Use reviews and case studies

Who this is for

Founder led lower-middle market companies with 5 to 50 million in annual revenue that need stronger proof on the site and in the sales deck.

The quick answer

Ask for a review after a clear win. Write short case notes with the problem, action, and result. Use numbers that matter to buyers. Place proof near calls to action on the site and in proposals.

The method in six steps

Define a win moment
Delivery accepted, a target met, a successful audit. Use these moments to ask for a review.
Make asking easy
Give account owners a two line script and a short link. Offer to draft a quote for approval.
Write case notes the same way every time
Problem in one line. Action in one line. Result in one or two numbers with dates. Keep it under one hundred and fifty words.
Show proof where decisions happen
Place reviews near forms and price cards. Add case notes to proposals and to slide three in the deck.
Keep proof fresh
Rotate top reviews and add one new case note per month.
Close the loop with the customer
Share the published note. Thank them and ask for a reference permission if appropriate.

Example

A service firm standardised case notes and added them to the home page and proposals. Close rates improved and sales cycles shortened because buyers saw relevant results with numbers.

Pitfalls and fixes

Long case studies nobody reads. Use short case notes.
Asking at the wrong time. Ask at clear wins.
Old proof. Review and refresh each quarter.

Checklist

Win moments defined
Ask script and link ready
Case note template in use
Proof placed near calls to action
Quarterly review of proof