The Importance of Case Studies

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.

Case Studies and the Role They Play in Your Business Marketing Goals

Most successful companies in the business sector are no strangers to the power and potential of proactive marketing. Whether using video footage, infographics, ebooks or testimonials, content marketing has many pronounced benefits to offer.

Effectively opening a mode of communication with consumers, content marketing is able to directly improve business output in relation to client response, through highlighting important aspects including product popularity, sale rates and needed solutions.  In conjunction with this, case studies can also be seen as a very beneficial form of content marketing.

They provide an element of storytelling that can better share your product or company information in a less aggressive manner, and because of this, statistics have shown that as much as 92% of consumers prefer a story based form of advertising. It all comes down to how your case studies are created.

Fundamental Components to Consider in Your Case Studies

An important fact to keep in mind is that your marketing campaigns will only be as successful as the amount of effort you put into them. Be it the style in which you write your content, your marketing elements or the subjects you choose. Doing a little research and ensuring your provided information is as beneficial to your audience as possible is vital in creating a proactive output instead of a waste of space.

A few important aspects to consider include:

Your Chosen Title 

Being the first thing readers see, your title will effectively set the pace for the rest of your offered information. Titles should be short and catchy, to the point and can even include the success you want to discuss. For example – Global Outsourcing Company Slashes Data Editing Costs.

They are meant to grab public attention and make readers want to know more.

Subject Summary and Overviews

Subject overviews and summaries are the very point of a case study. By including a well written subject summary you can effectively showcase what the difficulty was and how your company successfully addressed it while improving your client’s end goals in the process.

In essence this is what your readers want to know about, how did you help others and can you effectively help them as well.

Highlighting the Problem

By providing an in-depth view into the difficulties the client was facing, your case studies can provide a form of relatability. Most business problems are common, and no one enjoys feeling alone in their crisis.

Making sure the difficulties are present also allows for a more exciting final solution reveal, which can greatly improve your marketing reaction.

Providing Solutions 

This is it, the part all of your readers have been waiting for. A realistic fact of marketing is that the majority of your consumers only really care about what they can get out of the product or service you’re offering. A sad reality but one that can be used as a marketing advantage.

By blatantly revealing the solutions you provided and the benefits involved in that, more of your readers could find themselves comparing your services to other services they have gotten. Make it sound extremely beneficial and you could find more clients turning to you when they need something done.


Getting results is what content marketing is all about, and when you provide well written case studies that is exactly what you can achieve. Case studies can provide concrete evidence that your services work and investing resources into your company can be a worthwhile endeavor.

Metrics and statistics are very well used in this section because they provide a greater level of believability to your claims. For example: statistics have shown that  47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.

Successful Marketing Comes Down to the Quality of your Choices

While providing well written case studies can assist in many of your marketing needs, choosing the right content and client type is just as important. There are numerous ways to achieve this but getting down to basics to determine where and how you can achieve your best impact comes down to a few simple details:

Selecting the Right Target Audience

The larger your chosen audience is, the better your marketing chances will be. As said before many business difficulties are common, so whether you want to assist with workload, costs, legal matters or brand growth. Chances are there will be businesses needing your assistance.

The trick is in making sure your case studies and other forms of content marketing is accessible to the right people, namely business owners, CEOs and other marketing teams.

Providing a Sense of Reliability

Case studies can be seen as a marketing success story when used well. It’s understandable that companies are less likely to share their less successful stories, however in the same way that testimonials provide a sense of customer satisfaction.

Case studies can effectively provide the same topic information while also highlighting the experiences other clients have had. Helping newer client feel more assured as well as informed.

Including your Client

It’s important to remember that as helpful as case studies can be to your marketing goals, they are in fact not only about you. Keeping your client involved in this process is vital and can have severe consequences if not properly handled.

By ensuring your client is comfortable with you discussing the details of your assistance and how it affected them, you will be better prepared and could even benefit from their direct input which will add even more credit to the final product.

The Power of Case Studies and Defining the Sense in Your Business Marketing

Whether used as a means to elaborate on specific findings or to better reach and educate your audience, case studies are a powerful marketing tool that provide numerous benefits when used correctly. When publishing a case study on your website, LinkedIn profile or local newspapers or magazines take the time to ensure it not only describes what took place but effectively showcases what your business is all about and more importantly what you’re capable of.