dianedipiero.com Blog

Are words really all that important when it comes to websites? Isn’t the look what matters? Certainly, that’s a big part of the whole package. But words do have meaning on websites, because people want to know what it is you do (or offer) and why they should come to you as opposed to another small business owner.

Website content must be engaging, sharp and convincing. The next several posts on this blog will offer sound advice on creating the best possible content on your business website.

PART ONE: BEGIN TO MAKE YOUR CASE WITH CASE STUDIES

The natural inclination would be to start the content for your site with your company’s home page. Before you do a lick of writing, though, you should ask yourself a few very basic but very important questions:

1.) What should people know about this business?
2.) What makes it special?
3.) How can I show them (not just tell them) that it’s special?

You know what you do and why you do it so well. But potential customers want to hear the experiences of existing customers to understand exactly how you have helped others. For this reason, case studies are quite possibly the most important element of your website content. That’s why you should consider writing case studies first, before anything else.

Case studies not only help potential customers, they also are invaluable to the small business owner. Seeing your work through your customers–how they perceive your capabilities, your actions and your interactions–allows you to understand what you mean to them and what you can mean to others.

ONE PROFESSIONAL’S PRAISE FOR CASE STUDIES
Andy Birol, owner of Birol Growth Consulting, is a big believer in case studies. “Case studies serve three wonderful purposes. First, they represent your work through the voice of the client,” he says. They can also lead to media interest or industry-related articles. Finally, Birol says, case studies illustrate “what you do and how you do it.”

A well-written case study, Birol adds, can be beneficial to your business, your clients and your prospects.

Birol frequently adds new case studies to his website, www.andybirol.com. In this way, he highlights a variety of individual client needs as well as his company’s customized solutions. Prospective clients can see that Birol’s approach to each project is tailored to specific company interests.

Case studies are different from testimonials, which are brief quotes from clients offering praise for a company’s assistance. Case studies are much more involved, because they describe the particular client, the client’s need, the solution offered by the company and the (positive) results. While a case study may start out with a problem, it always offers a resolution, which results in a “happy ending.”

CREATING CASE STUDIES
How can you get started with case studies for your site? Contact previous or existing customers and ask if they’d be willing to talk about how working with you solved a particular need. You or a professional writer can then interview the client. Be sure to ask these questions:

1.) What specific need was your company seeking to address?
2.) Why did you enlist the help of a professional in this area?
3.) Why did you choose this particular company?
4.) How did you and the company work toward creating solutions?
5.) What were the end results of the project?

More questions will certainly come up as you delve into the story, but these are the basics. Based on the information you receive, you can create an article of 500-600 words that is both enjoyable and informative. For a good example of a case study, go to www.andybirol.com/DisplayContent.aspx?MenuID=738.

Even if you only have one or two existing clients, case studies can be an effective tool in building your client base.

Once you see your business through a client’s eyes, you can then have a clearer idea of what you bring to the table. And that will help you to build the rest of the content on your website.

NEXT TIME: “About Us” Do’s and Don’ts