How to write a case study that converts

How To Write A Case Study That Converts

Kevin Ocasio

How To Write A Case Study That Converts If you’re looking forward to growing your customers, you should start creating case studies.

Case studies do magic for your blog because they give all your visitors real accounts of how your business has positively changed the lives of others – by helping them overcome a challenge.

Prospects are interested to hear about what people have to say about you before they decide to buy.

They need social proof. Case studies give them just that.

Here are some more reasons why you should include case studies as part of your overall marketing strategy: Helps build trust – Case studies remove people’s doubts about your brand since they show real stories and results. Having a handful of case studies further demonstrates the effectiveness of your product.

Grows your audience – People love hearing success stories. When they’re able to identify with the protagonists of your case studies, they’ll feel more inspired to try out your solutions. They would even invite others to join them in the process.

Stays relevant for years – Does this ring a bell? Yes – case studies are a form of evergreen content.

They’re timeless and boost your SEO performance.

Crafting case studies that wow your audience is challenging. However, studies show that they are nearly 60% more powerful than non-evergreen content.

How To Write A Case Study That Converts

How To Write A Case Study That Converts Read on to find out how you can build a case study that makes an impact on your future audiences…

1. Interview a real customer.

Why did I emphasize real?

The reason is that some marketers create their case studies out of customer testimonials without conducting actual interviews.

It’s impossible for you to narrate your case study thoroughly and show real data if you simply grab information from testimonials or emails.

Conducting an interview with one of your customers is important because it makes the whole process of writing a case study easier.

Reach out to your chosen customer via email. Here’s a good example of an email that reaches out to a case study candidate: Don’t just pick any customer. Your ideal case study candidate should be one who really enjoyed using your product, sings praises about your brand, and has achieved great results.

Someone whom your target audience can relate to.

2. Make it skimmable, well-formatted and easy to understand.

If you want people to keep reading your case study, do proper formatting. Bad formatting ruins a good case study.

Most of all, avoid adding unnecessary words and using difficult terms to sound smart. Keep your content simple.

How To Write A Case Study That Converts

How To Write A Case Study That Converts

There’s nothing that turns off readers than seeing huge chunks of text and super long sentences.

Impact Branding & Design suggests these tips to ensure that your content remains aesthetically pleasing: Include bulleted lists.

Use bolded or italicized text where applicable.

Use headings and subheadings.

Add visuals – images, videos, or infographics.

Furthermore, it recommends that you follow these steps for your case study outline: A short background of the customer.

Explain the customer’s problem at hand.

How you solved the customer’s problem (Include facts, statistics, etc.).

Describe the outcome (Still include quantitative data).

Include the lessons learned, what would have been done differently, etc.

3. Write great headlines.

How To Write A Case Study That Converts

How To Write A Case Study That Converts The headline of your case study is the first thing that your readers see. Make your headline count. It should be able to grab your readers’ attention within seconds.

Remember these tips when writing a case study headline: Include numbers. Focus on results. An example is “How (Brand) Increased Their Sales By 60% in 4 Weeks” If you don’t include numbers, make sure to include the benefits of your product or service.

Use action words.

Focus on what your readers can learn at the end of the day.

Here is an additional resource for you: Inbound Marketing Tips: 15 Case Study Headlines that Get Results

4. Repurpose your case study into other formats.

Different visitors have different preferences. While some are avid readers, others are visual and auditory learners.

Cater to the unique needs of your audiences by repurposing your case study into other content types such as videos, slideshows, infographics, or podcasts.

For an infographic case study, check out the example below: The advantage of using visual content formats is that they’re more engaging and shareable.

How To Write A Case Study That Converts

How To Write A Case Study That Converts Nevertheless, encourage your readers to share all your case studies by adding social sharing buttons to your blog.

5. Choose the best length.

In reality, there is no ideal length that works for all case studies.

Neil Patel mentions that decreasing his case study word count increased his num ber of leads. However, a longer case study also works well if your customer’s story is jam-packed with valuable information.

Any length for a case study will do for as long as know that your readers are able to get all the important information they need to convert.

6. Support it with a powerful quote from your customer.

A pro tip would be to choose a powerful quote from your customer – most preferably one that highlights the huge benefits of your product.

Add creativity in featuring your customer’s quote. In the example below, Neil Patel added a picture of his client together with his enlarged quote:

How To Write A Case Study That Converts

How To Write A Case Study That Converts You may tweak your customer’s quote if you think doing it produces a better outcome for your content.

Gretchen Dukowitz of Content Marketing Institute mentions that his interviewees appreciated the fact that their quotes were made to sound better.

So go ahead – edit your quotes instead of copying them word for word and sounding too generic in the end. Just remember not to exaggerate or go overboard.

Final Thoughts Always create something that your audience can learn from. Provide massive value in your case studies.

After reading these tips, are you now more ready to craft compelling case studies to help market your brand? I hope you are!

What were som e challenges you encountered in your first attem pt to m ake a case study? I would love to hear them in the com m ents below.

How To Write A Case Study That Converts