It’s natural to want to talk about all the things you can do for potential clients or customers. Fight that urge. We all face dealing with too much information. Your story should be about meeting specific needs. Everything else is just noise that detracts from your message.

A photo of your customer or client interacting with you or your business goes a long way toward making your case study real. While stock photography has gotten better, unless you buy the rights to the image, you still run the risk of seeing your photos appear on competitors’ or others’ ads or websites.

Think of the clearest way to present what you have done; maybe a small diagram would work better than 350 words.

If they want to take time to learn more, they can, but if you make the headlines and subheads bold and clear, a reader can learn what you’ve done in just a few seconds.