What is your website doing to convert strangers to friends, friends to customers, and customers to loyal clients?
The content on your brand's website is crucial to conversion…both in quality and in type.
It must be informative, relevant, and representative of your brand's values; indicative of your brand's language; and it must give visitors the data they need to make decisions that are both informed and emotionally centred.
Even a referral by a loyal brand advocate isn't enough. The person who receives that recommendation will go directly to your website (or Google your name or brand name) to see for themselves what benefits you can offer them.
Whilst there, they will make a subconscious calculation, which addresses this question: Will I receive more than I invest? That investment can be time, money, effort…or anything your website's visitors see as 'giving.'
One way to swing the equation in your favour is to publish case studies on your website. Case studies give readers, viewers and listeners the information they need to answer questions like:
- What's possible for me with the help of this brand?
- What have others, who have the same problem I do, experienced?
- What's it like inside this brand's world?
- What benefits will I enjoy?
- How is this brand different from the others I've researched?
You probably already know how to write a case study, in theory. What you may not understand is the 'why' of the case study…and what you should really be focussed on accomplishing.
Make sure you're answering all of the above questions with every case study, and do it with the help of these guidelines:
- Address the Main Objections of Your Ideal Customer. When you pitch your product to ideal customers, what do they commonly say is their reason for turning you down? Is it your price? The time they think it will take to see results? The amount of effort they anticipate having to give? The time they believe they'll have to invest? The things they'll have to learn in order to get started? There are all kinds of objections, and pinpointing the ones associated with your brand will help you to publish case studies that address those objections, and prove why they're unsupported (or outweighed by benefits).
- Choose a Past or Present Client to Represent Each Objection. I would suggest having a case study that's specific to each objection, and choosing a client who had that same objection before they experienced the full benefit of your brand. If Mary didn't think she had the time to invest in change, and now has extra time to spare because she went through your programme, then publish her case study. If John didn't want to invest the money, and is now making enough profit to support the lifestyle of his dreams (thanks to your brand), then publish that one, too. Remember to keep objections specific to your brand, or else you'll fail to appeal to (and connect with) your audience.
- Chronicle the Procedure and Time Line. How long does it take to see results? What must be done in order to accomplish those results? What types of transformations and emotions did the client in your case study undergo? Your case studies should take each prospective client through your brand's process (succinctly), which will increase their comfort level, give them solid data with which to make their decision, and cause them to trust you and your brand.
- Show Where Your Case Study's Subject is Now. How did the subject of your case study use what he or she learnt to improve their life and/or business? This is crucial. Your website visitors already know what they're buying; they need to know why they should buy it and what they can expect to receive as a result. Someone might buy a drill, but what they really care about is the quality of the hole they'll make. Someone might buy a new table lamp, but what they really need to know is will they be able to see? Give them this information by demonstrating where others have landed.
- Always Demonstrate How Your Brand is Unique. Your ideal customers have lots of choices, and those choices include your competitors. If every option seems similar to the others, they will use criteria like convenience and price to make their decisions. Don't let this happen to your brand. Demonstrate, in your case studies and everywhere you talk about your brand, how your brand is different from the rest…and how it will create a unique experience and uniquely brilliant results for those who choose it.
Each case study might be the closest thing your ideal customers get to experiencing your brand for themselves—in the process of choosing it for themselves.
So what are you going to do with that opportunity? Are you going to publish case studies that show prospects what they're going to experience, or are you going to leave questions unanswered and equations unbalanced?
Need help with publishing your case studies? There's some fabulous advice in a live video that's been recorded in the How to Build a Brand Facebook group, and it's FREE to you. Simply click here to join.