Rewrote Aequilibrium’s Outdated Client Case Studies to Communicate Value & Impact.
I rewrote Aequilibrium’s key case studies to convert new clients. The existing case studies failed to discuss results — rather than revenue generated, time saved, or efficiency created — the case studies were abruptly short, exclusively discussed the product built, and were more than 5 years out of date. Through customer interviews, a lot of research, and strong storytelling, I rewrote AEQ's case studies to communicate impact.
The Problem
The best way for an agency to secure new clients? Previous proof of success — i.e. result-oriented case studies. AEQ was dying a slow death, unable to bring in more clients, and struggling to communicate the value they brought to past clients.
Ten Years of Documents
AEQ used Google Drive to store all documentation. The team had seen so much turnover there were no employees left who had worked on AEQ’s case study-worthy projects. For me, this project began by filtering through ten years of scattered client files to piece together a story — and more difficult, a result.
Incorrect Format
The existing case studies were written in Google Slides — the intent behind their purpose was unclear. Were users meant to download them? Were they for the sales team to use? The case studies had numerous grammatical errors, no numerical results, and no one on the team used them for their intended purpose — to close leads.
WSECU Case Study: Rewritten for Web
As part of my website redevelopment initiative, I introduced case studies written for the website first. I recognized our website needed to support the sales team in capturing high-level leads with compelling proof of success stories.
Largely, I introduce storytelling. I took fragmented, outdate case studies and rewrote them from “The challenge” through to measurable results.
I worked closely with our art director and UX designers, and introduced initial wireframes to ensure readability, simplicity, and case study value were the focal points of the website design.