5 Key Steps to Writing a Good Success Story to Get Clients

Do you want to know how to write success stories to get clients effectively? Discover the 5 key steps to follow to write a good success story and get recommendations to create them in the best way.
Cómo redactar un caso de éxito para conseguir clientes

Writing success stories has become very common in companies, as it is a way to give confidence to products and services, especially if they are complex or difficult to explain.

But this is not an easy task, since there are many elements to take into account during planning to ensure that the objective of winning customers, increasing visits, and improving notoriety is really met.

So, do you want to know how to write success stories to win clients effectively?

In this blog, we tell you how! Find everything you need to know to write a good success story and get recommendations to create them in the best way:

Let's start with, what is a success story?

Success stories are Content Marketing resources that serve to tell stories of customers who have had positive results when buying and using your products and show the full potential of your brand.

What are they for?

When people are about to make a purchase, the first thing they do is research, either on the web or with friends, how the product or service has worked for other people.

A success story aims to present stories of real customers who have already had results with your business to demonstrate the benefits of your products as well as guarantee effective results for your potential customers.

So this story should persuade other consumers who are interested but still undecided. Answer the question: how do you show your leads that you are what you say?

However, a well-written success story not only transforms customers into sales, it also generates traffic. Experts like Neil Patel recommend writing success stories to increase the number of visits to our website.

How to write a success story effectively?

Do not forget that this type of content intends to tell a true and inspiring story that builds trust.

Here is a list of 5 key steps to follow to ensure that your success story attracts attention:

Generating ideas in the planning of a writing

1.- Select candidates for your success story

This is a very important part, as it can also influence whether or not your readers will click on your case. And what is the point of writing about a client who had average results?

So, select clients who have achieved outstanding results, who impress the market and show the full potential of your company.

The ideal candidates for success stories are those who:

  • They have good knowledge of your product
  • They left the competition for you
  • They had extraordinary results
  • They are big brands already positioned

Lastly, make sure that the candidate results are real and verifiable, that your interviewees are happy to show their data, and that they can be an inspiration for potential clients.

2.- Define who you are addressing and for what purpose

Before starting to generate the content for your success story, you have to ask yourself what your objective is and who you are targeting.

  • What am I writing this success story for?
  • Who is the client?
  • What is the problem?
  • How am I going to attract their attention?

Work team defining objectives for writing a success story

Likewise, it is also important to determine what channels are you going to use to publish your success stories:

Format types for success stories


This can be used to tell the stories of your clients as a storytelling in an interesting way.

This type of format would work better if you are looking to publish your content in:

  • Pages on your website
  • Blogs
  • E-Books
  • PDFs
  • Printed materials

One of our favorite examples is the Google success stories page, where in an orderly and attractive way, they generate attractive titles along with interesting information and striking images to tell success stories.


Visuals have become quite important in the digital age. A video success story can be very engaging and connect more personally with your potential audience.

Choose this type of format if your goal is to present the information better and quickly:

  • Interviews with clients
  • Animated videos with graphic resources
  • Case presentations in webinars
Images and graphics

Both in texts and videos, images and graphics can complement the information of the success story. Likewise, you can create posts for social networks highlighting the most important data and information; thus optimizing the content and facilitating its visualization.

This might interest you: 20 Digital Tools To Create Content For Your Blogs

3.- Make a script

They must be strategic, and fully planned, to ensure that all the necessary information is collected. To do this, you can ask a series of basic questions so that everything necessary for a correct development of a successful case is covered: problem, solution, and results.

Some questions you can ask are:

  • What were the difficulties you had before knowing "insert company"?
  • How did you meet "insert company"?
  • Why did you decide to trust us?
  • What did you think of our services when you saw them for the first time?
  • What were the difficulties during implementation and how did you overcome them?
  • What results did you get with this service?
  • How did your life change with this service?
  • Why did you choose our product as the solution?

Interview to a client for a success story

4.- Write the success story

After you have conducted the interview and collected the information, it is time to find out how you are going to offer the information to your target audience.

The common structure of a success story is as follows:

Title: This is the first step to attracting attention. Highlight the customer's main achievement and what product they used concisely.

Statistics about the importance of a good headline

Approach: This is divided into two parts: the summary and about the client. For the summary write a short paragraph and add some statistics that show the success achieved. To write about the client, establish their initial situation, their objectives, their profile, and what motivations they had before purchasing your product, that is, where they were and where they wanted to go.

Knot: is where obstacles appear, as in any story. You must show the problems of your client and why it was a challenge to face the objective of the brand. Remember, if we do not pose it as a difficult situation to overcome, we will not be able to attract anyone's attention.

Outcome: Here we reveal how we managed to face the difficulties and achieve the proposed objective. Again, the results should not seem easy. It is necessary to raise them as solutions to the problems outlined above. What resources were used, how obstacles were overcome, when the objective was achieved, what it meant for the brand, etc.

And don't forget to add:

Quotes: Select one or two impactful comments from your client that illustrate the results and perceived changes.

Pictures and Graphics: It is important to have visual aids to help illustrate the story.

5.- Use emotion and calls to action

This is the touch that will make you connect with your potential customers. To captivate the reader, you must add a dose of emotion, that gives a unique style to the success story and is not just presenting data and statistics. Only through emotion will we get a potential client or investor to stay hooked.

Finally, don't forget to add a final call to action, which will be the key element for your customers to decide to take the next step, which is to contact you and purchase your products. You can write something like:

"If you want us to help you solve your problem, contact us at "insert number"

"Is your company going through a similar situation? Contact us and we will help you solve it! "

Call to Action for a success story

Finally, the final point: Diffusion. By what means are you going to publicize your success story? We leave you this informative article with several options that could be useful to you: How to Write Customer Success Stories That Sell (Template)

Final conclusions

A success story is undoubtedly an effective way to positively influence decision-making and highlight the brand among competitors. As long as the objectives are clear and created with total transparency and to enrich your audience, the success of these cases is guaranteed.

We hope this guide will be useful for you to write effective success stories and get your potential customers to become sales with this interesting way to build trust.

If you have more questions in this regard or would like us to help you write success stories, you can contact us and we will gladly guide you.

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