Writing Good Case Studies

I almost always suggest to businesses, especially business-to-business organisations, that they set aside one area of their site for case studies. Ideally, this would be linked to the products/services section or the client portfolio area. Case studies provide an ideal opportunity to push visitors further down the decision making path and should help to add more credibility to your product offerings. The help people answer the question: ‘What can this company do for me?’

Jerry Fireman, of marketing communications company Structured Information, writes an interesting article in Marketingprofs.com on How to Develop Case Histories. This detailed article provides information on sourcing information; how to work with your clients to get the best story; writing the case studies and publishing them. The article may focus on writing case studies for off-line channels, though the points it raises are equally of relevance to the on-line world.