Hire Straygoat as your case study writer and boost your business with case studies that connect with readers and convince potential customers to buy.
Case studies and testimonials are an important tool for your site – they show potential customers how successful you have been on other projects and can attract new customers. They also are a good way of attracting the interest of other organisations in your industry and showcasing your talent and unique take on things. But if you’re going to make your case studies work for your business, you need to make sure they are:
- Promotional without reading too much like an advertisement
- Focused on the reader, not ‘we did this, we did that, we are excellent’ etc.
The reason for this is that people aren’t interested in you. They are interested in themselves, so for your case study to connect, it needs to tell them a story they can relate to. That’s something I can do for you, as your case study writer.
Why Choose StrayGoat to Write Case Studies?
As your case study writer, I will make sure your case studies focus on what your readers want to know. In many cases, this means bring the ‘news’ of your success story to the front and centre, and letting the self-promotion parts take a back seat. Sure, the story will still promote your company, but it will do it in a more subtle way, and it will be more effective for it. (If you want to know more about my credentials as a writer, see my technical writer/copywriter profile page).
For example, let’s say your company has opened up a training school for partners and clients that is unusual in your industry. You want to create a case study that attracts new customers and shows your courses are successful. The boring way to do that would be to write about when the school and the courses and the types of clients that have already attended training. The way I would approach it is – what does the reader want to know? In this case:
- What does the training involve?
- Where is the training held?
- Who can attend the training?
- How good is the training?
- What will I be able to do after the training?
- Why should I choose your training course?
- How much does the training cost?
- How long does the training take?
If I was tasked with writing a case study like this, I would focus on the primary selling point in the heading, something like: ‘Innovative Training School Leads the Way in Industry Learning’, and then I would use the case study to tell the story of previous course attendees, taking care to address the questions I highlighted above. By writing the case study in this way, I sell the benefits of the training and the success story, but from a perspective that the reader can relate to. They read about other people who are like them and discover how they have benefited. With that done, all that’s needed is a call to action to encourage the reader to make contact or buy.
As with most types of business writing, the secret to writing a powerful case study is knowing who your audience is and how you can appeal to their interests and desires. With that knowledge, I can create a case study that connects with the target market. While it is always helpful to be able to tell the story from a real customer’s perspective, there are other ways to make a story more interesting, such as focusing on the ‘news’ elements or using input from staff to create human interest in the challenges that had to be overcome.
Case Studies are a Great Way to Target Specific Locations
If you are based in one geographical area, but would like to attract custom from other locations, case studies can be very useful. Because with a case study, you can target one specific location in your headings and text, which is great for Google (and other search engines). For example, I was once hired to write ‘location’ pages for a national scrap car business, which was based in Coventry but needed to target places all over the UK. They already had customers in these areas, so creating engaging case studies was easy – I created a short questionnaire, the client went through it with customers in each area, and that gave us the raw material for the case studies. Then I wrote each case study as an opinion piece, explaining where the customer was, why they chose the company, what their experience of the service was, etc. It made each location page interesting and of value to the reader (as well as the company) – it answered the reader’s questions. Also, as every page was a different customer’s story, there was no reason to fear the search engines penalising duplicate content.
The example case study, below, was written to target Manchester and needed an emphasis on the fast collection service as well as the 5/5 customer rating. With a tight limit of around 300 words (imposed by web design), I broke the case study into 3 parts, the first two concentrating on Manchester and the fast collection, the third on the customer rating. Notice how big chunks of the case study are direct quotes from a real-life customer and not the scrap car company waxing lyrical about themselves.
*Note: This is case study is from 2012. The scrap car company no longer accepts cash on collection (the law changed with the introduction of the Scrap Metal Dealer’s Act).
Highlight your Expertise with a Case Study
Of course, case studies are also a fantastic way of drawing attention to your expertise, especially with unusual, niche, or particularly challenging projects. If you have done something extraordinary, that required an innovative approach, let the world know about it! A case study that explains the problems you faced and the smart thinking you used to overcome them, can really sell your expertise and impress potential customers. But again, it is important that you tell the story in a way that connects with the reader and doesn’t just come across as you blowing your own trumpet (which is off-putting).
If you need engaging case studies that work for your business, please get in touch and let me know what you need. You can hire me as your case study writer or for other writing projects (I am a technical writer and copywriter too).