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How to Showcase Customer Stories – in Context – on Your Web Site

Have you ever had a conversation with someone and said, "for example," and proceeded to offer an anecdote to illustrate your point?

That's what a customer case study should be - an example, a case in point to shed light on the topic of conversation.

Just as anecdotes don't stand alone in conversations, customer anecdotes shouldn't stand alone on your website.

Too often, you find them buried on vendor websites, under isolated headings like "Resources."

To get them into the "conversation" on your website, ensure customer stories and case studies are connected directly with talk of your products, services or solutions. Include links right on those capabilities pages, as your "for example."

This week, I came across a great execution of customer stories as "for example" pieces. EffectiveUI, a Denver-based user experience agency, connects customer examples directly with its capabilities copy.

From the following main page, users can take links to interactive environments where they can choose to look at various customer stories, such as "design work" or "development approaches."

 

Once you click on one of the hyperlinked phrases, you see an interactive environment specific to that link where you can choose a related customer story to view/read by clicking on the red, numbered circles or on story links at the bottom:

 

 

When you choose one of their client projects, a box pops up to highlight the story at a glance:

Here, EffectiveUI showcases the development work it provided for Adobe.

The company offers a dozen or more customer stories across its website, all provided within the context of their capabilities copy.

 

Consider, how can you better get your customer stories right in the "conversation" on your web site?

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More Stories By Casey Hibbard

Casey Hibbard is the founder and president of Compelling Cases, Inc. and author of "Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset." She has helped dozens of companies create and manage nearly 500 customer case studies and success stories over the past decade. Casey is featured in numerous books, articles, and teleclasses. She consults with organizations one-on-one and conducts online customer-story classes.