How to Write Portfolio Case Studies that Drive Sales
Table of Contents
Benefits of case studies on a business website
Portfolios and case studies are a crucial element of effective websites, no matter your industry. If the nature of your business is solving problems, you can benefit from sharing case studies.
With the ever-increasing competition, a laundry list of past clients or work samples won’t cut it. Case studies go a step further, engaging readers by telling the story of how you guide your clients to success.
While many small businesses find writing compelling case studies challenging, there is a method to the madness!
Read on to learn how to turn your past work into captivating success stories that build trust and drive more sales.
While it might be easier to list your services and past work in a matter-of-fact way, the trouble with this strategy is that it doesn’t engage your audience. They are left to connect the dots on their own.
With case studies, we make it easy for our clients to envision exactly how we can help by telling them a story.
Paint a picture of success
Humans are see-it-to-believe-it creatures.
Case studies allow you to showcase your past successes so your potential clients get a clear, tangible vision of the positive outcomes you've achieved for others - and they can expect for themselves.
Beyond that, case studies also help bring your services to life by presenting real-world examples. This is especially important if your business offers either:
complex solutions that are hard to visualize, like technology
or intangible benefits, such as coaching and consulting
Enhance authority and trust
Because of the widespread false advertising, customers have developed a healthy skepticism of what businesses claim to do - which means you cannot simply say you know something, you have to show it.
Case studies show your depth of knowledge and capability in your expertise. They offer real-world evidence that your solutions work.
Prospective clients can see that you've successfully tackled similar challenges before, and feel confident that you can help them with their own situation.
Help you stand out from the competition
The reality is many businesses don’t take the time to write proper case studies. Just by doing it, you already show prospective clients your commitment to good customer service.
Furthermore, case studies can show the variety of industries you work with and the problems you have solved. Clients can relate to these success stories more easily and feel confident to choose your business over a competitor.
Now that we’ve convinced you that it’s worthwhile to write good case studies, let’s talk about how to actually do this!
Creating a well-structured, emotionally resonant case study is simple – and it can be your most potent weapon in enhancing authority, trust, and, most importantly, driving sales. Here’s how:
You may have a ton of information to talk about in each project. However, this will likely overwhelm and bore your clients, especially if you get into details that are too specific or technical.
Here’s one principle you gotta keep in mind:
Depth over length.
(our version of “less is more”, to be less cliche 🙂)
Essentially, you want your audience to understand and remember your case study. That means you have to be intentional with what information to include and leave out.
Take a step back and put yourself in the shoes of a potential client.
With each past project you choose to write a case study for, ask yourself:
How will your audience relate to this project?
What can you highlight about the client in the success story and/or their challenges and pain points to make your audience feel like it’s a very similar situation to what they’re currently facing?
What part of the problem is particularly interesting and/or complex?
What part of the solution is intriguing or innovative?
What part of your process and method is general enough that it can be applicable to other projects?
What are the results? This is one exception where you can list a lot, because results are the most important part of a case study.
Storytelling is one of the most powerful communication tools. You can use a story structure in your case studies as follows:
Overview: Give a brief summary of your client’s problem, how you helped, and the results. Though this part should be short, spend extra time on it as it will determine whether your audience will read further.
Problem: Open the story by sharing the client's specific challenges or pain points.
Process & Solution: Explain your approach and the strategies you used to solve their problem. A major benefit of using case studies is having the chance to highlight what makes your experience, approach, or offering unique compared to your competition - here is where you do it.
Results: Explain how your solution helped the client achieve their goals. You can include a client testimonial here if you have it.
Key Takeaways: Summarize the key takeaways and reinforce the value of your services, and how others can achieve the same results.
Call to Action: End your case study with a clear call to action (CTA). Encourage readers to take the next step, whether it's contacting you for a consultation, purchasing a product, or requesting more information.
“I want to read long blocks of texts” - said nobody.
Yet, most case studies are presented in this format.
If you don’t want your site visitors to click away after 3 seconds, take a bit of time to format your case study post. Here are some small design tips that make a big difference:
Break up the texts into small paragraphs
Use white space generously
Use headings to separate each section
Highlight key information in bold or larger font, or even put them in a box with borders or a different background color
Add relevant images
Show metrics, before/afters, or testimonials when possible
Good case studies can be in all shapes and forms based on your unique business. Here are some examples:
Case study example from Tidy Design Pro - a home organizer
Tidy Design Pro founder, Diana McAllister, is a home organization expert who helps people transform their messy and stressy spaces into calming home sanctuaries.
Since her target clients tend to have a deep, emotional element that holds them back from maintaining a tidy space, Diana took a narrative approach to sharing her case studies.
Why it works
The headline catches a reader’s attention by using a relatable “from this to that” transformation.
Despite not having before and after photos for this client, Diana was able to use visual language in her case study to “show” us the client’s transformation.
Diana explains not just what she did to help her client, but how she helped with a gentle approach.
Diana wrapped up the case study by painting a clear picture of success. Rather than simply say her client’s space was tidy and organized, she explained how her client’s life and emotional state changed: she was once again doing what she loved – hosting family and friends in a home she was proud of.
Case study example from Rise Digital - a technology consultant
Rise Digital is a digital strategy agency specializing in Google Workspace productivity and security. As a tech solutions company, case studies are essential for building trust in their methods and showing how their (potentially complex) services have real-life applications.
Why it works
Rise Digital’s headline is clear and concise, immediately focusing on the positive outcomes their client achieved. The streamlined nature of their case studies also reflects their streamlined approach to getting results.
Rise Digital’s simplified story structure is straightforward while still giving enough information to build confidence in their team’s expertise and methods.
This case study uses the raving testimonial from the client company’s president to build trust and authority from an outside perspective.
Start wherever you are
If this feels overwhelming for you, know that nothing has to be perfect right away. You can start with a simple case study, then add more and improve each post over time.
Personally, when I can’t find time to write a detailed case study, I focus on writing a good project overview. As my website design business is visual-driven, I also prioritize good images and user experience. Here’s an example.
Find your unique approach to craft a case study and don’t let perfectionism hold you back!
Final words
In conclusion, well-crafted case studies are valuable storytelling tools that let your successes speak for themselves. But they don’t just boost your credibility – case studies also erase the common uncertainties potential clients have and leave them confident and eager to start working together.
Are you planning a new website project, or want to refresh your portfolio? Get in touch to learn how we can feature effective case studies on your site to drive more sales.