Regardless of the direction of your business, the structure of the cases will be more or less the same:
Client: Who did you work with, what kind of people are they, what do they do?
Problem: what task did the client come with, what were the difficulties, what needed to be done, what result was expected.
Solution: which team worked on the project, what and how they did it, what difficulties arose in the process, how they were solved.
Result: what worked, what didn’t work,
what benefit was brought to the client, feedback.
A good conclusion to a case is a whatsapp data call to action. Like, let us do something just as great for you, contact us. We have created a template call on the site that is automatically added to the end of each case.
There is no need to make huge descriptions on a whole page. The client and tasks can be described in a couple of paragraphs – this is an important, but not the most interesting part of the case
If the client has previously contacted other companies and they were unable to help, be sure to write about it. Such a detail will perfectly demonstrate the complexity of the project. But try not to impose your assessment of the situation on the reader – let him draw his own conclusion.
We impose our opinion As if hinting
This is a very complex case. The client contacted 5 other agencies and no one could help
We had a lot of work ahead of us. We had to create a 150-page website, design 10 product landing pages and release a mobile app.
In our cases, we write a brief summary at the beginning – what we did, what results we got. This way, the reader immediately understands whether this case is interesting to him or whether it is better to read another one. And then there is a standard scheme: problem → solution → result.
The format of the narrative can be anything: a simple listing of facts, a step-by-step process, storytelling. It all depends on the audience and your ability to tell a story.
For example, for the recruiting agency Intella we wrote short stories that took a couple of minutes to read.
Who we were looking for, what was the difficulty, how we decided, where we ended up finding it – everything briefly and concisely
→ More information about our work with Intel
And this is how the cases are designed on the website of “Kvartirny Vopros” . The project has several sections: general information, sketches and planning, floor, ceiling, lighting, and so on. Each section contains detailed information about the progress of the work, many photographs and explanations.
A great example of a case that can inspire construction and design companies.
Don’t neglect details – they show customer complaints: top 7 common complaints your approach to work. Tell how you discussed the solution to the problem, what options there were, why you chose this one, and so on.
If your topic allows, be sure to illustrate the case. If you are building a house, show a scan of the plan, photos of the process, purchased materials. Make sure the reader has the feeling that he has actually visited the construction site.
If you have a digital product, you don’t need to show photos of programmers and designers sitting in front of a monitor. Publish screenshots, layouts, tables, etc. For example, in the case about the social networks of “Big Bird,” we show a table with a content plan, graphs of reach growth, and many examples of posts. You don’t even need to read the text — you can just look at the pictures and already understand what we did there.
We show a piece of the content plan and screenshots of posts
– the reader does not need to go to the ba leads community to see examples
If many employees worked on the project, ask them to comment on certain stages. Add these comments to the text – this way the case will be more lively and rich. You can ask the other side – the client – for comments. Let them tell you what they liked about the collaboration.
Another example of a case that we designed. Small comments from the team and the customer are scattered throughout the material. In this screenshot, the client shares his impressions and reports an unobvious result
Show the result
There are no cases without results. Before you start writing a case, clearly decide what result you will lead the narrative to.
If you made a website, built a house or taught people, it’s easy to talk about the result. Here’s a website, here’s a house, here are happy newly-minted specialists – you can look at it and touch it with your hands.
But what if the project is not finished yet and does not plan to end? For example, you are outsourcing your accounting. Or you have been promoting your business on the Internet for six months and do not plan to stop.
In this case, you need to record some measurable result that you have achieved. For example:
Replaced an entire department and allowed the client to save 100 thousand per month
Reduced the number of negative comments by 3 times
And then say that you continue to work on the project. The very fact of continuing cooperation will show the reader that the client is satisfied with your work. You can briefly outline plans for the future or promise to update the material after some time.
Try to illustrate the results. Reports from the advertising account, screenshots of the new site, photos from the site – this will increase the credibility of your words.
Example: in the case about running a corporate blog, we show a graph of traffic growth to the site. This is a useful result for business.
