How to make case studies your secret marketing weapon

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No matter what service or product your business sells, it’s hard to think of a more persuasive marketing asset than a really in-depth, well written case study on your website.

A case study can be so many things rolled into one:

✅ a testimonial
✅ a portfolio piece
✅ a call-to-action

And most importantly, a story in which your client or customer is the main character.

Humans are imaginative creatures, and we love stories.

When a potential buyer reads your case study and realises they have the same pain points as the subject of the story, they’ll start to identify with the main character.

You’re creating a scenario in which the reader imagines themselves buying and using your product, or investing in the service you offer, and then benefiting from the great results the main character gets at the end.

How to create a persuasive case study

Your first step in creating a case study that really showcases your services is by identifying a previous client or customer who truly benefitted from your product or service.

Ideally, working with you would have been transformational for them.

They’ve most likely already left you a glowing review, so in some cases they might have already provided all the information you need.

If not, we need a little more from them.

❓Do you have a customer or client in mind?

The customer interview.

Reach out to that previous client or customer. Explain that you’re writing up a case study and you’d love to get their answers to three simple questions (You can ask more than three, but be aware that people are busy, so best to keep things short and sweet). Here are the questions:

What problem did they have previously that led them to getting in touch/buying your product?
This question is important as the idea is to get future clients to identify with the same problems.

How did they find the process of working with you?
(This isn’t as relevant for product based businesses, but you could ask about the checkout and delivery process).

How has your service or product changed things for them?
This question is often best asked after some time has passed, so if applicable, reach out to previous customers after they’ve had time to see the benefits and reap the rewards of their investment.

Things to include in your case study

A descriptive title. Include the unique thing you managed to do to improve the client’s life or business.

Before and after comparisons. These could be screenshots, statistics or photographs. Use the answers to questions 1 and 3 above to back up your results.

Direct quotes from your previous customer. Use their answers from your customer interview.

If possible and appropriate, a photo of your previous customer.

Any struggles or difficulties you faced during the process, and how you solved them.

How to share your case study

Publish it on your website. Separate case studies from your normal blog posts, or at least categorise them so that they’re easy to spot.

Share the link to your case study on social media. You can also break your case study down into multiple snippets and create four or five separate social media posts.

Email your previous client (the subject of the case study) and ask them to share it! If you’ve done a great job telling their story, and they’re a satisfied customer, they’ll almost certainly be happy to share the case study with their network.

✅ Remember – it’s ok to be proud of the positive results you can bring to somebody’s life or business. Writing and sharing a case study isn’t boasting, it’s demonstrating what you do, how you do it, and how people can benefit from working with you.

I’ve been practicing what I preach recently and writing some case studies of my own. If you’re interested to see some case studies in action, check them out here!


If you have questions about anything in this article, feel free to reach out for a chat with me!

If you’re wondering how to generate more leads and enquiries through your website and you’d like my support, I offer one-to-one website consultations to help you develop a strategy for improving your website.

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