Do your customers know how fabulously fabulous you are at what you do? Its one thing telling them, but being able to back it up with proof takes things to a new level, especially if you’re offering a service with no physical products to show off. But how do you back up your claims of fabulousness? One way is by writing a case study.

What is a case study and why write them?

Case studies provide proof that you’re good at what you do by showcasing satisfied clients and how you solved their problems. They work because it illustrates to readers how you could potentially solve their problems too. Fantastic case studies make people excited to work with you.

How to write a case study

Here are some tips to help you on your way:

1. Decide which clients to feature in your case study

You don’t need to write case studies for every client, so choose the best ones. Some questions to think about when selecting which clients and projects to write about:

• Which clients did you work particularly well with?
• Which projects were successful?
• Are there any measurable results?

Pro tip: before writing up a case study, don’t forget to get in touch with your client for their permission and cooperation in helping you put the case study together.

2. Gather your information

The first part of any writing project starts with research. You’ve done the project and probably have plenty to say about how you went about it – make some notes to use for your case study.

You’ll also need to find out what the results were and how the client felt about your service. To do this, you’ll likely need to interview your client, so it’ll be a good idea to prepare some questions beforehand, such as:

• What challenges were you looking to solve?
• How did our product/ service solve your problem?
• Would you recommend our company to others?

These are just a few basic examples; the questions you ask will depend on your business and the content of your case study. If you were working with a larger company or team, find out who the best person or persons to interview are.

Don’t forget to gather any data and metrics that you can use in your case study.

3. Draft your case study

Structure

There are various ways you can structure a case study, depending on your business and writing style. However, you’ll want to include key elements such as an introduction to your customer, what challenges they were facing, how you solved them, and the outcomes.

Here’s an example of how to structure a case study:

• An interesting headline: needs to be relevant and grab the reader’s attention.
• Introduction: summarize the key points, including the results.
• Company profile: introduce your client.
• The problem: What challenges were your clients facing?
• The solution: How did you solve your client’s challenges?
• The results: What was the outcome of your project? Use any data and feedback you have here.
• Key takeaways or lessons learned.
• A Call to Action to engage with your reader and compel them to get in touch.

Writing tips

People like a good story, therefore, when writing your case study, craft it into a compelling narrative where you take the reader from the problem to its optimal outcome.

• Keep it simple. To engage readers in your story, write clearly and concisely, using plain English. Never waffle or try to sound clever – people will be clicking away faster than you can say case study!
• Make it a pleasure to read. Breaking up your text makes it easier to read and easier on the eye. Use headings, sub-headings, and bullet points.
• Add visual elements such as images, charts, and graphics to help illustrate your points.
• Incorporate quotes, data, and testimonials from the client. This is the proof that you’ve done a good job and goes a long way to persuading potential customers that you are the one they need to work with.

How long should a case study be? Long enough to tell your story, but not so long that it’ll bore the pants off people. Word length will depend on factors such as your industry, business, writing style, and customer expectations (e.g. are they techy and like lots of detail, or do they prefer short and to the point?).

4. Check your case study

Once you’ve written your case study, be sure to edit and proofread it. You can do this yourself or ask someone else to look at it, such as a colleague or a professional proofreader or editor.

Don’t forget to get your client to approve it before you publish it.

Further reading: Improve Your Sales and Marketing Content: 10 Words to Cut from Your Copy

5. Using your case study

There are lots of opportunities for you to use your case studies. The most obvious is to post it on your website or blog, but you can also:

• Share it on your social media platforms.
• Use it in sales and marketing materials, such as your printed or digital brochures, flyers, or website landing page.
• When you present at industry events or run webinars.

In Summary

Case studies are a great way to showcase how you get results for clients and give a glimpse into how you work. When writing your case study:

• Choose to feature the clients and projects that best show your skills.
• Make it easy to read by breaking your case study up into sections and using visuals.
• Always get your client’s approval.
• Don’t forget to edit and proofread your case study before publishing it.

There are lots of ways you can use your case study, including on your website, on social media, or in your printed marketing materials. Hopefully you now know how to write a great case study that’ll show off your amazing talents. Let me know in the comments how you get on.