Date of publication:
12 May. 25How to Format Case Studies on the Website to Make Them Sell
Clients no longer believe in words like “quality,” “professional,” “turnkey.” They want to see proof. That’s why case studies have become trust currency: either there is a result, or there are no sales.
Case studies aren’t just decoration on a website. They are your silent salesperson, working 24/7, persuading, arguing, and inspiring to buy. But only if they are properly formatted. Not like “well, we did something, it worked out, thank the client.”
This material is a roadmap for those who want to turn the “Our Projects” section into a constant source of inquiries. We will show you how to structure a case study, which elements to add, what to avoid, and how to get Google to promote it for free.
There will be real examples — both good and failing ones. There will be statistics so there are no doubts left. And there will be a clear guide on what to do today to make your case studies sell better than the sales department.
Why case studies are more than just a ‘portfolio’ but a sales tool
A case study is not a report for the internal archive or an attempt to brag with charts. It’s a way to respond to a client’s query even before they say ‘hello’. A well-crafted case study not only demonstrates results — it shows the value of collaboration, resolves doubts, and provokes action.
Successful case studies operate on the principle of ‘you’re like me, and it will work for you too’. A person sees a similar business, reads about the problem, recognizes themselves — and logically concludes: if it worked there, it will work here. Therefore, it’s worth reaching out.
The irony is that many companies invest thousands in advertising, forgetting that a good case study is also an advertising asset. And a long-term one at that. It is read, shared, quoted. It doesn’t burn out like traffic from a context ad. And it works even when you’re asleep.
What proves the effectiveness of case studies
At the company Basecamp, case studies on the site increased demo subscription by 32%. Simply because users saw themselves in other people’s stories. At the agency KlientBoost, case studies are used not only on the site but also in lead magnets — and it brought a 44% increase in conversion for the application form.
This is why case studies are more than a portfolio:
- They address client objections better than any FAQ.
- They build trust through real examples, not “quality guarantees.”
- They provide a deeper understanding of your services than just a list on the page.
- They remain relevant in organic search and are promoted through SEO.
- They create an emotional connection: the client sees a familiar situation and resolution.
Therefore, the task is not just to write a case. The task is to make it an asset that sells, promotes, and convinces. Because a portfolio addresses “what was done,” while a case addresses “why it matters.”
How to structure a case study: the classic formula that works
Most case studies fail not because the company lacks results. They fail because the presentation itself seems like it was written by a lawyer for a government agency. Lacking dynamism, lacking logic, without answering the main question: “And how can you help me?”
A well-structured case study is like a quality TV series: it has a beginning, a conflict, a solution, and a happy ending. Ideally, the reader doesn’t just read it to the end but also subscribes, opens the application form, or forwards it to a colleague. This doesn’t require a writer’s talent, but a coherent structure.
Formula: Problem → Solution → Result
This template works because people are always interested in transformation stories. They are concerned not with the mere fact of collaboration but with its meaning. What was the challenge? How did you overcome it? What did the client gain in the end?
This structure helps to capture attention and creates a clear logic:
- Problem. What the client came to you with, the challenges or needs at the start.
- Solution. The approach you applied, how the team worked, what tools were used.
- Result. What specific results were achieved, preferably with figures, dynamics, or comparisons.
This sequence is used in cases by companies like WebFX, Salesforce, Semrush. In their cases, each one is a little story where the client gets a “happy ending,” and the agency gets new inquiries.
Additional blocks that enhance trust
When the basics are in place, you can enhance it with details. But not formal ones, rather those that evoke emotion, trust, and the feeling of “wow, what an approach.” For example, add a photo or a quote from the client. Or — if the project was long — show the dynamic changes over time.
Among effective additions:
- Screenshots of correspondence or layouts (especially in design, IT, marketing).
- Quotes from the client with name and position.
- Graphs from Google Analytics, CRM, or advertising dashboards.
- “Before / After” comparisons, formatted as tables or visualizations.
- Photos of the team at work — adds humanity and liveliness.
Cases formatted with the “problem—solution—result” structure showed a 37% higher conversion rate in the application form. Source — internal WebFX research based on 114 case pages.
All of this is not just decoration. These are entry points for trust. Because, as the experience of the Grow & Convert agency shows, case studies with real dialogues or screenshots have an average of 2 more minutes of reading time.
Essential elements every case study should have
A case study is like a company’s introduction page. If it doesn’t inspire trust at first glance, a person leaves and doesn’t return. That’s why it’s important not just to tell a success story, but to do it with the right components that hold attention and encourage decision-making.
Every detail in a case study is not “design for the sake of design,” but a tool. A structured case study eases perception, and apt elements help maintain attention even during scrolling, especially when your site is being viewed on a phone between meetings.
A title that grabs attention
This is where conversion begins. If a title is dull and generic, readers might not proceed further. It shouldn’t just state a fact — it should create interest.
Examples of good headlines:
- How we increased online cosmetics sales by 212% in 4 months.
- 11 weeks — and a logistics company got a new CRM without disruptions.
- How a coffee shop in Lviv went online and doubled its profit.
Such headlines are beneficial in themselves: they include the theme, the result, and the time. They immediately paint a ‘picture of benefit’ in the mind and provoke reading.
Introduction — briefly about the client and the task
It is very important to provide context: who the client is, what the market is, and what the complexity is. This helps the potential client “recognize themselves”. It’s also worth clarifying the starting point: how many orders there were, what the traffic was like, how many managers were on the team. Without this, the case looks like a dry report: “It was bad — it became good.” And the reader doesn’t understand how “bad” it was and why “good” is an achievement, not a coincidence.
Numbers that speak for themselves
No case can do without numbers. But it is important that these numbers are specific, understandable, and tied to goals.
The most effective metric options:
- Growth percentage (e.g., +62% traffic in 3 months).
- Time or budget savings (e.g., -40% advertising costs).
- Number of leads, subscriptions, sales, customer returns.
- Dynamics over a period (before/after, compared to a similar period).
At SmartSites, cases are presented with mandatory charts and screenshots from Google Ads/Analytics. This builds trust: the numbers are visible not only in the text but also in visual evidence.
Visualization: photos, charts, screenshots
A good picture sells better than a paragraph of text — this is not an exaggeration. Screenshots of dashboards, feedback emails, comparative tables, or even a short video — all of this adds “credibility”. According to Venngage research, cases with infographics get 2.3 times more saves and views than those that consist only of text. And visual content increases the page view time by 82%.
What makes a case ‘alive’: language, tone, and sincerity
Sometimes even a perfectly structured case doesn’t work. It’s not about the figures or SEO — the reason is simple: it sounds like a vacuum cleaner manual. Dry, unemotional, mechanical. But the client is looking for more than just numbers — they seek a sense of understanding from the other side of the screen.
The tone in which the case is presented can either attract someone to collaboration or push them away. A sincere, conversational style with a human touch creates a feeling of ‘belonging.’ Especially if the case includes quotes, emotions, dialogues — everything that turns the text into a story rather than a protocol.
Human story instead of dry facts
While competitors write ‘CRM was implemented,’ a lively case will say: ‘The client’s team manually transferred requests from email to Excel every day. They spent 2 hours on this daily. In three weeks, we fully automated this process and saved 40 working hours a month.’
Such an approach works because it shows not only what, but also how and why. It’s a conversation, not a manifesto. It’s particularly important to highlight challenging moments — when things didn’t work out the first time, when strategies had to be adapted. This adds ‘living weight’ and truth to the case.
Direct client speech: quotes, videos, conversation screenshots
When a client speaks ‘from the first person,’ it creates a stronger impression of trust than any logo or seal. Adding their photo or video doubles the impact.
Formats to use:
- A text quote with the name, position, and company.
- A screenshot of a message from a messenger or email (with permission).
- A video testimonial with a brief intro.
- A voice message that can be transcribed as text.
At Grow & Convert, almost every case study is accompanied by a long direct quote from the client — and these quotes stand out in the page structure. They not only demonstrate sincerity but also enhance the team’s authority.
SEO optimization of case studies: How to make them easily found on Google
A case study is not just about trust. It’s also about being found. And if Google doesn’t find it, it’s like a silent genius: like a talented musician playing in an empty room. Successful SEO formatting allows cases to work as an entry point for new clients — without a budget for advertising.
Many people look at case studies solely as a portfolio. But change the perspective — and it becomes a powerful SEO page that can generate traffic for years. The key is in the details: structure, headlines, microdata, loading speed, and content richness.
Keywords in headings and subheadings
SEO starts with speaking the client’s language. If people search for ‘Google Ads setup for an online store’, that’s the phrase to integrate into the case study. Not a headline like ‘Client X’, but ‘How we set up Google Ads for an online store and increased sales by 60%’.
What helps make a case SEO-friendly:
- Include primary keywords in H1, H2, meta tags.
- Use relevant synonyms and phrases that clients use.
- Do not overload the text — keyword density no more than 2–3%.
- Formulate subheadings as queries: “How to increase conversion on the site?”
This approach was used by Salesforce. In the “Customer Stories” section, the headlines are formulated as answers to queries: “How Honeywell boosted digital collaboration” — it works as SEO and simultaneously encourages clicks.
ALT Texts, Microdata, and Internal Links
Visual materials are great, but only if Google understands what they depict. That’s why it’s important to write ALT texts for each graphic, chart, or photo. And not formally: “image,” but with a description of the value — “chart of a 63% conversion growth after website redesign.”
It’s also worth:
- Defining microdata Article, Breadcrumb, Organization.
- Adding internal links to service pages or blog.
- Using structuring through lists and quotes.
- Optimizing headers under h2, h3, not confusing them with decorative elements.
In Semrush cases, the average text length is 1300+ words. And these pages regularly appear in the TOP-10 Google for queries like “SEO case study for SaaS”.
Where and how to place cases on the site
A well-prepared case is half the battle. The other half is its placement. If cases are hidden in the footer, like old archives, or open in PDF format, which is hard to read from a phone, there will be no effect. Even the strongest story won’t bring clients if it’s not seen.
It’s important not just to “have cases on the site” but to integrate them into the user interaction logic. So that the reader finds the right example when they are in doubt, and exactly the one that matches their query. For this, it’s worth thinking like a UX designer, not just a marketer.
Separate section or blog — which is better
There are two popular formats: a separate “Cases” section of the site or publishing cases in the blog. Each has its advantages. A section provides clear navigation, recognizability, and convenience of structuring. A blog offers more flexibility, better SEO indexing, and easier publishing.
Successful practice looks like this:
- On the homepage, there is a link to “Cases” as one of the key menu items.
- The blog periodically features thematic cases — with cross-links to the section.
- Service pages have a “Related cases” block for social proof.
- In the footer or in a banner after the CTA — an offer to view real examples.
That’s how the site KlientBoost works. Their cases are part of their content strategy: service pages are linked to relevant client stories, and the blog regularly publishes in-depth project analyses.
Connection with services and CTA
A case study should not be the endpoint. It should lead further — to an application, a consultation, or at least a subscription. Therefore, it’s worth integrating a logical call-to-action at the end of the case study: “Want the same result?” or “Tell us about your business — we’ll find a solution.”
Cross-referencing also works: a case study with SEO — link to the SEO services page. A case about development — to a landing page with web design. This creates a convenient map for the client: they not only read, but also navigate, compare and get closer to taking action.
Errors that devalue case studies and repel clients
Even a great result can be “killed” by poor presentation. A dull delivery, formality, generic phrases — all can devalue the team’s work and push away potential clients. A case study should not only be informative but also lively, honest, logical, and adapted to the reader.
Most mistakes are not technical but communicative. Authors forget that a case study is read not by a colleague, but by a future client who needs to see the answer to a simple question in the text: “Can these guys handle my project?”
Dull texts without context
Case studies that are merely a list of actions instead of a story are not a marketing tool but a technical log. If the reader doesn’t understand why these actions were important, what happened before and what changed afterward — the point is lost.
For example, it states: “We connected the CRM and set up integration with the website.” But where is the result? What was there before? Why this particular system? Without context, even complex work looks mundane and insignificant.
How to fix: explain why it was done, what difficulties arose, what alternatives were considered. And most importantly — the benefits this implementation brought to the business.
Lack of results or vague wording
One of the most common mistakes is avoiding specific details. “The client is satisfied”, “improved search visibility”, “optimized the process” — this means nothing. Numbers, changes, comparisons, and dynamics are needed.
Bad: “We optimized the site for search engines.”
Good: “After technical optimization, the site moved from 42nd to 14th position for key queries over 2 months.”
Common mistakes to avoid:
- Cases with no results or where the result is not shown.
- Excessive complexity, technical language without explanations.
- Lack of the client in the story (no problem, no words, no evaluation from them).
- Total template usage: all cases look the same.
- Publishing without updates — cases from three years ago without new examples.
At the Klood agency, after updating cases with the addition of specific results and client feedback, the number of inquiries increased by 27% over three months — thanks to trust in the new presentation.
Real Case: How a Well-Designed Case Study Boosts Sales
Theory is good. But nothing convinces like the story of a business that has already gone through the journey and achieved results. Let’s look at an example of how well-structured case studies significantly improved sales, traffic, or conversions. The proposed example is proof that case studies can work as an autonomous funnel. Without “the manager will call you,” expensive leads, or marathons. Simply because people saw themselves in these cases and decided to act.
This is about a service company in the B2B sector, LyntonWeb (HubSpot integrations, USA). Case essence: demonstrated how they integrated CRM and email marketing automation for a manufacturing company.
What was done right: the case started with a problem — 5 systems that were not synchronizing with each other, delays in processing requests, loss of leads. Then came the solution with specific tools, screenshots, and a CEO quote.
Result: an increase in requests for integration services due to this case — +38% per quarter. The highest traffic among all website pages.
How to Make Case Studies the Main Sales Tool
At first glance, cases seem to be just stories about projects. But for a business, they are working weapons. They address objections, build trust, improve organic reach, and encourage action. When presented correctly, cases can sell better than any presentation or banner.
Main idea: the case is not about you. It’s about the client. About their pain, their transformation, their results. And when a potential client sees a familiar situation with a good ending, they feel: “I want that too.”
The presentation of cases is not a creative whim but strategic work. It requires an understanding of psychology, page structure, and the ability to write simply and convincingly. But these very skills turn cases into a powerful conversion tool.
Checklist for Checking an Effective Case
To summarize everything in a practical format, here is a short list of what should be in a strong case:
- A catchy headline with results or value.
- Context: who is the client, what is the problem, what are the challenges.
- Solution: step-by-step description, approach, tools.
- Results: specific numbers, dynamics, changes.
- Quotes or screenshots from the client.
- Visual materials: charts, photos, videos.
- SEO optimization: keywords, structure, ALT texts.
- Integration with the site: CTA, internal links, navigation.
- Conversational, human, understandable style.
Companies that not only “conduct cases” but make a product out of them receive a steady stream of inquiries. This works. Not once or twice, but systematically.
If cases stay silent, the business loses
Every customer story is a chance to show how you solve real problems. Not in theory, not in abstract slogans, but with numbers, facts, examples. This is what is most valued today. And those who have managed to package their results into a convincing story are already a step ahead of the competition.
Cases aren’t just a ‘section on a website,’ they’re an investment in sales. They work when advertising is silent, when new visitors do not yet trust, when people are looking for something more than promises. And they remain relevant longer than any campaign.
So don’t delay. Choose 2-3 projects where there was a real result. Rewrite the cases following the structure from this article. Add human touch, numbers, and the right headlines. And watch your site start not just to inform — but to convince.
And what about your cases? Are they ready to sell your services without a sales department? If not, it’s time to fix it. If you need help with structure, text, or SEO design — write to us. We’ll discuss without obligations.
