How to Make a Rock-Solid Case Study in 7 Steps

Look, I get it – writing case studies might not be the most exciting thing on your to-do list. But trust me, having a solid case study can make all the difference in showing potential clients what you’re really capable of. It’s not a matter of bragging rights and competing with other freelancers and agencies just because everyone’s doing it. A strong case study can actually help your potential clients understand that you can solve their problems and it gives them a clear picture of the results you can bring.

If done well, your case study can attract clients with similar problems. If they like how you approached the issue and the results you delivered, they’ll likely choose you for their project.

You might have considered writing a case study before but felt overwhelmed by how complicated it seemed, and most tutorials don’t really help. The truth is, it’s way easier than it sounds. Stick with me, and I’ll show you how to prepare, write a killer case study, and cover the 5 simple golden rules you need to remember.

I also included a checklist at the end to make it more convenient. Let’s start cooking then.

Prepping for a Strong Case Study

Just like with any recipe, you need to prepare the ingredients. They are as follows:

# Pick the Right Client

When you choose a client for your case study, pick someone who shows off your strengths. Choose a project where you’ve really nailed it, so potential clients can see what you’re capable of. Don’t go for results that are out of the ordinary or impossible to replicate—keep it realistic.

Look for clients who are similar to the people you want to work with. If you usually work with small businesses, don’t pick a huge enterprise client. The closer your client is to your target audience, the more likely your case study will resonate with them.

It also helps if the client has a solid reputation because this will add credibility to your work.

# Try to Get More Details

Gather as much relevant info as possible. Start by asking the client if they’re happy with the results and get some project-specific details, like how the new design improved usability if the website loads faster, or whether conversions have increased. If other people were involved, check with them too for their feedback and any results they noticed. The more insight you have, the better you’ll be able to paint a complete picture.

The best way to do it is if you manage to get an interview with your client. Ask simple, to-the-point questions like:

These questions will help you get the facts. Don’t worry about asking too much—sometimes, the extra details lead to the most interesting insights!

# Know Your Audience

Next, think about who’s going to read your case study. Are you speaking to a CEO, a project manager, or a marketing team? Each person cares about different things. A CEO might focus on big-picture results, while a project manager will want to know how the solution fits into their workflow. A marketing team might care about how it impacts customer engagement or brand growth.

Twist the angle of your case study to speak directly to their needs. If it’s a project manager, show how your solution makes their job smoother and more efficient. For a marketing team, highlight how it drives results and aligns with their goals. Keep it relevant to the person you’re trying to influence.

# Decide What to Spotlight

Don’t overwhelm readers with too much info. Stick to 2-3 key results that showcase your product’s or service’s real impact.

For example, let’s say you redesigned a local coffee shop’s website, and the new site increased online orders by 40% and reduced bounce rates by 25%. That’s the kind of info that grabs attention. Focus on results like these—clear, measurable, and relevant to your audience.

# Pick the Best Format

When deciding how to present your case study, think about your audience and how they’ll best consume the information.

If your prospect prefers quick, bite-sized info, a one-pager might be perfect. It’s easy to skim and still gets the point across. But, if the person you’re talking to needs the full picture, go with a report format that dives deeper into the details.

For something more engaging, videos can be super effective, especially for showing off a project in action. A short video with visuals can make a lasting impact, especially if you’re working with a client in a creative field.

Example: Say you’ve worked on a website redesign for a local bakery. If you’re pitching this to a busy business owner, a one-pager highlighting the key results (like improved sales or customer engagement) will catch their attention fast. But, if you’re sharing it with a potential client who’s visual and wants to see the process, a video showing the before-and-after of the site can really show the impact.

Now you have all the ingredients, so you can easily proceed with the recipe:

Writing the Case Study

Before you start writing a case study, you should first know what the structure of a case study looks like. The good news is, that each step of the guide covers each section of the case study. In short, I’ll break down every element that needs to be in a case study in logical order and give you practical examples in writing and some visual examples from live case studies.

Step 1. Write A Headline That Hooks

Your case study title needs to grab attention fast. Think of it like a newspaper headline—it should give a clear idea of the impact without spoiling the whole story.

The goal is to make people curious enough to keep reading while still setting the right expectations.

For example, Meta did for Lulus with the headline ” Lowering customer acquisition costs with Meta Advantage + shopping campaigns.

Step 2. Give Readers the TL;DR

Busy readers skim before they commit, but a quick summary at the top helps them decide if the case study is worth their time. Keep it short, clear, and packed with the key takeaways like this:

This section gives readers the full picture in seconds. If it’s relevant to them, they’ll keep reading. Even if it’s not, they’ll still walk away with valuable insights, such as common pain points, proven solutions, and real results to compare against.

Finna Wang does great with the role, date, team, and project overview for the Jambb case study. 

Step 3: Introduce Them to the Client

Next, introduce the client. Here you need to include their name, industry, and a key highlight about them, followed by a quick touch on the core issue they faced. For example:

This section sets the stage for the case study with just enough background to understand why the solution and results matter. It gives readers a great hook and now they will want to know how you cracked the marketing code for Ecotech.

In the following case study example, Coty is the client, a big name in beauty, who needed a simple way to manage multiple brand websites and add features like AR foundation matching and virtual try-ons. Beamly had to build a flexible web toolkit and content system that makes launching and running these sites fast and easy. Unfortunately, the language is extremely corporate and hard to read, so you can also take it as an example of how NOT to write. 

Step 4: Set Up The Challenge

This is the section where you explain the issue the client faced. Make it easy for your audience to understand what was at stake and why it mattered. Here’s an example of how to structure it:

You want to paint a picture of the pain they were feeling. Describe what would happen if this issue wasn’t solved. Was their market share shrinking? Was their product going unnoticed? Make it clear why this challenge was a big deal.

For example, Klaviyo here explains that Graza needed a way to build lasting customer relationships without relying on paid ads. Relatable pain point!

Step 5: Provide The Fix

After you outline the issue, it is time to explain exactly how you cracked the problem and turned things around for your client. Here’s a quick breakdown, but note that you will need to be more specific and include your full battle plan.

What’s important here is to show how your solution directly addressed the client’s problem. Describe the strategies you used, but keep it clear and easy to follow. This part will give the reader a full view of your expertise, your solution style, and what tools you used to solve these specific issues.

I really recommend you look at this case study by Mahsa Keyhani for Memento Media as it gives a very detailed and visual process, the exact steps taken with the thought process, user research, usability testing, wireframes, and all. 

Step 6: Reveal and Explain The Results

Here you want to show how your work made a real impact. Use clear, measurable data whenever possible. For example, mention how much traffic increased, how the conversion rate improved, or how user engagement changed after your design went live.

The results have to be easy to understand and directly related to the problem you solved. The more specific you can be, the stronger your case study will be.

Oh, and one more thing!

Step 7: List the Final Takeaways and Show the Next Step

To wrap up your case study, highlight the main points that made your work a success. Share the results and how the client is moving forward, and include any advice they might have for others in a similar situation.

End with a simple call to action—what should readers do next if they want to get similar results?

The 5 Golden Rules of Every Case Study

Now that you know how to write a case study, the last thing left is to share some best practices to keep in mind. Follow these, and you’ll absolutely nail your case study every time.

⭐ Always Get Permission from the Client

Before you share a case study, always get the green light from your client. It’s important to respect their privacy and brand, plus they might want to review the final version. A quick confirmation in writing works fine.

⭐ Define Specific Success Metrics

Vague statements like “We helped boost sales” don’t cut it. Be specific and use real numbers like “The new design increased online sales by 30% in 3 months.”. This makes your case study more credible and shows the actual impact of your work.

⭐ Keep It Jargon-Free and Corporate Slang-free

Keep the language simple and easy to understand. Avoid using technical terms unless your audience is familiar with them. Write as if you’re talking to a friend—not a robot.

⭐ Use More Visuals than Text

Include screenshots, charts, and before/after images to show the impact of your work. For example, a side-by-side comparison of the website’s old homepage versus the new one will visually show off the design upgrade.

⭐ Remember You’re Not the Main Character

You are the expert behind the scenes (Gandalf), while the client is the main character (Théoden). The focus stays on how your work (bringing 5000 Rohirrim Infantry+2000 Rohirrim Cavalry) helped them achieve their goals (win against the Uruk-hai). You can easily do this with the right language:

Helpful Resources for Writing a Case Study

And last, here are a few quick resources to make writing your case study easier:

• HubSpot’s Case Study Creation Kit
• Canva Case Study Templates
• 10 Free Case Study Templates by Smartsheet
• Case Study Templates for Figma
• Case Study Templates for Visme
• 15 Excellent UX Case Studies Every Creative Should Read

And there you have it—writing a great case study doesn’t need to be complicated. Just keep it simple, show your process, and highlight the results. Your goal is to give readers a clear picture of what you did and how it helped the client, without overloading them with unnecessary details.

So, take these tips, and start creating kickass case studies. You’ve got this! 💪

Similar to a case study, these articles may help you to find new clients for your design agency:

• How to Create Email Newsletter That Generates Leads
• The Trick To Get Testimonials From Clients