Finding case studies
When a company goes through the trouble of researching, interviewing, and writing case
studies, they almost always build a dedicated area in the corporate website to house this
unique and powerful content. Unfortunately, there is no consistent manner in which businesses
reference this section, and the places in which it falls in different menu structures
are unsettlingly disparate. Much of this decision ultimately balances on several factors: if
there??™s room (structurally and thematically) in the main navigation, if it??™s an important
selling tool or just ???bonus??? content, and if it??™s updated on a regular basis.
There is a lot to be said for positioning the case studies in the global menu. It gives the section
an immediate weight throughout the site, and indicates to visitors that the content is
respected internally. It also drives more traffic. However, sometimes there is no central
success section and the material is simply shown in context with the relevant product or
service that??™s being discussed. Many times, the case studies are simply part of a greater
customer success section, as in Figure 8-1.
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