Telling the story of impact you’ve made for your customers

Who needs to do this? 

• Any type of service based business (including SAAS) 

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Different Formats and Who They’re For 

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Case Studies 

• For B2B services focused on a return on investment 
• Structuresome text
  • Challengesome text
    • What was the client’s problem?  
    • Give an example: 
  • Solutionsome text
    • What did you do to address it? 
    • Give an example: 
  • Resultsome text
    • What was the KPI that you increased? 
    • Give an example: 
  • Mediasome text
    • Screenshots, videos, testimonials
• While this is the logical structure from a story-telling perspective, we actually do it in reverse order on your website. 

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Project Overviews 

• This is good for B2C services (house painting, home renovation, etc.) 
• Describe the process of delivering the services and each phase of the project

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Before/Afters

• This is good for any kind of aesthetic transformation (house painting, weight loss services, teeth whitening, etc.) 
• Tips for photography be able to use the before/after shots in a slider from the same position

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Non Profit Impact Analysis

• For NPOs 

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Showcasing The Impact You’ve Made 

For service-based business and nonprofit organizations, effectively communicating the positive impact you’ve had is crucial. 

By sharing these stories, you not only illustrate your value proposition but also build trust and credibility with potential clients. 

Here’s how different types of businesses can tell their impact stories using formats tailored to their audience’s needs.

Who Needs to Do This?

• Service Based Businesses 
• SAAS Companies
• Non Profits 
• Some B2B product-based businesses (like medical device companies, large manufacturers, etc.) although the approach for these will probably need to be more nuanced than I can cover in this guide.

What about B2C products? 

For these - it’s probably best to just stick with testimonials - here’s a guide on how to get those (link)

Different Formats and Who They’re For

Case Studies

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Case studies are great for demonstrating Return on Investment and are typically used to sell B2B SAAS or Services. 

Structure:

• Challenge: Start by detailing the client's specific problem. For example, a company might have been struggling with low conversion rates on their e-commerce platform.
• Solution: Explain what your service did to address this issue. You might describe how your SAAS product simplified the checkout process.
• Result: Highlight the key performance indicator (KPI) that you helped improve, such as increasing the client's conversion rate by 20% within three months.
• Media: Incorporate screenshots, videos, and testimonials to substantiate your story.

While the narrative logically flows from challenge to solution to result, it’s often best to present these elements in reverse order on your website to immediately capture interest with impactful results.

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Project Overviews

This is great for B2C services like roofing, technology repair services, and more. 

Description: These overviews should walk potential clients through the process of how your services are delivered. Detail each phase of the project from planning and preparation to the execution and final touches. This not only sets realistic expectations but also showcases your attention to detail and commitment to quality

Pair these with testimonials for extra impact! 

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Before/After Showcases

This is best for services involving aesthetic transformations, such as house painting, weight loss programs, or cosmetic dentistry

Try to take the before and after photos in a consistent stye. If possible, you should maintain similar: 

• Distance from subject
• Lighting 
• Viewing angle of subject
• Size of the frame

The idea is, you want everything to be held constant aside from the work that you performed, so that the work you completed is super visible.  

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Nonprofit Impact Analysis

For nonprofits, the focus should be on quantifying the impact of your initiatives. Describe the specific challenges faced by the community or environment you serve, the actions your organization has taken, and the outcomes of these efforts. Use data and narratives to paint a vivid picture of how contributions from donors have led to significant changes.

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