If  you haven’t considered adding case studies to your website and you are a service-based business owner, then this blog is for you.

So, what exactly are case studies I hear you ask?

A case study is really just a summary of how you worked with a client.

Used well, they are exceptionally powerful.

When I mention case studies, sometimes people are a little overwhelmed by the work that might be involved.

In fact, creating a case study is not rocket science.

So, really, there is no need to be frightened!!

If you are not sure where to start, here’s an example of a simple structure you could use:

  1. Why the client contacted you, what their problem was.
  2. How you went about solving their problem, how you helped them.
  3. What the outcome was for the client. Did you save the client money, time or something else?

A case study can be as simple as 3 sentences (answering the above questions) or they can be much longer and more detailed.

So, how can case studies attract my ideal clients?


1. Case studies act like a magnet

Imagine a potential client visits your website and they check out your case studies.  If they see that you have worked with someone who had a similar problem to them, you are immediately making a connection with that client.

If you can demonstrate you solved the exact problem they have and delivered the outcome they are looking for, they will identify with what you are offering.  The key here is that you are not just telling them that you can solve their problem, but you are demonstrating that you have already done it for another client.

If you choose your case studies wisely, they will act as a magnet to attract more clients like them.

2. Case studies demonstrate your expertise

Written well, case studies really bring your service alive and clearly demonstrate the value that you can deliver.  They can help convey your personality, your skillset, your amazing customer service and your USPs (or whatever you want to convey!).

It is sometimes easier to demonstrate your expertise in a case study than in the main sales copy.

3. Case studies provide proof of the outcomes you deliver

Instead of just telling potential clients that you can save them £x’s or that you have the best solution, you are doing so indirectly via the case study.  You are proving that you have delivered your service successfully to other clients like them.

If you can add a testimonial to each case study, then bingo, that would be the icing on the cake!

4. Case studies showcase your professionalism

Simply by having case studies on your website shows a certain level of professionalism.  It shows that you are prepared to share and showcase the clients you have worked with and that you are proud of your work.

5. Case studies help build know, like and trust

Imagine a potential client visits your website for the first time and they know nothing about you.  You will need to take them through the know, like and trust phase pretty quickly before they are likely to take any real action.

Case studies will go a long way towards bridging that gap.  They demonstrate your expertise, prove that you can solve their problem and that you can deliver the outcome the potential client wants.


My final piece of advice is to mention that it is always a good idea to ask clients if they are happy to be showcased in your case study and gain their permission before publishing anything.

If you are a service-based business owner, and you would rather be running your business than writing the copy for your new website, then why not check out my portfolio to see some of the clients I have helped.  Or book in a free 30-minute Discovery Call to see how I can help.


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