For many companies, the most easily overlooked part of their official website—yet the one that can most affect closing a deal—is customer cases. Before deciding to work together, customers instinctively look for a reference: has a company similar to mine already used it, and used it well? A case library is meant to answer exactly that question.
Start with the selection criteria
The value of a case is not in its quantity, but in whether it lets target customers see themselves in it. When selecting, you can look at three points.
- Authentic: A vague “efficiency improved significantly” is not persuasive. What really works are verifiable details—what scenario, what was done, how long the cycle was, and what the result was. With customer authorization, stating the company type and scenario will make the credibility noticeably different.
- Relevant: Categorize cases by industry, size, and pain point so visitors can quickly find the category closest to their own. For buyers, successful experience in the same industry and of the same size has the most reference value.
- Compelling: Beyond data, adding the actual words of the people involved is often more moving than the company’s own description. Clearly explaining the struggles before the transformation and the changes after it makes it easier for people to relate than simply listing metrics.
How to collect the materials
Many companies get stuck at the step of “the customer is unwilling to cooperate,” and the problem often lies in how they ask questions. Asking open-endedly, “Talk about your experience using it,” mostly yields polite formalities; only structured follow-up questions can draw out real information. You can start with three questions: Before the transformation, which part gave you the biggest headache; why did you choose us at the time; after implementation, which change surprised you the most.
After you get the materials, organize them using a “problem—approach—result” structure rather than writing them as a technical document. With a struggle, a response, and a change, it reads like an experience.
Where to place them on the page
Cases do not have to be concentrated on a single page; they can be woven into each point of the customer’s decision process: put a few of the most representative ones on the homepage to create a first impression; on product pages, address the questions most commonly asked by similar customers to resolve concerns; on pages involving pricing, include an explanation that clearly calculates the input-output ratio to help customers judge whether it is worth it.
A few common pitfalls
First, seeking only quantity and piling up many generic cases actually dilutes persuasiveness. Second, telling only the results and avoiding the process makes it seem untrustworthy; appropriately explaining the problems encountered and how they were solved actually feels more real. Third, treating cases as a one-time project and not updating them after publication means outdated data and information will have the opposite effect. A case library needs regular review to see which content is viewed and cited more, then decide in which direction to add more.
Ultimately, cases pass on the trust that has already been built to those who are still hesitating. Do this well and solidly, and conversions will naturally improve along with it.