Prospects believe your clients far more than they believe you. A well-written case study lets a happy client make your case: here's the problem we had, here's what they did, here's what changed. Yet many case studies read like brochures, full of adjectives and short on facts. Here's how to write one that prospects read to the end, and that helps your sales team close.
Step 1: Choose the right projects
The best case study projects have:
- A challenge your ideal clients recognise
- Measurable results, or at least clear before-and-after evidence
- A client willing to be quoted, ideally by name
- Relevance to the services and sectors you want more of
Step 2: Gather the facts
| What to collect | Where it comes from |
|---|---|
| The original brief and goals | Proposal, kick-off notes |
| Baseline metrics | Analytics, CRM, client reports |
| What you did and why | Project team |
| Results | Analytics, client data, before-and-after screenshots |
| Quotes and context | Client interview |
| Visuals | Designs, product shots, photos of the team at work |
Only use numbers you can verify, and agree them with the client.
Step 3: Interview the client
A 20–30 minute call usually gives you everything you need. Useful questions:
- What was happening in your business before the project?
- What made you look for help, and why us?
- What worried you before starting?
- What was the experience of working together like?
- What has changed since? Can you put numbers on it?
- What would you tell someone considering the same project?
Record the call (with permission) so you can use their exact words.
Step 4: Use a proven structure
| Section | What it covers | Length |
|---|---|---|
| Headline | The result, stated specifically | One line |
| Snapshot | Client, sector, services, key numbers | A few bullet points |
| Challenge | The problem and why it mattered | 1–2 paragraphs |
| Approach | What you did and the key decisions | 2–4 paragraphs |
| Results | Measurable outcomes and what they mean | 1–2 paragraphs plus numbers |
| Client quote | Their perspective in their words | 1–3 sentences |
| Call to action | What the reader should do next | One line |
Write headlines that lead with the outcome
| Weak | Strong |
|---|---|
| "Website redesign for Acme Ltd" | "How Acme doubled enquiries with a faster, clearer website" |
| "Our work with a retailer" | "Cutting checkout drop-off for a growing homeware brand" |
Step 5: Present results honestly
- Give context: "Organic traffic up 80% in six months, compared with the same period last year"
- Separate what you influenced from outside factors
- Use ranges or qualitative results if exact numbers can't be shared
- Never round up, cherry-pick dates or imply results you can't prove
Honest case studies are more convincing, and they protect your reputation.
Step 6: Make it easy to scan
- A summary box with the key numbers at the top
- Short paragraphs and descriptive subheadings
- Before-and-after visuals
- Pull quotes from the client
Where to use case studies
- A dedicated case study page on your website, linked from relevant service pages
- One-page PDFs for proposals and follow-ups
- LinkedIn posts and carousels with the key result
- Email nurture sequences
- Sales presentations
Case studies are also strong SEO content: they're unique, experience-based and often attract searches like "[industry] website redesign". See our guide to content that actually ranks.
Case study checklist
- Project relevant to the clients you want more of
- Baseline and results verified
- Client interviewed and quotes approved
- Headline states the outcome
- Clear challenge, approach and results
- Visuals and a summary box
- Client sign-off before publishing
- Web, PDF and social versions created
A short example case study
How a family-run bakery doubled online orders with a faster, simpler website
Snapshot: Independent bakery, two shops, web design and development, 10-week project.
The challenge: Customers loved the bakery, but the old website was slow on phones and the ordering process took eight steps. Most orders still came by phone, tying up staff during the morning rush.
The approach: We interviewed customers and staff, simplified ordering to three steps, added collection time slots and rebuilt the site to load quickly on mobile. Staff can now update the menu themselves in minutes.
The results: In the three months after launch, online orders doubled compared with the same period the year before, and phone orders during the morning rush fell noticeably.
In their words: "We used to dread the 8am phone calls. Now most orders arrive online, already paid."
This example is illustrative; real case studies should use verified figures and approved quotes.
Getting client approval smoothly
- Ask early: mention case studies at the start of the project, not months later.
- Make it easy: offer to write everything; they just review.
- Share the draft promptly while the project is fresh.
- Highlight what you need approved: quotes, numbers, logo use.
- Offer anonymity if naming them is a barrier.
- Thank them publicly when it's published, and share the link.
How we help
Our case study service handles the interview, writing, design and approval, and delivers web, PDF and social versions. You can see the format in action across our own work.
The short version
Pick projects with relatable challenges and measurable results, gather verified facts, interview the client, follow a challenge-approach-results structure, lead with the outcome, present numbers honestly and publish the story in every format your sales team uses.
