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:

1. Story format: Full case study, quote snippet, video
2. Industries/use cases: Who to showcase
3. 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