Case studies on websites

8:51 am Website Development, Website Strategy

This week has witnessed a tale of three companies, each of which had a differing attitude towards case studies on websites.

Tale 1

The first is a client company who, through being busy, didn’t get round to creating case studies to go on their website.  However, we eventually got their commitment to create case studies related to a particular service they offered.

The difference was highly noticeable.  From a service page without case studies to a service page with 3 case studies and a link to more, the change was a significant increase in enquiries gained about that particular service.  The exact words of the client were: “we can see now that you were right and we’re now going to dedicate more time to creating case studies for our other services”.

Result: a client that will see business continue to grow, through showing potential customers not just what they can do, but what they have done for other customers.  Who cares whether a company ‘can’ make widgets?   What people care about are the widgets that have been made for people and how great those widgets were.

Tale 2

The second example is a relatively new client, a company that is well established and is always busy, but has an eye to the future (and so wants to develop the website further).  For over 2 months now I’ve been trying to get case studies from the client but them being busy has stopped that from happening.  There is no doubt that within no time of them having such case studies live on the website, that website visitors will be enquiring at a higher rate.

But time is the enemy and because only they know their subject well enough, it’s hard to get anyone else to create the case studies.

So I’m going to see them next week, having got commitment to a couple of hours within which we will do nothing but create case studies.  Them talking about the jobs done, and me creating the case studies.  Painful?  Yes.  Necessary? Yes.

Tale 3

The final example is a conversation with a previous client from years ago.  They now want to move their website forwards and before ‘signing up’ want an idea of what Custwin would be doing and what would be expected of them.  It’s very clear that they need a raft of case studies related to the products they’re selling BUT they have yet to be convinced that it’s worthwhile them investing time in it.  I’ve said that I’d be willing to sit with them and create case studies but even before that being accepted, they still need to be convinced case studies are needed (even though to me it’s blatantly obvious).

This is where website statistics come into play because there’s simple maths that can be applied:

  1. Take the number of website visitors in the month.
  2. Subtract those website visitors that don’t appear to be ‘useful’.
  3. Compare that number to the number of enquiries gained in the month.

All the time that the enquiries to ‘useful visitors’ ratio is too low then it shouts out that the website needs to be strengthened (in this case, starting with case studies).

We’ll see where that goes but I’m hoping that the previous trust built up with the client company will result in a dedication to at least measure what’s currently being achieved from the website, before then pushing forwards through the creation of case studies.

Not convinced yet that you need lots of case studies on your website?

So, one week and three different viewpoints on whether case studies are important within websites.   If you don’t have any, or much, in the way of case studies on your website then the recommendation is to take some time out and create just a handful that can then be made live on your website.   Then track the people who look at those case studies and see how much of a difference it makes to enquiry levels.  Once convinced that case studies on websites are important then build them up higher and higher.

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