In 60 Seconds
- •Galleries are not enough. A photo of a new roof looks like every other roof. The *Story* of why the customer needed it is what sells.
- •The P.A.S. Framework: Problem (The leak was ruining the drywall), Agitate (Mold was starting to grow, insurance was stalling), Solution (We fought the insurance and installed in 1 day).
- •The Transformation: Format the post as 'Before' (Ugly/Broken) vs 'After' (Beautiful/Fixed). The visual contrast creates dopamine.
- •SEO Gold: Case studies are perfect for hyper-local keywords. Title it: 'Roof Replacement in [City] regarding [Storm Name]'.
- •The CTA: Every case study must end with 'Have a situation like [Customer Name]? We can help you too.'
A "Project Gallery" is a graveyard of photos.
A Case Study is a sales argument disguised as a story.
When a customer is comparing you vs. the cheaper guy, they look for proof that you can handle their specific problem.
If they see a story titled "How we fixed a 1920s Historic Plumbing Disaster in [Neighborhood]", and they live in a 1920s home, they will hire you instantly.
The 3-Part Framework
Do not just write "We installed a condenser." Write the journey.
Part 1: The Challenge (The Villain)
- Context: Who is the customer? (e.g., "A young family in Summerlin").
- The Pain: What was wrong? "Their AC died on July 4th. The house was 98 degrees. Grandpa was visiting."
- The Stakes: Why did it matter? "Other companies said it would take 3 weeks for parts."
Part 2: The Solution (The Hero)
- The Diagnosis: What did you find that others missed? "We found the compressor was under warranty, saving them $2,000."
- The Execution: "We pulled a permit same-day and installed a temporary portable unit so Grandpa could sleep."
Part 3: The Result (The Happily Ever After)
- The Outcome: "House cooled to 72 degrees in 2 hours."
- The Quote: Get a direct quote. "Max Digital saved our holiday. Honest, fast, and clean."
- The Specs: List the equipment (Trane XV20i, 5 Ton, etc.) for the nerds who care.
Local SEO Strategy
Case studies are your secret weapon for ranking in specific suburbs.
- Bad Title: "New AC Install"
- Good Title: "Emergency AC Replacement in [City Name] for Single Family Home"
- URL Structure:
/projects/[city]-ac-replacement-smith-family
Verification Checklist
- Photos: Do you have valid Before/After shots? (Not just stock photos).
- Consent: Did the customer sign a release? (Standard in your contract).
- Keywords: is the City Name mentioned in the H1?
Common Mistakes
[!TIP] Focus on the "Why" Don't focus on the "What" (The Shingles). Focus on the "Why" (The leak was destroying the nursery). Emotion sells. Logic justifies.
- Technical Jargon: Don't write for other contractors. Write for homeowners. "We fixed the TXV" means nothing. "We fixed the cooling valve" is better.
- No Call To Action: Don't leave them hanging. "Do you have a hot room? Click here."
FAQ
Q: How long should it be? A: 300-500 words. Enough to tell the story, short enough to read on a phone.
Q: Can I use AI to write them? A: Yes, if you feed it the specific facts. Do not let AI hallucinate the details.
Sources and References
- StoryBrand: Marketing Framework - The Hero's Journey application.
- Moz: Local SEO Ranking Factors - Impact of local content.
Changelog
- 2024-06-25: Initial publication.
Read Next in This Hub:
- Before and After Galleries - Visual tips.
- Video Testimonials - The ultimate proof.
Related System:
- Local Visibility - Where these rank.