10 Tips for Writing Case Studies That Convert, Not Bore

Nov 22, 2016
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Case studies work as great resources to tell the world how valued your products or services are. With great case studies, you become able to highlight your accomplishments in a way that changes your ideal prospective customer into the existing one. Now, it’s time to take a different style to writing case studies, so that they get read and shared and result in more leads.

Here are 10 tips you should keep in mind to write case studies that are less boring and more engaging:

1) Focus on your Possible Customer 

The key to creating a convincing and engaging case study is to start with choosing a possible customer. If people who read case studies could relate then, they get the fact that the same products/services can work for them as well. This helps to confirm that they can speak about the value of what you offer and it really makes sense for prospect customers.

2) Tell a Story

Everyone loves a good story. Good stories have three structures; a start, mid-portion, and an end. A great case study allows someone to really get to know their clients & goals, challenges and solutions.  So, turn your case study into a story, showered with emotion and representing your personality, to help make a connection with the reader.
image from dsim

3) Include Numbers 

Numbers never lie. Numbers add veracity in a way words just can’t. These are useful in describing the degree of a challenge, the process you experienced and, of course, the results you achieved. Readers can see real, tangible results. This will make your case study much more influential.
image from dsim

4) Use Easy to Read Format 

Let’s be honest, no matter how interesting and informative your case study might be but, not everyone enjoys huge chunk of information. Most readers are going to scan your case study to find important parts that connect to them. So, to make it easier for the readers, keep the following formatting features in mind while writing your case study:

  • Headers
  • Images, Infographic, or Video
  • Bulleted lists
  • Bolded & italicized text

5) Use a Quote

Getting a direct quote from the client is another great way to add credibility and reliability to your case study. This helps make the case study seem more real and easier to identify with.

6) Try Different Formats

People like stories but case studies do not fit into story form every time. You should try different types of case studies, such as interviews format where you ask questions to your clients subject to their needs, purposes, future plans and success.

7) Don’t Forget the ‘W’ and the ‘H’ Words

Every writer must pay attention to 5 Ws and H to draft a complete case study; “Who, What, When, Where, Why, and How?” Illustrate the complete picture and it will make the case study much more significant.
image from dsim

8) Use Keywords in the Title and Body

Perform keyword analysis of your case study’s subject and comprise them when you are writing. This will help Google find the case study and scatter the word. Embrace your recognized keyword both in the heading of the case study and 2-3 times in the body.

9) Don’t Lie

Trust is needed to make a case study authentic and meaningful. To build trust, the content must be honest. Use real company names, figures, and original product pictures and show the face behind a statement or quote. An exclusive presentation of a client’s success story will be a much more engaging read and it will create more influence, at the same time.

10) Make it Searchable

Your work doesn’t end once you have written a great case study. What’s the point of having a great case study if no one will ever find it? Be sure that your case studies are structured and easy to find.

Promote your case studies in every possible way; you can do this posting them on several social platforms and talking about in sales pitches and during client meetings.

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