Create Case Studies to Impress Potential Clients

By Catherrine Garcia

The World Wide Web has captivated the planet — whether your site is an online retail site, a personal blog or an online business website — the underlying aim of an online presence is to get more and more people to visit that space. There is no doubt that the design and content of that space plays an important role in attracting traffic, but a very effective tool for garnering a potential client's attention is a detailed testimonial or an in-depth case study. A positive review from actual customers definitely boosts a website's credibility and attracts more customers.

Case studies are similar to testimonials, but offer a more detailed account of a customer's experience and offer much more insight into the kind of services that were made available to a particular client, and how those services helped the client achieve success. Case studies can win the trust and confidence of potential clients.

The key to the success and popularity of a website, might, in fact, lie in a well-designed and well-illustrated case study. Case studies should be a clear demonstration of the kind of value your services brought to the client. In order to create effective case studies, there are few things that one should keep in mind, and they are discussed below.

Selecting the Writer and the Participant

Case studies could be written by the stakeholders themselves, or by hired marketing professionals — either approach is fine. One consideration is that writing professionals have a different approach to writing than unseasoned writers. If a marketing agency is hired to write the case study, their writer should ask the company a lot of questions to gather enough information about the services before drafting the case study.

Once the writer has been decided upon, the next obvious decision is to choose the subject or participant on which to write the case study. It is advisable to choose a customer or client whose project was the most fulfilling, and then seek their permission to have their experience written up.

Finding the Story to Write

Since a case study is supposed to be presented in a way that highlights how the client benefitted from a service, it is best to let them explain these details. It is best to start by interviewing them and asking the granular details about their requirements, how did the service help their cause, etc. Some possible questions to ask would be:

  • What exactly were you looking for when you approached the company?
  • Why did you choose this company?
  • Which service appealed to you the most?
  • How did the service address your problem?
  • How was your overall experience?

These questions are provided for reference and can be modified according to the profile of the client and services offered. The responses make the structural framework on which a case study can be created.

Craft a Crisp Introduction

Despite being a relatively small section in the case study, a powerful introduction must hold the prospective client's interest from the very start as it is the first chance to impress them enough to read further. It is advisable to use crisp and clear sentences rather than superfluous ones. It is a good idea to use the most relevant and pertinent keywords in the introduction section that can be related to by the reader. This will pique their interest and prompt them to read on.

Thought Process and Insights

This section should deal with the various approaches that the service provider offered for addressing the client's concerns. This section needs to be written creatively so that the reader can understand each thought process, as it is mentioned. If written properly, this section makes prospective clients put themselves in the case study and relate to the insights mentioned.

The Solutions Offered

The next section should describe the solutions and services you offered to the client. This is the section where all expertise and skill sets should be described in detail, so that the reader can understand the scope of your services and build faith in them. This section should convince the reader that their concerns will be addressed in a similar way. During a new website or a blog setup, you must make sure that you have some value to be offered for the potential clients.

The Final Outcome

This section should be written in a way that the reader absorbs the impact of the whole process in an easy-to-remember format. Using numerical data and figures is a good idea because they are more comprehensive indicators of success. If the prospective client is convinced about the efficacy of your services, this section marks the stamp of approval from them.

Displaying the Case Study on the Website

Once the case study is complete, it must be displayed prominently on the site. WordPress is a great tool to create great case studies and offers some templates that can integrated into case studies, but this can also be done by using plugins that are specifically designed to upload case studies. Creating a custom post type for uploading case studies is a good idea if new case studies are going to be created regularly. Your case studies can be made more appealing by using any of the available themes for case studies. Or if you just want to go without templates and create your own code, that's always an option. You can create structured content and also play with the visual formatting in the HTML and/or CSS coding.

The Call-to Action Button

If the readers follow the case study from start to finish, and are impressed by the contents, their next action should be to contact the company. This is where the call-to-action tab will ensure that they do not postpone reaching out. Thoughtful, proper placement of the call-to-action function will increase the likelihood of a prospective client connecting to the company.


The final aim of a case study is to build an image of trust in the minds of potential clients so that they are convinced you can solve their issues. Creating and publishing effective case studies for a website is not as intimidating as it may seem. A highly effective case study can be created by keeping the above-mentioned points in mind.

If you happen to have some more amazing tips up your sleeve to help our readers craft a great case study, feel free to share them in the comments below.

About the Author

Catherrine Garcia is a freelance blogger and web developer. She is currently working as a freelance writer at MarkupTrend and managing content. You can follow her on Twitter.

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