You need to make it as easy as possible for potential customers to decide to buy from you. That means helping them to quickly see what value they will get from being a customer of yours.
Case studies and testimonials are an effective way to do this, especially if you have the right content.
The key elements are:
1. What was the problem or challenge?
2. What did you do?
3. What was the impact (facts and figures wherever possible)?
4. How did the customer feel about what you had done and how you had done it?
The final point is the most important. Customer experience accounts for 70% of the decision to buy. If a prospective customer can see how your customers feel about you, they will get an understanding of the customer experience you deliver.
Get into the habit of asking customers for testimonials and case studies and use them to promote your business. As well as using them on your website, use them in any social media channels your customers (and prospective customers) use.