Why Case Studies Attract Customers Like Busy Restaurants

How many times have you been out for dinner and passed by half a dozen empty restaurants in favor of a busy one?

In this article, learn why a website without case studies is like an empty restaurant in need of patrons.

I was hungry and didn’t feel much like cooking.
So I drove down to the beach and passed by a cozy but empty Italian cafe, and instead chose a crowded Mexican restaurant where I’ve never had a good meal.

Why would I do that? Why is it busy restaurants attract more diners than empty ones? For the same three reasons that websites with case studies attract more clients than those that don’t.

Let’s look at the three reasons your prospects and clients want and need to see case studies on your website. The first involves risk.

Risk is always the reason a client hesitates.
Very rarely is it price that turns them off. After all, they want to do business with you. They’re not looking for perfection, they’re looking for a reason to go forward.

The reason I passed the Italian restaurant was my perceived risk. Risk sparked some questions: Why isn’t anyone eating here? It’s dinner time, why is this place empty? Is there something I don’t know?

When you host case studies on your site, it gives your visitor confidence that you’re not an empty restaurant. They can see that you’ve done for others what they’d like you to do for them.

The second reason to host case studies is that they provide proof of your ability to affect successful solutions. Customers need solutions, but all they think about are problems. A problem-oriented case study is the proof they’re looking for. Without valid proof, you’re no more credible than the next site without a case study.

I’d heard nothing about this little Italian cafe around town (Aptos is a sleepy little coastal town about 80 miles south of San Francisco). I had to wonder why? Without any recommendation, I didn’t take a chance.

Your customers are like that. They need reassurance that you’ll do what you promise.

Finally, your site needs case studies because of their independent nature.
If the Italian restaurant had a dining review posted in their front window, perhaps that would have made my dining choice a bit easier. Without that independent recommendation, I was unsure about what I might obtain in terms of a quality dinner.

There’s nothing like an independent opinion to back up what you say about your business. That’s why restaurants love food critics and their resulting reviews (provided they’re favorable).

A restaurant review informs the public that the food, service, ambiance, and all the rest of the elements needed for a pleasurable dining experience can be found in the establishment. Hosting case studies on your website is much the same. The next time your web visitors drop by, make sure you don’t look like am empty restaurant.

After all, a crowded cafe is warm and inviting.

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