Prove your expertise, processes, and results 

Most businesses are always looking for another great way to highlight and prove just how great their business really is. Having a variety of case studies on your website can be a great way to achieve that goal. Case studies provide another chance to showcase and prove your business’s expertise, processes, and results in a way that can resonate with potential clients as they visit your website. There is so much that can be done with case studies, which is partially why they’re so effective, and should be used strategically on your website.

What is a Case Study?

A case study is a detailed description of how a business helped a client’s specific challenges, needs, and issues, as well as the results achieved. A case study often goes into details on the client’s background, the problems or challenges they faced, the strategic approach taken to solving those problems, as well as the measurable outcomes (if available). By presenting this detailed narrative, you can give a potential client an idea of what  your process is, as well as the value you deliver, and timelines, thus making them an impactful way to demonstrate your success stories.

Case studies are more detailed than a standard testimonial from a client. It’s not uncommon for case studies to be more the length of a blog article or even full web page. Images, videos, charts, graphs, icons, and more are all commonly found in a case study. The goal is to provide as detailed a view as possible into exactly what it might be like to work with your company, and the results that can be expected.

These case studies are not written to impress you, the owner of your business. They should be geared toward prospective customers or current customers who maybe haven’t worked with your company for a specific service you offer. 

Why Case Studies are Great Marketing Tools

Case studies go beyond testimonials as they provide a detailed and specific look at how you solve real problems. Better phrased: They show how you’ve solved problems that users are currently experiencing, and can prove that you’ve “been there, done that, got the t-shirt.” Case studies help build trust and confidence with prospects by showing that the solutions  your business offers aren’t just theoretical — they’re proven in real-world situations. Potential clients often see themselves in these stories, particularly if the challenges and industries align. This increased confidence in your business can make them feel more comfortable to reach out to your business.

One of the constant goals for any website and business is to prove that they’re a leader in their industry. Case studies can help to position your business as that authoritative voice in your industry. By emphasizing results and providing actual proof, you can add credibility and help differentiate you from competitors.

Including SEO Keywords in Your Case Studies

Case studies provide another great opportunity to use your website’s main keywords. OBetter yet, you might have secondary keywords that aren’t as widely used or geographic areas you’re looking to focus on, all of which can be used in a case study. Case studies can be optimized with SEO keywords relevant to the project’s scope of work and even the clients geographic area. This is an essential SEO step for reaching a wider audience. For example, if your case study is about a website design project for a local business, include keywords like “website design for small businesses in Green Bay” or “SEO-friendly website design in Appleton WI.” Keywords related to the industry, location, or type of service help drive targeted traffic to your site and allow you to attract clients who are actively searching for similar services.

Like always, it’s important to use keywords naturally throughout the content and without overloading the text. Use the keywords in the title, subheadings, and main sections to ensure search engines can connect the case study and your website to the topic, boosting the visibility of your case studies.

Where to Place Case Studies on Your Website

To maximize the impact of case studies, strategically place them on your website where potential clients are likely to engage. Here are a few ideal spots:

• Dedicated Case Studies Page: Create a section on your website specifically for case studies, making it easy for visitors to find detailed examples of your work.
• Service Pages: Place relevant case studies on specific service pages to provide proof of results directly where prospects are looking to learn about your offerings.
• Homepage or About Page: Including a featured case study on your homepage or About page can quickly capture attention and demonstrate your expertise right from the start.
• Blog or Resources Section: Some businesses integrate case studies as part of their blog or resources section, presenting them as ongoing content that keeps the website fresh and informative.

Listing case studies, or even an excerpt of the case study, in multiple areas of your website can further reinforce your credibility to potential customers, allowing visitors to see the proof of your results wherever they’re engaging with your brand. 

Case studies can also be another great way to break up sections of text on your home page or on longer pages. In WordPress, it is easy to categorize case studies based on the service provided. For example, if you’re a dentist and offer teeth cleanings, cavity fillings, and braces, you can categorize your case studies to each service. Then on those pages, either only show case studies for that service. By doing this, you can also highlight other services you offer. 

Case studies also work great to showcase on social media platforms and email newsletters. By doing this, you can reach out to your existing clients and community and showcase the other services your businesses offer that they might not be taking advantage of yet. 

Bring Your Success Stories to Life with Case Studies

Case studies are an invaluable asset for small businesses looking to build trust, showcase their expertise, and prove the real results they can achieve for their clients. By using them on your website, and optimizing them with relevant SEO keywords, you can draw in new clients and reinforce your credibility. Each case study tells a unique story of how your business makes a difference—let them work for you by presenting them where potential clients will see and appreciate them most. Embrace the power of storytelling through case studies and watch as they contribute to your growth and reputation.