Case studies are some of the strongest proof you can put on a sales page.
But if you have several relevant case studies, what’s the best way to feature them on a sales page?
Should you give every case study equal space? Pick one and make people click through to find the rest? Or squeeze summaries of all of them onto the page?
Here’s what I recommend.
1) Feature your strongest case study in its own section
Pick the most impressive case study for that particular offer and give it its own featured section on the page.
Don’t just show an image, a title, and a “Read case study” link. Include a short summary of the problem, solution, and the most important results.
Why? Two reasons:
- Fewer CTAs = more clicks. This section has only one CTA. And generally, the fewer competing CTAs you give your prospects, the more likely they are to actually click the one that’s there.
- You get trust points without relying on a click. Your prospects shouldn’t have to click anything to see your best proof. If a case study contains impressive results, put the highlights right in front of them. Don’t hide all that persuasive information behind another page and hope they’ll feel curious enough to go looking for it (because most won’t).
Here’s an example of such a featured section, based on the client copy I wrote for a recent project (different niche and client, but similar messaging and design):
2) Show the rest of your case studies in a grid
For the remaining case studies, use a two- or three-column section with only these 4 elements:
- image
- title
- one short paragraph that provides context that will help your prospects to decide if this particular case study is relevant for them (optional, only if it’s not clear from the title)
- link to the case study
That’s it. Don’t add more.
The more you squeeze into each column, the denser the layout gets. And dense layouts feel overwhelming rather than impressive.
Counter-intuitive but true: The main job of this section isn’t necessarily to make your prospects read every case study. Its main message is much simpler:
“We have more proof. We’ve done this before.”
Your prospects get that message even if they don’t click a single link. And if one of the case studies happens to be particularly relevant to them and they want to read more? Great.
Do not place it immediately after the featured case study though. Your featured case study section already takes care of the initial trust objection. You don’t need to double-down on that just yet.
Your case study grid will be better placed within the supporting arguments, close to the end of the page and your final CTA.
For example, like this:
Not sure if your sales page has a persuasive structure and messaging, or where the case studies may fit? This may help: How to Create a Service Page That Gets You New Inquiries on Autopilot.
Why not put all your case studies in the grid?
Because then you’re relying on your prospects to take action to get to the info that will make them trust you more.
Most of the prospects won’t click on any links on your page and, thus, will completely miss the impressive results buried inside those case studies.
That’s why the combination works better:
Your featured case study gives prospects meaningful proof without requiring another click. The additional case studies strengthen that proof by showing that your success wasn’t a one-off.
Can you reuse the same case study on multiple sales pages?
Of course. There’s no rule saying a case study can only appear once on your website.
If one case study demonstrates the benefits or results of Offer A and Offer B, it belongs on the sales page for Offer A and the sales page for Offer B.
Your prospects aren’t comparing your website pages and keeping a spreadsheet of where each case study appeared. They care about one thing:
“Can these people get the result I need?”
If the same case study helps answer that question on multiple pages, there is no reason not to use it on both.
Final words of wisdom
Case studies are there to build trust and reduce uncertainty. Make sure your best proof is visible without effort, then use the rest to show your prospects that you have plenty more where that came from.
