Pages: Customer Stories

Guides customer story and case study page content, structure, and conversion.

When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Initial Assessment

Check for project context first: If .claude/project-context.md or .cursor/project-context.md exists, read it for product, proof points, and customer language.

Identify:

Story format: Full case study, quote snippet, video
Industries/use cases: Who to showcase
Metrics: What results to highlight

Best Practices

Structure (Challenge -> Solution -> Results)

| Section | Content | |---------|---------| | Headline | Benefit-driven; lead with outcome | | Challenge | Client's problem, pain points | | Solution | How your product helped | | Results | Quantifiable metrics, before/after | | Quote | Direct testimonial from client | | CTA | Next step (demo, contact, read more) |

Content Principles

Lead with results: Outcomes first, not background
Specific metrics: "Increased revenue 40%" not "great results"
Quotes: Direct, attributed, credible
Scannable: Consistent template; easy to skim
Concise: Enough value without losing interest

Visual Elements

Logos: Client branding (with permission)
Charts/graphs: Before-after, metrics
Video: Testimonials, interviews
Expandable sections: For deeper detail

Why It Matters

54% of buyers review case studies before purchasing
73% of successful content marketers use them
Builds credibility, justifies pricing, shortens sales cycles

Storytelling

Problem = beginning
Solution = climax
Results = resolution
Hard facts: Statistics for impact

Output Format

Template structure
Story outline (challenge, solution, results)
Metrics to capture
SEO metadata and schema (if indexing)
Internal linking to product/pricing

Related Skills

landing-page-generator: Case studies and testimonials for LP social proof (step 2)
url-slug-generator: URL slug for case study pages (e.g. /customers/case-slug); 3-5 words
about-page-generator: Social proof complements About
pricing-page-generator: Case studies support pricing justification
homepage-generator: Customer stories on homepage
schema-markup: CaseStudy schema