How to Write Case Studies
I’ve been reaching out to startups lately and read through dozens of case studies. I’ve noticed that the most compelling ones follow a playbook and always include these things:
They build credibility and clearly explain to potential customers what results they can expect.
If your case studies aren't performing well, make sure to have these in there:
• Title: Focus on results like “How [Customer] Achieved [KPI] With [Your Company]”
• KPIs: Highlight 2–3 headline metrics that grab attention
• Testimonial: Include a short, impactful quote (2 sentences) with the person’s name, job title, and a photo.
• Challenge: Summarize in header; explain the problem they were facing; add a customer quote.
• Solution: Summarize in header; explain what you did to solve the problem, describe the process; add a customer quote.
• Results: Summarize in header, explain the outcomes in a few sentences and REPEAT THE TOP KPIs; add a customer quote.
• Call to Action: Include a clear CTA, like Book a Demo since readers of case studies are high-intent leads.
One more thing: Make sure to include case studies / testimonials in your main navigation menu so that they’re easy to find.
That's it! If you want to see a few more examples - there’s a few more below.
Examples of Good Titles
How Connecteam increased engagement by 5x with an AI-powered SDR
U Beauty Increases CVR 200% and Decreases CPA 20% with FERMAT Funnels
How Live Tinted slashed time spent on customer targeting by 50%
How Posh Peanut improved bin replenishments by 300% using Universal Inventory
How SpotOn delivered reports to customers 4x faster in 7 days with Streamkap
Examples of Headline Quote
"One of the great things that really stood out was the 360 packaging that we've got from 11x. They understand our needs, our use cases, and implemented the setup for us.”
"Mike's ability to handle objections and pick up new languages exceeded our expectations. He unlocks sales in ways that just weren’t possible before."
“We had been using Segments Analytics to identify our customers’ most common second purchases and PostPilot for direct mail, so using both seemed to check all the boxes: increase returning customer revenue and cross-promote our product categories, all in an affordable way."
“We had an existing pipeline from the production database to Snowflake, but were concerned about reporting delays and maintenance. Streamkap was very easy to configure and our customers were delighted with real-time data.”
