For service businesses, case studies are often the most persuasive page on the website. Prospects want proof that you have solved a problem like theirs before. Yet many companies either have no case studies or publish vague summaries that say "we delivered a great solution" without explaining anything.

A good case study is not complicated to write. It is a short, honest story with a clear structure. Here is how to create one.

Choose the right projects

The best case studies match the work you want more of. Ask:

  • Does this project show a service we want to sell?
  • Is the client similar to the clients we want to attract?
  • Can we explain the problem, the work, and the outcome clearly?
  • Do we have permission to share it, at least anonymously?

One case study for each main service is a strong start.

A structure that works

1. The client and context

Who they are, in a sentence or two: industry, size, and anything that makes the problem relatable. If you cannot name them, describe them, for example "a 30-person logistics company".

2. The problem

What was not working, and why it mattered. Use the client's own words if you have them. Prospects should recognize their own situation here.

3. What you did

The approach, the key decisions, and why you made them. Avoid a list of technologies; focus on the thinking. Include what was deliberately left out, which shows judgment.

4. The result

What changed, as specifically as you honestly can. Numbers are ideal, such as time saved, response times, or sales, but only if they are real and you are allowed to share them. If you do not have numbers yet, describe concrete qualitative changes and say that measurement is ongoing.

5. Visuals

Screenshots, before-and-after comparisons, or a simple diagram make the story tangible. Blur or remove any client data.

6. A quote, if you have one

A short, specific quote from the client adds credibility. Only use real quotes, with permission.

7. The next step

End with a clear invitation, such as "Working on something similar? Get in touch."

Handling confidentiality

  • Ask early, ideally when the project starts, whether you can publish a case study.
  • Offer anonymity. Many clients agree to an anonymized story when they would not agree to be named.
  • Let the client review it before publishing.
  • Leave out sensitive details, such as internal figures, security details, or anything covered by an agreement.

When you are just starting

If you do not yet have many client projects, you can still show your work honestly:

  • Your own products or website, described as such.
  • Internal tools you built for your own team.
  • Prototypes or demos, clearly labeled as demonstrations rather than client work.

What matters is being transparent about what kind of project it is. Never invent clients, results, or testimonials. Prospects can often tell, and it damages trust far more than having fewer case studies.

Make case studies easy to find

  • Link each case study from the related service page.
  • Link to them from relevant blog articles.
  • Feature the strongest one on your homepage.
  • Give each case study its own page with a clear title, so it can be found in search.

Example: our own website

Our first case study covers our own website rebuild, because it is real work anyone can verify by visiting the site. It follows the structure above: the starting point, the goals, what we built, the results so far, and what it means for clients. Read the case study

The bottom line

A good case study is a short, honest story: who the client was, what was wrong, what you did, and what changed. Choose projects that match the work you want, get permission, and keep every claim real.

If you want help turning your projects into case studies or building a website that showcases them, see our digital experiences service or email us.