What are the best practices for writing and designing engaging case studies?

1 Choose the right customer

The first step is to select a customer who represents your ideal target market and has a compelling story to tell. You want to highlight how your solution helped them achieve their goals, overcome their challenges, and improve their situation. Ideally, you should choose a customer who is well-known in your industry, has positive feedback, and is willing to cooperate with you.

2 Follow a clear structure

The next step is to organize your case study into a clear and logical structure that guides your reader through the problem, the solution, and the results. A common format is to use the following sections: background, challenge, solution, outcome, and testimonial. Each section should have a catchy headline, a concise summary, and relevant details. You can also use subheadings, bullet points, and quotes to break up the text and highlight key points.

3 Use visuals and data

The third step is to use visuals and data to support your case study and make it more engaging and persuasive. You can use images, videos, graphs, charts, tables, or screenshots to illustrate your customer's situation, your solution, and your results. You can also use data and metrics to quantify the impact and benefits of your solution. For example, you can show how your solution increased revenue, reduced costs, saved time, or improved satisfaction.

4 Write with your audience in mind

The fourth step is to write with your audience in mind and tailor your case study to their needs, interests, and pain points. You want to use a tone and language that resonates with them and reflects your brand voice. You also want to address their objections, questions, and concerns and show how your solution can help them solve their own problems. You can also use storytelling techniques to make your case study more relatable and memorable.

5 Optimize for SEO and conversions

The final step is to optimize your case study for SEO and conversions. You want to make sure that your case study is easy to find, read, and share online. You can do this by using keywords, titles, headings, meta tags, and URLS that match your audience's search intent and queries. You can also use call-to-actions, buttons, links, or forms to encourage your reader to take the next step, such as requesting a demo, signing up for a trial, or contacting you.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?