How to Write a Case Study for Your Business
Case studies are the most persuasive content a service business can publish. Here's how to write one that builds trust and converts readers into enquiries.
2 min read · Updated 2026-05-12
Short answer
A good case study answers three questions: what was the client's problem, what did you do, and what were the measurable results. Keep it to 400–600 words. Lead with the result in the headline — "How We Helped [Client Type] Increase Revenue by 40% in 3 Months."
Why case studies work
Case studies convert because they remove the biggest objection to hiring a service provider: "Will this actually work for me?" A case study with a real result from a recognisable situation answers that question more powerfully than any list of credentials.
They're especially effective for:
- Consultants and agencies
- Web designers and developers
- Accountants, lawyers, and professional services
- Coaches and trainers
The case study structure
Headline: lead with the result. "How a Local Restaurant Doubled Lunch Revenue in 8 Weeks" is better than "Client Success Story: The Golden Spoon."
The situation (1 paragraph): who is the client, what was their problem, and why was it urgent? Be specific — a vague "they wanted to grow" is less convincing than "they were losing £3,000/month to a competitor who had gone online."
What we did (2–3 paragraphs): describe the solution at a level of detail that shows your expertise without giving away everything. The reader should understand your approach and feel confident it was the right one.
The result (1 paragraph): lead with numbers. Revenue increase, time saved, leads generated, cost reduced. If you can't share exact figures, use percentages or directional language: "increased by more than half" or "cut response time from 3 days to same-day."
Client quote: one sentence from the client summarising their experience. Real names and company names add credibility — ask permission before publishing.
Getting clients to participate
Most clients will say yes if you make it easy. Send a short email: "We'd love to write a case study about the work we did together — it would take 20 minutes of your time for a quick call. Would you be open to it?"
Offer to share a draft for their review before publishing. If they're sensitive about specific numbers, use percentages or ask what they're comfortable sharing.
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