11 June 2019

A Call to Action That Works: Get Results from Your SaaS Case Study

You’re missing opportunities if you don’t have a call to action in your case study

If you’ve written a solid case study and the reader has read through to the end, you can bet they’re interested in learning more. Tell the reader what to do next by including an obvious call to action.

Different approaches will work in different scenarios, but some general tips apply in virtually all cases.

First, use specific language that speaks directly to your prospective customers. A “Contact us!” button may not be enough, but “Let’s talk about how our marketing service can help you attract new customers” might.

Next, after you’ve chosen your words carefully, make them pop off the page with smart design. Use colour and large text and make it crystal clear what the reader should do next.

A simple and effective approach for your call to action

simple call to action example

If your main goal is to convince readers to start a free trial, that type of call to action at the end of your case study might do the trick.

You may want to have more than one CTA

Depending on what you are pitching, you might take a broader approach. Do you offer a free consultation? A free trial? Free ebooks or resources? Do you have a customer service rep a prospective customer can immediately talk to?

Any of these specific offers will likely entice a prospect to get in touch. Giving options will increase your chances of appealing to your target audience, no matter where they are in the buying process.

Example with 3 options

This example has 3 distinct choices for customers when they reach the end of the case study:

call to action example with 3 choices

Multiple calls to action

Here’s another way of including multiple calls to action:

call to action example with multiple options

Remember that not all potential customers have the same approach. Some might want to speak to a live customer service rep before committing to a service; others are happy to try a service for themselves.  

Consider a call to action at the top of your case study

Don’t limit yourself to a call to action at the end of a case study. You can put one at the top, too. This company put a call to action directly below the headline and subhead, and I think it works:

call to action option at the top of the case study

It’s important that the call to action is obvious and clear. In general, it should be the only thing at the bottom of the case study, a natural end to the story you’re telling. Don’t overwhelm or distract your readers. You want a new customer. Focus on getting one.

Next step?

Now that you know how to write a case study call to action that gets results, it’s time to think about the visual appeal of your case study. Find out how to add multimedia to your case studies to ratchet up your prospects’ interest.

This is the eighth post in an 11-part series on how to write B2B SaaS case studies your prospects will want to read.

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Emily Amos
Emily Amos

As the founder of Uplift Content, Emily leads teams in creating done-for-you case studies, ebooks and white papers for high-growth SaaS companies. Check out her bio.

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