Content Writing

The Importance of Case Studies

GL Content Team Dec 11, 2019

In recent times, businesses have started to invest in case studies more frequently. This strategy has been implemented in order to increase conversion rates from website visitors to clients. These case studies are usually posted on company websites for the page visitors perusal. However, it is important to understand what the value of case studies is, and how effective they can be at increasing your company’s conversion rates.

The following blog explains how and why case studies are able to increase your company’s conversion rates and how they can be used to increase your company’s sales.

The Value of Case Studies

Everyone loves a good story, and as such, case studies are a way to present information to potential clients from the perspective of people who have already used your services. Through a story, the potential client’s emotions can be evoked, giving them the opportunity to understand the brand and their offerings from a previous clients perspective. Stories can allow the potential client to see your brand through a more personalised perspective, allowing them to understand what they can expect once they use your company’s services.

How to Structure Your Case Studies

Most good case studies consist of three main components. The first is a section which outlines the problem that was experienced by the client. The second section highlights the possible solutions that were identified in order to resolve the problem. Finally, the last section discusses the solution that was used to resolve the problem most efficiently and effectively. A well written case study allows the potential client to understand the benefits of using your company through the well-documented experience of a previous client.

Why are Case Studies Important?

The following section highlights the importance of case studies and how they can increase your conversion rates for your business.


Well-written case studies are very targeted and niche-specific. This meant that when your potential client reads the case study, they understand that specific goal that was set to be achieved and how your company was able to achieve the goal through the various strategies that you implemented. Furthermore, your case study should resonate with your target market and provide information to them that they can relate to and that is relevant to them.

Building brand trust and reputation

Case studies are a demonstration of the work that your company has done for other clients in the past. As such, this can be used to your company’s advantage by showing potential clients your vast experience within the industry and demonstrate what your company is able to do for its clients. This can allow for potential clients to develop trust in your brand and increases that chances of them wanting to use your services. Furthermore, enhancing the case studies that you have presented with figures and data can allow the potential client to see the success rates of your work and how your company has been able to help your previous clients achieve their goals.

Explaining the problem solving process

Case studies should ideally be oriented around problem identification and problem solving. As such, it is important to ensure that the problem and solutions are clearly outlined and explained in the case study. Although potential clients may already be looking to use your services, they need a compelling reason to opt for your services as opposed to those of your competition. As such, through understanding your company’s problem solving process, they can understand what to expect once they become your client, determine whether your team has the capabilities and competencies required to solve their problem and make the decision to then use your services based on the experiences of your previous clients.

The power of referrals

Prior to the evolution of technology, consumers accepted the benefits of products at face value, as there weren’t many accessible ways to conduct independent research on a product. We currently live in the information age, and as such, potential clients are most likely to want verification for the services that you provide. This can be acquired through platforms such as social media platforms. As such, using case studies can be an effective way for potential clients to understand the experiences of other clients and determine whether they are looking for the expertise that your team is able to provide. Case studies can provide potential clients with proof of the services that you provide and evidence that you are able to deliver on the services that you offer.

The creation of additional content

Some companies may be hesitant about using case studies as they often require an initial capital investment and a time commitment. However, once the structure for your case studies has been finalised, it can be used to develop future case studies. additionally, case studies can be more efficient at conveying your team’s capabilities and competencies, and explaining your customer’s experiences.

How To Increase Your Case Study Conversions

The development of case studies can be a time consuming process and as such, it is important to ensure that it is done correctly, so as to not waste the resources that you have invested in their development. However, publishing the case study on its own may not be enough to convert clients. As such, you can ask visitors to your page to join your email marketing list so that you have their contact details and are able to send them information about the services that you provide. Additionally, you can track the progress of your case studies and understand how successful they have been at converting page visitors into clients.