Write B2B case studies



Business Benefits

Convert visitors into leads by delivering context with relevance, emotion, and credibility.

Use simple, easy-to-pronounce, customer-centric language, and avoid corporate jargon and acronyms.

When something is accessible and easy to read, it is more likely to be interpreted as true.

Write for readers who skim by using minimal text, summarizing key results, and including bullet points.

For example, have a separate section titled The Highlights for quick reading. Don’t pad your case study or over-promote your product.

Use clear design choices such as web-friendly fonts, dark type on light background, lots of visual interest, and minimal text.

For example, on screen, sans serif fonts are more approachable to read as body text.

Provide narrative stories with an emotional connection alongside data in each case study.

Data can add credibility and objective success to the stories. For example, include the percentage of time saved or dollars earned.

Highlight the emotional impact of your business on a customer by including social proof and verbatim quotes.

This helps to increase likability, and likability matters because people buy from people they like. For example, in sports, the upbeat spirit of a team transfers to individual players, and a happier team plays better.

Feature customers who most represent your prospects.

People like other people whom they perceive as similar, similarity leads to liking, which leads to sales.

Use real photos of your customers, their full name, and job title.

This will show a sign of humanity and imbue your case studies with credibility.

Gather source material by asking your customers to describe their situation before and after using your product.

Ask questions that highlight their emotional experience, such as How did that make you feel? Relieved? Joyful? Proud?

Incorporate customer narratives into your case study by using a three-act storytelling structure.

  • Highlight the risks and anxiety the problem created
  • Provide cathartic relief in the customer’s own words
  • Conclude with data to add credibility and show the impact of the solution.