Case studies should always be about real customer experiences, even if the customer isn’t specifically named. The best case studies are based on customer interviews and should ideally include quotes from said interviews, along with relevant data points to back up any claims made.

I don’t provide design services. However, I’m happy to source images or take screenshots at no extra cost where appropriate. Please note that I cannot purchase images from fee-paying websites like Getty Images or Shutterstock, but I can provide recommendations.

Case studies typically follow a fairly standard format. They start with a bit about the customer, followed by their problem or goal, your solution, the results and benefits, and a callout quote – usually in that order. It’s normal to use a professional and business-like tone when writing case studies, but I’m always happy to adapt to your specific branding.

There are various proven ways to promote your case studies, including email and social media marketing and creating a compelling landing page. I also recommend publishing them in PDF format and printing them to hand out to prospects you meet in person.

Since my availability can vary significantly, I can only guarantee the turnaround times specified in my proposals or retainer contracts. It’s important to remember that writing a case study also requires an interview with the client, so how long everything takes also depends on their availability. The only exception is if you already have a recorded interview, in which case we can get started right away. In most cases, I find that the entire end-to-end process takes 3-4 weeks (excluding design).

Case studies should be long enough to tell the customer’s story, but not longer. Most case studies typically fall within the 500- and 1,000-word range. However, more complex customer success stories, such as those spanning lengthy implementation periods or involving complex products, may be as long as 2,000 words.

You can never have too many great case studies, just like you can never have too many glowing testimonials or reviews. However, the best time to start working on a case study is whenever you have a highly satisfied client who’s willing to share their success story. Case studies are all the more important for start-ups that need to build social proof.

You can measure the success of your whitepapers by tracking metrics like downloads, shares, number of leads captured, and website traffic.

Yes. It’s essential that you seek the customer’s permission if you’d like to include their brand name, names of their employees, or any other proprietary, personal, or other confidential information in the case study. If they don’t grant this permission, then any identifying information will need to be redacted, making the case study anonymous.

Case studies are effectively heavyweight testimonials. They provide a more in-depth analysis of a particular situation, including key data points, customer quotes, and compelling storytelling.

It’s almost invariably better if a customer gives you their permission to tell the story of your your company helped them achieve their goals. Sometimes, however, the story might be too sensitive. Fortunately, it’s often possible to anonymise a case study while retaining much of its impact. For example, in anonymous case studies, I tend to provide more detail, include quotes, and use prestige descriptors.