Writing case studies that stand out

You've just wrapped up a brilliant project. Your client is thrilled, the results speak for themselves and you're buzzing with that post-success glow.

Time to write it up as a case study!

But you feel the familiar writer’s block. And it’s probably because you can’t help falling into one of two pits-of-doom:

1. Your case study sounds like an overenthusiastic self-fanfare of trumpets

   ‘Our innovative solutions led the industry with this incredible cutting-edge strategy!’

   
   

2. Your case study sounds like a dry corporate report written by the Royal Committee of Bores

   ‘We helped client x with some stuff and it went pretty well.’

Neither approach does justice to the real story of transformation that happened.

Your case studies should be celebration pieces, not corporate brochures.

Done right, they become your most powerful marketing tool. Not only do they provide PROOF of your success, they’re an opportunity to tell the STORY of how you did it.

Here’s how to make your case studies count:

1 | Make your client the hero

The most compelling case studies shine the spotlight on your client's success. This SHOWS rather than TELLS the impact of your work, takes the focus off you (which I know you find uncomfortable!) and gives your case study a positive celebratory feel which is hard to ignore.

Readers can see the transformation and draw their own conclusions about your role in making it happen.

2 | Numbers tell stories

Can you get facts and figures that show the impact you made? If so, put these front and centre!

The more specific the percentages and increases you can include the more impressive they'll sound. ‘Increased engagement’ is a great outcome. But ‘Open rates jumped from 12% to 34% in two months’ is a story that's impossible to ignore.

Lead with your strongest number, then build the story around it.

3 | Follow a framework

Use a strong structure for your case studies every time that's consistent and easy for readers to scan through. A good approach is:

Set the scene: Introduce your client and the context. Give enough background that readers can picture themselves in a similar situation.

Define the problem: What wasn't working? Be specific about the challenges and their impact. This is where your ideal clients will recognise themselves.

Highlight your solution: Pick three key elements that made your approach different or effective. Don't list everything you did – focus on what sets this particular project apart.

Show the impact: One punchy line that captures the transformation. This is your headline moment.

This structure works whether you're a web designer, business coach or maker of artisan dog treats. The format stays consistent, but the content tells each unique story.

4 | Numbers need narrative

Facts and figures grab attention, but stories create connection.

Although the stats and facts are important, make sure you share the journey too as this will give an authentic insight into what it's like working with you. What did those first conversations reveal? What breakthrough moment changed everything? How did your client react when they saw the end product?

These human details transform a dry case study into a tantalising glimpse behind the scenes.

5 | Know what you want to prove

Every case study should have a purpose beyond showing off your latest success.

What do you want readers to understand about how you work? Maybe it's your thorough research process, your collaborative approach or your attention to detail.

Build your case study around these key messages. If your superpower is getting to the heart of what really matters, make sure that features prominently in your story. If you're known for turning projects around quickly, include timestamps and deadlines. If you pride yourself on aftercare, mention the follow-up support you provided months later.

Be purposeful about what you highlight. Your case study should reinforce exactly why someone should choose you over your competitors.

6 | Is yours a product-based business?

The case study structure above might seem best suited to service-based businesses, but actually it can work brilliantly for showing your products 'out-in-the-wild' too.

Your handmade cushions didn't just brighten up a living room – they helped a new mum create a cosy reading corner where bedtime stories became the highlight of her toddler's day.

Your artisan soap didn't just clean hands – it turned a rushed morning routine into a small moment of daily luxury that started each day with intention.

Product case studies work best when you show your creation making a real difference to real people. Focus on the experience and transformation your product enables, not just its features and specifications.

Your next case study could be the story that convinces your ideal client to get in touch.

The best case studies feel less like marketing material and more like a celebration. They honour your clients' success while naturally demonstrating your expertise.

Start with your most recent client win and work backwards through these questions:

• What specific results can you share?

• What made this project special?

• How did your approach make the difference?