How to Help Prospects Find Case Studies on Your Website


Most companies put little thought into how they organize their case studies on their websites—a grid here, a filter there, and voila!

Often, they just put the biggest logos or most recent case studies at the top of the page—but the danger with that method is that your prospects are only likely to click on the logos they know, or those closest to the top left.

If they’ve put a bit more thought into it, they might offer some basic filtering by industry.

But really, the question you need to ask yourself is this: what does a prospect looking at your case study page really want to see?

Then, you should organize your case studies to give those prospects what they want.

With that goal in mind, here are seven ways to help prospects find case studies on your website:

  1. Filter by industry
  2. Filter by company criteria
  3. Filter by product or solution
  4. Filter by objection
  5. Filter by desired outcome
  6. Filter by role
  7. Filter by media
  8. Enable search

1. Filter by industry

Let’s start with the most obvious organizing parameter: filtering by industry.

In situations where leads care about familiarity with their specific space, allowing prospects to filter your case studies by industry helps them find relevant case studies and saves them from having to scroll past dozens of case studies that don’t particularly interest them.

Particularly for complex industries with heavy regulations or complex requirements, this can be huge: remember, nobody wants to get fired for choosing a partner who doesn’t understand their space.

So while this filtering option may be obvious, it’s also valuable and useful.

2. Filter by company criteria

Yes, filtering by company criteria is a whole lot like searching by industry—but consider what other meaningful criteria a company might differentiate themselves with.

  • Budget?
  • Size?
  • Stage?
  • Geographic location?

Industry might be the most meaningful differentiator, but there may be other factors that might make companies unique.

3. Filter by product or solution

Filtering your case studies by product or solution is another good option to offer prospects, particularly if you offer a variety of products and services. If someone is looking for case studies related to Product A, they don’t want to have to scroll past numerous case studies for Product B.

This is something we’ve done on our case study examples page, categorizing them by product line: remote video, on-location video, audiograms, and written assets (screenshot below):

4. Filter by pain point

Your sales teams hear all kinds of objections, concerns, and hesitations on calls:

  • “I’m worried about cost.”
  • “I’m unsure about integrations.”
  • “I’m nervous about security.”

Filtering by pain point is something we don’t see as often.

But imagine your leads being able to filter your case studies by a pain point they are experiencing—and see stories of companies who shared and overcame those pain points with your help.

How powerful would that be in helping your leads get over the line—especially when applied to sales call follow-ups or nurture sequences? As a bonus, if you notice that a competitor is getting negative reviews about a particular drawback they have where you’re stronger, having case studies in that area could make for an incredible ad or outreach campaign.

5. Filter by desired outcome

When your leads imagine their bright future, what does it look like?

Is it raising a round of funding? Dominating a particular niche? Saving millions in improved efficiency?

When you allow prospects to filter by companies who achieved those outcomes with your product or service, you give them a window into what it took to get there—and affirm that those kinds of outcomes are possible when they hire you.

Klientboost does a great job of this with their creative secondary filtering. They know their leads come in with specific goals or ‘ideal end states,’ and they capitalize on it in a fun way that creates interest on its own!

6. Filter by role

The details a CMO cares about can be wildly different from those of a CTO.

The case studies that appeal to these roles may look very different, too, in terms of the details included, length, or even the formats presented.

What if you let prospects filter stories by the roles of the people featured in those stories so that they could find feedback from people who share their perspective (and job description?)

7. Filter by media

Sometimes, people want a video. Sometimes they want a deep-dive. And sometimes, they want both.

Making it easy to rip through your library of assets as quickly as possible to find the content type that scratches their itch can be a way of delivering more meaningful content at the time a lead goes looking.

8. Enable search

Even with all these organizing and filtering options, it’s also not a bad idea to enable search capabilities so that prospects can identify relevant case studies by keyword.

And if you track those search terms, they’ll give you clues as to what other types of filtering options you should put in place.

It’s a really smart way to get a sense for what prospects WANT to see; it may even help inform the rest of your organization strategy!

Give Prospects the Case Studies They Want to See

Here’s where things really get interesting: none of these filtering methods are mutually exclusive!

You can choose to include any or all of them on your case study page… within reason.

But as you decide which filters are most relevant, always keep what your prospects will be searching for top of mind.View source

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