The window and door industry thrives on innovation and quality. However, when it comes to driving business growth, tangible projects often speak louder than abstract ideas.
Developing detailed case studies based on real-life projects can significantly enhance a company’s credibility, showcase its expertise, and ultimately, attract more customers.
Many installers within the industry rely on pictures of previous work, and whilst this is a valid and effective approach to showing what you can do and achieve, it doesn’t mean you can’t step it up a notch and gain a competitive edge.
Today, we will take a look at how case studies can help provide would-be customers with greater trust in what you can do for them, as well as not only showing them what you can do, but explaining how it’s achieved and the different options available.
The Problem With Inspirational Imagery
As mentioned, imagery of work completed is still a valid and effective strategy, and should be used in conjunction with the idea of case studies, but there are some problems with solely relying on imagery.
First, imagery allows a customer to say “I want that!”, but what it doesn’t do is explain what that is. For example, it wouldn’t say which exact colour was used, if any accessories such as Georgian Bars were added, the furniture of the window and door, or any other customisations that were made.
This makes it difficult for a customer to truly understand what they’re asking for. At the same time, they may miss some of the little details that they could ask for as part of their installation, thus potentially missing out on an up-sell opportunity.
Second, imagery doesn’t tell a story, and in the world of digital experiences, a story resonates with customers. Whilst the image shows the final product, it doesn’t explain how it came to be, and your expertise in recommending the right options for the customer.
It might be that you suggested the customer pick a particular colour to fit in with the surrounding area. It could be a socially-responsible story, such as assisting a well-loved local amenity after a break-in, or it could be a popular local place that could attract the attention of a wider range of people.
For those reasons, we recommend taking the approach of combining imagery in the right places, with a case studies library that can tell a deeper story.
The Value of Case Studies
Case studies serve as evidence of a company’s ability to deliver on its promises, providing a concrete example of how their windows and doors have been successfully installed in real-world scenarios. They help potential customers visualise their own projects and understand how similar challenges can be overcome.
Case studies can have a real impact.
For example, one of our partners, QBD, completed a project for a popular local cafe in Cheltenham, The Curious Cafe. As this was produced in a case study format, and was for a popular local business, it gained strong social media attention compared to their other content. It also attracted shares and interactions from the business itself, helping amplify QBD in the local area among residents and other businesses alike.
What’s more, case studies can come in handy as a post-enquiry sales tool. Once you’ve discovered what the customer is trying to achieve and their challenges, it may well be you have a case study of a previous project that had similar challenges, and you can walk them through it, which can help get buy-in from the customer and reduce friction, as it further quantifies your experience and expertise.
Creating Impactful Case Studies
Creating a case study is all well and good, but it does require more time and effort than just an image of work completed. Therefore, it’s important to ensure you get it right and don’t waste time on an ineffective case study.
As part of the case study process, you’ll need to be thinking from the outset of a new project whether you would want to turn it into a case study down the line, as there are assets you may need to collect before you carry out any work.
Let’s look at some ways you can produce an impactful, effective case study.
Select Diverse Projects
Choose a variety of projects that showcase different aspects of your capabilities, including different types of windows and doors, various scales, and unique challenges faced.
It’s also a good idea to have a mix of residential and commercial projects, so that your case studies can resonate with the widest possible audience.
Different physical locations also matter, especially for improving SEO, as it can help further evidence that you carry out work in different locations.
Detail the Process
Clearly describe the project’s objectives, challenges, solutions, and results. Include the technical details and decision-making processes to highlight your company’s expertise and problem-solving skills.
Small details that you might not think are important could make all the difference. For example, it might be that you recommended a particular colour for a specific reason, or similarly, a particular style for a given reason. All of these details will help showcase your expertise.
Use The Right Visuals
High-quality images and videos can make a case study more engaging and understandable.
Before and after photos, in particular, can provide compelling evidence of how you’ve transformed a property, so that potential customers can see the actual difference.
Include Testimonials
Quotes from satisfied customers add authenticity and trust to your case studies. Ensure that these testimonials reflect the customer’s genuine experience and satisfaction with the project.
Amplify Your Case Study
Publish your case studies on your website, share them through social media, and include them in sales presentations. Ensure they are easy to find and read by potential clients.
If you have a showroom, you could even turn them into graphics to showcase on your walls.
In the window and door industry, showcasing real-world projects and solutions through case studies can be more influential than any marketing buzz-words or inspirational content. By providing clear, detailed examples of your work, you can demonstrate your expertise, build trust, and ultimately, drive more business.
At TruFrame, we provide our partners with marketing support to help them grow their business. If you’re in the window and door business and could benefit from our support, get in touch today.
