There’s an old saying in marketing: facts tell, stories sell. And nowhere is that truer than in case studies.
A good case study doesn’t just show what your product or service does – it demonstrates how it changes things for the better. It connects the dots between challenge and outcome, builds trust, and gives potential customers a reason to believe.
We’ve written hundreds of client case studies over the years – from nuclear mega-projects using SaaS tech to digital workplace transformations in Microsoft 365 – and here’s what we’ve found consistently separates a good case study from a forgettable one.
1. Start with a clearly defined challenge
The best case studies are built on a specific, relatable problem. This sets the scene, creates context, and allows readers to see themselves in the story.
- In our case study with West Gate School for Cloudwell’s Calendar Overlay product, the challenge was simple but significant: managing multiple calendars and avoiding double-bookings in a busy special education setting.
- For MAG Interactive, a Usercentrics customer, on the other hand, they needed to navigate data privacy compliance for millions of mobile gamers without disrupting ad revenue.
By focusing on real-world challenges, these stories resonate with readers who may be facing similar pain points.
2. Show measurable, meaningful outcomes
It’s not enough to say “the client was happy.” A good case study makes the results tangible.
- Take Valo’s client Royal BAM Group, we told their story of uniting 10 operating companies with a multilingual intranet that reflected local cultures while aligning with group-wide values.
- For client AxioWorks’, we told the remarkable story of how their product SQList enabled one customer to export data from a staggering 140,000 SharePoint sites – an enterprise-scale challenge that was solved with smart scripting and parallel processing.
- With Simplebim’s customer Bylor, who is managing one of the UK’s largest infrastructure projects – Hinkley Point C, we highlighted how they use Simplebim to model and track every single concrete pour – all 30,000 of them – improving the accuracy of their forecasting and budgeting.
The numbers, when presented in context, give weight to the story.
3. Make it human with real voices
What your clients say about your work is more powerful than what you say about yourself. A good quote can cut through complexity, convey emotion, and build trust.
- “I LOVE THE BASE,” said an investor in Ethixbase360’s Fresh Intranet project – a short, heartfelt reaction that says it all.
- MAG Interactive spoke positively about Usercentrics’ developer-friendly CMP: “We wanted the user consent experience to be as frictionless as possible – and we got that.”
- From West Gate School: “It doesn’t look like a third-party app. It looks like it belongs.”
Real voices bring credibility and authenticity to the story.
4. Keep it clear and structured
Clarity is everything. Whether the reader is technical, commercial, or somewhere in between, they should be able to follow the case study easily.
We find that the best format remains a simple one:
- Background
- Challenge
- Solution
- Results
- Client quotes
- Call to action
We use this across all kinds of case studies – from public sector transformations (like Involv’s NatureScot, see below) to fast-moving SaaS implementations (like Usercentrics and MAG), and it helps maintain flow without overwhelming the reader.
5. Tailor tone and detail to the audience
The tone of a case study should match the audience and reflect the nature of the work.
- With NatureScot, accessibility legislation and employee engagement were central themes, and we mirrored that in a thoughtful, inclusive tone.
- With SQList, technical detail was essential, as the story involved SQL scripting, PowerShell automation and massive data volumes. We presented this in a structured, digestible way – with enough technical depth to engage IT leaders without alienating non-specialists.
It’s about respecting your audience’s time and interests while still telling a compelling story.
Why case studies matter – and how we can help
Case studies remain one of the most versatile and effective tools in any content strategy. They support sales, reinforce brand messaging, demonstrate credibility, and provide peer-to-peer proof that your solution works.
But writing case studies well takes more than a success story – it takes skill, structure, and a strategic approach.
That’s where we come in
We help our clients:
- Identify the right stories to tell – ones that align with brand goals and target audiences
- Conduct interviews that draw out meaningful detail and great quotes
- Write case studies that are structured, readable and persuasive
- Manage approvals and versions to keep the process smooth and efficient
- Repurpose case studies into blog posts, sales collateral, social snippets and more
Whether you’re just getting started or looking to build a library of stories that show what your business can really do, we’d love to help.
Want to create a case study that sells your story?
