How to Write Client Success Stories

Mention the term ‘case study’ and most people’s eyes glaze over as their attention wanes. Simply by changing the title to ‘client success stories’, we take a whole new approach.

So, what is a client success story?

A client success story is an article or blog post that provides an insight into your customer experience.

A strong client success story:

  • Demonstrates your client experience
  • Shows how you deliver solutions and
  • Details the results you achieve for clients

Most client success stories also include a testimonial from a happy client. Third-party endorsements are so powerful in building the know, like and trust factor with prospective clients.

Why use client success stories?

Most people like to copy other people’s success. A story about how a customer used your product/service to solve a particular problem can help others to relate and connect.

Telling the customer’s story has the power to convert a prospect or lead to a customer. This does depend on where they are currently sitting on the know-like-trust-buy scale.

A client success story can also help educate your prospective customers and to set expectations of the level of service or quality you provide. It can also provide validation and acknowledgement of your team’s efforts, particularly when customers specifically mention them or the service they provide.

How to write a client success story

  1. Select the right customer as your subject

A good starting place is a customer who has provided a testimonial about how happy they are with your product or service. Be sure to choose someone who has good knowledge of your product or service and you’re confident will say good things about your business.

Contact them and ask them whether they’d give their written permission for you to write a success story about them. Is your subject customer in business? Add a sweetener by offering to profile their business and provide a backlink to their website (this is great for boosting their search engine ranking).

  1. Make it easy for your subject to participate

Put together a list of simple open-ended questions about your customer experience, such as:

  • What was the issue/problem/challenge you needed to solve?
  • How did you hear about us/find us?
  • How was your experience as our customer?
  • What made our product or service stand out from competitors?
  • Was there something in particular that made you choose us?
  • What was the outcome/result/benefit from our product or service?

You can choose to ask the questions via phone interview or email the list of questions to them. Ask which is more convenient for them. In our experience, most people are happy to answer a few quick questions over the phone. It’s important to take notes during the phone interview (or you can record it with the permission of the other party).

  1. Write your story step-by-step

  • Create a strong, benefit-based headline. This is vital.
    • For example: How X helped Y lose 10 kilos in 10 weeks, or Profits Skyrocket 10% in 3 months due to X.
  • Based on your interview notes, outline the story with an introduction/summary of the outcome you produced, followed by 3-4 paragraphs about the customer, what their problem/challenge was, how you helped them, their experience as your customer and the results or outcome they received.
  • It’s important to keep the story relatively short and concise. Use sub-headings and bullet points if you want to break up the text and make it easier to read.
  • Images and graphs can also help to demonstrate your points.
  • Once you’re happy with the draft, email it to your subject customer for their approval.
  • Ask them to email any changes and their approval back to you and keep a copy of this for your records.
  • You’ll need permission to use any of their images.

Remember, it’s a story, not a sales script. Simply by telling the story well, you are doing a soft sell for your product or service – and it’s not appropriate to do the hard sell in a story (that’s what advertising is for!).

If you don’t already have one, ask the customer to provide a testimonial – or ask permission to use one of the answers they gave in the questionnaire as a quote/testimonial. This adds considerable power to your story.

  1. Publish

Once you and your customer are happy with the story’s content, publish your client success story as a blog post, an article in the local media or elsewhere online.

You can also add client success stories to your website under the Testimonials tab and/or link them to your Services pages.

Be sure to share your story – or a link to it – on your Facebook, Instagram, Twitter, LinkedIn and any other appropriate social media accounts. Ask others, including the subject customer, to share the story on their social media accounts as well. This helps promote your business to prospects and keeps you front of mind with existing and past customers who follow you.

Need Help to Write Client Success Stories?

At The Professional Writer, we write Client Success Stories for you. We usually prepare these stories in a batch, increasing efficiency and cost-effectiveness.

Our service includes:

  • A briefing chat with you or a representative of your business
  • An outline of the story
  • A phone interview with your subject customer
  • Writing the client success story on your behalf
  • Submitting the story for your approval – and your client’s approval
  • Finalising any changes required and delivering the completed copy in Word

* Do you plan to use your stories as blog posts? We can work with you to incorporate a keyword phrase to assist with your Googe/search engine ranking.

We have added several client success stories to our website. Here’s a link to the Award Submission Writing Stories. These sample stories are a short version. You can choose to include greater detail if you wish.

If you found these tips helpful, please like and/or share them with your business associates or LinkedIn connections.

Want to know more?

Lyndall Guinery-Smith, owner of The Professional Writer, business writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  



Communication tips, how to connect with your ideal customer, professional writer

Top 5 attention-grabbing communication tips

Connecting with your ideal clients isn’t always as straightforward as you’d like it to be. The following communication tips will help you craft your message so it’s more likely to attract the attention of those elusive prospective customers!

Tip 1: Know your target customers

How do we get to know people? We ask questions – and REALLY listen to their answers. Find out as much as you can about exactly who your ideal customers are. Get to know their age, gender, marital status, spending habits, likes and dislikes, etc.

  • What keeps them awake at night? Identify their problem/s
  • How can you tap into their problem and offer a solution?
  • What motivates them to buy?

Tip 2: Know where to find your prospects

It’s important to know where your ideal customers hang out. If you send your message on the wrong channel, they’ll miss it and you’ll be disappointed that you’ve wasted valuable time and money investing in the wrong marketing. Take the time to get to know …

  • Where do your customers look for information?
  • Which social media channels are they active on?
  • How do they prefer to receive communication from you? Is it email, text message, newsletters, social media posts, etc.

Tip 3: Understand some people need nurturing before they buy

Not all your ideal customers will be ready to buy the first time they hear your marketing message. In fact, most people won’t buy when they first hear about your business. This is why it’s important to be persistent and consistent with our marketing messages.

One of the most important, and often overlooked, communication tips is that we need to build the “know, like and trust factor” first. This is where social media can be particularly useful.

  • Thanks to social media and email marketing, we can connect with prospects more effectively and frequently
  • Tap into these resources to form a connection with your prospects
  • Be aware of the Rule of 7 – where prospects need to see/hear your message at least 7 times before they commit to buying from you

Tip 4: Give them a reason to connect with you

Do you like being “sold to”? Most people don’t, so why would you do it to your customers? You need to give them a good reason to connect with you. Your message also needs to be tailored and clearly expressed to capture their attention.

  • Share useful content and relevant information
  • Invite them to join your community – everyone loves to belong
  • Offer loyalty discounts or special offers to your community members
  • Offer them a bonus if they introduce a friend or family member

 Tip 5: Connect, don’t sell!

You will only build a strong connection with your customers by adding value, not through selling to them. It’s important to provide information which helps them in some way, but at the same time, it can allow them to understand more about your business and why you’re the best choice for your product or service.

  • Craft stories that evoke an emotional connection with your brand
  • Share client success stories – everyone loves good news
  • Use videos of you, your team and your customers
  • Illustrate your expertise and that of your team
  • Remember it’s SOCIAL media – share, don’t be pushy or hard sell
  • Build your profile as an industry expert

If you successfully adopt these communication tips, there’s no need to sell. Your ideal customers will be lining up to buy from you!

Lyndall Guinery-Smith, owner of The Professional Writer


Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  


Simple Company Profile tips, Company Profile writing tips, Professional Writer, How to write a Company Profile, Company profile help, small business marketing, Lyndall Guinery-Smith

7 Simple Company Profile tips for struggling marketers

These 7 simple Company Profile tips may be helpful if you’re struggling with what to include and what to leave out of this important document. The tips are designed for a multi-page Company Profile, such as those used by many business in the construction, cleaning and real estate industries, just to name a few.

Following are 7 Simple Company Profile tips for struggling marketers

  1. Identify your ideal customer

Before you start writing your content, it’s important to know who you’re targeting and what they’re looking for. Just who is your ideal customer? Assume they know nothing about your company. You need to include some basic information about what you do, where you’re located and the cost of your products of services.

  1. Know the problem you solve

Clearly define the problem you solve for your customers (think big picture here) and outline how you solve it. For example, if you’re a portrait photographer, you don’t just take photos, you capture the essence of the person you’re photographing and help them portray their best side.

  1. Start with a benefit

Many businesses start their Company Profile with a boring company history. There’s a saying in marketing – “Nobody cares who you are until you tell them what you can do for them”. If you start with an introduction outlining what you do for your customers, and your passion for your business/products/services, you’re more likely to have an engaged audience.

  1. K.I.S.S. – Keep It Short and Simple

Most people are time poor and don’t want to read screeds of information. They just want to know a little bit about you to ascertain whether they want to do business with you. It’s important to give them the opportunity to get to know, like & trust you, but you don’t need loads and loads of information to do this. The aim of a Company Profile is to get the reader interested in doing business with you. They need the basics, written in a way which engages them and has them wanting to know more about you.

  1. Use an index and topic headings

A list of topics and page numbers at the front of the document will help your readers to quickly locate the information they’re looking for. Of course, you hope they will read the entire document. However this is rarely the case, so use topic headings to make it easy for your readers to scan.

  1. Use visuals

Use photos of yourself, your staff and your business premises if appropriate. This is another important step in your readers getting to know, like and trust you. People do business with people and using photos is a great way to form a connection with prospective clients. Using diagrams, maps and illustrations, where appropriate, can also be very helpful.

  1. Use these Company Profile tips to map out your profile

Where to start? Grab a piece of paper or a blank document and start with an outline of the topics you need to cover. It doesn’t have to be perfect, just write it all down and you can add or delete later. Then add information to expand on each of the topics.

I certainly hope these 7 simple Company Profile tips have helped you write a better profile which gets noticed by your prospective customers.  However, if you feel you’re in need of professional help with writing an outstanding Company Profile, please feel free to email me at any time.

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on



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Building the Know, Like & Trust Factor: Getting Known Online

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win your customer's trust, win trust, win clients, client attraction, website content, professional writer

How to win your customer’s trust

So, you want to know how to get customers to trust you and your business? Here are the details …

As you probably already know, people buy from businesses they know, like and trust. Once they get to know and like your business, you’ll need to understand how to win your customer’s trust. It’s often a step-by-step process, and it can take time to build trust. Of course, the level of trust required by customers sometimes depends on the value of the purchase. For a small purchase at a low price, the required level of trust is low, whereas it’s usually high when it comes to more expensive items such as furniture, cars, travel and houses.

Your website is most often the first point of contact for prospective customers and a valuable resource in building your “know, like and trust factor”.

This is the third article in a three-part series which will help you boost your “Know, like and trust factor”. Click on the following links to read about how to get customers to know and like you.

9 ways to win your customer’s trust through your website…

 1. Address Your Audience

Know who is reading your information and write with your audience in mind.  Think about their level of understanding of your products and services, and clearly explain what they need to know to make a purchasing decision.

2.  Be Clear

Make sure the information on your website is easy to navigate and clearly written. Use everyday language rather than jargon.

3.  Show Customers How You Help Them

If a prospective customer lands on your site, they’re most likely looking for information about your company or your products and services. They have a problem and you need to clearly demonstrate how you’re going to solve it for them.

4.  Have a page for FAQs

Answer every frequently asked question so that your buyers have all the information they need to make an informed buying decision. If you really want to win your customer’s trust, you need to make sure all the information they need is readily available.

5.  Be Authentic

Be yourself, stick to your brand message – don’t try to be something you’re not. Your prospective customers will quickly lose interest if they feel you’re not being authentic.

It’s also important to humanise your content, making it simple and easy for readers. Don’t be too formal and staid. Remember to keep your audience in mind.

6.  Be Generous

Where appropriate, give something away for free. This may be a free trial, a sample of your product or an information product which shares valuable information and educates them about your products or shares industry information.

Industry experts often advise us to “give away some of our best stuff” in order to build trust.

7.  Be Consistent

If you make a promise, keep it. Do you have an email newsletter or a blog? This applies to your schedule for sending out newsletters or posting blog articles. If you say you’re going to post daily, post daily, or if it’s weekly, fortnightly or monthly, ensure you follow through on this. While it might seem minor to you, the recipient can feel let down if you don’t deliver what you say you will.

Consistency is also important when it comes to the quality of your posts.

Updating your blog and social media can be time-consuming, so it sometimes falls through the cracks. Try not to let this happen. If a prospective customer goes to your Facebook page, will they find any recent posts?  If you’re busy, you can schedule your posts to appear daily or as often as you like.

8.  Leverage Social Proof

Ask for testimonials from your clients and display them on your website – tap into the power of third party endorsements.

Provide case studies showing the process and outcomes your product or service provides. Before and after photos can have a big impact.

9.  Make it easy to contact you

Make it clear how you can be contacted, whether it’s by phone, email or an online enquiry form. If you want prospects to phone you, be sure to include your phone number in big bold letters or have a separate button in the sidebar which clearly shows your phone number.

If you have an online enquiry form, ensure your system is set up to receive an email immediately and make sure that email address is monitored. On the form, you need to inform prospects of the period in which they can expect a reply, for example, within 24 hours, 48 hours or whatever is appropriate. Follow through and ensure they receive a reply within that time or you may break their trust before you even establish a relationship with them.

These tips have outlined how to win your customer’s trust through your website content. If you’d like assistance with writing website content for your specific audience, please feel free to contact me to arrange a chat.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.


How to get customers to like you, small business marketing, Professional Writer, Know like and trust factor, Getting known online, Building rapport online, Lyndall Guinery-Smith

Get customers to like you – 7 top tips

So, you want to know how to get customers to like you and your business? Here’s the lowdown…

These days, every business should have an online presence, because the first thing a prospective customer does is Google you! The purpose of your company’s website is to introduce your business, your products or services and to influence prospects to know, like and trust you … then they will be more likely to buy from you. This process can be somewhat challenging – but don’t worry, this post is here to help you!

This is the second article in a three-part series which will help you boost your “Know, like and trust factor”.

Once your prospective customers or current customers have found you online, your site’s content provides the opportunity to get to know all about you. It should also influence readers or prospective customers to like you and your business. I’m not just talking Social Media “likes” here, I’m talking about your prospects having an affection for you and/or your business. People buy from those they know, like and trust.

Here are 7 tips to get customers to LIKE you and your business:

  1. Be human, be real, be authentic

    This is the most important part of building a positive relationship with prospective customers. Treat people the way you’d like to be treated. Be nice! Most people can spot a fake, and that just turns them off, causing them to click away faster than lightning, so make sure everything you post or write online is what you’d say to your customers face-to-face. Don’t try to copy what others are doing if it doesn’t portray the true essence of your own brand identity.

  2. Tell your story

    Take the time to explain how your business started, where you’ve come from, and where you’re headed. This will help you build rapport with readers and lay the foundations for a relationship of trust. The About Us page is the second most clicked page on most sites, after the Home Page. It’s important to fill your About Us page with your story, telling it in a succinct yet interesting way that demonstrates your passion. Be sure to include photos of your premises and/or team members where appropriate.

  3. Be seen

    Most people like to know the face behind the name. Use photos to show who you are and portray a friendly and approachable image. Use video to allow people to get to know you better, and to demonstrate your products, services and expertise.

  4. Listen

    Ask questions and deliver answers to your customers as a great way to build rapport with them. Always aim to add value. Social media can be a brilliant way to interact with prospects and answer their queries in a helpful and polite manner.

  5. Contribute to the conversation

    Share content and promote other people, then they will be more likely to share yours. Sharing also helps promote your profile and expertise.

  6. Show your genuine appreciation

    Monitor your online accounts. Responding to comments and thanking those who share your posts also goes a long way towards influencing people to like your business. If a prospect takes the time to comment on your post or ask a question, this offers you the opportunity to start a relationship with them. If you don’t respond to comments, the customer may feel that you are simply disinterested in them and their business.


    Nobody likes to be sold to, particularly straight up. Focus on providing value to build relationships before asking for a sale online. We are less likely to commit to buying from someone we don’t know, so take your time building rapport first and earn the right to ask for the sale. Remember that social media is SOCIAL, not selling media!!

    Sure, everyone likes to know if you’re offering discounts or a special promotion, but please don’t spam your prospects with constant BUY! BUY! BUY! messages.

    I’ve seen a variety of ratios, which are either 80/20 or 90/10. This means 90% of your content and posts should be adding value and sharing knowledge, with only 10% of content asking prospects to buy. If you’re clever (or you have a good writer!), your posts will clearly demonstrate the value of your product or service so that people will be lining up to buy as soon as they finish reading your post.

These are just a few tips to get you to help you get customers to like you and your business. The next post in this series will explore “How to build trust online”.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and helping businesses to build their “Know, like and trust” factor.

I love to write copy dedicated to attracting and engaging your clients, and improving your bottom line, and I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.