A client called me up at the beginning of this week to discuss the use of images in the before and after page on their cosmetic surgery website.
They’ve always used images – it’d be a pretty ineffective before and after page if they didn’t – but this particular set of images was from a very successful procedure. This meant that the conversation wasn’t actually “shall we use the images?”, it was “how shall we use the images?” and it got me to thinking (again) about case studies, testimonials and social proof.
So I’m going to go back to my client, and I’m going to tell them we need to test using these images in a case study. Far more in depth than just a set of before and after photos, or a testimonial. We’re going to showcase the great work their surgeon completed, and make sure future visitors to the site can see the benefit of choosing them over their competitors….
But what makes a persuasive case study?
1. Relating to the reader
If your target audience is in the banking industry, case studies about financial customers will likely speak to them on a deeper level than case studies from a restaurant owner. It shows you understand their industry.
2. Being thorough
Let your reader get to know your case study customer. Explain who they are and what their business goals are. What were they looking to achieve and how did you help them achieve it? Are they still reaping the rewards now? How so?
3. Being attractive
I mean the case study needs