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Published by: Judy Cobb 07-23-2013  |  POSTED IN: Traffic Tuesdays

Words Blog 31: Case Studies for your Website

 
A business website should always provide visitors with information that documents your business successes. Without this information, how can potential customers know the value of the products and/or services your business provides? And, more important, how can they see the benefit of doing business with you instead of all your competitors on the Web?
 
This information about your successes can include testimonials, descriptions of various customer solutions and case studies.
 
A description of a customer solution is simply a summary of the customer's needs, the solution and the results (e.g., improved sales, reduced costs, etc.). The description can be any length, but--as with most writing for the Web--shorter is better.
 
A case study is more than that. The case study focuses on a real problem or issue, describes how your business arrived at a workable solution and documents the success of the process. Some businesses on the Web create fraudulent customer testimonials and other information. A case study is harder to "fake" because it is based on reality.
 
A case study provides another benefit. It shows a potential customer that your business has successfully solved problems and issues like those he or she is facing now. 
 
Here are some guidelines for selecting and using case studies on your website.
 
1.  Limit the number of case studies. Five case studies is a good number. Over time, you might decide to build a library of case studies, focusing on specific topics or issues.
 
2.  Select topics wisely. Decide what elements of your business represent your business strengths. There are two strategies for doing this: 
  • Focus on specific features of your brand, like customer service or industry experience.
  • Select case situations that represent the most common issues or problems faced by your customers.
 
Whichever strategy you choose, be sure it focuses on something a customer can identify with and relate to. You know a case study works if a potential customer thinks: "That sounds a lot like what's happening right now in my business."
 
3.  Keep it short. As with most documents for the Web, shorter is better, around 500 words.
 
4.  Base the case on what really happened. A case study is not fiction or fantasy. It's the story of how your business succeeded in a challenging or interesting situation. You may have had several customers who have had similar experiences with similar solutions. It is ok to combine the information from those cases to create one consolidated case.
 
5.  Begin by describing the problem or the issue and its costs for the customer.  Be sure to include details about the limitations or conditions the customer put on the solution.
 
Follow that with a description of the solution you proposed and the rationale. You may want to include information about why this solution was best or the limitations of other possible solutions (like those of your competitors).
 
6.  Describe the success of the solution. Talk about how the proposed solution worked in intangible as well as tangible terms. Be sure to describe how the solution improved the customer's business and eliminated or reduced the costs discussed at the beginning of the case. If there has been follow up, include that as well.
 
7.  A picture is worth a thousand words. Use before and after pictures. They can be very powerful If you are in a business that lends itself to pictures, like web design, interior design, landscape design, graphic arts or architecture.
 
A combination of testimonials, descriptions of customer solutions and case studies can have a powerful effect on potential customers. Case studies take a bit more time to organize and write than other types of customer documentation. However, they have an aura of reality and allow a potential customer to recognize his or her situation in the details of the business in your case.
 
 
Please share your ideas, comments, questions and suggestions about this blog with us. Feel free to leave comments below or to email Judy at [email protected].
 
Judy Cobb is an independent writer and business writing coach whose clients have included Parsons Engineering, Mattel Toys, The Los Angeles Times and the Jet Propulsion Laboratory. She has specialized in developing training materials for instructor-led courses as well as interactive online courses and websites. She holds advanced degrees from Columbia University and Stanford as well as an MBA from UCLA's Anderson Graduate School of Management.
Thanks for reading. Jason.
P.S. Don't forget to subscribe below to this blog.
 
About Jason Ciment
Formerly an attorney and CPA, Jason has been working online since 1997. His columns on affiliate marketing can still be found on www.Clickz.com and his book on search engine optimization can be found at www.seotimetable.com.

This blog is published 4x per week and covers website design and SEO tips as well as a wide range of tips and advice for working and living online more efficiently and enjoyably.
 

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