Showcase customer transformations with specific results, clear processes, and buyer pain points that prospects recognise and relate to in themselves.
Most case studies are boring. They list what you did without explaining why it mattered or how you did it. Prospects skim them and learn nothing. Strong case studies tell a story: here's the problem, here's why it was hard, here's how we solved it, here's what changed. The best case studies make prospects think "that's exactly my situation." They see themselves in the customer's pain, understand your methodology, and trust that you can deliver similar results. This chapter shows you how to write case studies that sell by focusing on transformation, not features.
Most B2B websites confuse visitors instead of guiding them. Clear structure helps buyers self-educate, compare solutions, and decide to engage. Build pages that answer questions, establish credibility, and make taking the next step obvious.
See playbook
Webflow builds custom websites visually without code, offering designer control, CMS capabilities, and hosting for professional web projects.
Collaborative design for interfaces and assets excellent for landing pages, ads, and prototypes when marketing and design need alignment.
Hotjar captures user behaviour through heatmaps, session recordings, and feedback polls to understand how visitors use your website.
Microsoft Clarity provides free session recordings, heatmaps, and user behaviour analytics without traffic limits or time restrictions.
Unbounce creates landing pages with drag-and-drop building, A/B testing, and dynamic text replacement optimised for paid advertising conversion.
Instapage builds post-click landing pages with A/B testing, personalisation, and collaboration features for paid advertising campaigns.
Leadpages builds landing pages, pop-ups, and alert bars quickly with templates and basic A/B testing for lead generation campaigns.
Squarespace builds complete websites with beautiful templates, hosting, and e-commerce features for creators, small businesses, and portfolios.
Display evidence that others trust and use your solution to overcome scepticism and reassure prospects they're making a safe choice by buying.
Collect specific customer quotes about results achieved to provide social proof that overcomes scepticism more effectively than marketing claims buyers discount.
Identify specific problems customers experience to position solutions around relieving frustrations they're motivated to solve rather than nice-to-have features.
Articulate the specific outcome customers get from your solution to communicate why they should choose you over doing nothing or using alternatives.
