When done well, case studies are a useful marketing tool – they give your prospects a solid idea of the effectiveness of your product and are a valuable asset to your website. However, when done badly, they are bland, difficult to read and can be detrimental to your brand as a whole.

It’s easy to make sure that your case studies are golden – just follow these quick tips:

• Think carefully about the example you choose – you want your readers to relate to the case study, for it to speak to their pain points. Try to get a good spread of examples that showcase your range of products as well as covering the key problems you know your prospects face.
• Get permission from the client – this sounds like an obvious one but you’d be surprised at how often people ignore it. Even if you know they won’t mind, it’s polite and gives you a good excuse to stay in touch. Phrase your request so that they know you will be explaining their experience in a positive way.
• Create a format and stick to it – for this, if nothing else, you’d do well to talk to an expert on web copywriting – it will be money well spent. Your ideal format should include information about the client, their problem and how you overcame it. Users will respond better to a consistent layout so make sure you have this sorted before you start writing.
• Keep it short – with case studies, as with all web copywriting, keep it clear and concise. Many usability studies have been carried out which point to a reader’s preference for short online copy.
• Tell a story – make your case study a narrative that’s enjoyable to read.
• Make it benefit-driven – any prospect wants to know how your product will fix their problems/save them money. Don’t forget to include a clear example of how your solution provided ROI for your client and construct your copy around ‘you’ rather than ‘we’.
• Employ online copywriting best-practice – bullets, bold and sub-headings are all simple tools that you can use to make your case study more scannable. If it’s easy to read, more people will read it.
• Stick to your strategy – your online marketing strategy is a thread which runs through every aspect of your website. Remember your audience and make sure your case study reflects any overarching marketing aims.

Simon Wilson blogs about content marketing and copywriting, covering everything from, how to choose a copywriting agency to tips for creating an effective content marketing strategy.  When he’s not online Simon enjoys cycling, running and occasionally throwing himself out of planes.