Why Your B2B Site Needs Case Studies

Your website is one of the most important resources and sales tools in your arsenal. It’s where your clients will go to interact with your company, where you’ll generate leads and, most importantly, how you’ll close a deal. You’ll need to provide ample content to convey not just your mission, goals and opportunities, but also to help your potential clients fully understand what you can do for them.

Focusing on B2B is a completely different game. Many brands, managers and administrators know the marketing tricks and buzzwords you can and will spew. They know how to spot a load of hogwash, and they know when and where a potential sale benefits only the seller.

Your goal is not to convince them, like you do with regular customers, but show them value in your goods and services. There’s no better way to convey value and worth than by sharing past or present case studies.

How have your clients taken advantage of your services and benefits in the past? What did you help them achieve? What can you help new clients do? These are all questions that can be answered through case studies and usage examples.

The short and skinny is that you need — yes, need — case studies to portray value and worth to your clientele. Without them, they would never believe your products and services work. Worse yet, they’ll have no idea whether or not they can trust your word. Through testimonials and customer experiences, especially of like-minded businesses and administrators, your clients will know exactly what they’re going to get and how that will affect their bottom line.

1. Convey Quality and Value

You can tell other brand managers and companies all day that your products and services are the best bang for their buck, but guess what? No one is going to believe you without a little proof.

Your case studies and customer experiences will offer that proof to interested parties. More importantly, potential clients can see that your customers really exist, and that real-life success stories are possible with your products and services. They want proven success, and frankly, customer examples are the best way to show them.

While the company is not B2B-centric, Uber does an amazing job of conveying value on their portal and site. Rather than display customer testimonials and firsthand experiences, Uber delivers resources to people interested in catching a ride through their service. They convey openly what customers can expect, and offer ideas of some good uses for the Uber app.

2. Why Do They Need You?

Proving value is one thing, but convincing someone they need you is another story entirely. It’s easy to look at a product or service and see truly how valuable it is, but that doesn’t mean you necessarily need it. Case studies and customer stories allow others to see how, what and why they would subscribe to what you’re offering.

Index does a great job of conveying their usefulness to potential customers. Their company deals with security and offering trustworthy point-of-sale systems for retailers. Just one look at their Fairway Market page delivers the message about why you need Index.

3. Spell It Out for Them

Take a look at how Unbounce offers case studies and examples of their work for interested agencies. Right off the bat, you can see they’re not playing around, and that customers have seen real success with their platform. There are even quite a few glowing customer testimonials that reveal existing customers and clients with the company, offering a great look at their current portfolio.

What really catches the eye of your clients, however, is when you spell out everything you can offer them in quick, concise detail. Throughout Unbounce’s testimonials page, you’ll notice this theme. They tell you exactly how many data centers are available, how much service time they have on record and even how many coaches are on the team.

But you can also see at a glance that the company offers live support through phone, email and chat systems. Don’t make potential clients guess what’s in the box. This isn’t a grab bag. Tell them immediately and as straightforwardly as you can.

4. Get Your Name out There

Unless you’re a major, well-known provider, most potential clients have never heard of your brand, and don’t have a clue what you can do. Case studies waylay any concerns by telling them what you offer, and also by sharing your most impressive achievements. One of the biggest reasons to share customer experiences and case studies is to help get your name circulating.

Here’s where it’s perfectly OK to brag about what you’ve accomplished. Slack, for example, isn’t shy to tell the world the team that put “robots on Mars” uses their platform, which is an impressive talking point. There’s no question whether or not their brand offers value, or whether you can succeed by using their service. You know NASA already has, so you can imagine what using Slack would do for your team.

5. Offer Exclusive Examples

Customer testimonials and stories are great, but they don’t always convey how you’re going to help someone specifically. A team or company may offer an exclusive service that doesn’t have parallels anywhere else in the world. How will people see the value in your products and services without a proper example?

Well, they won’t, but you can still give them an idea by customizing a preview of what they can expect. For ideas, look to Crazyegg, a website behavior and heatmapping service. There’s no playing around, no wasting time and no excess content to wade through. On their site, simply input the URL for your company or portal, and it spits out a heatmap — exactly what you can expect to get when paying for service through the company.

6. What Problems Can You Solve?

More often than not, a company or client is coming to you looking for the solution to a problem. Case studies are a great way to address these concerns, particularly by showing how you can solve anything they would encounter.

Bitly’s e-commerce case study does a great job of this by revealing how their multichannel tracking support makes the entire process more convenient for other B2B brands.


Make sure you always provide evidence of the issues you can help your customers solve. This is crucial to the success of your brand and services, especially if you want to make a name for yourself.


Lexie Lu is a freelance web designer and blogger. She keeps up with the latest web design news and always has coffee in close proximity. She writes on Design Roast and can be followed on Twitter @lexieludesigner.

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