Prospects need to read your B2B case studies to find out how your products and services addressed your customers’ challenges and delivered measurable results.

Your B2B case study design must be  visually appealing to attract and keep a prospect’s attention. A well-organized, logical design also enhances readability and the easier it is to read, the more likely it is prospects will actually find out what your company can do for them.

For effective design that pulls prospects into B2B case studies that are as attractive as they are easy to read, follow these simple guidelines:

1) Location, location, location – always put the most important information on the first page. Customer profile, challenges, solutions and benefits/results – they all warrant prime real estate! Your prospects need to see this information first because these busy people are chronically short of time. Never ever make prospects scroll and click to find that crucial information.

Heads, decks, sub-heads and blocked text point prospects to the most important information.

Don’t expect them to read through two, three and four pages of content to find what they need. If they don’t, and most won’t, your B2B case study becomes the waste of a valuable resource.

Customer Profile: Help your prospects see the similarities between your customer and their own companies. They want proof you know and understand their industries and regularly provide solutions and results to organizations just like theirs.

Challenges, solutions and results/benefits: Show your prospects that your existing customers faced similar challenges or pains, received effective and viable solutions from your company and realized tangible results and soft benefits.

2) Consistent, well-organized and logical design maximizes and enhances readability and therefore readership. It prioritizes the information for prospects and leads them through the content.  Identify the most logical spot for each piece of content and graphic element and commit to that format.  When prospects are familiar with your design and the placement of your content, they find the information they need more easily and their comfort levels increase.

3) Big, bright, professional-quality photographs pull prospects in and get their attention. They also tell your prospects what to expect and what they’ll find in your B2B case study.  Photos of the buildings in which you did the work, for example Toronto’s Rogers Centre where New Electric more than met the client’s expectations, will make your B2B case study more authentic and credible. Of course, photos of your actual clients and their places of business are your best and first choice, but if not, stock images offer the necessary quality and are a viable alternative.

To put your most important information directly in front of prospects – give it the front-page, prime real estate.

4) Catchy headlines, decks, sub-heads  and blocked text have an important job to do. They lead and guide readers to your B2B case study’s most important information and components while also breaking up the dense, black text/type.

5) Give your B2B case studies the space they need – don’t overload your pages. Yes, you can squeeze 600 to 700 words onto one page but it will be infinitely more attractive and readable when it includes headlines, subheads, photos, graphics and a healthy dollop of white space. Initially, this case study was destined for a single-page, but the client agreed it was far more effective when given the  two pages it really needed.