How to design the case page of an enterprise's corporate website? What can truly earn customers' trust is not a row of beautiful pictures

A good case page does not tell the client "We did a great job", but uses verifiable information to help the client judge whether you have done similar problems before, whether you understand the industry, and whether you have the ability to truly deliver the project.

01 The real competitor of the case page is not other case pages, but the client's sense of uncertainty

When B2B customers choose suppliers, the most difficult part is not to find a company that "looks good", but to reduce the risk of cooperation. The phrases "Professional, leading, innovative, and trustworthy" on the homepage all belong to the company's self-description. What customers truly need is evidence: what has been done, who has been served, how complex the problem was, how it was solved, and what the final outcome was.

NN/g has recorded a very typical feedback in the research on corporate websites: When users view enterprise information on Slack, they will enhance their trust because they see the logos of well-known customers, detailed cases, and direct customer quotes. This phenomenon indicates that the value of a case page does not merely "present the brand's visual image once again", but rather provides potential customers with third-party and project facts, making abstract capabilities judgmental.

02 In the first part, don't start with the design. First, let the client judge, "Is this my problem?"

Many cases are characterized by "We adopt a simple and modern visual language..." At the beginning, this might be attractive to peers, but it is not effective enough for business decision-makers. A better beginning usually includes the industry, project background, original problems and business goals.

For instance, a case of a manufacturing enterprise's corporate website revamp can be illustrated first: The product line has grown from 20 to 80, while the old website is still classified by internal departments. The number of overseas inquiries has increased, but the English content is incomplete. Salespeople often need to send a separate PDF to explain the product. By this point, clients at a similar stage will immediately know that this case is related to them. The true first step of a case is to establish "problem similarity".

03 The case needs to present constraints, not just the results

Real projects always have limitations: limited time, old systems cannot be completely redone, conflicts of opinion among multiple departments, incomplete content, strict compliance requirements, and the technical framework has already been determined. If the case only shows the final beautiful page, the client cannot judge the team's true problem-solving ability.

It is more credible to write constraints moderately. For instance: "The project cannot replace the existing CMS, so the information architecture and front-end experience need to be redesigned based on the original content management capabilities." This kind of detail can better reflect professionalism than "We have carried out an all-round upgrade".

04 Write "Solution" as a judgment process instead of a list of services

The most common low-value content in cases is to rewrite the quotation sheet: requirement analysis, prototype, UI design, development, testing, and launch. The client knows that design companies probably all do these.

What is truly worth writing about are several key decisions: why the product classification was changed from an internal organizational approach to a customer application scenario; Why reduce the company history on the homepage and increase the solution entry? Why was the inquiry button changed from the unified contact page to the specific product context? Why doesn't the overseas version mechanically replicate the structure of the Chinese version? Such content can enable customers to see the way the team thinks.

05 It is best if there is data in the result section. Do not compile data if there is no data

When there is real business data, cases can present changes in consultation volume, trial conversion rate, task completion rate, loading performance, and customer service volume, etc., and clearly state the statistical criteria and periods. When there is no publicly available data, one should not casually write "conversion increase of 300%" just to "appear effective".

Factual results can still be written without data, for example: The product page is reduced from a three-level directory to a two-level one. Sales can directly share the link to the specific solution. The mobile form has been reduced from 9 items to 5 items. All high-traffic URLs of the old site have been retained and migrated. The more specific, the more valuable an adjective is than a vague one.

06 Customer evaluations should be specific, genuine, and relevant to the target customers

NN/g has also emphasized in user research that the prerequisite for customer stories and reviews to be more persuasive is that they are relevant to the target audience and can clearly explain specific problems and the effects of their solutions. Putting five consecutive sentences like "very professional", "Pleasant cooperation" and "highly recommended" actually contains very little information.

If the customer's authorization can be obtained, a statement like "Previously, the salesperson had to manually explain the product differences each time, but now the customer can directly complete a preliminary understanding through the solution page" is far more valuable than "The team is extremely excellent". For evaluations, awards and third-party endorsements, exaggeration or forgery should also be avoided. Authenticity itself is part of trust.

07 Case images should serve the narrative rather than be piled up infinitely

The case page does not need to cover all the design drafts completely. Users can more easily understand a sequential narrative: first looking at the project as a whole, then at the key structure, then at the key functions, and finally at the mobile or details. It is best to have an explanation beside each important screenshot, telling the user "What has been solved here?"

For design companies, visual quality is of course important, but clients often cannot judge the difficulty of a project from a beautiful homepage. Interweaving information architecture, before-after comparison, key processes, component systems, and data results into the visual presentation will significantly increase the information density of the case.

08 NDA projects can also write cases, but in a different way of expression

Many B2B projects are restricted by confidentiality agreements and cannot disclose customer names or complete interfaces. This does not mean that it can only be displayed completely. Anonymous cases can be created within the permitted scope, such as "A certain European industrial automation enterprise" or "a certain Southeast Asian fintech product", and the type of problem, scope of work, constraints and results should be emphasized.

If the interface cannot be made public, it can be presented through structural diagrams, local details, flowcharts, abstract screenshots, etc. The prerequisite is not to expose the client's identity in reverse by combining information, nor to package unverifiable anonymous projects as large and well-known clients.

09 The final step on the case page is to connect trust to the consultation action

When a user finishes reading a case highly relevant to themselves, they are usually at a point where their willingness to convert is relatively high. At the end of the page, you can naturally provide the next steps: view related services, view cases in the same industry, submit project requirements, and make an appointment for communication.

The case page doesn't need to be turned into a hard sales page, but it shouldn't end suddenly at the most persuasive point. A good case should complete a full chain: similar problems -> capability evidence -> result evidence -> continue to understand or contact.

10 Conclusion: Let the case answer the most frequently asked questions by customers for the salesperson

To determine whether a case page is effective, you can conduct a simple test: send the link to potential clients who have never been in contact with the company, without giving any oral introduction, and see if they can understand what you have done, why you did it, where the difficulty of the project lies, what the result was, and whether their project is suitable for you.

If the answer is yes, this case is no longer just a display of works, but a digital asset that can help salespeople build trust in the long term.

Frequently Asked Questions

How long should the case page of an enterprise's corporate website be?

There is no fixed number of characters. Complex B2B projects usually require sufficient information to explain the background, problems, processes and results; Simple projects should be shorter. The key is to enable users to scan and read quickly rather than pursuing length.

What should I do if the customer name cannot be made public?

Anonymous descriptions can be used within the authorized scope, and identifiable information can be hidden. Highlight the type of problem, constraints, methods and results. Do not imply or fabricate the identity of the customer.

Must there be data in the case?

It's best to have real data, but it's not a must. When reliable data is not available, verifiable structural changes, functional changes, process improvements and deliverables can be used instead of fabricating growth figures.

How many pictures should be placed on the case page?

It is based on supporting the narrative. Each image should preferably undertake an information task to avoid repeatedly stacking similar pages to make the project appear larger.

Which is more important, the client's Logo or the complete case?

A Logo is suitable for quickly establishing social proof, but a complete case can more deeply prove one's ability. The combination of the two is usually more effective than using them alone.