Want to convert more hot leads with your case studies in 2019?

I bet you do. 😉

Now, as any self respecting go-getter, you probably know the fundamentals of writing a case study: Problem. Solution. Results.

Pretty simple, right?

And the hope, of course, is that the results — the reigning champ of the case study — will speak for themselves — making the whole increasing conversions thing even simpler.

But what if the results get lost in all the verbiage because your prospect — the one you’ve had your eye on for months — didn’t think to scroll down?

Or what if your headline failed to compel them enough to even read your case study (hmm, doesn’t sound like my company or my problem… look, a video of a prairie dog in a powder blue pullover!) so they missed your heroic stats altogether?

The internet is fickle, my friend.

So, the slightest misstep can lead those smoldering prospects clicking onto cat memes in a hot second.

And well, I want you to have ALL of the glorious, glorious leads clicking in your contact box — faster than you can say, “Well, now that’s a swell ROI!”

So, here are 9 ways to make that happen:

1. Write a Compelling Headline

The headline is probably the most important component of your case study.

You want your prospective client to say to themselves, “I have to read this NOW!”

And you only have about six seconds to make that happen.

So your headline better be a whopper.

There are two ways to make that happen: identify their #1 desire. Or identify their #1 pain point.

Pick one and put it in the headline.

Here are a few examples:

A High Performance Computing Company Achieves 5x Higher Facebook Engagement Than Fortune 500 Competitors

How an AI Company Finally Put a Stop to Losing Leads Once and For All

Why Increasing Your Traffic by Up to 65% & Boosting Leads Is Easier Than You Think

Notice how that last one is about the reader?

Pretty clever, huh? 😉

2. Put Key Metrics Front and Center

I see so many companies placing their results at the very bottom of the case study.

Sure, you want to set up the story with the challenge and solution first, but you don’t want people to have scroll down too far for the results (since that’s what they’re really looking for).

So, the solution: put high-level results in a little graphic off to the side at the top.

You can also put a testimonial from the client at the very top and put the results they mention in bold.

Then you can use your results section to go into more details.

3. Use a Testimonial

Speaking of a testimonial, I almost didn’t include this section because I just assumed it was obvious, but then I realized that there are companies out there that don’t include testimonials in their case studies (shocking, I know).

Good copywriting is all about showing rather than saying.

And there’s no better way to show you actually delivered what you’re saying you did like a testimonial from an ecstatic client.

But make sure you ask them to mention the results you achieved for them.

Even if you already have your results prominently displayed  in a nifty graphic, repetition is good here.

4. Include a Photo with your Testimonial

You know what would make your testimonial convert even better?

A photo.

The thing is, people totally trust recommendations from strangers (*cough *cough Yelp). But even more so if they can see them.

Plus, you don’t want your prospective lead spending even a second thinking (conscious or subconscious) about whether or not the testimonial you included is from a real person.

5. Tell an Irresistible Story

As humans we crave stories.

So, give your readers what grips them.

Make the problem the hook. Leave them on the edge of their seats.

Use verbs. And clutching language.

Make them feel your client’s initial pain.

Then make them feel the deep exhale your client had after you came along.

I very rarely see case studies that tell a good story. And that’s probably because the general consensus is that case studies have to be uber-professional.

The thing is, professionalism is fine and dandy. But people do business with people they like, trust, and remember.

You bet your competitors are churning out just as many case studies as you are — if not more so — and you want yours to jut out among them.

That doesn’t mean using absentities or getting uncomfortably colloquial.

It means showing brand personality. Having fun with it. Being a ROI-slinging superhero who everyone wants to high five.

6. Make it Quick and Easy to Read

Now, this may seem like a contradiction.

But don’t ramble.

If you do storytelling right, it won’t leave leads wondering how much more freakin’ scrolling they have to do (instead of how they need to contact your sales team stat).

People looking for big solutions (make that everyone) are pressed for time.

And well, most people have short attention spans — which is why scan-worthy paragraphs and sentences fare well on the Internet.

7. Make it About the Client (Especially the Potential Client)

A case study isn’t really meant for you to talk about how wonderful your company is. So, try to resist the urge.

It’s about showing your target client that you know how to solve their problem.

So, you need to keep that the focus.

How did you make things SO much better for your client? What did they gain?

More importantly, what can your prospective client gain?

In other words, rather than having them think, “Yeah, I get it. You’re wonderful,” you want your prospective client to see themselves in your case study and go “Oh wow, I feel that pain. And I want THAT solution!”

8. Include Pics in Your Case Study

As you may remember (assuming you’re not just scanning this article — it’s okay, that’s how I roll, too), I mentioned including a pic in the testimonial.

But there’s nothing that helps peak — and keep — people’s interest quite like an interesting pic (preferably with people in it). It’s like the big icing flower on the fancy cake.

One to two should be fine.

Don’t go crazy.

9. Include a CTA

You’ve shown your target readers that you know how to solve their specific problem.

They’re intrigued. To say the least.

Now it’s time to officially reel them in.

So, tell them how to seal the deal.

Should they fill out your contact form? Call your sales team?

You don’t want to leave them wondering.

Not even for a second.

Now, speaking of the time being imperative…. Go get to writing that sales-inducing case study of yours so you reel in more smitten-with-you clients in the new year! 🎉