The ATA Chronicle - November/December 2022 - 17

any specifics on where or
how your translation or
interpreting helped solve
their problem.
y The results your client
found by hiring you to
overcome their pain point
or challenge (e.g., the
positive outcomes your
client experienced, such
as saved time and money,
whether their company
became more competitive
or well-known, etc.)
Once you have the main
points of your case study
format, it's time to tell the
story. Case studies vary in
length, but if you're planning
to keep your case studies on
your website, I would suggest
making them fairly short,
maybe 500-700 words. This
will allow you to give enough
details without losing your
site visitors' interest. You
can use images or graphs to
support your case study and
break up the copy as well.
Finally, it's a good idea
to include a call to action
(CTA) at the end of your
case studies. A CTA prompts
the reader to do something
else on your website. For
example, they could click
a button that leads to your
contact page where they
can request a quote on their
next project, or another page
to read more about your
services. Either way, the
next step should be logical
for the reader.
Learn to Write Case
Studies by Drawing
Inspiration from Others
If you're unsure how to
write a case study, start
reading some from other
industries and professionals
who work with clients
in similar ways. Getting
www.ata-chronicle.online
inspiration from others'
examples can be useful to
help you decide how to craft
your own case studies. The
overall message to share in
your case studies is how
you deliver value to clients.
Look for this information
in the case studies you read
and decide how to convey
this information to your
ideal clients.
But What about
Confidentiality?
Writing a solid case study
doesn't mean you have to
break client confidentiality
by sharing the actual
content of your assignments.
However, you should ask
a client's permission if
you want to feature them
and their success in a case
study. Most clients are
thrilled with this idea and
will give you permission.
However, if you're working
for a corporate client or
even a mid-size company,
you may have to get
additional permissions
from other departments or
managers-like someone
from the marketing or legal
team. Don't let asking for
permission stop you. Case
studies are really powerful.
So, if a client responds with
a " No, thanks, " just send a
request to another one!
How to Keep Your Case
Studies Fresh without
the Overwhelm
When written with future
clients in mind, your case
studies can have a long shelf
life. Once you have your first
two or three case studies,
try to add a new one each
year, either to have more
social proof on your website
or the option to replace
anything that feels outdated.
In addition, it's important to
make sure your case studies
reflect the type of work
you want to keep doing for
clients, not work that you
would rather avoid.
Finally, don't forget to
share your case studies
widely once you've taken the
time to create them. They are
an excellent way to market
your services by sharing
the value of professional
translation and interpreting
in context. Consider
showcasing your clients'
success stories as:
y A simple page on
your website.
y A file on LinkedIn (just
upload a PDF) or an
" article " you can pin to
the top of your profile.
y A teaser post on social
media with a link that
leads back to the case
study on your website.
y A few slides in a
PowerPoint presentation.
The possibilities are
endless!
Have you tried using case
studies to market your
business? Do you have any
client success stories that
would make great case
studies in the future? Let
me know!
Madalena Sánchez Zampaulo, CT is
the president of ATA. A freelance Spanish and
ATA-certified Portuguese>English translator, she is
the owner of Accessible Translation Solutions, a
boutique translation company based in Southern
California. She is also an online presence coach for T&I
professionals. With more than a decade of experience in the
language professions, she shares her knowledge and years of
research to help freelance translators and interpreters improve
their online presence by refining their professional profiles
to attract their ideal clients while collectively elevating and
promoting our professions. madalena@accessibletranslations.com
American Translators Association 17
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