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Making the Case for Case Studies

Anatomy of a Case Study - Header

You wouldn’t get in a car with strangers.

Yet that’s what most companies ask you to do every day.

They want you to do business with them when you don’t even know them.

It doesn’t work—and there’s a big reason why.

You don’t trust them.

You’re unfamiliar with their brand, products, or services.

So you tune out their messages, and tell their salespeople, “No thanks, I’m just looking.”

Trust must be earned.

Word-of-mouth is the fastest way to earn trust.

There’s a reason it’s so effective: You trust the source.

Case studies help build trust.

You can’t necessarily call your best customers every time you need to prove you’re worthy of someone’s business. But you can create case studies.

Case studies promote trust better than traditional marketing because they feature:

  • Testimonials from people who don’t have a vested interest in the business’s success
  • Facts about companies you’re familiar with or that are experiencing the same challenges as your company
  • Figures of specific results rather than vague marketing fluff

Since customers don’t feel like they’re being sold to, they’re more likely to put their guard down. And that makes them more receptive to your company and message.

Now that you know why to create case studies, it’s time to examine how to create them.

The Anatomy of an Effective Case Study

Summary – Use a summary to set up the story and provide context for the reader.

Client – Include the client’s name to establish credibility. Be sure to ask for their permission.

Challenge – Share a client problem or opportunity that readers can relate to.

Solution – Explain how you solved the problem or took advantage of the opportunity with an idea, product, or service.

Results – Tell how your solution impacted the client. For example:

  • Increased leads by 55%
  • Improved efficiency by 33%
  • Saved $500 per month

Visuals – Show the solution in action; people are visual by nature.

Testimonial – Humanize the case study with a quote about how the client felt about working with you.

Anatomy of a Case Study Infographic


Who do you think customers are more likely to trust—fellow businesspeople in their industry or slick marketers with ulterior motives?

Yep, that’s what we thought. That’s why including case studies on your website is critical to boosting your company’s credibility—and its bottom line.