Rethinking content – more effective ways to present your case studies 16 July 2019

Your website’s “About Us” talks about how good your company is. But where’s the proof? Empty claims lack credibility unless backed by solid evidence like relevant case studies that convincingly demonstrate how your services or products benefit your clients.

“Showing rather than telling” is the key to effective marketing. And a compelling case study is one of the most powerful tools for showcasing your firm’s skills, expertise and brand values – giving potential clients confidence in your abilities. Your case studies should help prospects visualize how your offerings can benefit them. And, by using SEO-friendly text when crafting your case studies, you can improve your rankings in Google search algorithms. Before you begin writing, it’s important to first consider the various approaches to posting a case study on your website. Here are some smart examples from companies who are doing it right.

Law firms treat case studies as solid evidence

Kasowitz Benson Torres, a leading litigation practice, uses several techniques on their website, each quite effectively. Kasowitz demonstrates its customer-focused strategy by placing ‘Clients’ as the first tab on its website. Within the ‘Clients’ page, each case study is clearly structured with three sections: Challenge, Solution and Results, with tightly written copy that explains the context and how the firm successfully achieved each client’s goal.

Adjacent to a given case study is a link to relevant media coverage, along with the bio and contact details of the lawyer-in-charge. Not only does this heighten the storytelling, but it encourages instant lead generation. Kasowitz’s approach is far more effective than the typical ‘What we do’ page that normally struggles to communicate a company’s capabilities in a way that resonates with or intrigues prospective clients.

Another strong example is from prominent law firm Goodwin Procter. Strategically placed on its homepage, ‘Case Studies: Goodwin Impact’ uses its brand colour, a vibrant orange, and bold typography to grab the viewer’s attention. Examples of how the firm has achieved successful outcomes for its clients are communicated through punchy headlines, dramatic hero images and engaging storytelling. Case studies are tagged by category, making it easier for website visitors to search those that are relevant to their own legal issues. And like Kasowitz, Goodwin Procter concludes each case study with the contact details for the lead partner, enabling immediate follow-up – a simple tactic to align marketing strategy with business strategy.

Financial Services banks on video

Turning to the financial sector, Goldman Sachs does an excellent job of demonstrating its capabilities by deploying various approaches on its website, including engaging videos and audio clips. A standout example is “Catch-Up With David,” a series of videos in which CEO David Solomon interviews clients from different industries, resulting in thought-provoking discussions, such as the disruption of consumer financial services. Through these videos, Goldman showcases its expertise and thought leadership by offering fresh perspectives on different markets, business sectors and the macro economy. How are they inviting clients to participate in these discussions makes them more relevant, engaging and credible to the wider audience.

Putting it all together

To achieve higher rates of engagement, case studies should feature a simple problem-solution-result format, elevated by punchy headlines, striking images and a smart use of video that invites commentary from client’s prospects. And to increase conversion, every case study must have a call-to-action, that is, a way to connect directly with someone at your firm. Overall, your website should be strategically structured so that the content best communicates your strengths and successes, as well as the values that guide and inspire you.

Are you still promoting an old-school ‘Our Work’ page while your competitors are enriching their website content with compelling case studies that dynamically demonstrate what they can do?

To find out how you can make your content more engaging by featuring powerful case studies, please contact Greg Hobden in LondonKevin Windorf in New York or Gigi Yung in Hong Kong.

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