers and trade publications to form the basis of an article or story. The content can be used in an email campaign and they can be re-formatted to be used as press releases.
• Case studies create content for your website which will appeal to your visitors. By posting case studies to your website on a regular basis, you will be doing good in the eyes of the search engines, which love fresh content. Weave in your target keywords and your SEO campaign will be further boosted.
• By contacting real customers to ask them to take part in your case studies, you will discover your brand evangelists.  Through talking to these people, you may discover some essential information about why they like your products or services, which may be useful for future marketing campaigns.

Key Points for a Well Written Case Study

To be effective, a case study needs to be well written and clearly illustrate how your company made a difference to your customer. Here are some tips:

• Write in plain English avoiding any jargon or clichés.
• Use an objective style that puts the emphasis on the customer.
• Don’t let it come across as an advert or promotion for your business.
• Use quotes to help bring the story to life.
• Incorporate statistics where possible to show tangible evidence of how you made a difference.
• Use keywords and key phrases to help with your SEO campaign.
• If necessary, consider hiring a professional copywriter, as poorly written case studies can do more harm than good to your reputation and credibility.

Need help writing a quality case study? We’re here to help.