How to Create Case Studies That Actually Win Business

Let’s be honest: most case studies are just... meh

You’ve seen them. Case studies packed with dry facts, corporate buzzwords, and no personality. They read like technical manuals or over-polished brochures - more about the company writing them than the client they’re meant to feature. The irony?

Case studies should be your most compelling sales asset. When done right, they tell a story that your prospects can see themselves in. They don’t just say “we’re capable” - they prove it. So, why are most case studies such a snooze? And more importantly, how do we make them interesting, persuasive, and actually useful?

Start with the right mindset: it's not about you

Here’s the golden rule: your company is not the star of the show. Your client is. You’re the guide, the problem-solver, the supporting act.

Think of your case study like a success story, not a press release. You’re not showcasing what you did in glowing terms, you’re showing how your client overcame a real problem, with your support. This approach makes the story relatable. When readers can see themselves in the client’s shoes, they’re more likely to trust you to help them too.

Case studies that actually work tell a story

The best case studies follow a natural narrative arc. They don’t just dump information - they take the reader on a journey:

1. The challenge – What was the client struggling with?

2. Why it mattered – What would have happened if nothing changed?

3. The solution – What did you recommend and do?

4. Implementation – How was it rolled out? Any bumps along the way?

5. The results – What’s better now, and how do they know?

6. The impact – What difference did this make to the business?

This storytelling structure adds emotion, relevance, and clarity. It also makes it much easier to remember than a bullet-point summary.

The details matter: get the right information

A good story is built on good detail. That means going beyond the surface-level brief. Before you even start writing, gather the information that makes the case study real:

• What was the actual root problem (not just the symptom)?
• What had they tried before, and why didn’t it work?
• What internal challenges slowed them down: culture, systems, buy-in?
• What surprised them along the way?
• What’s the client’s version of events?

Direct conversations with the client are best. A 30-minute interview can uncover more useful material than any email chain or project summary. Plus, it gives you the chance to grab genuine quotes that bring the case study to life.

Avoid the corporate speak trap

If your case study sounds like it was written by a robot in a suit, something’s gone wrong. Real people don’t talk like that and your readers won’t respond to it either.

Use language your audience uses. That might mean adjusting tone depending on whether you’re talking to a finance director or an operations lead, but in all cases: clarity trumps cleverness.

Replace phrases like “optimised procedural outcomes” with “cut time spent chasing invoices by 40%.” Keep it simple, specific, and focused on results.

Don’t gloss over the messy bits

Real projects aren’t perfect. Things go wrong. Timelines shift. People resist change. Including those moments makes your case study more believable and shows you can handle setbacks.

Be honest about what didn’t go to plan, and how you adapted. It shows professionalism, maturity, and resilience. More importantly, it makes the success feel earned.

Make the results count

It’s tempting to end with vague claims like “the project delivered significant improvements.” But that’s forgettable. Results need to be concrete, contextual, and time-bound.

Instead of saying “efficiency improved,” try: “Monthly reporting time was reduced from five days to three, freeing up two full days for analysis.”

Wherever possible, use specific numbers. But also explain why they matter. A 10% saving doesn’t mean much until you say it saved £100,000 annually and reduced client churn.

And always include timeframes. “In six months” tells a different story to “within the first week.”

Case studies for tenders: a different ball game

When writing case studies for tender submissions, you’re not just marketing your services - you’re proving you can deliver. The audience isn’t a potential buyer looking for inspiration. It’s an evaluator comparing you to a checklist.

They want evidence you’ve:

• Delivered similar work at a similar scale

• Operated in their sector or region

• Managed complex requirements with minimal risk

The more closely your case study matches the specification, the safer you seem. This isn’t the time for creative flair; it’s about clarity, compliance, and confidence.

Tailoring for tender success

Your tender case study should include:

• Client name and contract details

• Duration, scope, and value

• The approach you used and why

• Challenges you faced and how you solved them

• Clear results, with measurable outcomes

• Client feedback or contact details for reference

Even if you haven’t done an exact match before, you can still make a strong case. Focus on transferable skills, component parts you’ve delivered, and how your approach applies.

Let your clients do the talking

There’s nothing more credible than hearing it from the horse’s mouth. A strong quote can add emotional depth and authenticity that no stats can match.

Great client quotes often touch on:

• How the problem affected them personally or professionally
• Why they chose your solution over others
• The change they felt after working with you
• What they’d tell someone else in a similar position

If they’re happy to go on record, use their exact words - not a polished rewrite. Natural language builds trust. It's real.

Framework submissions: show breadth, not just depth

Unlike tenders, case studies for framework applications (like Crown Commercial Service) are about showing you can handle a variety of potential projects.

Here, you need to demonstrate:

• Scalability: can you adjust to large or small contracts?

• Adaptability: can you work across sectors or geographies?

• Consistency: do you maintain high standards across projects?

These case studies should be varied, showing different aspects of your capability and how you solve a wide range of problems. You’re not proving a perfect fit - you’re showing a track record of reliable delivery.

What about references?

Case studies show capability. References prove credibility.

In tendering, references are often contactable people who can verify your work. They should:

• Know the detail of the project

• Be happy to speak positively

• Understand what you’re bidding for

Make sure they’re briefed, still at the same organisation, and comfortable being contacted.

If you don’t have the perfect reference, be honest. Use team experience, anonymised examples, or smaller contracts to build your case. Evaluators appreciate transparency.

4 ways to keep your case studies fresh and useful

Case studies aren’t “set and forget” assets.

1. Review them regularly (at least once a year).
2. Check: Are the results still relevant? Have there been additional benefits since? Do they reflect your current capability? The most powerful case studies often get better with time, as long-term impacts become clear.
3. Keep in touch with successful clients and update the story if their results improve over time. Also, create different versions: A one-pager for sales calls, A full write-up for serious prospects, A slide deck for presentations, Snippets for social media, A video if the client’s happy to appear on camera. The more formats you have, the more ways you can use them.
4. Make it easy to read and share: People don’t read case studies like novels. They skim. So, design for that: Use clear headings and subheadings, Break text into short paragraphs, Pull out stats and quotes, Add visuals where you can: photos, charts, screenshots. Use your brand consistently but don’t over-design If it looks overwhelming, it won’t get read. Keep it clean, digestible, and inviting.

Using case studies in sales conversations

A good case study isn’t just a handout, it’s a conversation starter. Instead of saying, “Here’s a case study to read,” try: “This reminds me of a client we worked with who had a very similar problem. Want to hear what we did for them?”

Tell the story naturally, using the written version as backup if they want more detail.

After the meeting, send the relevant case study with a note like: “Thought you might find this interesting... these guys faced a very similar challenge.” It’s far more powerful than a brochure or slide deck alone.

The bottom line

Case studies shouldn’t feel like a chore to read or to write. When they’re done well, they become the most trusted part of your marketing or bid strategy. They show, not just tell. They build confidence, not just awareness.

So focus on:

• Telling a story, not writing a report
• Making the client the hero
• Showing real, specific results
• Writing for your audience, not yourself
• Start with one brilliant case study. Get the format right. Use it often. Then build a small library of powerful examples that help your team win work! Again and again...

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