A case study headline is not clickbait
You’re not luring potential customers to your page with cute, provocative or sensational claims. You’re doing with a case study headline 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 headline still has to grab the reader’s attention and draw them into reading the entire case study. Do this by providing the right information. Be results-oriented.
Make sure your case study headline 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 headline 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 stat to put in the case study headline, describe a specific result. Show off! Make an impression.
Simple and straightforward case study headline
Here are 2 examples of simple, straightforward and effective case study headlines:
In both cases, the case study headline includes all 3 elements—the name of the customer, the service used and the key result backed by statistics—with no wasted words.
Sometimes, a good headline-subhead combo is the way to go:
The case study headline tells you what happened—increased revenue and attendance—at what event. The subhead lays out the details of how exactly the main benefits were achieved. Effectiveness could be boosted by using hard numbers in the headline.
Don’t do this
Of course, not everyone gets it right. Take a look at this landing page headline:
The headline is essentially the customer name—that’s not enough information to grab a reader.
Do this instead
The headline does, however, link to a PDF with another, much improved, headline:
Even that could be improved by using a specific benefit or result in place of the vague phrase “new heights.”
If your headline doesn’t work, you’ll lose your readers (and potential customers). Take time to craft a headline with both impact and key information, though, and you’ll be well on the way to a successful conversion.
What are your favorite case study headlines?
Leave a comment with some “best” and “worst” case study headlines you’ve seen.
Now that you know how to write a strong and compelling headline, it’s time to write the executive summary for your case study, a crucial section where every word counts.
This is the third post in an 11-part series on how to write a B2B SaaS case study.