How to write a case study for your business
Chris Taylor - Content Strategy and Content Marketing

Chris Taylor

How to write a case study for your business

Creating a case study can be a very effective way to promote your business or brand. A case study is one of the most powerful tools you can use to demonstrate how your product solves a real-world problem. A well-written case study demonstrates the value of your product and helps potential customers see why it matters to them. They can also be a great way to improve the quality of leads generated through your website.

But what is a case study, and why should you hire a copywriter to create one for your business?

In this article, we'll show you how to write a case study that gets noticed and makes a lasting impression. We'll walk you through each step of writing a case study, including what information to include, where to find examples, and how to make sure your case study stands out. You'll learn about the different types of case studies, how to choose the best topic, and how to structure your case study to ensure maximum impact.

What is a case study and why should you create one?

A case study is a marketing tool used to create a story that highlights the value of your product or service. They are one of the most effective ways to demonstrate your expertise and show how you've helped others. It showcases how your product solves a real-world problem for a specific customer or client. In fact, according to research conducted by the Harvard Business Review, case studies are cited more frequently than peer reviews, white papers, and even customer testimonials.

Case studies are an essential part of any content strategy. They help you build trust with future customers and demonstrate the value of your product. Effective case studies are designed to convince prospects to buy your product, rather than just selling you directly. They also give you an opportunity to show off your company's culture and values.

In addition to being useful marketing tools, case studies can also be used to build relationships with clients and prospects. When you use case studies to market your products and services, you'll be able to connect with people emotionally. This makes it easier for them to remember you and your brand. And the best part? You won't have to spend money on advertising. Instead, you'll be telling stories about your work that people want to hear.

There are many different types of case studies, including:


Customer success stories

This type of case study highlights a client's success with a specific product or service. These are designed to showcase your product or service in action. They typically feature a specific customer or client and highlight how your product or service helped them achieve their goals.

Product demonstration

This type of case studies showcases a product's features and benefits. It is designed to appeal to your prospect and persuade them to take action.

Exploratory

Exploratory case studies are used to investigate a particular issue or problem. They are often used to generate hypotheses, test ideas or to identify potential areas of future research.

Predictive

Predictive case studies are used to forecast future events or to identify potential trends. They are often used to position your executives as thought leaders within your industry.

Prescriptive

Prescriptive case studies are often used to provide guidance on how to deal with a particular issue or problem. They can demonstrate your expertise by recommending a course of action.

Creating a case study can be a daunting task, but it's worth the effort. A well-written case study will improve your website's conversion rate, generate leads, and help you close more sales.

Other Examples of case studies

B2B case studies

B2B case studies are stories that showcase the results that a business-to-business (B2B) customer or client has achieved. These case studies should be relevant to the needs of your target audience and should address their pain points.

When creating a B2B case study, it's important to focus on the results and benefits that your customer or client has experienced. These results should be specific, measurable, and relevant to your target audience.

These can be particularly helpful with the onboarding process of a new client.

Brochure-style case study

A brochure-style case study is a type of content that uses a brochure or pamphlet as its primary means of communication. These are often used in marketing and advertising, as it allows for a concise and effective way to present information about a product or service. 


They typically include detailed information about the customer's problem, the solution that was provided, and the results that were achieved. 


Brochure-style case studies typically include images and text that highlight the key points of the case study, and often include a call to action for the reader.

Infographic case study

An infographic case study (also known as a visual case study) is a type of data visualisation that uses graphic design elements to tell a story or present information in a more digestible format. Typically, infographics take complex data sets and break them down into smaller, more manageable pieces that can be easily understood by the reader. 

In some cases, infographics may also use storytelling elements to engage the reader and help them understand the information being presented. This can be an effective way to communicate data-driven stories in a way that is both visually appealing and easy to understand.

Marketing case study

A marketing case study is an in-depth analysis of a marketing campaign or initiative. The study looks at all aspects of the campaign, including its planning, execution, and results. 

It is used to identify what worked well and what could be improved upon. Additionally, the case study can provide valuable insights and lessons learned that can be applied to future marketing campaigns.

Marketing case studies can be used to assess a variety of factors, including customer behaviour, brand awareness, and campaign effectiveness. They can also be used to identify opportunities and optimise marketing strategies. When done correctly, marketing case studies can provide invaluable insights that can help improve future campaigns.

As such, they are an important tool for any business looking to increase the RoI of their marketing activities.

Video case study

A video case study is a real-life example of how to use your product or service. It can be used as a marketing tool, but it’s also useful for training and internal communications. A good video case study will demonstrate the value of your product or service in action.

Video case studies are often used by businesses that sell products or services online. They help you explain what your product does, why it’s beneficial, and how it works. 

The best videos have clear objectives, show real customers using the product, and contain testimonials from satisfied customers.

Why write a business case study?

Case studies are a powerful way of communicating complex ideas and concepts in a clear manner. The content format is simple to produce and distribute, meaning you can use them across multiple channels, including blog posts, email marketing campaigns, social media posts and webinars.


They're also very credible because they come from a trusted source - your company. This makes people feel comfortable sharing information about your brand and products/services, increasing trust and ultimately improving conversions. 


Writing case studies can improve your website conversion rate and increase engagement on social media.

What makes a good case study?

A good case study is one that is comprehensive and well researched. It should cover all aspects of the problem or issue at hand, and provide a detailed analysis of what you or your product does. It should also offer a compelling reason as to what makes your company, product or service unique. The case study should be well-written, clear, concise, and easy to follow.

A case study should be composed of several elements, including:

A compelling story

Your case study should tell a story that is interesting, inspiring, and relatable. The story should be about a specific customer or client and their experience with your product or service.

Real-world results

Your case study should showcase the results that your actual customer or client achieved. These results should be specific, measurable, and relevant to your target audience.

Quotes and testimonials

Include customer quotes or testimonials from your clients to add credibility to your case study. These quotes should be positive and should highlight the benefits of your product or service.

A call to action

Your case study should end with a call to action that encourages your reader to take the next step. This could be a free trial, a discount, or simply a request for more information.

Points to consider before you start writing your case study

Know your audience 

When creating a case study, it's important to keep your target audience in mind. Who do you think your ideal client is? What problem does he or she face? 

Your case study should be relevant to their needs and should address their pain points. By doing this, you'll be able to create a case study that is both useful and persuasive.

Focus on solving the problem

If you're trying to sell a product or service, focus on the benefits your product provides. For example, if you're selling real estate, talk about the value of having a house that's close to restaurants, shops, and schools. Or if you're offering web design services, highlight the benefits of working with a professional like you. Of course, you should know what these are, but you should probably write them down before you start creating your case study.


Show off your skills

Your case study should detail the specific steps you took to complete your project. 

Make sure to include everything you did to make your solution successful.

However, you will need to refine this before including it in your final draft. This is one of the areas a copywriter can add value. 


Be honest

Your case study should be built upon an existing business relationship. Take the time to nurture this relationship so you can share the customer story. This will really make your business shine.Remember: keep your facts straight. Don't exaggerate or lie. People can smell a phony a mile away.

How do you write a case study step by step

1 Start with a compelling headline

Attractive headlines are the most important parts of any article. They tell the reader exactly what he/she needs to know about the topic, without wasting his/her time reading unnecessary information. A good headline is like a movie trailer: it gives the audience just enough information to make a decision whether to read further or not.


Subtitles are optional, though adding them helps people better understand the text. You can use subtitles to explain complex concepts, provide additional information, or simply highlight certain words. If you want to use subtitles, keep in mind that they don’t replace your headlines. Instead, they complement them.

2 Write for humans, not search engines

Search engines are great tools, but they aren’t always able to decipher human language. To avoid being penalised by Google, focus on writing for real people rather than robots. 


You need to speak to your prospect directly. If you want to sell anything online, you must learn how to communicate with your ideal customers. And you'll never get anywhere without listening to them. Learn how to research search intent and use it to create content for your case study.

3 Choose an interesting angle

Case studies are a great way to show how you've helped others succeed. They're also a great way to help prospective customers understand what makes your product unique. But case studies aren't just about showing off your successes; they can also be used to highlight failures. In fact, case studies can even be used to illustrate lessons learned.


The best case studies include three key elements:

  1. An interesting angle
  2. A strong hook
  3. A CTA

4 Provide images - Make them visually appealing (and consistent)

If you want people to read what you write, make it look good. If you don't know how to do this, we've got some tips for you.


A recent study found that people are clicking on images more often than ever before. So it makes sense that you should include a prominent image in your case study. 


You'll want to make sure that the image is clear and easy to understand. You can use tools such as Canva or Glorify to mark up the image.


If you're having trouble getting a good shot of your product, try taking photos from different angles. Try looking up close, shooting straight on, and then zooming out a little. You might find that there's something interesting happening behind your subject. Or maybe you see something off-camera that you didn't notice before. Take advantage of those opportunities to capture unique shots.


Once you've got your photo ready, it's time to write the description. While it's fine to keep things brief, you shouldn't sacrifice quality for brevity.


Your goal here is to give your ideal customer a compelling reason to try or use your service or buy your product. 

5 Introduce the client: State the problem

Your client should be able to clearly explain what they do, how they do it, why they do it, and what benefits they provide. They shouldn’t have to depend on you telling their story for them. If you are writing about them, make sure you let them tell their own story.


Be the supporting character, not the hero - Let your clients tell their own story


Preparation is the key. Learn how to ask the right questions. 

Interviewing people on camera or in person gives you access to information that isn’t always easy to find. You can ask questions like:

  • What does the product/service mean to you?
  • How did you hear about us?
  • Why do you use our products/services?
  • What makes you happy?
  • What problems do you run into?
  • Who else uses your product/service?
  • Where do you see your business in five years?
  • And many others.


Ultimately you want to learn what problems they faced, if there were any challenges, and how you were able to help solve those issues. Use these sample questions to gain valuable insights into how well your products or services have been received. 

Bonus Tip:

Interviewing customers is one of the best ways to learn about your products and services. This is especially true for small businesses where customer feedback is often limited. By interviewing your clients, you can gain insight into their needs, concerns, and expectations.

6 Describe the solution

Include what problem the client had, and how you solved it. This helps the reader understand the issue better, and gives context for why you are writing.


Showcase an actual implementation of the solution. What does it look like? How did you make it happen? Why do you think it works? 

These examples help readers see the value of your work.


Describe the solution as if it were being presented to someone who didn't know anything about your field. For example, if you're selling software, describe it as though you were presenting it to a potential customer. If you're offering web design, talk about the benefits of working with you.

7 Share the results & benefits

Be sure to focus on the results and benefits that your customer or client experienced. These results should be specific, measurable, and relevant to your target audience.

Including a quote from a satisfied customer will help to add credibility to your case study. These quotes should be positive and should highlight the benefits of your product or service. By doing this, you'll be able to create a case study that is both useful and persuasive.

8 Conclude with words of advice and a CTA

The best case studies are ones that are well written, concise, and easy to read. 


A case study is a great way to show how a client benefited from working with your company. You can use it to highlight specific aspects of your work together, such as the creative process, strategy development, implementation, etc.


Don’t forget to include a call-to-action (CTA). This is one of the most common mistakes we see among beginners. Make sure you have a single call-to-action button that leads to the next step of your sales funnel. This could be a contact form to collect an email address and phone number or a link to a blog post.

Have realistic expectations for your case study

Case studies are a powerful marketing tool because they provide a clear example of how you helped solve a problem. They're great for demonstrating the value you bring to clients, and they give potential customers a glimpse into what it might be like working with you. 


However, case studies don't always work out well. If you publish one expecting it to go viral, you'll probably end up disappointed. Instead, focus on creating something that will help your audience learn about you and your products/services. And remember, case studies aren't meant to go viral. 


Working with a copywriter or content strategist can give your business a competitive advantage. While a copywriter can craft the perfect case study, a content strategist can direct your promotional activities. They can use the case study to interact with prospects at different stages of the marketing funnel.

How long should a case study be?

A case study is a great way to demonstrate how you solved a problem and why it matters. However, too often case studies are written much longer than needed. Here are some tips to ensure your case study gets the attention it deserves.


1. Keep it short

Most people recommend writing no more than 1500 words. If you write more than that, you risk losing readers' interest. You'll want to focus on the most important points and include enough detail to show how you solved the problem.


2. Include a snapshot

The snapshot is a brief summary of what you did. It should highlight the key takeaways and provide context for the reader. For example, "We used machine learning to predict customer churn."


3. Show your work

You don't need to explain every step of the process, but make sure you include images or graphics where possible. These images can serve as visual aids for the reader and give them a better understanding of what you're talking about.

What should a case study include?

You can follow a template or content brief to construct your case study. At a minimum it requires these 3 components: Problem, Solution & Result.


However, as you’re telling a story, you should develop the content. 

Here’s a basic structure you could follow:

  • Introduction
  • Background (Introduction to the client/problem)
  • Objectives (Desired benefits)
  • Results (real world improvements)
  • Conclusion (CTA)

How much does a case study cost to create?

The answer depends on how much work is required. You shouldn’t focus on word count. Instead you should consider the amount of research required. 

How much preparation is required? For example, do you need video testimonials?

The effort the copywriter will go to, to perfect the copy. 

What is the desired RoI of the case study? In other words, what is a conversion worth?


A ballpark figure would be at least £500 for a basic case study. More in depth case studies could be several thousand pounds. 

Do you need help writing a case study? Get a quote today.

How to Format a Case Study

Here are some tips on how to format a case study:

  1. Include a headline. This is where the reader starts reading. So make it count.
  2. Use bullet points to break up the text into sections.
  3. Use bolded words to highlight key phrases.
  4. Be concise. Don’t include unnecessary information.
  5. You could use a tool such as Canva to design an eye-catching document.

Case Study Templates

A quick Google will return lots of templates. However, with lots of results, it's hard to know which one is going to help you.

General Case Study Template

This basic case study template will help you to write a concise case study. It has a clear outline and is available for free and with no sign up required.

Beautiful case study templates

For the more adventurous, you can use a graphic design tool like canva to create a case study. More visually appealing, these can really give your marketing a boost. Canva also enables you to repackage your design into various sizes. Perfect for print and digital.

Hubspot Templates

Hubspot has a range of templates that you can download for free after you register. These are just two of the highlights.

Product Specific Case Study Template

This template helps you create an informative case study without relying too heavily on numbers. Instead, it focuses on telling a story that illustrates how your product or service helped someone solve a problem. Your goal is to show readers why your product or service matters to them.

You don't need to rely solely on metrics to prove the worthiness of your product or service. In fact, you shouldn't use data to try to convince people to buy what you're selling. Instead, focus on writing a compelling story about your products or services benefits. A good case study does just that.

Lead Generation Business Case Study Template

A lead generation business case study template will help your business share their lead generation success stories. Lead generation businesses use different strategies to find potential clients, including cold calling, emailing, advertising, online ads, social media outreach, referrals, etc.

A lead generation business case study will show you how well each of these methods worked and how effective they are compared to one another. You could also use this information to help determine whether or not your current lead generation method is working.

Conclusion

A case study can improve the quality of your leads by providing real-world examples of how your product or service has helped others in similar situations. This can help prospects see the potential value in working with you, and it can also give you a chance to address any objections they may have about your offering.

Whether you're trying to sell products online or offline, you want to make sure that your marketing efforts are bringing in qualified leads. A case study is a great tool for doing exactly that. By creating a compelling story around a real person who has benefited from your product or service, you can show potential customers that your company is trustworthy and reliable.

The key to success here is to create a strong narrative that shows how your product or service helped someone overcome their problems. 

Write Better Case Studies | Improve Your Copywriting | Get More Customers

Does your business need a case study, but you don't know where to start or what to include?

Most marketers don't know how to write case studies that actually improve the quality of leads. As a result, they end up writing stories that are long and boring.

Our experienced copywriters know how to write copy that generates leads.

We'll work with you to understand your business and target market, and then we'll create compelling copy that will help you close more deals. 

We'll help you choose a topic that'll showcase your product or service in the best light.

We start by talking to your customers to understand their needs and pain points. Then, we craft a story that is compelling and interesting, while also highlighting the unique value that your product or service provides. We also include a call-to-action that encourages the reader to take the next step.

Copywriting can be a great way to improve the quality of your leads. 

Contact us today to find out how we can work with you.