The language of case studies

If you are a tradesman or home improvement company, good quality photographs of your work are your most vital marketing tool. However, a case study will be much more effective if you get the language right. Not only can the right language turn a possible customer into your next customer, it can help to boost the search engine optimisation (SEO) score of your website. 

The following are selection of pointers to keep in mind when you are writing the text to go alongside your digital portfolio.

Get the facts right

Make sure you include the facts of the home improvement job correctly and consistently. You don’t want to be caught out by telling a potential customer about a job, only for them to find different information on your digital portfolio.

Give it a good headline

Headlines are important for your case studies, both to grab a potential customer’s attention and for your SEO score. Use keywords in the title, as well as emotive words that a reader might find interesting.

Put the most interesting facts first

If a case study stands out because of your excellent attentional to detail, put that in the first paragraph. Online readers have a really short attention span and might not get to the end of the text. Help them out by telling them what they want to hear first.

Use direct speech

This more or less means write how you speak. Don’t worry about constructing complex sentences; you aren’t after a literature prize. Write clearly and accurately, in short sentences. Consider using bullet points to give the facts clearly.

Break it up

Paragraphs breaks and correct punctuation will make your case studies easier to read. This will also improve your SEO score, as search engines value content that is structured well.

Proofread the finished product

Or, even better, get a friend to read it over. Spelling and grammar mistakes can really put people off.

Find our more about case studies and why they are important here.

Or find out more about the Bafter platform and start producing your own case studies.