A case study title is not clickbait
Updated February 2022: You’re not luring potential customers to your case study with cute, provocative or sensational claims. You’re getting prospects and leads to the story with a case study title that is results-oriented.
Most times, case study readers are already on your website. They’re interested in how your solution has helped others and they’re evaluating if your solution is right for them.
All that said, your case study title still has to grab the reader’s attention and draw them into reading the entire case study. In fact, 80% of people will read a headline when they come across it, but only 20% will read the content that comes with it.
What does this mean for you? Your case study title needs to resonate. Do this by providing results-oriented information your audience cares about.
In this post, we’ll cover the 3 elements your case study titles need to include, as well as provide you with examples from a few leading B2B SaaS companies. This is the second post in a 9-part series on how to write a B2B case study.
Make sure your case study title includes these 3 elements
1. Name of the customer
Who is the case study about? An anonymous case study will not inspire trust in your organization—there are just too many fake or invented case studies out there. Use the customer’s name in the case study title or, if they’re not well-known, indicate what industry they’re in and make sure the business name is right at the top of the main write-up.
2. Product or service the customer used
Let readers know if the case study is relevant for them. Does the case study discuss a challenge they’re facing or a use case that is top of mind? Is this the service they’re looking for, too?
3. Main benefit or result
Use a hard number if possible. If you don’t have a killer metric to put in the title, describe a specific result. Show off! Make an impression.
Case study title needs to be simple and straightforward
Here are 2 examples of simple, straightforward and effective case study titles:
In both cases, the title includes all 3 elements—the name of the customer, the service used and the key result backed by statistics—with no wasted words.
Case study title-subhead combo
Sometimes, a good title-subhead combo is the way to go:
The case study title tells you what happened—fashion revolution. The subhead lays out the details of what main benefit was achieved and how. In this example, the subhead is stronger than the title because of the metric.
Don’t do this in your case study title
Of course, not everyone gets it right. Take a look at this title:
The title is essentially the customer name—that’s not enough information to grab a reader.
Do this with your case study title instead
The title does, however, link to a PDF with another, much improved, title:
Even that could be improved by using a specific benefit or result in place of the vague phrase “new heights.”
Make sure your case study title resonates
If your title doesn’t work, you’ll lose your readers (and potential customers). Take time to craft a title with both impact and key information, though, and you’ll be well on the way to a successful conversion.
Get further inspiration for your case studies by checking out our critique of 3 case study samples from GitLab, Sendoso and Front.
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