One of the most frustrating things I find with many Web sites is that their customer testimonials are buried deep in the site or below the fold. This is one of the biggest mistakes a company can make that has great customer stories.
They should be front and center on your Web site---possibly the easiest information to find. A great home page should make it easy for your visitors to understand:
1. What you do
2. What makes you special in doing it
3. Proof points of both
Short customer testimonials are a great way to provide those proofpoints ("We saved XYZ company $X dollars s and generated $Y in additional revenue by doing our stuff").
That could link to a more detailed case study or more details on your product or service.
Similarly, I often find case studies spending more time telling me about the customer and their issues, with the solution and value buried on the second page or in the last paragraph. Give me the results first, then I'll read the detail if I like what I see.
Do your Web site and case studies hide what really matters?
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