(4) Impactful Case Studies Turn Leads into Sales for Contractors.
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Corey Halstead
Owner, HALSTEAD.
Project case studies present a serious opportunity to let prospects take a deeper dive into your portfolio, to experience the dramatic transformation of successful projects as they unfold—from concept to completion. They’re an invaluable tool for conveying powerful narratives, not only about your most stunning work but about the distinctive nuances of your value proposition and brand.
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Informative, value-added case studies are composed of multiple elements that convey a sense of the premium artisan services you offer, your core values, and passion for your craft.
To be effective, it’s critical your case studies feature professionally written copy that explains the challenges, the solutions, the results, the features, and the products used.
Even with well-written copy, it’s the visual content that should tell the story—professional still photos and videos (drone, ground, and interview footage) that cover the whole project and all the finesse your brand promises.
Pick out details, and cut between panoramic views and close-ups of the vibrant colorful plantings, for instance, or the texture and detail on tile work. For another powerful closeup, show a happy client talking about their enthusiasm for your work. Testimonials help drive home the message and inspire trust from prospects on the fence.
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The Challenge
The amount of firms building amazing projects out in the field day in and day out but that do not have professional photos and videos of the finished product is nothing short of mind-boggling. There is no excuse worthy of leaving that lost opportunity on the table each year. The hard work—the painstakingly difficult blood, sweat, and tears that is poured into every project by your team, its marketing value does not live on without proper case studies. It’s literally your brand’s legacy.
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Getting It Done
Perhaps process is what holds some firms back. It’s natural to wonder, how do you get it done when there are so many other pressing things? The answer is including it in the budget each year, and choosing a partner that can execute without being constantly babysat. The right partner will project manage the entire process, start to finish—schedule the shoots, outline the content, produce, edit, deliver, and deploy across all your channels and paid campaigns.
Then, as your content library grows, they will also manage the process of producing remixed micro content to fuel a fresh brand.
