As a roofing contractor, one of the most important marketing tools you can have in your pocket is a strong collection of case studies. Over our many years of working with roofers across the country, the Summa Media team has seen the many ways case studies can help roofing businesses grow.
Not only do case studies help leads visualize the way a contractor might be able to provide a solution for their problems, when structured correctly they also help to boost your digital footprint and search rankings.
Today, the team at Summa Media is going to walk you through what exactly a case study is, discuss their purpose on your website, and share a few tips to help you craft your first one. Keep reading below for the inside scoop on case studies.
What is a Case Study?
Simply put, a case study is a marketing tool in which a business tells a story that is relevant to their industry. The story should explore a situation or problem that the business helped solve. They should include real life examples from previous work to help the reader better identify with the story. Case studies should also provide data, facts, and selling points that show why a prospect should choose your company over another.
As a roofer, examples of a case study may include:
- A particularly challenging job you had to complete
- A project that was completed significantly ahead of schedule or under budget
- A deal that was very competitive for you to win
What is the Purpose of a Case Study?
There are numerous reasons why your roofing company should include case studies in your marketing strategy. One of the main reasons is that case studies of course paint a clear picture of your services in the real world and what the customer experience would be if they reader choose your business for their project.
However, the most compelling reason for you to use case studies is for SEO purposes. Posting well-crafted, updated, regular case studies that are written using relevant keywords that are then shared across your social media platforms is a great way to boost your search ranking and get noticed by leads.
Tips for Writing a Strong Case Study
- Write About Your Target Customers
As a roofer, you must focus the majority of your case studies on your target customers. That means if your target customers are upscale homeowners, your case studies should focus on upscale homes not lower end homes. If your target customers are commercial clientele, focus on commercial properties rather than the one-off residences you may sometimes work on.
If your target customers are across both residential and commercial fields, that is okay too! Be sure to include the appropriate ratio of case studies dependent on your goals.
- Use Relevant Keywords
Using relevant keywords is imperative to ensuring that your case study shows up in search results and helps direct leads to your business. Work with an SEO professional to determine what keywords you should focus on both on your website and in your blog posts. Then work these relevant keywords into your case studies to ensure that they show up in appropriate searches.
- Focus on Readability
To ensure that your case study is actually read, you need to focus on readability. Just like any other blog posts you write, you need to use good content formatting. Break the post up into different sections using headers, include numerical or bulleted lists throughout, and be sure to bold or italicize words where appropriate.
- Remember a Picture is Worth 1,000 Words
The saying that a picture is worth 1,000 words is absolutely true. It has been proven through various studies that blogs and articles including pictures outperform those that do not. They help to break up the text in the reader’s mind and also give them a visual of what you are explaining.
- Include Real Facts and Figures
Your case study absolutely must include hard data, facts, and figures. Lead’s care about the exact dollar value you saved another client. They want to know how many days early you finished the project. These numbers give them an idea how exactly you might be able to help them. They also help to make your case study more believable and build trust in your roofing business.
If this article about case studies gave you the itch to include case studies on your website, but you’re not sure where you’ll find the time to craft them, the Summa Media team is here to help! Give us a call today to learn more about our services today.