How to Create and Use Business Case Studies

How to Create and Use Business Case Studies

Case Studies are pure gold when it comes to marketing your business.


Because what you say about yourself is marketing. But when you tell a story about how exactly you helped a client, and it’s backed up with a client endorsement or testimonial, it becomes reality, and the trust factor goes up ten notches.

If properly structured and well written, a case study is so much more powerful than just a testimonial.

  1. It gives you the opportunity to tell a story – from beginning to end so people see your process and true value
  2. It’s a lot more interesting and informative than just a short testimonial
  3. It is proof that you can actually do what you promise
  4. It creates transparency and honesty about how you work.
  5. It creates desire for prospects experiencing similar issues to contact you. You’ve shown through the story telling that you understand the problem or requirement and know exactly what to do to achieve a successful outcome.

How to Structure Compelling Business Case Studies

A compelling case study should be succinct, yet  flow well so that it is a really interesting read.  It doesn’t need to be five pages long, nor should it be a couple of short paragraphs.  It needs to be long enough to tell the story so that the reader is not left wondering why or how, and ends up admiring you for what you achieved.

We use a specific formula to structure case studies for our clients so that they become a compelling story.

1. Background

Start with a brief introduction of the client, or how your relationship to the client came about.  It sets the scene and puts the case study into context.

2. Requirement

Outline the project requirements, including the scope of work needed and why.

3. Challenges

Describe any challenges the client was experiencing which required the project to be undertaken, and also include any challenges you faced with delivering the project.

4. Solution

Outline how the solution you provided, and why you went down that path.  Elaborate on steps, choices, process etc.

5. Outcome

This is the most important part.  What did you achieve for your client?  What were the ultimate benefits for them, and how pleased were they?

Planning, Developing and Using Business Case Studies

If you’d like to delve right in to planning, structuring and using case studies – download our free guide The Commonsense Marketing Guide to Case Studies.

How to Create and Use Business Case Studies

In our Guide you'll discover:

  • How to determine what kind of case studies to prepare
  • Exactly what kind of information to include in each section, including sample recommendations
  • How to get your client involved, and what you will need from them
  • How to end your case studies so they work for you as an effective lead tool
  • 5 ways to use case studies
  • Examples of case studies

We recommend that every business should have at least three (preferably more) case studies professionally prepared and used extensively.

Great case studies are an incredibly powerful marketing and sales tool.  Put them to work in your business to build your authority and credibility and make you "irresistible".

Avatar for Annette Welsford

About Annette Welsford

Hi there. My passion is to inspire and help business owners to create the type of marketing and customer service that makes their business irresistible. I'm privileged to have a talented team at Commonsense Marketing who create and execute beautiful websites, engaging social media campaigns, and fantastic email campaigns that deliver results for our clients. And it's wonderful that many of them have said lots of nice things about the work we’ve done (see our case studies). We love to work with the owners and teams of small to medium sized business who are motivated to become the best in their niche and achieve more than they ever thought possible.