It's free, continue with GoogleThe B2B case study page checklist
A case study is the page a buyer opens when they are nearly convinced. Most are written for the agency that did the work. This checklist writes it for the buyer.
What is inside
- Fourteen checks in four groups: the problem, the work, the result, and the next step.
- The proof a buyer actually looks for, and the claims that make them leave.
- A drafting prompt that turns your notes into a first draft and refuses to invent a result.
- What to do with a project that has no measurable result yet.
Who it is for
- Marketing managers who own a "case studies" page nobody has updated since the site launched.
- Agencies and consultancies whose work is their product.
- Anyone who has been asked to "write up the project" and given an afternoon.
What a buyer wants from this page
Three things, in order. Is this like my situation? What did they actually do? Can I believe the result? The page fails when it answers a fourth question the buyer did not ask, which is how good the agency felt about the work. Every check below is one of the three questions in a form you can tick. The result section is the strictest: a number without a source, a period and a comparison is a claim, and under Australian Consumer Law claims need a reasonable basis (see the ACCC guidance on false or misleading claims, cited in the one hour website check on this site).
Free, opens on this site
Get the checklist.
It opens on the next screen with the fourteen checks and the drafting prompt.
- Fourteen checks in four groups
- The proof rules for the result
- The drafting prompt
It opens on the next screen. Nothing to download, nothing to wait for.