Phil Risher shows how case studies help you rank in search and close deals. He walks through real furniture restoration examples that work in proposals to convince prospects you can do the job.
In this video, we're going to discuss how to use case studies and the two benefits. So the first benefit of a case study is going to be for search engine optimization, using the keywords that people are searching to create content on your website that can be indexed. And I'm going to show you what that looks like. And then we're also going to discuss the second major benefit of case studies, which is if you have a proposal that's going out to a prospect, then you can use this case study to send along with it to say, hey, here's a customer that just went through this process and here's how their story played out. Maybe this will help. So what is a case study exactly? A case study is typically used from a review that you received from on Google, for example, and then it's documenting the before and after. What was the issue that the customer was having before they met you? What was the process that you took them through, and then ultimately what was the outcome? So here's a company that we work with and they did this fire damage, antique furniture restoration in Northern Virginia. So in here there's keywords, but this is the exact service that they did in the location that they did. So there's a review up here and then there is what type of fire damage happened and they're telling us the story here. Then a little bit more from the customer's review of what they were saying and then ultimately what type of restoration did we do and then the outcome of that as well. So we put this on the website. People go to the website, they can read it. That's really nice. But let's look at the actual analytics of it. So we use Google Analytics and what we can see here is inside of this case study, we can see how many impressions it had on Google and then how many clicks. So we're garnering 352 people's impressions, their eyeballs on this content on Google. And one person clicked on this on Google. So what exactly, then we can see what exactly people were searching. So if we go and look here on this exact furniture refinishing case study, one, we can see the keywords that people typed in to find this blog post or this case study on our website. Fire damage, Northern Virginia Fire Restoration, Fairfax, Virginia. These are the type of keywords that we want to rank for. And so it's working from a ranking perspective. But then also on top of that, we can use this case study to send out insider proposals. So if you're not doing case studies already, they're very important. Obviously you see they can compound over time from an SEO search engine optimization perspective to help get keywords. But also they're really good for proof of concept so that you can send it out to your prospects and they feel like, oh wow, this is really nice and this person felt the same way I did and here's the experience that I might have with them as well. So hope that helps. If you have any questions about case studies or how this might work in your business, drop a comment below. Be sure to like and subscribe. We post videos to help local service businesses grow, and this is one way to do that.
