The ultimate manual for winning new clients with case studies
If you want to secure new work, outshine your competitors and prove your expertise all in one, your new best friend is the humble case study!
Keep reading for our complete guide on how to write effective, powerful case studies for your business website, including a free downloadable template. Plus top tips and critical things to remember about legal claims, copyright and technical advice.
In this guide:
→ What is a ‘case study’ and why they’re important
→ Examples of great business case studies
→ The ultimate case study writing formula to follow
→ Your free downloadable case study template
→ How to find the best imagery for your case study
→ How to create an editorial process to produce & publish case studies
→ Case study FAQs
1: What is a case study and why are they important?
A case study - or ‘project’ - is a write-up of previous work you’ve completed for a client. Its purpose is to show how you successfully provided your services.
If you’re a law firm, an insurance broker, architects, planning consultants or other type of consulting professional, you’ll have completed countless successful projects over the years, for many happy customers or clients.
And turning those into written case studies is critical! Why? Well, a business case study is the evidence behind your work that prove you’re the expert in that type of project or sector. They’re a crucial part of the buying journey, when customers consider and hover over options; they need the evidence to back up their decision.
The customer buying cycle looks like this:
AWARENESS
→
CONSIDERATION
Case studies matter most here ⤴
→
DECISION
Above: Customers move from the ‘awareness’ stage (when they first see your business or services) into ‘consideration’ (when they’re weighing up whether to buy, and this is where your content and ‘proof’ really comes into its own) to the final ‘decision’ stage when they choose their final product or supplier.
There are a lot of factors that move people along the cycle, such as branding, other marketing and more - but assuming all those elements are working well, the cycle is a rapid process where decisions are made quickly and supporting content like case studies can make all the difference.
Case studies can be your best and biggest investment with winning new work. From a personal perspective as a digital agency, we only win new clients because of the strength of our previous projects. People want to see proof of your ability and skill before they part with their money.
Case studies were ranked very important by 52% of B2B buyers while evaluating vendors.
But despite their powerful impact, case studies are often left until last.
This is partly because translating past projects into written case studies that go live on your website can feel like a MAMMOTH task!
Why?
You worry you don’t have the right photos or ‘evidence’
You don’t want to stretch too far back into the archives for fear of projects looking ‘old’
Sometimes, you don’t even know how to start writing it or what to even include
It’s also all too easy to be pulled on to other tasks, and case studies get kicked to the back of the queue
With all our experience in building business websites for professional services, we’re seasoned travellers in the quagmire that is ‘case study compilation’ - and we love helping our clients wade through it and come out the other side with tangible, well-written proof of their excellent work that helps win new work.
So keep reading for our easy guide to putting together case studies for your website in just a few steps.
2. Examples of a great case study
Before we head into how to actually put a case study together, here are 2 examples of successful case studies on a website.
When we designed and built a new website for GJP Town Planning & Consultancy, case studies were a significant part of the project. We helped them compile, structure and produce nearly 30 case studies and all of them follow our case study formula:
Introduces the project, including what it included and who the client is
List the services that were provided
Explain how any obstacles were overcome
Explain the outcome of the project
Include high quality imagery
Include a client testimonial to show results
Click each image to see the full case study ⤵
3: How to create a case study format
Now you’ve seen what a great case study looks like - time to put it into practice!
Use our tried & tested ‘writing formula’ to make it easy.
Creating your own case study format is essential for making your workflow more effective.
It doesn’t have to be War and Peace.
Your prospective new clients just want to know that you can successfully complete projects, and they don’t want to read huge reams of prose to understand that.
We utilise a simple formula for case studies, adapted from the age-old ‘who, what, when, where, why’ method.
Our case study formula includes 6 headings that essentially form the structure of your entire page:
1. The brief: Introduce the problem and get prospects to identify with the project immediately
Introduce the client’s problem, and what they needed from you. Any prospects are able to identity with the project immediately.
This should include:
What problem did your client approach you to solve?
What are the key details surrounding the brief?
Who appointed you for the project?
2. Client information: Showcase the size, calibre or complexity of your client and their problem
Showcase the calibre and quality of your client. Mention their size, reputation, location and what they do - and, if applicable, the complexity of the problem presented that you were uniquely equipped to solve.
3. Our approach: Show your unique process for solving your client’s problem
Show how you got your previous client from Point A to Point B in the most efficient, streamlined way possible.
Typically this should include:
Do you have standard operating procedures that clients are made aware of?
Did you meet the client in person or virtually, adapting to their needs?
Did you conduct site visits, if required?
How you kept the client informed
The solution you offered and why it’s different to competitors
How you implemented that solution
4. The challenges: Reinforce your professionalism and adaptability
Despite a streamlined process, every project can still have its obstacles - but you can show that you were equipped to handle it and adapt your approach to overcome whatever was thrown at the project. This could include:
What were the issues you might’ve faced?
How did you overcome them?
Did you implement any long-term solutions that could overcome similar issues in the future?
If you had no issues, show how you ensured that you kept the project ‘a tight ship’
5. The outcome & results: Proof that you completed the project
TOP WRITING TIPS
Start with bullet points. Jot down all the info in a skeleton outline - you (or someone in your team) can expand it later
Give yourself a 10-20 minute time limit to get it all down
Try using ChatGPT to help you formulate the piece - you can edit and finesse later
Emphasise that the project ran smoothly, to the right timeframe, and the client was happy.
If you have tangible results - figures, stats - then include them here. It’s not always possible to get quantifiable results though, so don’t worry if you can’t.
6. Client testimonial: Provide social proof
If possible, get a testimonial from your client on how they found working with you on the project, or on the quality of your work and customer service. This really, really helps new customers make a decision.
BONUS: If you can get your client on video with a testimonial, that’s absolute gold for a case study.
Need help? Download our case study template
We've turned our winning case study format into an editable template for you to download and fill in, section by section.
4: Imagery - your secret weapon for case studies
‘Posts that include images produce 650% higher engagement than text-only posts.’ (Bynder).
Images can enhance trust in the project, and in you, and add variety for readers. Images are important to help break up walls of text, and make a page more appealing when a visitor first lands on it.
Importantly, images also help with knowledge retention. Breaking it down and adding variety makes your piece more memorable in a potential client’s mind.
So, what could ‘images’ include?
Rob Jones / Thomas, Carroll Insurance produced by burningred as part of a suite of informal company portraits.
3a: Check your photo library & your company's archive (photos can be in many places)
If your business works on physical projects (i.e. building developments or construction of some kind), perhaps the client sent you some photos when they first contracted you. Once you check permission to use them, these are great to include!
3b: Careful use of imagery off your phone
You may have forgotten about some photos or videos hiding in your camera roll from previous site visits, so definitely put these in. Just be sure that if you’re using them prominently within the case study, the quality has to be high (sharp, well lit, not grainy or dark).
However if you’re using them to explain various points, or show before/after/in-progress shots, it’s okay if they’re lower quality.
IMPORTANT NOTE: If you’re using imagery off your phone, you need to ensure all EXIF metadata is removed, which could include location data. Without knowing it, you could be sharing sensitive location-specific information about you and your client. Use this guide for how to remove EXIF metadata from your photos.
3c: Use stock images (selectively)
It goes without saying, just because it’s on the internet, doesn’t mean it’s free to use. If you use a stock image without proper licensing or use a photographer’s work without consent, you could be looking at a sizeable (and legal) fine/invoice.
Stick to the safer websites with free stock, like Unsplash and Pixabay.
Either look for images that reflect your client’s company and/or reflects the type of project and prospects that you want.
IMPORTANT NOTE: Just because a photo of a building is available to be used, that doesn’t mean you have the copyright to be able to use it. It’s worth checking if the building in question is registered as an ‘iconic building’ and has its own trademark. It’s also good to check if any stock images are copyrighted for ‘editorial only’ which means you can’t use it in advertising for financial gain.
From a business brand perspective, should you be using stock in the first place? We’ve helped many clients create banks of their own imagery for commercial use which can include video and photo, and circumvents any legal licensing or brand issues.
3d: Use images from your client, with permission
If you’re in law, insurance, accounting or similar, you’ll have less opportunity to get photos of projects in action, but don’t let a lack of imagery hold you back.
Simply contact your customer or client and ask if they’d be happy for you to include some of their images. Always offer to include a link back to their website, alongside their logo - it’s a case study all about them, after all, and the worst they can say is ‘no’.
NOTE: Always be sure to check the copyright owner for any photos that aren’t yours. Any professional shots taken for another company may well be licensed to the photographer, and using them could involve a fee. However, we’ve found that simply asking and providing links/credits to the image owner can work in 90% of cases.
3e. Invest in imagery and hire a photographer/videographer
Sometimes there just aren’t any photos of a project you can use - this is where creating your own comes into play.
If you have a lot of physical or external projects, for example, it’s a better spend of your money to commission a photographer to capture an entire suite or set of images and videos. You get a huge hit of collateral in one go, and with a tight brief of what you need, can be a way more productive use of your time rather than trawling the internet.
You’ll be able to use your new imagery beyond case studies; for your website, social media, brochures, print collateral and more. Talk to us about appointing a project photographer.
Example: How to get imagery from the sources/client
For the GJP website, we strongly felt that a key element of the new site would be using high quality case study images showing the final built projects - which, at this point, the client simply didn’t have.
We were determined to source permission for as many images as possible. A little dogged determination goes a long way! It’s simple but this is how we did it:
We found the images we wanted to use on other websites, and downloaded them into separate labelled Dropbox folders
We found the contact details for who we felt would be best placed to grant us permission (directors of venues, managers, venue owners) - side note: we only contacted them if their details were easily found online.
We set up a spreadsheet with the contact details, plus notes on when we’d contacted them
We began emailing each person with a link to the images, a request to use them, and a note that we were acting on behalf of our client (who they were already aware of)
When the number of case studies required grew, the client joined us in asking their previous contacts for permission - this massively helped, as the client had such a great reputation
By the end of the project, we had a 100% success rate in getting permission for ALL the images we wanted to use. Now the site is full of gorgeous imagery we wouldn’t have otherwise had.
5: Create an internal editorial process for sign-off
Create a watertight sign-off system for internal review and publishing of business case studies.
In a similar way to creating the writing system, you need a sign-off system too.
Ever felt that it’s easy to put together an initial case study, then the doubt creeps in? You ask yourself, ‘Will the client be okay with this? Have I written this well enough? Is it legally compliant?’
Before you know it, the case study you’ve crafted is consigned to the drafts folder, and never sees the light of day.
To avoid that happening, we recommend creating a watertight sign-off procedure that works for you.
Who is responsible for writing and compiling the case study?
Is there a tone of voice that needs to be matched?
Who’s responsible for checking the use of imagery?
Understand who has ultimate sign-off in your firm (this person needs to see it before it goes live, or to the client)
Is there any legal compliance that needs to be followed, and who’s responsible for this?
Does the client need to sign this off?
Don’t forget to ensure any type of legal claim you make is 100% accurate.
Some of our clients must be cautious about claims they make in various territories, while others need to be wholly accurate in their wording to avoid being in trouble with their relevant commissioning bodies.
If you work globally, seek advice if you are making claims as different territories can have different rules.
If you are responsible for the final sign-off in your business, then it might be worth running any claims past a lawyer.
6: Publish
Once everything’s there, it’s time to publish and set it live!
Remember, case studies are one of the most important key assets for your business, and are worth investing in. They will bring rewards that other types of marketing can’t necessarily facilitate.
So while it can be hard putting your work out there with case studies, by following these steps, you’ll make the process a lot easier and more efficient.
Get help compiling case studies for your business
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Case study FAQs
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This one’s up to you. We find it courteous to offer a ‘first look’ to the client. Then if they want to change any wording or make a suggestion, they have the chance to do so.
Of course, one issue is that a client never responds and you feel you’re left in limbo - can I publish? Should I publish? Give them a 1-2 week grace period (possibly a follow-up email to nudge them) but if you don’t hear back, we say publish and be damned.
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If you’re building and releasing a new website, the minimum number of case studies you need is 3-5. Similarly if you’re pivoting your content strategy to now include case studies, get at least 3 together and publish them simultaneously.
You can continue adding them on a regular basis, but having 3 well-crafted case studies is better than 10 images with no deeper content.
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In this case, you simply get descriptive.
A project for Domino’s Pizza, for example, would become a project for ‘a multinational pizza chain headquartered in the US with over 18,000 stores worldwide.’ A project for Tony’s Chocolonely would become a project for ‘a popular Dutch chocolate company renowned for its stance on global sustainability issues’.
To par it back even further (and avoid any legal issues), they could become:
‘a multinational pizza company with stores in most UK cities and towns’
‘a popular confectionery company founded in the Netherlands’.
You want to get across the scale and size of the client, without being too obvious in hinting who they are.