How to Write a Case Study: Bookmarkable Guide & Template
Updated: July 18, 2024
Published: June 13, 2012
Earning the trust of prospective customers can be a major challenge. Before you can expect to earn their business, youâll need to demonstrate your ability to deliver on the promises of your product or service. The best way to win new business is with cold, hard proof.
A great way to prove your worth is through a compelling case study. HubSpotâs 2024 State of Marketing report found that case studies are so captivating that they were the fifth most commonly used type of content that marketers relied on.
That statistic still holds true in Forbes Advisorâs 2024 study, which adds that 78% of B2B businesses report using case studies and customer stories because they are â crucial for demonstrating real-world value. â
Having written these ever more frequently over the past ten years, I hope to serve as your guide through a process that can feel daunting, but I promise is worth the effort. Below, I'll walk you through what a case study is, how to prepare for writing one, what to include in it, and how it can be an effective tactic.
Table of Contents
Case Study Definition
- Why Write a Case Study?
- How Long Should a Case Study Be?
Case Study Templates
How to write a case study, case study format, business case study examples.
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- Product-Specific Case Study Template
- General Case Study Template
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A case study is coverage of a specific challenge a business has faced, and the solution they've chosen to solve it. Case studies can vary greatly in length and focus on several details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.
In professional settings, itâs common for a case study to tell the story of a successful business partnership between a vendor and a client.
Perhaps the success youâre highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company's services in action.
When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers, helping you attract new clients.
Why write a case study?
I know, it sounds like a huge endeavor â is it really worth it?
The truth is that while case studies are a huge undertaking, they are powerful marketing tools that allow you to demonstrate the value of your product to potential customers using real-world examples.
Here are a few reasons why you should write case studies.
1. Explain complex topics or concepts.
Case studies give you the space to break down complex concepts, ideas, and strategies, showing how they can be applied in a practical way.
You can use real-world examples, like an existing client, and use their story to create a compelling narrative that demonstrates how your product solved their issue. Most importantly, it explains how those strategies can be repeated to help other customers get similar, successful results.
2. Show expertise.
Case studies are a great way to demonstrate your knowledge and expertise on a given topic or industry. This is where you get the opportunity to show off your problem-solving skills and how youâve generated successful outcomes for clients youâve worked with.
3. Build trust and credibility.
In addition to showing off the attributes above, case studies are an excellent way to build credibility. Theyâre often filled with data and thoroughly researched, which shows readers youâve done your homework.
A robust case study instills confidence in the solutions you present because the reader has now vicariously experienced the problem â and they followed, step-by-step, what it took to solve it. These elements work together, enabling you to build trust with potential customers.
4. Create social proof.
Using existing clients that have seen success working with your brand builds social proof .
People are more likely to choose your brand if they know that others have found success working with you. Case studies do just that â put your success on display for potential customers to see.
All of these attributes play together like an orchestra to help you gain more clients. Afterward, the case study acts as a reference. You can pull quotes from customers that were featured in these studies to repurpose them in other marketing content.
How long should a case study be?
Now that youâre more acquainted with the benefits of producing a case study, letâs explore how long these documents should be.
The length of a case study will vary depending on the complexity of the project or topic discussed. However, as a general guideline, case studies typically range from 500 to 1,500 words.
Whatever length you choose, it should provide a clear understanding of the challenge, the solution you implemented, and the results achieved.
This may be easier said than done, but itâs important to strike a balance between providing enough detail to make the case study informative and concise enough to keep the readerâs interest.
The primary goal here is to effectively communicate the key points and takeaways of the case study. Itâs worth noting that this shouldnât be a wall of text. Make it attractive to dive into by using headings, subheadings, bullet points, charts, and other graphics to break up the content and make it more scannable for readers.
Iâve also seen more and more brands incorporate video elements into case studies listed on their site for a more engaging experience, which is highly recommended given that video is currently the best performing marketing content format.
In terms of the interview structure, I recommend categorizing the questions in a way that the answers flow into six specific sections that will mirror a successful case study format. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.
Open with the customer's business.
The goal of this section is to generate a better understanding of the company's current challenges and goals, plus how they fit into the landscape of their industry. Sample questions might include:
- How long have you been in business?
- How many employees do you have?
- What are some of the objectives of your department at this time?
Cite a problem or pain point.
To tell a compelling story, you need context that helps match the customer's needs with your solution. Sample questions might include:
- What challenges and objectives led you to look for a solution?
- What might have happened if you did not identify a solution?
- Did you explore other solutions before this that did not work out? If so, what happened?
Discuss the decision process.
Exploring how the customer decided to work with you helps to guide potential customers through their own decision-making processes.
Sample questions might include:
- How did you hear about our product or service?
- Who was involved in the selection process?
- What was most important to you when evaluating your options?
Explain how a solution was implemented.
The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:
- How long did it take to get up and running?
- Did that meet your expectations?
- Who was involved in the process?
Explain how the solution works.
The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:
- Is there a particular aspect of the product or service that you rely on most?
- Who is using the product or service?
End with the results.
In this section, you want to uncover impressive measurable outcomes â the more numbers, the better. Sample questions might include:
- How is the product or service helping you save time and increase productivity?
- In what ways does that enhance your competitive advantage?
- How much have you increased metrics X, Y, and Z?
Itâs a smart idea to send a copy of your interview questions to your subject ahead of time so they can prepare strong answers and collect the numerical data you need from them.
10. Lay out your case study format.
When it comes time to take all of the information youâve collected and actually turn it into something useful, itâs easy to feel overwhelmed. I always do, but I also know that it works out in the end, so I just jump on in and work it through.
So where should you start? What should you include? What's the best way to structure it?
Itâs important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study.
They can be very visual, which youâll see in some of the examples we've included below, and can sometimes be communicated through video or photos with a bit of accompanying text.
Here are the sections Iâd suggest, and I'll cover these in more detail after #11 below:
- Title. Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
- Subtitle. Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
- Executive Summary . A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
- About the Subject. An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
- Challenges and Objectives. A 2-3 paragraph description of the customer's challenges, before using your product or service. This section should also include the goals or objectives the customer set out to achieve.
- How Product/Service Helped. A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
- Results. A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company and helped achieve its goals. Include numbers to quantify your contributions.
- Supporting Visuals or Quotes. Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
- Future Plans. Everyone likes an epilogue. Comment on what's ahead for your case study subject, whether or not those plans involve you.
- Call-to-Action (CTA). Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you've done.
When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible.
Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom â that should provide readers an opportunity to learn more about your product or service.
11. Publish and promote your case study.
Once youâve completed your case study, itâs time to publish and promote it.
Some case study formats have pretty obvious promotional outlets â a video case study can go on YouTube, just as an infographic case study can go on Pinterest.
But there are still other ways to publish and promote your case study. Here are a couple of ideas.
Lead Gen in a Blog Post
As stated earlier, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF.
To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your clientâs success and asking readers to fill out a form with their name and email address if theyâd like to read the rest in your PDF.
Then, promote this blog post on social media, through a Facebook post or a tweet.
Published as a Page on Your Website
As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.
Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people to it from your homepage with a âCase Studiesâ or âTestimonialsâ button along your homepage's top navigation bar.
The traditional case study format includes the following parts: a title and subtitle, a client profile, a summary of the customerâs challenges and objectives, an account of how your solution helped, and a description of the results. You might also want to include supporting visuals and quotes, future plans, and calls-to-action.
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Showcase your company's success using these free case study templates.
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How to write a case study: The ultimate guide + examples and templates
It would be great if we could wave a magic wand to convince prospects to buy your product or service⊠But we canât. So, a case study is your next best option.Â
Theyâre a powerful sales and marketing tool for those prospects that are sitting on the fence. The problem is, theyâre often dry, bland, and anything but magical. Never fear, though, as weâve done some in-depth case study analysis.
Weâre here to show you how to write a case study that will convince customers to choose you over your competitors. To create something so compelling theyâll have no doubt about your ability to deliver results.
Whether this is your first or 100th stab at it, weâve got you covered with tips and best practices, real-world examples, and ideas for how to format a case study. Â
In this post, weâll look at:
- What a case study is and why you need one
- What makes a good case study
What should a case study include?
Essential prep for creating a case study.
- How to write a good case study in 5 steps
- 8 further case study best practices
- 7 real-life case study examples
- 8 case study templates to get you started
đ Are you looking for some case study examples? This compilation of case study data and leadership input from just a few RingCentral SMB customers will show you exactly how they have modernized their business communication processes. Â
What is a case study and why should you create one?
A case study is basically a documentâ or it can be a videoâthat outlines how a customer used your product to overcome a problem. Itâs real-world proof that your product works and gets results.
If your product or service has helped customers get great results, a case study will help you showcase those results to your future customers. Theyâre an excellent way to attract more business, and can mean the difference between a lost opportunity and a really good end-of-quarter.
Why are case studies important?
Case studies present a living, breathing witness to how effective your product or service is. In other words, they represent the ultimate in social proof. While customer reviews can also be valuable in influencing a potential clientâs decision to buy from your company, they donât pack the punch that case studies do.
Thatâs because with case studies, you can curate a story that highlights how well your product or service solved a real-life problem, and back it up with solid data. It demonstrates the value of your offering, while showing off your hard work in achieving success for a customer.
Case studies are relatable
Because youâre using real-world examples, rather than abstract concepts of what your product or service represents, case studies are fully relatable to potential new customers.Â
They can put themselves in the shoes of the subject and empathize with their pain pointsâand realize that thereâs a way to get similar results for themselves.
Theyâre unbiased
Whereas a landing page or product page can be purely self-promotional, a case study comes across as more authentic and unbiased. Instead of you saying how awesome your product is, the subject is saying it, and that counts for a lot.Â
If theyâve switched to you from a competitor, thatâs even better as it positions your product as superior without you having to spell it out.
They increase your authority
Case studies also demonstrate your ability to solve problems for your customers, positioning you as experts in your industry and building trust. The more case studies you have, the more established youâll look. As in: âWow, they have so many happy clientsâthey must be doing something right!â
They inspire readers
A narrative thatâs engaging to read will get people interested in your company and inspire them to take a look around your website. And case studies give readers variety alongside other content formats such as product pages and blogs. Theyâre also an extra opportunity to add a CTA and nudge readers toward taking an action.
They have many uses
Case studies are versatile. You can publish and promote them in various places alongside your websiteâgive a taster in social media posts with a link to the full article, add the video to your YouTube channel, share the stories in sales presentations. You can also extract elements like quotes from featured customers and repurpose them in other content, such as infographics.
In most cases itâs best to have case studies easily available on your website, not as downloadable gated content, but you do have this option for lead generation. You could write a blog post with a short version of the story, and offer the full version to readers in return for giving you their contact details.
They encourage loyalty
When you ask an existing customer to be the subject of a case study, it not only makes them feel special but it also reminds them of the benefits of your solutionâwhich helps to reaffirm their loyalty. Plus, theyâre getting extra brand exposure and a backlink to their own website, which boosts both their traffic and their authority online. Â
In fact, thereâs nothing to stop you reaching out to former customers who achieved good results with you before moving on (it happens). You never know, a reminder of you might even bring them back!
What makes a good case study?Â
First, itâs helpful to highlight what makes a lot of case studies bad: most are painfully boring. What they have is research and detail, but what they lack is a cohesive, consumable story.Â
They list numbers and contain data, but the reader isnât sure what it all means or why itâs relevant to their problem. They end up existing as technical documents that do little to persuade or excite anyone. Thatâs unfortunate because they have the potential to be a powerful sales tool that can help you close big deals in the decision-making phase.Â
So how do you write a case study thatâs actually effective, then? Here are three characteristics every good case study should have:
Itâs digestible
Thereâs no hard and fast rule on how long a case study should be. But itâs always a good idea to ask âhow short can we make it?âÂ
A good case study avoids the unnecessary minutiae, knows what itâs trying to say, and communicates it quickly and without ambiguity. With a few exceptions, effective case studies are concise and clear.Â
Itâs thorough
On the other side of the length equation, being thorough is also important. Case study writing is all about making impressive claims about how a product helped someone achieve a certain result. However, it also needs to explain how it happened.Â
Good case studies include key details that show how the customer got from A to B using the productâsomething you donât get with customer reviews . Donât make your reader work too hard to visualize the story. If you can use images and videos, use them.
Itâs a story
Yes, case studies are sales tools. But the ones really worth reading tell a compelling story with a beginning, middle, and end. They beg to be read all the way through. Often, they present a problem that creates tension and demands a solution. And remember, in this story, the customer is the heroânot you.
Caveat: There is no one-size-fits-all approach for what to include in a case study. But, in general, there is a recognized case study format with certain sections you should feature to make it clearer and more impactful. This format typically includes:
- Title: This should be concise and engaging. Naming your document âA Case Study of RingCentralâ sounds dry. A headline like âNavigating Communications in a Remote World: A RingCentral Case Studyâ has more impact and explains what theme youâre exploring.
- Executive summary: Consider this like an abstract. Provide a brief overview of the case study, including the key purpose, approaches, findings, and solutions, without giving too much away.
- Introduction: Provide essential details about the customer in context.
- Challenges: Hereâs where you highlight where your customer was before using your product or service and where they wanted to be. Present raw data where applicable and discuss any other background information that shows their struggles.
- Solution: Hereâs where you get to show off. Explain how and why the customer chose your company, and how a specific product or service helped them achieve their objectives.
- Results: Time to get tangible. Dive into how the customer used your product, the results they saw, and long-lasting benefits. Incorporate any testimonials and statistics that showcase these results.
- Conclusion: Case studies are just as much about the future as the present. Use this closing section to highlight where your case study customer is going next thanks to your solution. Consider including a call-to-action here to encourage your prospect to take the next step.
How long should a case study be?
There isnât a definitive answer to this question, as the length of a case study can vary depending on factors such as the size of the project youâre talking about. It also depends on the type of case studyâfor example, if itâs in the form of a video then a couple of minutes is enough. (Weâll explore the different types a little later on in this post.)
Balance is the key here. Youâll need to to include enough information to convey the story properly and hook the reader in, but not so much that they get overwhelmed or the message of the story gets lost amid the detail. The last thing you want them to think is âTL;DRâ.
Itâs about being concise, and not allowing yourself to get carried away with the story. Only include what needs to be included, so that readers can clearly understand the subjectâs pain point, the reason your solution was a good fit, and the success it achieved.
Remember that not every part of the case study has to be in narrative form. You can pull out stats and display them as graphics, highlight direct quotes or other key information, or add a photo of the subject. If your case study is on the longer side, break up the text with subheadings, bullet points, and white space.
Before you start actually writing, thereâs a bit of prep work youâll need to do to make sure your case study is amazing.
1. Choose your customer
You may have many customers whoâve seen great results using your product (letâs hope!). But you canât just pick a name out of a hat and showcase their results. So, whatâs the best way of selecting a client for a case study?
Steer clear of customers who may not be the right fit for your audience or whose results may not be typical.
For example, donât feature an enterprise company when most of your customers are small businesses. Or a business achieving a 90% customer retention rate when most of them see 70% on average (still impressive, though).
When considering which customer to use, start by creating a list of customers that meet these criteria:
Theyâve seen good results with your product or service
The numbers are what really matter. So choose customers that have seen strong results using your product (like Conair did with RingCentral). But be careful about showcasing exceptionally good results if theyâre not likely to be repeated by most.
They have a respected and recognizable brand
Strong brands give your product instant social proof. They prove that youâre established and trustworthy. That alone can make you a front-runner in the decision-making process. After all, if Big Brand X trusts you, so can a prospect.
Theyâre a typical customer
Good results donât carry as much weight when theyâre achieved by companies in other industries or verticals. Identify current customers that are similar to your target audience. A client who has faced similar challenges and pain points will evoke empathy and stir up interest in the mind of your prospective clients.
So, if you sell enterprise software, choose enterprise customers. If youâre a consultant in the healthcare industry, choose a customer that works in healthcare.
With your list in hand, you can start reaching out. Picking up the phone can be a lot more effective than sending an email. Itâs more personal, lets you build rapport, and is harder to ignore.Â
Try to get in touch with customers who use or are very familiar with your product or serviceâsomeone who can speak to results. Tell them youâre interested in writing a case study and youâd love to hear more about the results theyâve achieved. Be clear about what the process involves on their partâwhether itâs a list of questions in an email, a phone call, or if it involves a camera and crew. Â
If youâve provided value, your customer is more likely to see you as a partner rather than a vendor and, hopefully, will be happy to participate. Remember, youâre also shining a spotlight on their own success. So itâs a win-win. Â
That said, you may hear ânoâ a few times, too. Donât get discouraged. Some customers will decline for different reasons, regardless of the results theyâve achieved with your product.
RingCentral: W2O
2. Begin your research
Start collecting information about your customer. This is easier if you work as a team. From sales to content marketing to customer service, everyone whoâs been in touch with customers will have insight about their experience.
They can help you understand what your customers do and sell, and what challenges theyâre facing. Identify the stakeholders you need to speak withâanyone in the company who uses your productâfrom the CEO to the marketing intern. Collect stats, even ones you donât think are relevantâthey may be later.
3. Ask the right questions
Smart questions get insightful answers. Here are some examples of great questions to start with:Â
- âWhat were some of the bigger challenges you faced before using our product?â
- âHow does our product help you reach your individual goals?â
- âWhich key metrics have improved most since using our product/service?â
- âWhich parts of your business have been impacted most, and how?â
- âHow long did it take to roll out our product?â
But donât stop there. Use these questions to segue into deeper, more targeted questions that underscore the real-world benefits of your product. Let the conversation flow naturallyâthis is the magic of interviews. You canât always plan for what interesting topics come up next.
4. Identify your target audience
Beyond your customerâs industry, consider who the target audience of the case study is. Who will see it? What group of people does it need to influence?
While itâs often high-level executives who make large purchase decisions, employees at all levels can act as a champion for your product or brand. Your case study may have to persuade an IT worker that your product or service is going to make their job easier. Meanwhile, it may also need to convince the CFO that theyâll see a real return on investment.
5. Identify the top three things you want to highlight
During the initial research phase, youâve likely uncovered a lot of interesting information about your customer and their experiences with your product.Â
While it might be tempting to use it all, when you write a case study, you should quickly and clearly communicate the value of your product. Go through this information and identify the three most important business results you want to feature, like we did in the Barx Parx example shown below.
Stats and key performance indicators (KPIs) to consider using in your case study:
- Ramp up time : How long did it take to get started with your product? Did it improve any other facet of their workflow?Â
- Sales results : How did the product impact your customerâs bottom line?
- Total return on investment (ROI) : How long did it take to earn more than they spent on your product?
- Productivity increases : Which teams saw improvements in process and workflow? And by how much?
6. Choose your format
So, what does a case study look like visually? It doesnât have to exist only as a PDF attachment in a late-stage deal email (although thereâs nothing wrong with that). Consider the format. Think about whoâs going to read it (or watch it).Â
Do you want to turn this into fancy interactive content? Does your prospect have the time and interest to dig into the details? Or do they just want the facts? Choose the format that you think best engages the audience that youâre selling to.Â
Here are some options:
Report format
This long-form document has been the gold standard for B2B case studies for many years. Itâs effective when the subject matter is complex and demands detail.
Hereâs how Zendesk presented their case study with IDC as a report .
Remember, a CTO whoâs evaluating large-scale business communications platforms for a multi-year deal is going to want more information than a marketing manager whoâs evaluating a new social media ad platform.
Keeping things short and sweet is often the best way to get your message heard. By focusing on the key points, you can highlight the biggest wins at just a glance.Â
Most report format case studies can be easily condensed into a one-page document. This is ideal for prospects (and salespeople) who are short on time and prefer something they can quickly scan.
Few things can tell a story the way that video can, and case studies are no exception. They give you an unmatched level of creative freedom and storytelling using music, lighting, pacing, and voice that can evoke emotions and persuade someone using more than just numbers and facts.Â
And at just a couple of minutes long, they can do a lot of heavy lifting in not a lot of time.
Dropbox: Expedia
Infographic
If youâre wondering how to make a case study more memorable, itâs worth noting that people love infographics. Theyâre an excellent way to convey important data in a simple, eye-pleasing way.
If your case study requires you to use a lot of data to prove a pointâor if visualizing data can make the results more clearâbuilding an infographic case study can be a great investment.
How to write a case study in 5 steps
Congrats. Youâve done the research. Youâve made the calls. Youâve pored over all the details. Now, all you have to do is write.Â
Here are five simple steps thatâll help you better understand how to create a case study that champions your customer and clearly showcases the real-world value of your products or services.Â
1. Introduce the customer
Set the stage for your case study with an introduction. Briefly explain who your customer is with a bit of background information that can include their industry, product, company size, and location.Â
You donât have to dig into the nuts and bolts of their business, but you do want the reader to understand who they are and what they do. The more color you can provide here, the more impactful itâll be when you show the awesome results this customer saw because they chose you.
2. State the problem
Every product or service is a possible solution to a problem. Explain the problem (or problems) that you helped your customer overcome. Describe the larger impact of the issue. Maybe it was customers leaving. Perhaps it was bad leadsâor good leads that were never followed up on.
Use this as an opportunity to clearly show what was at stake, and make sure you leave the jargon out of it. Frame the problem in simple terms that any reader can understand.Â
3. Introduce your product
This is where you begin solving the problem. Briefly introduce your proposed solution and what it does.
Start on a general level, then apply it to the challenge the customer was experiencing. Talk about which teams or individuals used your product and how they used it. Be sure to make the connection between the customerâs problem and your solution crystal clear.
4. Show results
The big reveal. What kind of results was your customer able to achieve using your product or service? Speak to how they solved the problem descriptively, but also with cold, hard numbers.Â
Not everything can be measured in numbers (sometimes, peace of mind is a powerful benefit all on its own), but whenever you can, back up your story with the stats. At the very least, this will make it easy for a CFOâor a prospective customer who wants to buyâto justify buying your product.
For example:Â
The customer saw a 33% increase in web traffic, a large influx of social media activity, and a 10% boost in revenue over the duration of the campaign.
5. Prove it
Donât forget to show your math. How you get the results is just as important as the results themselves. What specific steps were taken to get those results? Not only will this help validate your claims, it makes it easier to envision how the reader may be able to achieve them, too.
8 Further case study best practices
Thatâs how to write a case study in broad strokes, but you might be wondering how to write a business case study that stands out from the crowd? Here are some top tips:
1. Avoid jargonÂ
As a subject matter expert in your line of work, it can be tempting to go into as much jargony detail as possible. This is normal as itâs often the language we use at work every day.Â
Remember, though, that your customer probably doesnât speak that language. When in doubt, try to put yourself in the shoes of someone who doesnât live and breathe your product or industry..Â
2. Spend time on your title
Itâs tempting to use the case studyâs most interesting or impressive KPI as your title. But that also gives away the ending before the story begins, and skips details that are important for context in the process. Try writing a title that piques interest without being a spoiler.
3. Edit. Then edit again.Â
Once youâve got your first draft completed (and the jargon removed), edit the case study. When writing case studies, one proofread is never enough. A few best practices here:
- Look for and eliminate unnecessary adjectivesâsimple English is better.
- Speak in an active voice.Â
- Look for details that get in the way of the story.Â
And then do it all over again until you canât edit it down anymore without losing the essence of the story.
4. Pay attention to the imagery
Well-designed charts, graphs, images, or infographics can do the heavy lifting of several pages of text in just seconds.Â
They can also help break up large pieces of text, making the case study easier to readâand nicer to look at. After all, the end goal is to have these read all the way through.
Hereâs an example of a graphic from a longer CPA Canada infographic (that includes a short case study embedded inside it):Â
5. Pull quotes
Hard data and results are good. But a customer quote is a great piece of social proof and adds a human element to your case study. And that makes your results more believable.Â
Hereâs an example of what that looks like, from a RingCentral case study :
6. Make it scannable
Some people will take the time to read your case study front to back and absorb every detail. Some wonât give it more than a single glance. And sometimes, that person is the decision-maker.Â
Make the most important results easy to spot, read, and retain at a glance. Write headings that are descriptiveâif someone just scanned them, would they be able to get the gist of the story? Consider putting a summary at the very beginning of the study, or call out impressive results in a larger font size.
7. Record your interviews
Ditch the pen and paper. If youâre conducting one-on-one interviews over the phone, you can save yourself a lot of time and energy by recording the conversation (with your customerâs consent, of course).Â
There are tools that can make this easier tooâyou might find one or two in your marketing stack. For example, you could use RingSense AI for automatic note taking, summarizing, and transcribing.
8. Donât forget the call to action (CTA)
Your prospect is excited because your case study has done an excellent job of showing how your product or service can help drive results for customers. Now, how do they get in touch with you to learn more?Â
Whether itâs a button that links to your website, an email address, or a phone number, make sure thereâs an easy way of getting in touch with you in the case study.
7 Examples of great case studies from real-life companies
So, thatâs the theory covered, but what do great case studies look like in practice? Weâve included a few elements from RingCentral customer stories as examples above, but letâs dig a little deeper into two more of our case studies:
RingCentral: How Ryder made significant savings with cloud communications
This case study is about Ryder Systems, a Fortune 500 transportation company who modernized their IT communications infrastructure with RingCentral.
We start off with a subheading that sums up the story, plus the key stats at a glance. Thereâs another stats panel farther down the page to help break up the wall of text. Pull quotes also achieve this, but thatâs not the only reason why we like to use quotes.
When the quote comes directly from a senior manager at the company weâve helped, theyâre telling an important part of the story in their own words. In this case, thereâs a reference to the amount of money Ryder has saved with RingCentral, and a mention of the platformâs all-in-one cloud capabilities.
The content introduces Ryder and makes it clear that they are a big name in transportation (the single largest truck supplier in the US) and a noteworthy firm in general, as evidenced by membership of the Fortune 500 and Forbesâ Most Admired Companies.Â
If a big player like this is happy to trust RingCentral with their business, that says a lot about our credentials too.
We mentioned earlier that customers are attracted to testimonials from companies similar to themselves. But RingCentral caters to businesses of all sizesâso if SMBs are reading this case study, we think theyâll see our association with a large company as âsocial proofâ and a sign of our trustworthiness across the board.
The story goes on to explore Ryderâs pain points and how RingCentral solved them, inspiring other companies with similar problems to take action (i.e. to replace legacy systems that are slow and expensive). For further encouragement, it details how Ryder were so happy with the initial success that they also went on to implement RingCentralâs contact center solution.
RingCentral: Helping Dispute Nation to change lives
Just to illustrate our point about RingCentral serving all sizes of business, hereâs a case study for a much smaller companyâconsumer advocacy organization Dispute Nation, which has 10 employees.
Again, the story begins with stats and a pull quote from a company representative. In keeping with Dispute Nationâs values, it focuses less on the financial savings or efficiency brought by RingCentral tools but on how our solution helps this company to help others.
Drawing empathy from other startups and fast-growing small businesses, we mention how demand for the companyâs services grew very quickly. This makes it obvious why they needed a unified communications system to reach all their clients by phone, SMS, and fax.
The case study highlights how digital fax in particular helps Dispute Nation to get client cases resolved sooner. Another pull quote mentions some of the other benefits of RingCentral, like automation and integrations with other tools.Â
There are nods to mobility and flexibility, plus security and data privacy which will resonate with other highly-regulated industries.
The tale finishes strongly with the company founderâs assertion that âRingCentral is helping Dispute Nation improve more livesâ. Readers whoâve been inspired to learn more can easily navigate from this page to explore products, resources, and get in touch.
RingCentral is far from the only company to have recognized the importance of this kind of content.
Here are some more real-life case studies from other businesses you might just recognize:
RingCentral isweâre far from the only company to have recognized the importance of this kind of content.
Mailchimp: Make a connection in real life with postcards
What we like about it: The title doesnât give everything away all at once, and the case study tells a story with a beginning, middle, and end. The sections are clearly titled and organized, and the results are easy to find. As a bonus: the video adds a believable human element.
LinkedIn: How Adobe achieves alignment and ABM success with LinkedIn
What we like about it: Itâs detailed without being a novella. It understands and speaks to the enterprise customer. The key points are in bullet format and easy to read. The important wins are highlighted. And the video makes the content easy to engage with.
Hootsuite: How MeliĂĄ became one of the most influential hotel chains on social media
What we like about it: The title makes you want to read the whole customer story. Theyâve embedded a well-produced video high on the page, so you can choose to watch it before you read on. The design and layout of the page makes the content and images easy to consume, and the results canât be missed. Also, they werenât shy about adding CTAs.
Slack: So yeah, we tried Slack
What we like about it: This case study follows the tried and true format of customer, problem, solution, and results. It uses humor and relatable characters throughout to support the story and keep your attention. And itâs only two minutes long so it gets the point across quickly.
Assetworks: South Carolina School Board Insurance Trust
What we like about it: This case study tackles the otherwise complex and technical topic, and simplifies it as an infographic using images to make the results clear. Itâs concise and easy to follow because you can see the math without actually doing any math.
8 Case study templates to get you started
Starting from scratch can be time-consuming. To help you, weâve drawn together a few templates:
The generic one
Generic doesnât mean boring! Canvaâs templates are great if you need something concise and simple that still looks professional . A free account will give you access to several well-designed templates, including this one :
The layout is provided for you, so itâs quick and easy to customize with your branding and content. Donât be afraid to use this as a foundation, then add in visual elements like infographics and videos.
The data-driven one
If your key messages revolve around numbers, start with a template structure that lets you highlight these. HubSpot has a data-focused template where you can pack in graphs, charts, and other visuals to drive your message home:
The industry-specific one
Not every template suits every company. Visme offers different templates created for different industries, including real estate, financial services, and healthcare.
The problem-solution-impact one
This format takes a graphical rather than narrative approach, which helps readers to visualize the events and looks colorful and appealing on the page. The template is available as a free download from Smartsheet:
The idea of this is to present the story in a logical and sequential way. It starts with the challenge faced by the subject of the case study, looks at the solution your company provided, and shows what the outcome was.
Of course, you could choose to combine this with other elements like text content, stats, and quotesâmaking the âproblem-solution-impactâ graphic the main focus of the case study.
The product-specific one
You can choose to focus your case study on a particular product, highlighting key features and the practical applications in the real world.Â
It leans into the experience that the customer has had with the productâi.e., what it feels like to use itâand the specific benefits. This one is a good choice if the customer hasnât been using the product for very long, and you havenât yet gathered a lot of metrics.
HubSpot has a template for this purpose :
The in-depth report one
Using the style of an in-depth report can be useful when youâve worked with the customer on a complex project and you need to include a lot of detail. Â
This template âanother free one from Smartsheetâincludes elements like decision criteria, data analysis, and the implementation plan:
Just be careful with this one as you donât want readers to be put off by a lot of text. Make sure the style is conversational and engaging, not dry and formal.
The employee story one
Okay, stick with us hereâthis oneâs a little different. As well as asking customers to tell their stories, how about getting employees to share what itâs like to work for your company, or their experience of working on a particular project?
Employee stories or testimonials are often used for recruitment purposes, but theyâre also a valuable form of marketing for potential customers. Thatâs because happy, engaged employees represent a company that cares about its people, which all helps you to build trust.
This example from Vanguard isnât a template as such, but you can use it to inspire your own version. (It doesnât have to be a videoâyou could still use a written narrative with direct quotes, photos, and stats on employee satisfaction.)
BONUS TEMPLATE: Form for customers participating in case studies
Earlier in this post, we briefly covered some of the questions youâll need to ask your customers when putting together case studies. But itâs always helpful to have a visual guide, so weâre including this template from Vitally , which provides a framework for collaborating with customers and collecting the relevant data.Â
You can adapt this to your own needs by adding further questions.
The final word on how to write a case studyâŠ
Sure, an ad or boosted social media post can make someone aware of your brand or that your product exists, and a landing page can tell them how your product can solve their problem.Â
But thereâs nothing quite as powerful as someone else singing your praises.Â
And thatâs exactly what a case study does. Spend the time to do it right and it has the potential to deliver huge ROI no matter how big or small your company is. And not just onceâbut over and over again.
Originally published Jun 15, 2024, updated Sep 26, 2024
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16 case study examples (+ 3 templates to make your own)
I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.
Imagine if the guy running your favorite taco truck followed you home so that he could "really dig into how that burrito changed your life." I see the value in the practice. People naturally prefer a tried-and-true burrito just as they prefer tried-and-true products or services.
To help you showcase your success and flesh out your burrito questionnaire, I've put together some case study examples and key takeaways.
What is a case study?
A case study is an in-depth analysis of how your business, product, or service has helped past clients. It can be a document, a webpage, or a slide deck that showcases measurable, real-life results.
For example, if you're a SaaS company, you can analyze your customers' results after a few months of using your product to measure its effectiveness. You can then turn this analysis into a case study that further proves to potential customers what your product can do and how it can help them overcome their challenges.
It changes the narrative from "I promise that we can do X and Y for you" to "Here's what we've done for businesses like yours, and we can do it for you, too."
16 case study examplesÂ
While most case studies follow the same structure, quite a few try to break the mold and create something unique. Some businesses lean heavily on design and presentation, while others pursue a detailed, stat-oriented approach. Some businesses try to mix both.
There's no set formula to follow, but I've found that the best case studies utilize impactful design to engage readers and leverage statistics and case details to drive the point home. A case study typically highlights the companies, the challenges, the solution, and the results. The examples below will help inspire you to do it, too.
1. .css-19a5n3-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-19a5n3-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='white']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='white']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='primary']:hover{color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='secondary']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='secondary']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-weight='inherit']{font-weight:inherit;}.css-19a5n3-Link[data-weight='normal']{font-weight:400;}.css-19a5n3-Link[data-weight='bold']{font-weight:700;} Volcanica Coffee and AdRoll
People love a good farm-to-table coffee story, and boy am I one of them. But I've shared this case study with you for more reasons than my love of coffee. I enjoyed this study because it was written as though it was a letter.
In this case study, the founder of Volcanica Coffee talks about the journey from founding the company to personally struggling with learning and applying digital marketing to finding and enlisting AdRoll's services.
It felt more authentic, less about AdRoll showcasing their worth and more like a testimonial from a grateful and appreciative client. After the story, the case study wraps up with successes, milestones, and achievements. Note that quite a few percentages are prominently displayed at the top, providing supporting evidence that backs up an inspiring story.
Takeaway: Highlight your goals and measurable results to draw the reader in and provide concise, easily digestible information.
2. .css-19a5n3-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-19a5n3-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='white']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='white']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='primary']:hover{color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='secondary']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='secondary']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-weight='inherit']{font-weight:inherit;}.css-19a5n3-Link[data-weight='normal']{font-weight:400;}.css-19a5n3-Link[data-weight='bold']{font-weight:700;} Taylor Guitars and Airtable
This Airtable case study on Taylor Guitars comes as close as one can to an optimal structure. It features a video that represents the artistic nature of the client, highlighting key achievements and dissecting each element of Airtable's influence.
It also supplements each section with a testimonial or quote from the client, using their insights as a catalyst for the case study's narrative. For example, the case study quotes the social media manager and project manager's insights regarding team-wide communication and access before explaining in greater detail.
Takeaway: Highlight pain points your business solves for its client, and explore that influence in greater detail.
3. .css-19a5n3-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-19a5n3-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='white']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='white']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='primary']:hover{color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='secondary']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='secondary']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-weight='inherit']{font-weight:inherit;}.css-19a5n3-Link[data-weight='normal']{font-weight:400;}.css-19a5n3-Link[data-weight='bold']{font-weight:700;} EndeavourX and Figma
My favorite part of Figma's case study is highlighting why EndeavourX chose its solution. You'll notice an entire section on what Figma does for teams and then specifically for EndeavourX.
It also places a heavy emphasis on numbers and stats. The study, as brief as it is, still manages to pack in a lot of compelling statistics about what's possible with Figma.
Takeaway: Showcase the "how" and "why" of your product's differentiators and how they benefit your customers.
4. .css-19a5n3-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-19a5n3-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='white']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='white']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='primary']:hover{color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='secondary']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='secondary']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-weight='inherit']{font-weight:inherit;}.css-19a5n3-Link[data-weight='normal']{font-weight:400;}.css-19a5n3-Link[data-weight='bold']{font-weight:700;} ActiveCampaign and Zapier
Zapier's case study leans heavily on design, using graphics to present statistics and goals in a manner that not only remains consistent with the branding but also actively pushes it forward, drawing users' eyes to the information most important to them.Â
The graphics, emphasis on branding elements, and cause/effect style tell the story without requiring long, drawn-out copy that risks boring readers. Instead, the cause and effect are concisely portrayed alongside the client company's information for a brief and easily scannable case study.
Takeaway: Lean on design to call attention to the most important elements of your case study, and make sure it stays consistent with your branding.
5. .css-19a5n3-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-19a5n3-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='white']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='white']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='primary']:hover{color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='secondary']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='secondary']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-weight='inherit']{font-weight:inherit;}.css-19a5n3-Link[data-weight='normal']{font-weight:400;}.css-19a5n3-Link[data-weight='bold']{font-weight:700;} Ironclad and OpenAI
In true OpenAI fashion, this case study is a block of text. There's a distinct lack of imagery, but the study features a narrated video walking readers through the product.
The lack of imagery and color may not be the most inviting, but utilizing video format is commendable. It helps thoroughly communicate how OpenAI supported Ironclad in a way that allows the user to sit back, relax, listen, and be impressed.Â
Takeaway: Get creative with the media you implement in your case study. Videos can be a very powerful addition when a case study requires more detailed storytelling.
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GitHub's case study on Shopify is a light read. It addresses client pain points and discusses the different aspects its product considers and improves for clients. It touches on workflow issues, internal systems, automation, and security. It does a great job of representing what one company can do with GitHub.
To drive the point home, the case study features colorful quote callouts from the Shopify team, sharing their insights and perspectives on the partnership, the key issues, and how they were addressed.
Takeaway: Leverage quotes to boost the authoritativeness and trustworthiness of your case study.Â
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Contentful's case study on Audible features almost every element a case study should. It includes not one but two videos and clearly outlines the challenge, solution, and outcome before diving deeper into what Contentful did for Audible. The language is simple, and the writing is heavy with quotes and personal insights.
This case study is a uniquely original experience. The fact that the companies in question are perhaps two of the most creative brands out there may be the reason. I expected nothing short of a detailed analysis, a compelling story, and video content.Â
Takeaway: Inject some brand voice into the case study, and create assets that tell the story for you.
8 . .css-19a5n3-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-19a5n3-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='white']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='white']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-19a5n3-Link[data-color='primary']:hover{color:var(--zds-text-link-hover, #2b2358);}.css-19a5n3-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-19a5n3-Link[data-color='secondary']{color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-19a5n3-Link[data-color='secondary']:focus{color:var(--zds-brand-almost-white, #fffdf9);outline-color:var(--zds-brand-almost-white, #fffdf9);}.css-19a5n3-Link[data-weight='inherit']{font-weight:inherit;}.css-19a5n3-Link[data-weight='normal']{font-weight:400;}.css-19a5n3-Link[data-weight='bold']{font-weight:700;} Zoom and Asana
Asana's case study on Zoom is longer than the average piece and features detailed data on Zoom's growth since 2020. Instead of relying on imagery and graphics, it features several quotes and testimonials.Â
It's designed to be direct, informative, and promotional. At some point, the case study reads more like a feature list. There were a few sections that felt a tad too promotional for my liking, but to each their own burrito.
Takeaway: Maintain a balance between promotional and informative. You want to showcase the high-level goals your product helped achieve without losing the reader.
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I've always been a fan of Mailchimp's comic-like branding, and this case study does an excellent job of sticking to their tradition of making information easy to understand, casual, and inviting.
It features a short video that briefly covers Hickies as a company and Mailchimp's efforts to serve its needs for customer relationships and education processes. Overall, this case study is a concise overview of the partnership that manages to convey success data and tell a story at the same time. What sets it apart is that it does so in a uniquely colorful and brand-consistent manner.
Takeaway: Be concise to provide as much value in as little text as possible.
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The gaming industry is notoriously difficult to recruit for, as it requires a very specific set of skills and experience. This case study focuses on how Workday was able to help fill that recruitment gap for NVIDIA, one of the biggest names in the gaming world.
Though it doesn't feature videos or graphics, this case study stood out to me in how it structures information like "key products used" to give readers insight into which tools helped achieve these results.
Takeaway: If your company offers multiple products or services, outline exactly which ones were involved in your case study, so readers can assess each tool.
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I'm personally not a big KFC fan, but that's only because I refuse to eat out of a bucket. My aversion to the bucket format aside, Contentful follows its consistent case study format in this one, outlining challenges, solutions, and outcomes before diving into the nitty-gritty details of the project.
Say what you will about KFC, but their primary product (chicken) does present a unique opportunity for wordplay like "Continuing to march to the beat of a digital-first drum(stick)" or "Delivering deep-fried goodness to every channel."
Takeaway: Inject humor into your case study if there's room for it and if it fits your brand.Â
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Twilio does an excellent job of delivering achievements at the very beginning of the case study and going into detail in this two-minute read. While there aren't many graphics, the way quotes from the Intuit team are implemented adds a certain flair to the study and breaks up the sections nicely.
It's simple, concise, and manages to fit a lot of information in easily digestible sections.
Takeaway: Make sure each section is long enough to inform but brief enough to avoid boring readers. Break down information for each section, and don't go into so much detail that you lose the reader halfway through.
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Salesforce created a video that accurately summarizes the key points of the case study. Beyond that, the page itself is very light on content, and sections are as short as one paragraph.
I especially like how information is broken down into "What you need to know," "Why it matters," and "What the difference looks like." I'm not ashamed of being spoon-fed information. When it's structured so well and so simply, it makes for an entertaining read.
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Benchling is an impressive entity in its own right. Biotech R&D and health care nuances go right over my head. But the research and digging I've been doing in the name of these burritos (case studies) revealed that these products are immensely complex.Â
And that's precisely why this case study deserves a readâit succeeds at explaining a complex project that readers outside the industry wouldn't know much about.
Takeaway: Simplify complex information, and walk readers through the company's operations and how your business helped streamline them.
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The concision of this case study is refreshing. It features two sectionsâthe challenge and the solutionâall in 316 words. This goes to show that your case study doesn't necessarily need to be a four-figure investment with video shoots and studio time.Â
Sometimes, the message is simple and short enough to convey in a handful of paragraphs.
Takeaway: Consider what you should include instead of what you can include. Assess the time, resources, and effort you're able and willing to invest in a case study, and choose which elements you want to include from there.
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I may be biased, but I'm a big fan of seeing metrics and achievements represented in branded graphics. It can be a jarring experience to navigate a website, then visit a case study page and feel as though you've gone to a completely different website.
The case study is essentially the summary, and the blog article is the detailed analysis that provides context beyond X achievement or Y goal.
Takeaway: Keep your case study concise and informative. Create other resources to provide context under your blog, media or press, and product pages.
3 case study templates
Now that you've had your fill of case studies (if that's possible), I've got just what you need: an infinite number of case studies, which you can create yourself with these case study templates.
Case study template 1
If you've got a quick hit of stats you want to show off, try this template. The opening section gives space for a short summary and three visually appealing stats you can highlight, followed by a headline and body where you can break the case study down more thoroughly. This one's pretty simple, with only sections for solutions and results, but you can easily continue the formatting to add more sections as needed.
Case study template 2
For a case study template with a little more detail, use this one. Opening with a striking cover page for a quick overview, this one goes on to include context, stakeholders, challenges, multiple quote callouts, and quick-hit stats.Â
Case study template 3
Whether you want a little structural variation or just like a nice dark green, this template has similar components to the last template but is designed to help tell a story. Move from the client overview through a description of your company before getting to the details of how you fixed said company's problems.
Tips for writing a case study
Examples are all well and good, but you don't learn how to make a burrito just by watching tutorials on YouTube without knowing what any of the ingredients are. You could , but it probably wouldn't be all that good.
Have an objective: Define your objective by identifying the challenge, solution, and results. Assess your work with the client and focus on the most prominent wins. You're speaking to multiple businesses and industries through the case study, so make sure you know what you want to say to them.
Focus on persuasive data: Growth percentages and measurable results are your best friends. Extract your most compelling data and highlight it in your case study.
Use eye-grabbing graphics: Branded design goes a long way in accurately representing your brand and retaining readers as they review the study. Leverage unique and eye-catching graphics to keep readers engaged.Â
Simplify data presentation: Some industries are more complex than others, and sometimes, data can be difficult to understand at a glance. Make sure you present your data in the simplest way possible. Make it concise, informative, and easy to understand.
Use automation to drive results for your case study
A case study example is a source of inspiration you can leverage to determine how to best position your brand's work. Find your unique angle, and refine it over time to help your business stand out. Ask anyone: the best burrito in town doesn't just appear at the number one spot. They find their angle (usually the house sauce) and leverage it to stand out.
Case study FAQ
Got your case study template? Greatâit's time to gather the team for an awkward semi-vague data collection task. While you do that, here are some case study quick answers for you to skim through while you contemplate what to call your team meeting.
What is an example of a case study?
An example of a case study is when a software company analyzes its results from a client project and creates a webpage, presentation, or document that focuses on high-level results, challenges, and solutions in an attempt to showcase effectiveness and promote the software.
How do you write a case study?
To write a good case study, you should have an objective, identify persuasive and compelling data, leverage graphics, and simplify data. Case studies typically include an analysis of the challenge, solution, and results of the partnership.
What is the format of a case study?
While case studies don't have a set format, they're often portrayed as reports or essays that inform readers about the partnership and its results.Â
Related reading:
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Hachem Ramki
Hachem is a writer and digital marketer from Montreal. After graduating with a degree in English, Hachem spent seven years traveling around the world before moving to Canada. When he's not writing, he enjoys Basketball, Dungeons and Dragons, and playing music for friends and family.
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Free Case Study Templates
By Kate Eby | February 28, 2024
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We've collected free marketing case study templates for marketing managers, project coordinators, business strategists, and sales teams. Use these templates to organize and showcase your case studies for problem-solving and data analysis.
Simple Case Study Template
Download a Sample Simple Case Study Template for Microsoft Word  | Adobe PDF  | Google Docs Â
Download a Blank Simple Case Study Template for Microsoft Word  | Adobe PDF | Google Docs Â
When to Use This Template:Â This simple case study template available with or without sample copy has a straightforward, user-friendly format. It's ideal for junior marketers or entry-level associates who are just starting to write case studies. This template is also perfect for situations that require a quick, clear understanding of the basics.
Notable Template Features: This simple case study template sports an easy-to-follow structure, focusing on the essentials without overwhelming the user with complex details. It features fundamental sections such as Introduction, Challenge, Solution, and Results , laid out in an intuitive, no-frills manner.Â
While a marketing case study template showcases strategy outcomes, a business case template evaluates broader business impacts.
Single-Slide Case Study Presentation Template
Download a Sample Single-Slide Case Study Presentation Template for PowerPoint | Google Slides Â
Download a Blank Single-Slide Case Study Presentation Template for PowerPoint  | Google Slides Â
When to Use This Template:  Ideal for sales representatives and quick-paced meetings, use this single-slide case study presentation template to deliver a concise yet impactful presentation.
Notable Template Features:Â The standout feature of this template is its ability to condense the entire case study into one slide. If you want some guidance on formatting, download the template with sample copy. This template differs from more elaborate versions by focusing on essential elements such as the problem, solution, and results.
Case Study Report Template
Download a Sample Case Study Report Template for Microsoft Word  | Google Docs Â
Download a Blank Case Study Report Template for Microsoft Word  | Google Docs Â
When to Use This Template:Â Choose this case study report template when you need to create an in-depth, detailed analysis of a marketing case. It's especially useful for marketing managers and product managers who need to delve into extensive data analysis and provide a thorough overview of their findings.Â
Notable Template Features:Â The defining feature of this template â available with or without sample copy â is its detailed and comprehensive structure, which sets it apart from simpler formats. It facilitates an examination of complex cases, providing ample space for data presentation, detailed analyses, and in-depth discussions. This template is ideal for producing clear, professional, and exhaustive reports that cover every aspect of the case study in depth.
Data-Driven Case Study Template
Download a Sample Data-Driven Case Study Template for Excel  | Microsoft Word  | Google Docs Â
Download a Blank Data-Driven Case Study Template for Excel  | Microsoft Word  | Google Docs Â
When to Use This Template:Â Utilize the data-driven case study template â available with or without example copy â to showcase the measurable outcomes and analytics of a case study. The template is ideal for marketers and analysts who want to emphasize the quantitative results and data-backed aspects of their strategies and campaigns.Â
Notable Template Features:Â This template emphasizes data visualization and metrics. It incorporates graphs, charts, and tables to present for a clear and detailed presentation of statistical information. Its strength lies in transforming complex data sets into understandable, visually engaging formats.
Marketing Case Study Template
Download a Sample Marketing Case Study Template for Microsoft Word  | Google Docs Â
Download a Blank Marketing Case Study Template for Microsoft Word  | Google DocsÂ
When to Use This Template: Â Turn to this marketing case study template to showcase marketing strategies, campaigns, and their outcomes. Itâs particularly well suited for marketing managers, sales representatives, and content creators who aim to clearly illustrate the impact and success of their marketing efforts.Â
Notable Template Features: Â What sets this template apart is its focus on the storytelling aspects of marketing. Download the version with sample data to see how to structure the section on your company details, the challenge, and the solution.
One-Page Case Study Template
Download a Sample One-Page Case Study Template for Microsoft Word  | Google Docs
Download a Blank One-Page Case Study Template for Microsoft Word  | Google Docs
When to Use This Template:Â Choose this one-page case study template to deliver a powerful message quickly and succinctly. The template is ideal for sales representatives and marketing managers who need to present a compelling, brief summary of a case study when time is limited and the impact is crucial, such as in sales pitches or high-stakes meetings.
Notable Template Features: Â The hallmark of this template is its streamlined, one-page format, which sets it apart from more extensive options. Download the version with example text to see how it distills the case study into key highlights and results, presented in an easy-to-digest format.Â
Check out this article featuring free Google Docs case study templates for more options.
Problem-Solution-Impact Case Study Template
Download a Sample Problem-Solution-Impact Case Study Template for Microsoft Word  | PowerPoint  | Google Docs
Download a Blank Problem-Solution-Impact Case Study Template for Microsoft Word  | PowerPoint  | Google Docs Â
When to Use This Template:Â This problem-solution-impact case study template is effective for projects where you need to delineate a specific problem, outline the applied solutions, and discuss the subsequent effects. Download the version with sample text to see how to use the template to craft a case study with a logical flow and clear outcome.Â
Notable Template Features: This template's distinctive feature is its structured approach, dividing the case study into Problem, Solution, and Impact  sections. Unlike templates that might blend these elements together, this one provides a distinct, sequential framework.
In-Depth Analysis Case Study Template
Download a Sample In-Depth Analysis Case Study Template for Microsoft Word  | Adobe PDF  | Google Docs Â
Download an Blank In-Depth Analysis Case Study Template for Microsoft Word  | Adobe PDF  | Google Docs Â
When to Use This Template: Â Deploy this in-depth analysis case study template and delve into a complex case study. It's perfect for situations where a thorough understanding and comprehensive analysis of all aspects of the case are needed, such as in research-heavy projects, detailed marketing strategy reviews, or complex product development scenarios.
Notable Template Features: This template â available with or without sample data â has an expansive and detailed structure. Use the In-Depth Analysis section to thoroughly explore the various facets of the case, including situation analysis, stakeholder analysis, and a deep dive into relevant data and evidence. Unlike simpler templates, this one offers a platform for comprehensive dissection and examination of intricate case studies, providing space for a detailed problem-specific analysis (such as SWOT or PESTLE).
Testimonial-Based Case Study Template
Download a Sample Testimonial-Based Case Study Template for Microsoft Word  | Adobe PDF  | Google Docs Â
Download a Blank Testimonial-Based Case Study Template for Microsoft Word  | Adobe PDF  | Google Docs Â
When to Use This Template: Â Utilize this testimonial-based case study template to emphasize the real-world impact and customer satisfaction of your service or product, especially in scenarios where customer experiences and endorsements are crucial. This template is ideal when you have strong, positive feedback from clients that can illustrate the benefits of your offerings.Â
Notable Template Features: Â This template focuses on customer testimonials. Unlike other case study formats, this one dedicates a significant portion to showcasing direct quotes and stories from clients. The sample-text version includes real-life examples and endorsements, demonstrating the practical benefits and satisfaction of your clients.
Key Elements in a Case Study Template
The key elements in a case study template include a clear title, executive summary, background information, and problem statement. They also cover objectives, solutions, results, and lessons learned to help you create a complete, engaging story of a project's success. Â
The following elements help to structure a case study:Â Â
- Title:Â Add a concise and informative title that captures the essence of the case study.Â
- Executive Summary:Â Provide a brief overview of the case study, summarizing the problem, solution, and results.Â
- Background Information: Include detailed context about the company, situation, or environment relevant to the case study.Â
- Problem Statement:Â Clearly define the challenge or issue addressed.
- Objectives: Outline what the case study aims to achieve or resolve.Â
- Methodology or Approach: Describe the methods or strategies used to address the problem.Â
- Solution: Detail the specific actions taken or solutions implemented to solve the problem.Â
- Results: Provide quantifiable outcomes and data showing the impact of the solution.
- Analysis: Write a critical examination of the solution's effectiveness and the achieved results.Â
- Visuals (Charts, Graphs, Images): These visuals should help viewers understand complex data and break up text-heavy content.Â
- Testimonials/Quotes: Add credibility with direct quotes from clients, customers, or team members involved.Â
- Challenges and Limitations: Discuss any obstacles faced during the project and how they were overcome.Â
- Lessons Learned: Include any insights or knowledge gained from the experience.Â
- Conclusion: Â Summarize the main points, and restate the significance of the case study.Â
- Call to Action (CTA):Â Add content to encourage the audience to take a specific action, such as contacting the company or learning more about a service.
Types of Case Study Templates
Case study templates include single-slide overviews for quick summaries, in-depth analysis for detailed exploration, and customer testimonial templates that track the user's experience. Others focus on comparing strategies, showcasing data-driven results, and more.Â
Hereâs a list of case study templates:Â Â
- Single-Slide Overview Case Study Template: Ideal for quick summaries, this template condenses the entire case study onto one slide, highlighting the problem, solution, and results.Â
- In-Depth Analysis Case Study Template: Designed for detailed exploration, this template type has sections for background, market analysis, strategy implementation, and results.Â
- Problem-Solution-Results Case Study Template: Structured around identifying a challenge, detailing the solution, and showcasing the outcomes, use this template when you want to take a narrative approach.Â
- Data-Driven Case Study Template: Use this template to emphasize quantitative results and include charts and graphs to illustrate key metrics and successes.
- Testimonial-Based Case Study Template: This option uses customer reviews and testimonials to highlight real-world applications and satisfaction.
Streamline and Collect All the Elements Needed for a Case Study with Smartsheet
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How to Write a Case Study: Guide with Free Template + Examples
TABLE OF CONTENTS
What Is a Case Study & Why Is It Valuable?
In the business world, a case study is written or video content that tells the story of a successful customer transaction, relationship, or both.Â
Case studies combine storytelling and data to offer social proof that your product is a viable solution to your target customersâ problems.
Letâs take Semrushâs SEO case study , âHow an SEO Agency Helped an Artisan Bakery Increase Mobile Organic Traffic by 460%.âÂ
It sends a clear message:
Bakeries that donât get enough mobile traffic can leverage Semrush tools to grow exponentially.
A compelling case study can win you new customers.Â
Consider it a highly valuable business cardâand an honest showcase of your positive impact in action. Which helps you earn the trust of your intended audience.Â
To really reap the benefits of making case studies part of your content marketing strategy , itâs crucial to know how to write a case study effectively.
In this blog post, weâll walk you through the essential steps for crafting a case study that can convert your prospects into loyal buyers.
How to Prepare a Case Study: A Step-by-Step Guide
Preparing a case study involves choosing the right customers to feature in your analysis. Plus gathering enough data, quotes, and information to narrate a compelling, real-lifesuccess story.
A great case study will contain five essential elements:
Without proper preparation, your case study wonât have enough details to be strongly relatable, convincing, or reassuring.
To help you streamline your process, use the prep section of our free case study template and follow the suggested research method below.
Step 1: Set Your Objectives
Specificity makes a case study more relatable and, therefore, more effective.Â
Start by defining the reason youâre presenting this particular story to determine which specific solutions and features to highlight.Â
For instance, a general objective like âshowcase our solution in actionâ is a good start, but it doesnât offer a lot of direction.Â
What, specifically, will you highlight? What results do you hope to achieve?Â
This is a good place to remember the SMART framework.
Say your business provides customer relationship management (CRM) software. Your overall goal: to expand your reach in the healthcare sector.Â
If your existing healthcare customers often praise your workflow automation tools, you know automation matters to your target audience. So, efficiency could be an engaging case study topic.
For this case study, your objective may be:Â
âShow how our workflow automation saved one hospital X hours per week and reduced errors to support our goal of getting 10 more healthcare subscribers by the end of the year.â
Customer interactions and reviews can offer great guidance on which features to spotlight to fulfill your objective.Â
Look at your high-performing web content for inspiration, too.Â
If Google Analytics ( or an alternative ) shows that a blog post on reducing data breach risks is your most popular, youâll know that your audience values security.Â
You could build a case study around security credentials to reassure those prospective buyers.
Step 2: Choose the Perfect Customer (and Get Them on Board)
The right subject for your story will play a pivotal role in showcasing your offeringâhelping you gain an edge over the competition.
A suitable customer is one that:
- Has a compelling story to tell . The customer has had a great experience with your product or a specific feature. Theyâre pleased with the results and happy to shout about it.
- Is typical of businesses in their sector . The customer is relatable to your target audience. They deal with the same challenges and have similar spending power.
- Is ready and able to talk . You have a strong relationship with this contact. They will help you pull the story together and have the authority to approve content for publishing.
Prioritize customers that came to you after experiencing your competitorsâknown as switchers. Their stories will highlight your competitive advantages and could sway a buyer whoâs comparing options.
Choose a recognizable customer name if you can. This may help readers trust your businessâs legitimacy.Â
For instance, all of Asanaâs case studies involve big-name customers.Â
Image Source: Asana
This is despite the company having more than 139,000 users , many of which are small businesses.
Opt for a mix of business types, industries, and sizes that your company is keen to work with.Â
For instance, if you typically target sales organizations but want to reach a marketing audience, choose stories with marketing elements or that involve marketing agencies.
Once youâve decided on a compelling story to feature, get the customer on board by telling them your plan.Â
Explain that youâll need some input during the creation process but will do most of the work. Be clear that youâre proud of the relationship youâve built with them and will use it to inspire others.
If they agree to help, move forward. If they decline, pick another company from your list.Â
Step 3: Compile Your Customer and Story Information
Write down what you know about your customer, their relationship with your business, and how theyâve used your product. This information will help you plot your success story and identify any knowledge gaps.
Share a live notes document with your relevant team members and encourage their input. They may have additional customer or business insights that could prove useful to the case study.
Include details such as:
- The customerâs background . What does the company do and when was it formed? What is its market position? What are its industryâs classic challenges?Â
- The exact product they use . What features does your customer use? What plan are they on? A premium account? Do they pay for extra add-ons?
- The date of their first purchase . How long have they been a customer? Loyalty is a powerful case study themeâuse it if you can.
- Their interaction history . Support records will show if the customer has overcome issues while using your product. Check your CRM , ticketing system, or email accounts for details.
- The inspirational outcome . What inspired you to choose this customer as a case study subject? It could be a testimonial, a social media post, a passing comment, or direct feedback.
Use what you learn to inspire interview questions for the next step.Â
Step 4: Interview Your Customer (Example Case Study Questions)
Speak directly to the customer to get any information you donât already have. Ask questions that will make your case study content engaging and relatable.
Supplement your notes for the previous step with questions thatâll help you fill in the gaps for each section. Such as:
The interview process doesnât need to be formal. The chat could even form part of a regular catch-up if the timing works.Â
Record the conversation so you can refer back to it while writing. Like on Zoom .Â
You may find you can take some direct quotes from your recording. If not, ask the customer for a testimonial you can use in the final content.
Step 5: Set the Customerâs Expectations
Let the customer know your next steps (e.g., writing and editing the content, sourcing direct interview quotations). Explain that youâll be back in touch if you need any further information.
Provide a timeline so the customer is prepared to review your drafts, give extra detail, and seek further approval if necessary.
Be clear that you wonât take up much of the customerâs time as you donât want to distract them. If the process were to become demanding for them, you risk souring your relationship.Â
How to Structure Your Case Study
Follow a standardized process when creating any business case study to ensure you:
- Include all the core elements
- Keep your page content consistent and easily navigable
Follow the instructions in the case study structure section of our free template .
1. Choose a Descriptive and Specific Headline
A case study headline is the first thing readers see. Use yours to grab attention and set readersâ expectations. Otherwise, it could be the only part they see.
A good case study headline answers common questions that go through every readerâs head, like:
- Is this relevant to me?
- What will I learn?
- How will this help my business?
Take this Textel case study :
Image Source: Textel
The business texting platform uses just 77 characters to tell us a story, including:
- Whoâs involved (âValvoline...â)
- What they achieved (âIncreases Coupon Send Rate by 76%â)
- How they did it (âwith Textelâs MMS Picture Textingâ)
From this information, readers can immediately determine whether the content is:
- Relevant: Either using the brand name (e.g., âI recognize this business; are we comparable?â) or the achievement (âIâd also like to increase my businessâs coupon send rateâ)
- Valuable: An impressive headline stat implies whatâs possible for the reader
2. Highlight 3-5 Points Summarizing the Story and Its Results
Include a snapshot of results early on so people are encouraged to keep on reading. You can present them in a bullet list or even as custom icons.
For instance, if the headline in Textelâs case study isnât enough, their âAt a Glanceâ column allows readers to make sure the content is relevant to them.
Think of it as an executive summary of the main body copy. Putting it together is easy: just go through the finished content and pick out the most important points.
3. Include Relevant Images
Images serve to break up the text and engage readers. Use high-profile logos to communicate status quickly, screenshots of results, images of happy customers, or custom designs.
The Textel example takes up valuable real estate up front with a large image.Â
It also includes the clientâs logo. Valvolineâs chevron will be recognizable to its audience and can help build credibility.Â
4. Introduce Your Customer
Give your case study context with a short introduction. Background information on the subject will paint a picture of your storyâs main character.
Provide customer details such as their industry and product offering, company size, and location. Optional profile additions can include their mission statement and major milestones.Â
This introduction helps readers care about the actions and achievements theyâre preparing to explore. The more relatable your subject is, the more invested readers will be.
In one of its marketing case studies (âLocal Hospital's Social Media Engagement Soars 892%â), marketing agency Captivate introduces its client with basic information on location, history, and purpose.
Image Source: Captivate
From then on, the reader can envisage the organization going through the challenges and receiving the benefits. The case study suddenly feels more real.
The final sentence in Captivateâs introduction adds a human element, encouraging the reader to empathize with the subject:Â
âOn top of treatment, Navicent maintains deep involvement in their community.â
The more color you provide here, the more potentially impactful your case studyâs results will be.Â
5. Describe the Challenge
The beginning of your story should lay out the customerâs problem: their difficult position before finding your product.
Ensure your customer is always the most important figure. Focus too much on yourself, and youâll jeopardize the sincerity of your case study.
You donât need to provide a lot of detail here. A couple of short paragraphs should give your outcomes enough context.Â
Answer important questions like:
- What stood in the way of the customer achieving their goals?Â
- What were the consequences?
Make the challenge relevant to your target audience by using language they can relate to and including your customerâs words.
Take this case study from Rev:
Image Source: Rev
The copy clearly states that without a reliable transcription service (i.e., Revâs product), the client wasted time correcting the errors made by automation tech.Â
Knowing thereâs something significant at stakeâin this case, employeesâ time and studentsâ learning experiencesâgives your audience a reason to continue reading.
Have the customer describe the challenge in their own words. Itâs a great way to add honesty and emotion to your story, making it even more engaging and relatable.
6. Highlight Your Solution
This is where your business enters the customer story.Â
Briefly introduce your product. Explain what it does and what makes it unique, then apply it to the problems your customer was experiencing.Â
Hereâs a hypothetical example:
âOur customer needed IT support for teams in different time zones to avoid service delays. Our 24/7 IT support package meant those teams could get the help they needed at any time, with 30-minute response times guaranteed.â
Talk about which teams or employees benefited from the product and how they used it. Details of any premium features or add-ons create an even clearer picture, ensuring readers understand how to achieve similar results.Â
However, talk only about features that are relevant to the storyâs theme. And link them to specific challenges the reader is likely to face.Â
Sticking to only one or two features will keep readers focused on what you want them to take away. Otherwise, you risk distracting them.
Also, note that a solution can involve more than just a productâs tangible features.
The reader should know that your personalized service helped the customerâs business achieve something faster. Or that your smooth onboarding process minimized their disruption.Â
If someone reading your case study has experienced bad service before, this knowledge might persuade them to convert.
7. Shout About the Outcome (Using Data to Illustrate)
Data is the best way to illustrate impact. It allows readers to tangibly compare their experiences with your customerâs.
All effective case studies have a happy ending. Explain how your customer is better off than before using your product, with real data to prove your point.
We use a lot of data in the artisan bakery SEO case study we mentioned earlier.Â
Stats appear in the text (e.g., âBy that time organic traffic to the bakery website had already increased by 214%â), but we also designed an infographic to make our achievements stand out:
Plus, we included more data to make our projectâs outcome as tangible as possible for our readers.
These are the types of charts and graphs our audience (marketing agencies) is familiar with. The positive data in our case study is a clear demonstration of whatâs possible with Semrushâs support.
8. Validate Your Story with a Strong Closing Statement
Summarize your results and get readers thinking about the next steps by showing where the featured client is heading now theyâve solved the problem. Donât forget to include a call to action (CTA) .
Include an individual/employee name, job title, and first-hand comments to humanize your case study content.
You can weave customer comments throughout the piece to validate or expand your points. A direct quotation is also a great way to end your case study.
If they didnât during your interview, ask your customer to summarize your productâs and your relationshipâs impact on their business.
Global IT management platform Hofy uses a fully interview-based case study format. This final comment from its customer acts as a highly effective conclusion:
Image Source: Hofy
Key messages here include:
- Hofyâs unrivaled level of service
- The customer has no regrets
- The customer explicitly says, âIâm happy. Everyoneâs happy. The users are super happy.â
Allowing your customer to conclude your case study gives readers one final reminder that this is an honest account involving a real, comparable business.Â
If the comment is a glowing review like Hofyâs, it could even act as a subtle CTA.
Use These Three Case Study Examples for Inspiration
Captivating case studies from other businesses can provide valuable ideas for how to write a case analysis for your brand. Tips may include:
- Specific case study topics to cover
- The tone of voice you want to use
- Your case studyâs visual layout
- Accompanying imagery to enhance your analysis
Here are three examples of great case study content to get you started.
Household Names: Adobe and The Home Depot
Adobe carried out an in-depth case study of a highly successful customer.
Image Source: Adobe
The first part alone has enough to engage and intrigue the reader:
- A snappy headline
- Three impressive takeaway stats
- A customer quotation and image
- A list of the products The Home Depot used
It then details all of the most important story elements in around 2,000 words.Â
There are quotes throughout, explanations of achievements, and some impressive outcome figures at the end.
Key takeaways from this case study:
- Real customer headshots add a human element to your case studies
- Opening with a direct quote immediately emphasizes the customer, where your focus should be
- Internal links to product pages allow inspired readers to learn more about your offerings
Small-Business Success: ShipStation and The Burlap Bag
ShipStation appeals to its small-business audience in this case study of its work with the primarily soy candle selling store.Â
Image Source: ShipStation
It summarizes the story using a small takeaway section on the right, allowing readers to check the relevance of this content quickly.Â
Then, it explains the relationship in more detail using text, feel-good imagery, and embedded social media content.
- Video content can complement text to offer more authenticity
- You can set the tone with your choice of imagery
- Sometimes, all it takes is one impressive statistic to grab attention (â95% quicker label printingâ)
Helping Customers Help Others: Semrush, Re:signal, and Learning with Experts
In this case study, we look beyond the immediate impact of our product. And explore how one of our partners has used Semrush tools to enhance its service.Â
By doing so, we appeal to marketing agencies that aim to deliver high-quality customer experiences.
Our analysis uses simple language throughout. We illustrate our main points with metrics and screenshots that our target readers will immediately understand.
- A desirable headline statistic (59% organic traffic increase) inspires audiences to learn more
- Basic client introductions help set the scene and invite readers to relate quickly
- A scannable table of contents tells your target customer what to expectÂ
The Bottom Line on Writing Case Studies
While nailing how to write a business case study can take time, itâs an incredibly effective way of showing prospective customers you have the best solution to their problems.
Real-life examples and accounts of your product in action can instill trust in ways that other types of content canât. They consolidate your reputation and make buyers more likely to convert.
So, maintain strong customer relationships, apply relevant market insights, look to other brands for inspiration, and follow the processes in this guide. The result: engaging, results-driven case studies to help your business grow.
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Find out what a case study is, its components, what makes it tick, and how to write one. Browse our examples, templates, and tips for writing a case study that will make readers want to learn more.
This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business. In this article, you’ll learn: What is a case study?
To help you arm your prospects with information they can trust, I've put together a step-by-step guide on how to create effective case studies for your business with free case study templates to help you create your own.
Use these steps to write a case study prospects will actually read, with marketing case study examples and a free template!
8 case study templates to get you started đ Are you looking for some case study examples? This compilation of case study data and leadership input from just a few RingCentral SMB customers will show you exactly how they have modernized their business communication processes.
16 case study examples (+ 3 templates to make your own) By Hachem Ramki · January 26, 2024. I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.
Free marketing case study templates with sample text in Excel, PowerPoint, Microsoft Word, Adobe PDF, Google Docs, and Slides.
To really reap the benefits of making case studies part of your content marketing strategy, it’s crucial to know how to write a case study effectively. In this blog post, we’ll walk you through the essential steps for crafting a case study that can convert your prospects into loyal buyers.
Marketing Analytics Category. What Is a Case Study? How to Write, Examples, and Template. May 14, 2024. KM. In today's marketplace, conveying your product's value through a compelling narrative is crucial to genuinely connecting with your customers.
How to Write a Case Study: A Step-by-Step Guide (+ Examples) by Todd Brehe. on Jan 3, 2024. If you want to learn how to write a case study that engages prospective clients, demonstrates that you can solve real business problems, and showcases the results you deliver, this guide will help.