📣 Marketing Template

Case Study Template

Customer success story: Challenge → Solution → Results with metrics.

What a case study needs to be credible

• The customer, named, with their permission in writing
• Their situation before, described concretely enough to be recognisable
• What they tried that did not work
• What you actually did, in plain terms
• The result, with a number and the period it covers
• A quote from the person who lived it, not from their marketing team
• What the reader should do next

Numbers without a baseline persuade nobody

“Increased efficiency by 40%” is unreadable: forty per cent of what, measured how, over how long, compared with what. A case study that says “invoicing went from about four hours a week to under one, measured over the first quarter” is a smaller claim and a far more convincing one, because a reader can picture it and check it against their own situation.

• Always give the baseline, the after figure and the timeframe together
• Use the customer’s own words for the problem — they describe it the way your next customer will search for it
• Get written approval for the name, the quote and every figure before publishing

Making it findable and usable

• Title it after the problem solved, not after the customer’s name
• Keep a one-paragraph version for proposals and a full version for the site
• Date it, and revisit it — a case study quoting a result from four years ago dates the whole page

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General information only — not legal, tax or financial advice. For contracts and tax documents, confirm your obligations with a qualified professional or the relevant authority.