How to Create a Case Study That Converts

Case studies shouldn't just impress prospective clients. They should convince and convert potential customers into closed-won sales. When prospects are making a decision, they’re looking for proof that you’ve done this before, you’ve done it well, and you can do it again for them.

Case studies are usually introduced later in the buyer journey, and they can make or break a potential sale. That’s why every case study you create needs to be the product of careful consideration. Your case studies showcase what your company can do, demonstrate the ROI on your products or services, and make a compelling case for why your company can solve a customer’s problems.

In this quick guide, you’ll learn why case studies are crucial for your marketing strategy and get a quick list of case study best practices.

What is a Case Study?

A case study for marketing tells the story of how your company helped a real client solve a real problem. It outlines the challenge, the approach you took, and — most importantly — the results you delivered.

Unlike blog posts or thought leadership, case studies are proof-driven. They help prospects validate their decision by answering one critical question: “Can this company do what they say they can?” When done well, a case study builds trust, reduces risk, and gives buyers the confidence to move forward.

Still not convinced? A whopping 70% of B2B buyers say case studies as the most influential content in their decision-making process.

Case Study Best Practices: The Do’s & Don’ts

So, how do you write a case study that pushes prospects across the finish line? Creating a case study can be a delicate dance, but use these best practices to convince and convert.

The Don’ts of Case Studies

There are lots of small mistakes you can make when writing a case study that aren’t always immediately obvious, so let’s start off with what not to do.

Take a One-Size-Fits-All Approach

Don’t simply publish a marketing case study and leave it at that — make sure that your content adapts to the format it’s presented in. If you have the budget, make multiple versions of a winning case study format.

Consider having two versions of your studies: a shorter version that’s available on your website and a more-detailed version that you send to low-funnel prospects. Also consider producing case studies in multiple formats to appeal to multiple audiences, including everything from social graphics, to videos, to designed landing pages, to PDFs and more.

Overwrite

When it comes to how to write a case study, keep your language simple and don’t try to cram too much text or background information into it. As you write, make sure that every sentence supports the message you’re trying to convey and that it’s clear and concise.

If you’re not sure how to format a case study, start by using clear headers, breaking up long blocks of text with visual elements, and keeping it skim-friendly. Make them visually easy to follow and understand — your readers shouldn’t need a microscope to find the answers they’re looking for!

Bury Them on Your Website

There’s no point in creating case studies if your prospects can’t find them! Potential buyers should not have to navigate a maze of menus and submenus to find your case studies. Make your case studies easier to find by creating a “resources” or “case studies” page on your website that is clearly accessible from the landing page.

Additionally, although case studies are a high-intent piece of collateral, don’t make the mistake of keeping them at the bottom of the marketing funnel. You want high-quality leads to find your case studies easily. This can accelerate the sales process and invite deal-making conversations.

The Do’s of Case Studies

Now that you know the common mistakes to avoid, here are some quick tips on how to do a case study the right way:

Ask for Permission

With a few exceptions, you must ask your client for permission before you publish a case study. Having your clients onboard from the beginning not only prevents unpleasant conversations down the line, but can also add more to the case study itself in the form of testimonials or internal statistics.

If you don’t yet have a clause in your contracts that allows you to adopt client work as a case study, consider adding it now. Some clients will negotiate it out — and that’s perfectly fine — but you should always start from a place of “yes.” Pro-tip: Try sharing some existing case study examples you’ve done that do a great job of highlighting an impressive customer success story.

Choose Case Studies Carefully

The point of the case study is to reflect a variety of clients’ needs as closely as possible. When you’re choosing which types of case studies to write, think about how many prospective clients it could appeal to. You’ll need to tailor each study to fit the profile of the specific clients you’re pitching, but that’s better than creating a brand new case study for each prospect.

In general, try to make sure you can speak to companies of different sizes, challenges, and industries. It’s even better if the client in the case study is willing to be a reference. They can champion your company and services to prospects and explain your value from a client’s perspective.

Tell a Story

Before you begin writing, it’s important that you know how to create a compelling narrative in a case study. First, figure out exactly what you want to say. Identify a pain point that you were able to address and clearly tell the story of how you did it. If you’re able to include an emotional hook that will connect with your target audience, even better.

Make sure that your clients can see themselves and their challenges in your case study, whether it be crafting a market entry strategy, successfully executing a rebrand, or scaling up their sales efforts. The goal is to have them come away from your case study thinking, “If they helped this company solve their problem, they can help me solve my problem too.”

Brag About Your Achievements

Go ahead — talk yourself up! Data-driven results are the most important thing you can include in a case study. Make sure they show up loudly and legibly and that they demonstrate the success of your specific strategies.

The more specific you can be, the better — and don’t forget, numbers speak louder than words. Good case studies use real numbers wherever possible, and if you can’t use the real stats, use approximations or estimates to quantify your results.

Prioritize Great Design

Far too often, case studies neglect design — this is a big mistake. Not only is this an opportunity to communicate your brand, but it can also help make your case study more professional, appealing, and memorable. Aesthetics matters when buyers are making their decision, and you only get one chance to make a first impression.

Having excellent graphic design can immediately help you come across as more professional, but if you’re pitching any kind of creative work, great design can really help you nail the sale. When it comes to how to make a case study that stands out, design might just be the secret sauce.

Partner with Terra

Case studies are your opportunity to showcase your company’s skills. Make the most of the chance you’re given by appealing directly to your audience, offering clear results, and making your content easily accessible. Remember: a great case study can be the difference between a lasting client relationship and a deal that falls through the cracks.

At Terra, we've built more case studies than we can count. Let us help you build yours. Check out our collection of success stories, explore our marketing services, or become a client today!