How one can Write a Case Research that Converts Potential Consumers

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Forty p.c.

That’s the share score given by B2B entrepreneurs on the effectiveness of a case examine. Based mostly on this CMI report, buyer case research are the only content material for turning your potential shoppers into consumers:

Regardless of the optimistic affect of buyer case research, many manufacturers don’t make the most of this advertising and marketing asset which works like a attraction. And even once they do, the case research don’t tick the correct containers. Therefore, they fail.

This publish will dive deep into written case research, what they’re, methods to create them, and the guidelines that make the case examine writing course of painless.

What Is a Case Research?

A case examine is one happy and blissful consumer telling a attainable purchaser that your services or products can remedy their drawback.

However a case examine is greater than a mere testimonial.

Case research present how clients used your product/service and received huge outcomes. For example, on this Optinmonster case examine, the result of the consumer’s use of the product is obvious:

  • 1,800+ month-to-month e mail subscribers
  • $17,000 common gross sales revenue 
  • 35% enhance in web site retention charge


After watching or studying a case examine, the potential buyer ought to be capable to visualize their drawback being eradicated by your resolution. They need to have a transparent thought of the method you used to resolve your buyer’s problem within the case examine.

Just like purchaser personas, your case examine ought to concentrate on a particular buyer. This fashion, the potential consumer can relate to the precise challenges that confronted the shopper, in addition to how your resolution helped. Earlier than delving into methods to write a buyer case examine, let’s look at the advantages of making one.

Dive Deeper:
* The Final Information to Growing Purchaser Personas (with Templates!)
* The Science of Constructing Purchaser Personas (Infographic)
* 4 Steps to Uncover Your Supreme Purchaser Persona for B2B Entrepreneurs

3 Advantages of Making a Buyer Case Research

1) Buyer Case Research Construct Credibility

Your potential clients will hardly ever seek for a case examine with headlines like these in the major search engines:

  • How We Helped Twenty20 Improve Their Buyer Acquisition Quantity
  • See How We Have been Capable of Increase Visibility Throughout a Vary of Frequent Search Phrases
  • A Group of Clinics Specializing in Laser Hair Elimination

Because of this it’s good to perceive the function of each kind of content material (weblog posts, e-books, podcasts, and so forth.) within the purchaser journey. As highlighted within the CMI report within the intro of this publish, the primary type of content material for making potential clients conscious of your model is weblog posts:

As soon as clients develop into conscious of your model by way of your detailed weblog content material, you’ve got gained half the battle.

Creating case research helps enhance your credibility as a result of they present that what you are doing – not theoretically, however in observe.

Dive Deeper: How one can Optimize Your Content material Technique with the Purchaser’s Journey

2) Buyer Case Research Present Social Proof for Your Enterprise

In line with Brian Halligan, CEO and Founding father of HubSpot, “There’s this disaster of belief occurring.” Your potential clients repeatedly hear the identical rhetoric of how your competitor will help them remedy their challenges.

Within the earlier days of the Web, a well-written gross sales web page or web site copy was sufficient for prospects to purchase. As we speak, nonetheless, the sport has modified as many customers have been burned by services that didn’t ship.

You possibly can stand out from the pack with a case examine that’s crammed with chilly, laborious info.

Dive Deeper: How one can Create the Final Advertising and marketing Funnel (Templates Included)

3) Buyer Case Research Entice Backlinks

Your web site’s objective is to get natural visitors, have interaction your potential clients, and make them take motion (purchase, obtain, enroll, and so forth.). However serps gained’t ship natural visitors to your web site if different websites aren’t vouching in your authority by linking to your content material.

Therefore, you want backlinks, and writing a case examine will help you entice them.

SG case study page number of backlinks

Wish to develop your natural visitors by 20-100%? We constructed ClickFlow, a set of search engine optimization instruments designed to extend your natural rankings and scale certified visitors in your web site. Click on right here to study extra and get began.

How one can Write a Buyer Case Research

So now that you just perceive the advantages of making a case examine on one (or extra) of your clients or shoppers, let’s get in to methods to go about writing one.

Step 1: Discover a Buyer

Discovering a buyer is the primary – and essential – step in your case examine writing course of. Your gross sales, advertising and marketing and buyer assist groups are wonderful factors of contact for figuring out shoppers that love your product/service.

You may also discover appropriate clients in your case examine on-line. It isn’t unusual in your blissful clients to go away nice evaluations on web sites like,, social media platforms like Fb, and plenty of others.

Nevertheless, it’s impractical to test overview web sites to search out buyer success tales manually and repeatedly, so right here’s what to do as a substitute: use Google Alerts.

Organising Google Alerts lets you monitor mentions of your model identify on-line. Here is methods to do it:

  • Create an alert for what you need to monitor. For example, for Single Grain, we are able to use the next:
    • Single Grain
    • Single Grain Weblog
    • Eric Siu (identify of a distinguished particular person in your enterprise)

No matter your method for locating an appropriate case examine prospect, these are the factors to search for in a consumer overview:

  • Model recognition: Writing a case examine for a widely known model lends extra credibility to your enterprise.
  • Wonderful outcomes: The proposed buyer for the case examine ought to have gotten some excellent outcomes.
  • Undertaking timeline: You want a consumer that has used your product/service for an prolonged interval and, ideally, pretty just lately. What if the time interval is brief? Go forward with the case examine, however you’ll must replace it to indicate higher outcomes sooner or later.
  • Understanding of your providing: You want a buyer that understands what you do. In the event that they don’t, it could be tough (however not unattainable) for them to offer you correct data on how your product/service helped.

Step 2: What’s in It for the Buyer? 

Not each buyer will conform to your request to characteristic them in your case examine. However you may break this hesitancy by providing one thing in return; it’s, in any case, human nature to really feel moved to offer in response to receiving one thing.

Listed here are some advantages you may provide to make your case examine prospect take into account working with you:

Model Publicity

Each model needs to get its identify out. They need folks to know them. Though SEMrush doesn’t provide particular circumstances for his or her buyer success story shoppers, once I spoke to Mila Varavina, Advertising and marketing Communications Supervisor at SEMrush, she made this clear:

“For some corporations, it’s vital to get model publicity and promotion throughout our super-engaged neighborhood on all SEMrush channels.”

Extra publicity equals extra alternatives to succeed in new potential clients.

However be particular while you suggest model publicity to a case examine prospect. Somewhat than saying one thing generic, point out that they are going to get in entrance of your:

  • 11,322 Twitter followers
  • 19,781 Fb followers
  • 1,346 Instagram followers
  • 1 million folks out of your paid promotion efforts

Backlinks/Web site Visitors

Backlinks will stay a top-ranking search engine sign for a very long time. So you probably have a excessive area authority (DA) web site, you might educate your case examine prospect on the financial worth of a single backlink.

Word: Though Google is in opposition to paying for hyperlinks, it’s nonetheless a standard sight.

As per Ahrefs: The common value of shopping for backlinks in 2018 was $361.44 (or $77.80…plus content material). This quantity elevated by 2.4% from 2016.

In 2021, the state of affairs is totally different, because the prices of backlinks are a lot larger. I pitched an internet site with a site authority of 70+ to jot down a visitor publish. I received a response on how their visitor posting course of works. And for the sake of discretion, I’ll rename the packages:

  • Primary: Publication wait time – 4 months. Free
  • Normal: Publication wait time – 4 weeks. $500
  • Professional: Publication wait time – 1 week. $1,000
  • Guru: They write the publish and publish it – $2,000

Providing to characteristic a buyer in a case examine saves this value of buying backlinks.

Product Low cost

An enterprise consumer that makes use of your product would possibly budge in the event you provide a candy product low cost.

Free Entry to Updates

This technique works for course creators. For the reason that recipient has gotten worth from the present course, they will make sure that the updates will probably be wonderful. Plus, they are going to get it at zero value.

Dive Deeper: How one can Get Premium Backlinks When No One Is aware of Who You Are

Step 3: Ask for the Buyer’s Permission

There is not any one-size-fits-all method for requesting your buyer’s permission for a case examine. Relying in your relationship with the shopper, you might whet their urge for food for the case examine with a cellphone name that discusses their successes and challenges. You may also chip in a few advantages from a case examine collaboration.

No matter which method you are taking, it’s good to make the case examine writing course of formal by requesting your buyer’s permission through the written phrase, similar to an e mail.

This e mail ought to include what’s in it for the shopper, the method for creating the case examine, and the way you plan to make use of it. Right here’s a template you may modify:

Hello [customer name],

We’re thrilled in regards to the outstanding successes you’ve achieved with our (product/service). We additionally love and admire your complete suggestions at [name of review website].

My identify is [name]. I deal with the case examine writing course of at [organization name]. My workforce is happy to inform your success story intimately by writing a case examine that provides a win-win. Are you open to working with us to create this case examine?

Listed here are some advantages of getting featured on this case examine:

  • Case examine profit 1
  • Case examine profit 2
  • Case examine profit 3
  • Case examine profit 4

Our case examine writing course of is simplified and sometimes takes lower than one month to finish, relying in your availability. Here is how the method seems:

  • One [X]-minute cellphone/video/e mail/in-person interview
  • Writing the case examine primarily based on the content material of the interview
  • A overview of the draft case examine by you/your workforce
  • Adopting of recommended edits
  • Sending you the ultimate copy for overview
  • Selling the case examine through our channels [list how you want to promote the case study]

Additionally, we would require a few of your model belongings for designing the case examine like:

  • Model asset 1 [such as a logo]
  • Model asset 2 [the headshot of the person you’re working with]
  • Model asset 3 [screenshots of their increased sales/downloads, etc.]

We sincerely hope you’re open to working with us. I earnestly await your optimistic response.

[Your name]

Step 4: Write Your Case Research Questions

It is advisable to write an intensive listing of inquiries to ask after your buyer agrees to collaborate on the case examine.

After writing the questions, determine these associated to success metrics and ship them to the shopper. This offers the shopper an thought of what to anticipate. It additionally reduces or eradicates the necessity for pointless follow-ups by permitting the shopper to consider and put together their solutions.

Your e mail must also state that the questions are to offer them an thought of what you want. You don’t need to scare or overwhelm the shopper into backing out of working with you.

You’ll get one of the best outcomes out of your case examine interview by asking questions on this structured format:

Chit-Chat and Introductory Interview Questions

These easy questions make the shopper comfy and ease stress (they’re most likely nervous about being interviewed!):

  • Alternate pleasantries, like weekend plans or the place they reside/work.
  • Zero in on the work by explaining what you do at your job, after which asking the shopper what particularly they do at theirs.
  • Ask questions on their function, like whether or not they do the job alone with a workforce.

Downside Identification Interview Questions

These questions look at your buyer’s state of affairs earlier than they discovered your model – and bear in mind to hunt solutions which are as particular as attainable:

  • What particular challenges did you/your workforce encounter with [the problem]? 
  • In your opinion, how did these challenges affect your income?
  • Did you attempt different methods to resolve the issues earlier than coming to us?
  • Why do you assume the opposite merchandise/providers didn’t work?
  • How did you discover us [the solution]?

Answer Identification Interview Questions

These questions determine the issues that your resolution solved and why it’s distinctive to this buyer:

  • What have been your preliminary ideas about [your solution/brand]?
  • What was the differentiating issue that made you go for [your solution/brand]?
  • Did any of our advertising and marketing supplies like case research, free e-books, e mail, and so forth., persuade you to work with us?
  • How rapidly did you begin getting outcomes?

Outcomes Interview Questions

These questions make it easier to perceive the outcomes this buyer achieved together with your resolution – and bear in mind to hunt solutions which are as particular as attainable:

  • How has your enterprise improved because you began utilizing/working with [your solution/brand]? Do not simply accept “it is a lot better!”; you are searching for precise earlier than and after numbers.
  • By way of ROI, are you able to place a worth on the affect of our resolution (percentages are nice too)?
  • On a year-over-year foundation, did our resolution double, triple or quadruple your income?

After the interview, request permission from the shopper to do one follow-up name with further questions (if any).

Wish to develop your natural visitors by 20-100%? We constructed ClickFlow, a set of search engine optimization instruments designed to extend your natural rankings and scale certified visitors in your web site. Click on right here to study extra and get began.

Step 5: Determine on the Interview Format

You possibly can conduct your interview utilizing the next codecs:

Nevertheless, of the 4 strategies, I choose video. Right here is why:

  • Doing a video interview lets you get nonverbal cues from the shopper. You’ll rapidly know when the shopper is uncomfortable with a query or doesn’t have the proper reply. This lets you notice related inquiries to ask throughout your last spherical of follow-up.
  • Video interviews are additionally an excellent selection in case you are interviewing a number of folks in the identical firm. Plus, you gained’t must journey to do it.
  • Having the interview on video lets you simply return and overview the solutions once more.

In case your buyer opts for a video interview, remember to do the next:

  • Test your Web connection: You don’t need to lose precious data and ask clients to repeat themselves. You gained’t be taken significantly, and also you’ll be butchering the wonderful picture of your model.
  • Enable your buyer to talk: Hear extra and discuss much less. If you’re speaking an excessive amount of or similtaneously your buyer, you’ll lose precious data.
  • Ask for permission to file the dialog: In case your buyer is open to this, in fact, do it. This ensures which you could simply consult with any a part of the dialog at any time.

Step 6: Writing Your Case Research

Now you’ve received all the knowledge you want. On this step, you’ll put collectively the whole lot from the interview and draft a compelling case examine.

Write a Nice Headline

Your title needs to be full of advantages and reply this query: “Why will this case examine curiosity future prospects?”

Something that straight impacts income and reveals outstanding outcomes will make an excellent title. The place out there, use numbers and percentages, as they’re wonderful for attracting prospects:

SG case study

Let’s look at this case examine title, why it really works, and who it attracts:

Highly effective Enterprise Communication Suite Will get Extra Leads… for Much less Advert Spend

  • “Will get Extra Leads”: Each enterprise needs leads.
  • “For Much less Advert Spend”: This reveals that the featured buyer within the case examine had been spending more cash and getting fewer outcomes a standard drawback for a lot of corporations.

Therefore, this title will curiosity the next potential clients:

  • Those who have failed with adverts
  • These which are new to adverts and don’t need to fail
  • Those who imagine they’re spending more cash on adverts and getting subpar outcomes
  • Those who need extra leads of their enterprise

Your title is vital and will imply the distinction between a learn case examine or one {that a} potential consumer ignores. Each phrase in your title ought to rely.

Introduce Your Buyer

Within the first two or three sentences of your case examine publish or web page, summarize what your buyer does. The next factors can information you:

  • What kind of enterprise is it and what do they do?
  • Who does the enterprise serve? What’s their goal demographic?
  • The place is the enterprise positioned?

State Your Buyer’s Challenges

There are not any laborious and quick guidelines about discussing your buyer’s challenges. It may very well be three to 4 sentences or extra. What’s vital is figuring out the numerous challenges that your buyer had been going through and discussing how they negatively affected their gross sales, income, development, and so forth.

Your Options to the Challenges

That is the place you present the way you eradicated the challenges of your buyer together with your particular product/service. Point out each enchancment you made for the shopper.

The Buyer’s Outcomes

The case examine outcomes part ought to talk about percentages, year-on-year will increase, variety of new shoppers in your buyer, variety of elevated leads, and so forth. That is the place you exhibit what you are able to do for potential clients who’re studying the case examine.

Buyer Quotes

At all times use direct quotes from the shopper in your case examine. If there are any quotes which are notably attractive, set them off with daring kind, indents or a dialogue field. And you should utilize them on any part of your case examine, supplied it matches.

Name to Motion (CTA)

Your case examine shouldn’t finish with “contact us,” “need to work collectively?” and so forth. Your CTA ought to inform your potential buyer what the subsequent step is and why they need to take that step.

Right here’s an instance for the Single Grain case examine talked about simply above:

Able to Get Extra Leads with Much less Advert Spend?

Single Grain generates extra leads at a lowered value than most digital advertising and marketing businesses.

Name us in your free session.

For those who’ve put lots of thought into the headline of your case examine, you’ll see that the CTA and the headline look related.

Wish to develop your natural visitors by 20-100%? We constructed ClickFlow, a set of search engine optimization instruments designed to extend your natural rankings and scale certified visitors in your web site. Click on right here to study extra and get began.

Final Step: Promote Your Case Research

Selling your case examine is the ultimate step however no much less vital than creating it. As Derek Halpern has famously mentioned:

You need to be spending 20% of your time on content material creation and 80% on content material promotion.

Your potential consumers gained’t see your case examine until they land in your web site. And your web site is one out of the numerous locations for selling your case examine.

Relying in your settlement with the shopper, you should utilize these further strategies to advertise your case examine:

  • Ship the case examine to your e mail listing
  • Write 5 posts every for various social media platforms (Fb, LinkedIn, Reddit, Quora, Twitter, and so forth.) and hyperlink to the case examine. Promote these posts for 30 days.
  • Place the case examine on the featured part of your LinkedIn profile.
  • Pin the case examine in your Twitter profile.
  • Put it on the market with paid adverts.
  • Write a weblog publish and hyperlink to the case examine.
  • Do a visitor publish marketing campaign and hyperlink to the case examine.
  • Distribute the case examine at conferences.

Instance Case Research Posts:
* How We Grew’s Search Visitors by 327% in 30 Days
* Ecommerce search engine optimization Case Research: How Main Arms Elevated Natural Income by 47%
* Why You Ought to Replace Content material – Or Danger Shedding The Visitors You Have [Case Study]* Ecommerce Promoting Technique: How We Doubled PPC Gross sales for ThinSlim Meals (with a 3X+ ROAS)


News and digital media editor, writer, and communications specialist. Passionate about social justice, equity, and wellness. Covering the news, viewing it differently.

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