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 product marketing context first: If .claude/product-marketing-context.md or .cursor/product-marketing-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
- components-url-slug: URL slug for case study pages (e.g. /customers/case-slug); 3-5 words
- pages-about: Social proof complements About
- pages-pricing: Case studies support pricing justification
- pages-home: Customer stories on homepage
- seo-on-page-schema: CaseStudy schema