“Testimonial quote placeholder.”
Introductory paragraph about the case studies.
1. Ask your client for feedback. interview the client Set the agenda and have your questions ready. Record the conversation so you have time to listen properly Give the client time to say other things that might not be on your agenda. Keep asking ‘why?’ too.)
2. Headlines matter. You want people to read the case. So apply the usual rules of smart business writing and grab attention with a headline – Don’t say ‘Monetizing the Web Operations of AN Company: A Case Study.’ Say ‘Profits doubled in three months – here’s how.’
3. Make the challenge clear. Your case study is your chance to show precisely how you add value, so explain it in lovely plain language.
4. Streamline the process. In the real world, projects can be fairly rambling affairs. The project had a bit of a hiccup in the third month when Jane from HR went on maternity leave…..But for the purposes of the case study, keep to the brief. Your aim is to show how you moved your client from A to B.
5. Use direct speech. Include your client’s words. It’s partly a style thing, speech lifts a piece of writing and makes it much lighter to read. More importantly, it adds real credibility. It’s show not tell.
6. Break it up. As well as using speech, use bullet points. Keep the busy web reader in mind and make it really easy for people to read.
7. Results. Make it clear and unambiguous. How has your help raised the bottom line? It’s the most important bit. Don’t let your case study dribble away at the end. End on a high.
8. Go the extra mile. If you really want to add value with the case study include a short list of learning points from the project for the reader to take away at the end.