Case studies are a cornerstone of marketing. They can be incredibly powerful for attracting customers but are often tedious and dull. The issue? A bored reader won’t become a customer. Let’s change that! This guide reveals the secrets to crafting case studies that captivate your audience. We’ll explore how to make them captivating, motivating, and persuasive, transforming readers into loyal clients.

Table of contents

• What is a case study?
• Why write a case study?
• How long should a case study be?
• How to write a case study: Steps & format
• An example of a case study
• Tips to write a case study that gets read
• Real case study examples
• Free case study template doc

What is a case study?

A case study is essentially a compelling narrative showcasing how a real customer conquered their challenges using your products or services. Notice the emphasis on “story.” While marketers frequently talk about “storytelling,” a successful case study embodies this concept. It presents a protagonist (your customer) facing a problem, ultimately achieving victory.

Intercom’s case study effectively personalizes its protagonist, Atlassian. A well-crafted case study allows readers to envision themselves as the heroes of their own narratives. They should resonate with the featured customer’s challenges and see a path toward achieving their goals through your offerings. Need more ways to elevate your business? Download now » 30+ Ways to Promote Your Business (On Any Budget!)

Why write a business case study?

Simply put, case studies are incredibly effective for converting leads into customers. Here’s why:

• Foster customer loyalty: It’s an opportunity to engage your satisfied clients and reinforce their reasons for choosing you, encouraging continued loyalty.
• Empower sales: Beyond website publication, salespeople can leverage case studies in discussions with potential customers, instilling confidence.
• Content versatility: Quotes and data from case studies can enrich your homepage, product pages, landing pages, and more. Repurpose them into PDFs, videos, blog posts, and infographics.
• Build trust: Case studies transform positive customer feedback into concrete evidence of your value. It’s among the most trusted content types according to 60% of marketers.

How long should a case study be?

A compelling case study can be concise and impactful, even fitting within a single page. Of course, length can vary depending on the industry. For instance, a kitchen remodeling business might rely heavily on visuals, while software solutions require more detailed explanations. Here’s a general guide:

• Aim for 500-1500 words.
• Include a prominent snapshot section (100 words or less).
• Devote the majority of the word count to results and benefits.
• Prioritize clarity and conciseness. Let your data, visuals, and customer testimonials speak volumes.

What a marketing case study is NOT

A case study should be an objective, data-driven resource that reinforces your brand, building trust with potential customers. Here’s what it shouldn’t be:

• Press releases: While case studies can complement product launches, they’re not merely platforms for promoting new offerings. Strive for evergreen case studies for maximum impact.
• Advertisements: While elements of case studies can enhance landing pages or ad copy, the case study itself shouldn’t be an advertisement. Focus on presenting factual information, not hype.
• Company-centric: The customer’s journey should take center stage. Many case studies fall short because they prioritize brand voice and messaging over the compelling power of storytelling. Avoid excessive focus on your company’s achievements.

How to write a case study: steps & format

Now that we understand the essence of a marketing case study, let’s break down the writing process. A compelling case study includes:

1. Impactful headline: Similar to a news headline, it should convey the most crucial information. You can add a subtitle with supporting details or a customer quote.
2. Concise snapshot: Provide a brief overview at the beginning, including the client’s name/industry, the product/service used, and key result statistics.
3. Client introduction: A concise introduction (one or two sentences) describing the customer and their notable attributes.
4. The challenge: Clearly articulate the problem or goal the customer faced, the potential consequences, and any hesitations they had. Incorporate quotes for authenticity.
5. The solution: Explain how they discovered your business, their reasons for choosing you, the chosen solution, and its implementation process. Include quotes to personalize the experience.
6. Tangible results: Highlight the outcomes and advantages, including any unexpected benefits. Support your claims with quotes, statistics, before-and-after visuals, or other compelling evidence.
7. Conclusion: Conclude with further customer praise, advice for similar businesses, and a call to action.

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A case study example

Let’s illustrate these steps using a fictional example. Our business is Kumbo Digital, and our client is Currigate.

1. Craft a clear headline

Think of a news headline that summarizes the key takeaway. Consider adding a subtitle for context or a customer quote.

Currigate Recovers $12k in Lost Profits with Kumbo Digital

2. Provide a snapshot

Offer a concise overview at the beginning, summarizing:

• Customer’s name, industry, and relevant background
• Product or service used
• Key results (ideally three statistics)

3. Introduce the client

Briefly introduce your customer (one to two sentences), highlighting their industry, location, and a unique aspect.

Currigate provides highly customizable subscription packages for banks, brokers, and mortgage lenders.

4. Describe the problem, consequences, & hesitations

Clearly explain the challenge the customer faced, their goals, and the negative impacts.

Currigate’s competitive edge—customization—created challenges. Managing multiple applications with separate data and manual tasks consumed valuable time. This limited client relationship-building, overage monitoring, and upselling, impacting profitability and customer service. Include customer quotes and any initial concerns about your product/service. “Our complex system hindered our progress,” shared Melanie Grigham, Currigate’s VP of Operations. “Customer relationships suffered, demanding action. However, integrating our seven data sources seemed daunting and risky, given the sensitive information involved.”

5. Outline the solution

Explain how the customer found your company and why they chose you.

Grigham discovered Kumbo Digital through a Google search. “Explaining our intricate system felt overwhelming, but their representative understood our needs perfectly,” she recalled. Detail the chosen product/service, implementation, and customer usage. Be concise! Kumbo proposed a custom dashboard integrating all data sources. “Initially hesitant, their small-scale demonstration clarified the solution. Their patience during my decision-making process was invaluable,” Grigham added.

Currigate adopted the solution. The dashboard’s implementation took three weeks, and data migration was completed in a day.

6. Showcase the results & benefits

Describe how the client utilized your product, the achieved results, and the positive impact. Include quotes, statistics, visuals, or videos as evidence.

The new platform empowered Currigate’s account managers to access all seven data sources, generate invoices, track payments, and manage approvals—all in one place. “Invoicing time decreased significantly, allowing for enhanced customer engagement and strategic focus. Our team’s efficiency even sparked requests to take on more clients—a first for us,” Grigham revealed.

A streamlined product catalog (reduced from 1,024 to 206 codes) facilitated upselling and tailored recommendations. “New clients unsure of their needs now have a clear starting point,” Grigham explained.

Additionally, Currigate recovered $12,403 in previously undetected overages. “We ensure accurate billing for our benefit and provide services aligned with customer needs—a true win-win,” Grigham concluded.

7. Conclude with advice and a CTA

Share the client’s future plans, additional praise, and advice for potential clients.

Currigate’s subscription model thrives, even considering expansion into new markets. “We’re ahead of schedule; we anticipated new markets being years away,” Melanie remarked. Her advice for similar businesses? “Combine thorough research with a leap of faith. Trust your instincts.” Conclude with a call to action to contact your business or explore more case studies. Free guide download » The 36 Best Call to Action Phrases Ever (& Why They Work)

Tips on how to write a case study that prospects will want to read

Here are eight tips to elevate your case studies from informative to captivating, turning them into powerful sales tools.

1. Simplify the process for the client

Requesting a case study should be as seamless as asking for reviews. When approaching clients, clearly communicate your intention to feature their success story. Provide clear details, including:

• The process: (A 20-minute interview, followed by a draft for approval)
• Case study placement: (Your website, PDFs for sales reps, etc.)
• Interview options: (In-person, phone/video call, email)
• Benefits for the client: (Social media exposure, for example) Transparency fosters willingness to participate.

2. Include a prominent results snapshot

While storytelling is key, don’t keep readers in suspense. Present the results upfront, enticing them to discover the journey. The example below clearly communicates the key takeaway with the title (The Loot Box Uses Ad Factory and Content Marketing to Drive Sales) and the supporting statistics.

Image source

3. Find an interesting angle

Making case studies compelling can be challenging. Infuse creativity:

• Feature unique customers with unconventional product usage or extraordinary situations.
• Connect your industry with theirs through a thematic approach (consider puns).
• Start with a teaser highlighting the most compelling result.
• Incorporate the client’s personality to make it relatable. A captivating angle enhances engagement. In Mailchimp’s case study example below, the customer name (Good Dye Young), a strong headline, and a powerful image create a captivating effect.

4. Ensure relatability for all prospects

While your chosen angle captures attention, ensure ALL prospects resonate with the challenges faced by the case study’s protagonist. Address your target audience’s pain points. The Mailchimp case study exemplifies this with an “advice for other small businesses” section:

5. Prioritize visual appeal and consistency

Avoid dense blocks of text. Aim for skimmable, visually appealing, and well-organized case studies.

This case study exemplifies a clean, organized, and skimmable format. Maintain a consistent format for all case studies to streamline information consumption.

6. Position yourself as the supporting character

Present your company as a guide, helping the true hero—your client—overcome obstacles. This approach is effective for two reasons: It allows readers to envision themselves as the protagonist and enhances your credibility through humility. Notice how Shopify case studies positions the client as the focal point:

• Allbird’s omnichannel conversions soared
• Gymshark scaled internationally
• Staples replatformed in half the time
• Bombas saved $108,000 a year

7. Let your clients tell their story

Craft a narrative that gives your client a voice. Incorporate their direct quotes for authenticity. Use an interview style, paraphrasing, and annotations to avoid repetition. Set the stage and allow your client’s words to shine.

View the full case study example here.

8. Set realistic expectations

While case studies are valuable resources, they might not garner the same level of traffic or engagement as other content. Their primary function is to assist prospects already considering your offerings. Don’t be discouraged by potentially lower traffic; focus on quality and relevance to your target audience.

Business case study examples

Explore these examples that effectively implement the tips discussed:

LOCALiQ

LOCALiQ’s case study format is commendable. Key highlights:

• High-quality visuals
• Concise customer and results snapshot
• Well-defined sections for challenges, solutions, and outcomes
• Effective use of customer quotes and paraphrasing

Read this case study example.

Intercom

As previously showcased, this example stands out due to:

• Humanizing the client with visuals and descriptions
• Blending real images with graphics
• A catchy, rhyming headline
• Clear data presentation
• A sidebar summarizing client information and features used

Read this case study example.

Mailchimp

This example excels in:

• A compelling headline: How Stretch & Flex Started and Grew During a Pandemic
• A descriptive subtitle: Surveys helped the virtual Pilates studio make quick adjustments and plan for long‑term success.
• Vivid imagery and a clean snapshot
• Alternating background colors to highlight quotes and statistics
• A concluding section with advice for small businesses

Read this case study example.

Wrike

Wrike takes the snapshot approach further:

• Humanizes the client with a visual representation
• Combines photos and graphics effectively
• Offers a comprehensive snapshot providing essential information
• Highlights results with a vibrant green color

Read this case study example.

Slintel

Our final example, from Slintel, showcases:

• An attractive headline: Leoforce sees 2x increase in meetings booked with Slintel
• Cohesive branding with coordinated image and colors
• Authorship by their RevOps manager, adding credibility
• Descriptive headings
• Clear results data and prominent quote callouts

View full case study here

Marketing case study templates

Simplify your case study creation process with these templates:

• nexus-security’s case study template doc: This case study Google Doc template consolidates all the steps outlined in this guide.
• Canva case study templates: Explore Canva’s collection of visually appealing free case study templates.
• Visme’s case study templates: Access and customize Visme’s case study templates. with a free Visme login.
• Storydoc’s case study templates and design tips: Craft compelling stories with Storydoc’s case study templates (14-day free trial).

Use these case study examples & tips to get started with your own

While case studies vary in style and format, their core objective remains consistent: persuading potential customers of your value. Let these steps, tips, examples, and templates guide you in creating captivating case studies that convert.