Prospects need to find, scan and read your B2B case studies to figure out how your products and services will solve their pain points.
So before you decide what you’ll call your B2B case studies and where you’ll put them, visit your top 5 to 10 competitors websites. See if you can find their B2B case studies? How long did it take? How frustrated did you get?
Let’s tackle the what and where issues by asking these simple questions:
1) What do your competitors call their B2B case studies? Did you eventually figure out that “Success Stories”, “Customer Success”, “Our Clients” and “Our Work” all described B2B case studies?
RECOMMENDATION: Call them what they are – B2B case studies – keep it simple and make it clear.
2) Where do competitors post their B2B case studies? Did you have to click or rollover “About Us”, “What We Do”, “News”, “Who We Are”, “News” or “Blog” to access them via a drop-down menu? Did you have to scroll through tons of home-page text and images to find them on the bottom rail? How did you feel about that?!
RECOMMENDATION: Give your B2B case studies their own tab or button on the top rail to make them HIGHLY visible and INCREDIBLY easy to find.
1) How do your competitors present their B2B case study information? Was the look and style of the B2B case study consistent with the company’s image and brand? Did you find everything you needed on the first or second page of the B2B case study? Did you have to read the entire B2B case study to find the problems, solution and results? Were you frustrated or bored?
RECOMMENDATION: Your B2B case study design and layout should reflect your brand and build trust in your professionalism as well as your products and services. Put the problems/challenges, solution and benefits/results on the first page. Put them in bulleted or numbered lists. Use boxes or coloured screens to make them highly visible. Headlines, sub-heads, decks, company logos, photos/images, blocks of text and lists pull prospects in and direct them to the most relevant information, the challenges, solution and results.
Here’s my best advice – act and think like one of your own prospects to figure out what to call your B2B case studies, where to put them and how to design and present them.