A local web development company needed web copy to help them target their audience and communicate with them effectively. We agreed I would rewrite their current case studies and provide bi-weekly blogs.
After researching case studies both in and out of the web development industry, I decided upon a thorough, well-organized format that highlighted the customer, my client’s relationship with the customer, and my client’s values while.
Case studies are typically written for peers in the industry. Because of a local clientele, I wanted these case studies to effectively communicate with potential clients as well as present clients.
Case studies are typically targeted at industry peers to share best practices, tips, etc. With the client in mind, however, these case studies served the following additional purposes:
- Potential clients looking for DIY information would see the thoroughness and value in professional services.
- Present/past clients’ relationships with the web developer would be friendlier, increasing the likelihood of repeat business.
- Case studies featured the client’s company and values and, therefore, became an item they would want to share on social media.
- Narrative sets expectations for clients.
General structure aligns with standard case study format:
- Context- Introduce client, business, people, problem. Focuses on human factor, need for professionals.
- Strategies- Highlight web developer’s preparation through research, experience, creative solutions, and customization.
- Challenges- Expose issues and solutions.
- Outcome- Focus on the end product (ease of use, attractiveness, web stats), use numbers and hard data where possible, discuss follow-up/maintenance/re-configuring due to changing needs.
I chose a narrative style beginning with background of the company and the problem. Third person, but first names.
Word Count Target- 750-1500 words. Though one of the websites they developed was incredible, and I could easily delineate, so I created two case studies.
White hat SEO content allows web searches to find the case study and/or company. A creative title piques the interest of the reader.
The web development company has a solid brand, but their website needed the copy to align. Every case study was written with the following brand in mind:
- real people
- who love what they do
- are great at what they do
- have an incredible amount of experience
- want to see people succeed
- help people to succeed
- are a bit quirky/stylish
- ruggedly handsome and charming
First, I read the existing copy to determine their intended focus. I analyze the product and prepare questions. In many cases I research the client’s industry as well as relevant topics in web development. Then I meet with the web developers for more information and to secure focus.
I love this job. I get a lot of freedom to write for an excellent company.Case Study Example