When it comes to the world of websites, most business owners know that they need to display some type of client reviews or testimonials so that potential clients can see who says so besides them.

Often, that looks like your classic testimonial scroll that features a photo and a quote that gives insight to the experience that someone had when working with you.

Other times, you might see raw screenshots from Instagram DM’s, Slack messages, or email to give a different perspective to your classic testimonial.

Overall, there are LOTS of ways that you can display reviews on your website as a creative business owner, but there’s a common theme that I see among people when reviewing websites and working with clients…

And that is that most people only opt for one type of review throughout their entire site.

Most often, I see that people either choose the classic testimonial like described above or a portfolio display, especially if they’re a service provider, such as photographers.

While this isn’t necessarily a make-or-break moment, it can be a missed opportunity for you when it comes to booking new clients.

In this blog post, I explain why expanding your reviews into CASE STUDIES can be so impactful for your business and HOW to implement them with ease.

The Difference Between Case Studies, Testimonials, and Your Portfolio

Before I dig into the power of case studies on your website, let’s quickly go over the differences between the most common types of reviews that I see being used on websites: case studies, testimonials, and portfolios.

1) Case Studies

A case study on a website is typically a much more detailed analysis of a specific project.

It provides an in-depth documentation of a particular situation, showcasing various parts of the process that the service provider walked the client through in order to reach X result. 

For example, a copywriter like myself could use case studies to showcase different websites they’ve written words for, similar to how I’ve done here.

In my case studies, I love to specifically highlight the client goals, their brand voice, write a brief synopsis of our time working together, and then end with a testimonial in their words.

This gives you greater insight into the specific project, opposed to just a quick client quote.

2) Classic Testimonials

I briefly described your classic testimonials above, but essentially these are written words from a satisfied client or customer, expressing their positive experience of working with you.

One of the best ways to think about testimonials is that they’re sort of like endorsements from other people saying, “hey! I’d totally recommend this person and here’s why.”

Testimonials are commonly used on business websites to build credibility, trust, and provide social proof to potential customers.

The reason testimonials and social proof matters so much is because as humans, we often naturally trust other people’s words when it comes to buying something. It’s kind of like how you scour the Amazon reviews before buying that cute matching set your favorite influencer posted. 

You want to know what other people have to say besides her!

3) Portfolio

Lastly, a portfolio on a website is a collection of work, projects, or achievements that showcase your skills, expertise, and capabilities.

It serves as a visual representation of the best and most relevant examples of your work and these are often used by service providers, such as photographers, copywriters, website  designers, and other creatives who have a tangible thing to show for their work.

But this is where I start to see people go wrong…

They often think that their portfolio will do the talking for them! And while it’s true that people DO want to see your work in action, that doesn’t mean that your portfolio is enough.

I share more of my tangent on this in this blog post!

With all three of these in mind, I want to dig into the one that I see most business owners and service providers overlooking… and that is CASE STUDIES!

The Purpose and Power of Case Studies On Your Website

You might be wondering… “Sara – if I already have testimonials on my site AND I have a portfolio, why do I need to implement case studies?”

The short answer is this: when done correctly, case studies include storytelling and storytelling brings emotion.

And I know… storytelling has become such a buzzword in the marketing world and it might make you want to eye roll.

But hear me out: 95% of purchasing decisions are based on emotions, which means that your audience honestly doesn’t even initially care about what’s included with your service. 

It’s easy for us as business owners to harp on the FEATURES of our offers, such as the Voxer access or the portal filled with modules, when really our audience just wants to know what those things mean for them and how the offer overall can improve their life.

When you speak to their emotions FIRST, they will then start to justify their decision based on logic. 

And one of the best ways to connect with someone’s emotions? THROUGH CASE STUDIES!

I would never tell you to ditch the portfolio or classic testimonials on your site, but what I WILL tell you is to consider implementing a little bit of it all. 

Instead of only loading large galleries with beautiful, fully-edited photos, think about how you can tell a story with those photos as well. 

For example, if you want to feature a client’s engagement session on your website, you *could* just load the photos into a grid, include their names, and a small blurb about how much fun the session was.

Or you could take your audience through an experience by telling the story of the couple.

Where did they first meet? How long did they date before getting engaged? Were they high school sweethearts? Where did they get engaged? What was the weather like? Was there anyone else in attendance for the engagement?

THESE are the details that people want to know. 

If a picture is worth 1,000 words, it’s time you put words to the amazing photos that you capture! 📸

Two Ways To Easily Add Case Studies To Your Website

I know what you might be thinking… “great, this is just another thing I have to add to my to-do list.”

And trust me, I get it! We’re constantly being fed new, new, new in the world of marketing and it can become SO exhausting and overwhelming.

But I’m not here to make your job harder. My hope is to simply make what you’re already doing a little more effective!

So, with that in mind, there are two easy ways that you can add case studies to your website starting as soon as today:

1) Blogs

If you’re already blogging in your business, you can easily add a “Case Study” category to your blog and start infusing case studies throughout your blog content. 

This can provide a fresh change from your typical “how to” style blog content and give your audience a new perspective into what it’s like to work with you.

My girls at the Duo Collective actually did this very thing with my branding experience with them – we recorded a podcast all about it and then they created a blog version of it as well!

2) Portfolio

If you already have a portfolio page on your website, it’s super easy to simply add to what you’re already doing!

For example, if you’re a photographer and you’re already loading galleries of images to your website to showcase your work, take that a step further by adding some storytelling to each one. 

If you’re a service provider in a different industry like me, consider adding something like this to your menu tab, so that your audience and potential clients can easily browse your past work!

Ways We Can Work Together

Overall, I fully believe that making some simple changes like this to your website can really make your business stand out among the rest in your industry and impact how you gain clients in a huge way!

If you’re looking for more support for leveling up your website copy as a whole, there’s a few ways we can work together to start marketing your magic. ✨

• Copywriter on Call – for the creative biz owner who wants custom website copy…fast!

What You Get:

✔️ 1:1 kickoff call, where we talk strategy and define your project to-do list

✔️ 6 hours of done-for-you writing, spread out over the course of one week, with two speedy rounds of revisions to ensure we get it right

✔️ Custom website copy, delivered in Google Docs or implemented on your website

After our strategy session wraps up, I ride off into the proverbial sunset (or, as copywriters often do), into my Airpods-muffled world to do what I do best: write.

During this time, you get to hang out in your zone of genius or serve your people. In other words, you do you, friend. I’ve got this!

At the end of your project, I’ll send over all of your deliverables or place your copy on your website, and thank you kindly for trusting me with your brand and your business!

• Storysale – a 3-month group coaching program for creatives to market their magic 

Inside Storysale, you’ll receive:

✔️ Weekly, 60-minute group coaching Zoom calls with me

✔️ At least 2, 60-minute guest coaching Zoom calls with guest experts

✔️ Weekly 1:1 Voxer access to ask any questions you have about marketing your services, creating offers that your clients will love, brand messaging, and more

✔️ 1:1 Intensives – every month of our program, students will schedule 1:1 intensives with me to put your website copy, SEO page titles, and email copy to work for YOUR business and your ideal client

• The Content Huddle – a writing membership and community that combines practical, proven copywriting swipe files with expert-level support 

Inside the Content Huddle, you’ll receive:

✔️ Swipe File Templates for Your Biz

✔️ Group Office Hours and Mini Trainings 

✔️ Guest Expert Calls

✔️ 1:1 Voxer Support with Sara + Day of Voxer Coaching (One Session Per Year)

✔️ Access to Sara’s Resource Vault

Click here to connect, and let’s work together to create your very own word-magic in your business.