Writing case studies that win clients
A good case study proves you can solve a problem like your prospect's. Use this structure, and always get your client's permission first.
- Published
- Reading time
- 1 min read
Key takeaways
- Lead with the client's problem, in terms a prospect will recognise.
- Explain your approach and decisions, not just the result.
- Use only facts and results the client has approved and you can verify.
Prospects want to know you have solved problems like theirs. A case study shows it, by telling the story of a real project in a way the reader can relate to.
Get permission first
Agree with the client what you can publish: their name and logo, quotes, numbers and images. Share the draft for approval. If they prefer anonymity, describe the business type and situation without identifying details.
A proven structure
1. The client and context
Briefly describe the client: industry, size, market and what they do. Prospects should be able to recognise themselves.
2. The challenge
Describe the problem in business terms. What wasn't working? What was at stake? What had they already tried? This is the part a prospect identifies with most.
3. The approach
Explain what you did and why: research, decisions, options considered and how you worked with the client. This shows expertise and process, and it's what distinguishes you from competitors who delivered something similar.
4. The solution
Describe what was delivered, with visuals: screenshots, photos, before-and-after comparisons, all approved by the client.
5. The results
Share outcomes that the client has approved and that you can verify, with context: the period, the baseline and how they were measured. If results are qualitative, such as faster processes or better feedback, describe them specifically and honestly.
6. The client's view
A short quote from the client, in their words and approved by them, adds credibility.
Write for prospects, not for yourselves
Focus on the problem and outcome, not internal details. Use plain language. Keep it scannable with headings and a short summary at the top.
Make them findable
Organise case studies by industry and service, link them from relevant service pages and use them in sales conversations.
Keep them current
Add new case studies regularly and retire ones that no longer reflect your work.
Our content and copywriting team interviews clients and writes case studies to this structure, with every fact approved before publishing.
Frequently asked questions
What if a client doesn't want to be named?
You can publish an anonymised case study describing the industry and situation without identifying details, if the client agrees.
What if we don't have impressive numbers?
Describe the qualitative change honestly: what was difficult before and what is easier now. Never inflate or invent results.
