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15+ Professional Case Study Examples [Design Tips + Templates]

By Alice Corner , Jan 12, 2023

Have you ever bought something — within the last 10 years or so — without reading its reviews or without a recommendation or prior experience of using it?

If the answer is no — or at least, rarely — you get my point.

Positive reviews matter for selling to regular customers, and for B2B or SaaS businesses, detailed case studies are important too.

Wondering how to craft a compelling case study ? No worries—I’ve got you covered with 15 marketing case study templates , helpful tips, and examples to ensure your case study converts effectively.

Click to jump ahead:

• What is a Case Study?

Business Case Study Examples

Simple case study examples.

• Marketing Case Study Examples

Sales Case Study Examples

• Case Study FAQs

What is a case study?

A case study is an in-depth, detailed analysis of a specific real-world situation. For example, a case study can be about an individual, group, event, organization, or phenomenon. The purpose of a case study is to understand its complexities and gain insights into a particular instance or situation.

In the context of a business, however, case studies take customer success stories and explore how they use your product to help them achieve their business goals.

As well as being valuable marketing tools , case studies are a good way to evaluate your product as it allows you to objectively examine how others are using it.

It’s also a good way to interview your customers about why they work with you.

Related: What is a Case Study? [+6 Types of Case Studies]

Marketing Case Study Template

A marketing case study showcases how your product or services helped potential clients achieve their business goals. You can also create case studies of internal, successful marketing projects. A marketing case study typically includes:

• Company background and history
• The challenge
• How you helped
• Specific actions taken
• Visuals or Data
• Client testimonials

Here’s an example of a marketing case study template:

Whether you’re a B2B or B2C company, business case studies can be a powerful resource to help with your sales, marketing, and even internal departmental awareness.

Business and business management case studies should encompass strategic insights alongside anecdotal and qualitative findings, like in the business case study examples below.

Conduct a B2B case study by researching the company holistically

When it comes to writing a case study, make sure you approach the company holistically and analyze everything from their social media to their sales.

Think about every avenue your product or service has been of use to your case study company, and ask them about the impact this has had on their wider company goals.

In business case study examples like the one above, we can see that the company has been thought about holistically simply by the use of icons.

By combining social media icons with icons that show in-person communication we know that this is a well-researched and thorough case study.

This case study report example could also be used within an annual or end-of-year report.

Highlight the key takeaway from your marketing case study

To create a compelling case study, identify the key takeaways from your research. Use catchy language to sum up this information in a sentence, and present this sentence at the top of your page.

This is “at a glance” information and it allows people to gain a top-level understanding of the content immediately. 

You can use a large, bold, contrasting font to help this information stand out from the page and provide interest.

Learn  how to choose fonts  effectively with our Venngage guide and once you’ve done that.

Upload your fonts and  brand colors  to Venngage using the  My Brand Kit  tool and see them automatically applied to your designs.

The heading is the ideal place to put the most impactful information, as this is the first thing that people will read.

In this example, the stat of “Increase[d] lead quality by 90%” is used as the header. It makes customers want to read more to find out how exactly lead quality was increased by such a massive amount.

If you’re conducting an in-person interview, you could highlight a direct quote or insight provided by your interview subject.

Pick out a catchy sentence or phrase, or the key piece of information your interview subject provided and use that as a way to draw a potential customer in.

Use charts to visualize data in your business case studies

Charts are an excellent way to visualize data and to bring statistics and information to life. Charts make information easier to understand and to illustrate trends or patterns.

Making charts is even easier with Venngage.

In this consulting case study example, we can see that a chart has been used to demonstrate the difference in lead value within the Lead Elves case study.

Adding a chart here helps break up the information and add visual value to the case study. 

Using charts in your case study can also be useful if you’re creating a project management case study.

You could use a Gantt chart or a project timeline to show how you have managed the project successfully.

Use direct quotes to build trust in your marketing case study

To add an extra layer of authenticity you can include a direct quote from your customer within your case study.

According to research from Nielsen , 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.

So if you have a customer or client who can’t stop singing your praises, make sure you get a direct quote from them and include it in your case study.

You can either lift part of the conversation or interview, or you can specifically request a quote. Make sure to ask for permission before using the quote.

This design uses a bright contrasting speech bubble to show that it includes a direct quote, and helps the quote stand out from the rest of the text.

This will help draw the customer’s attention directly to the quote, in turn influencing them to use your product or service.

Less is often more, and this is especially true when it comes to creating designs. Whilst you want to create a professional-looking, well-written and design case study – there’s no need to overcomplicate things.

These simple case study examples show that smart clean designs and informative content can be an effective way to showcase your successes.

Use colors and fonts to create a professional-looking case study

Business case studies shouldn’t be boring. In fact, they should be beautifully and professionally designed.

This means the normal rules of design apply. Use fonts, colors, and icons to create an interesting and visually appealing case study.

In this case study example, we can see how multiple fonts have been used to help differentiate between the headers and content, as well as complementary colors and eye-catching icons.

Marketing case study examples

Marketing case studies are incredibly useful for showing your marketing successes. Every successful marketing campaign relies on influencing a consumer’s behavior, and a great case study can be a great way to spotlight your biggest wins.

In the marketing case study examples below, a variety of designs and techniques to create impactful and effective case studies.

Show off impressive results with a bold marketing case study

Case studies are meant to show off your successes, so make sure you feature your positive results prominently. Using bold and bright colors as well as contrasting shapes, large bold fonts, and simple icons is a great way to highlight your wins.

In well-written case study examples like the one below, the big wins are highlighted on the second page with a bright orange color and are highlighted in circles.

Making the important data stand out is especially important when attracting a prospective customer with marketing case studies.

Use a simple but clear layout in your case study

Using a simple layout in your case study can be incredibly effective, like in the example of a case study below.

Keeping a clean white background, and using slim lines to help separate the sections is an easy way to format your case study.

Making the information clear helps draw attention to the important results, and it helps improve the  accessibility of the design .

Business case study examples like this would sit nicely within a larger report, with a consistent layout throughout.

Use visuals and icons to create an engaging and branded business case study

Nobody wants to read pages and pages of text — and that’s why Venngage wants to help you communicate your ideas visually.

Using icons, graphics, photos, or patterns helps create a much more engaging design. 

With this Blue Cap case study icons, colors, and impactful pattern designs have been used to create an engaging design that catches your eye.

Use a monochromatic color palette to create a professional and clean case study

Let your research shine by using a monochromatic and minimalistic color palette.

By sticking to one color, and leaving lots of blank space you can ensure your design doesn’t distract a potential customer from your case study content.

In this case study on Polygon Media, the design is simple and professional, and the layout allows the prospective customer to follow the flow of information.

The gradient effect on the left-hand column helps break up the white background and adds an interesting visual effect.

Did you know you can generate an accessible color palette with Venngage? Try our free accessible color palette generator today and create a case study that delivers and looks pleasant to the eye:

Add long term goals in your case study

When creating a case study it’s a great idea to look at both the short term and the long term goals of the company to gain the best understanding possible of the insights they provide.

Short-term goals will be what the company or person hopes to achieve in the next few months, and long-term goals are what the company hopes to achieve in the next few years.

Check out this modern pattern design example of a case study below:

In this case study example, the short and long-term goals are clearly distinguished by light blue boxes and placed side by side so that they are easy to compare.

Use a strong introductory paragraph to outline the overall strategy and goals before outlining the specific short-term and long-term goals to help with clarity.

This strategy can also be handy when creating a consulting case study.

Use data to make concrete points about your sales and successes

When conducting any sort of research stats, facts, and figures are like gold dust (aka, really valuable).

Being able to quantify your findings is important to help understand the information fully. Saying sales increased 10% is much more effective than saying sales increased.

While sales dashboards generally tend it make it all about the numbers and charts, in sales case study examples, like this one, the key data and findings can be presented with icons. This contributes to the potential customer’s better understanding of the report.

They can clearly comprehend the information and it shows that the case study has been well researched.

Use emotive, persuasive, or action based language in your marketing case study

Create a compelling case study by using emotive, persuasive and action-based language when customizing your case study template.

In this well-written case study example, we can see that phrases such as “Results that Speak Volumes” and “Drive Sales” have been used.

Using persuasive language like you would in a blog post. It helps inspire potential customers to take action now.

Keep your potential customers in mind when creating a customer case study for marketing

82% of marketers use case studies in their marketing  because it’s such an effective tool to help quickly gain customers’ trust and to showcase the potential of your product.

Why are case studies such an important tool in content marketing?

By writing a case study you’re telling potential customers that they can trust you because you’re showing them that other people do.

Not only that, but if you have a SaaS product, business case studies are a great way to show how other people are effectively using your product in their company.

In this case study, Network is demonstrating how their product has been used by Vortex Co. with great success; instantly showing other potential customers that their tool works and is worth using.

Related: 10+ Case Study Infographic Templates That Convert

Case studies are particularly effective as a sales technique.

A sales case study is like an extended customer testimonial, not only sharing opinions of your product – but showcasing the results you helped your customer achieve.

Make impactful statistics pop in your sales case study

Writing a case study doesn’t mean using text as the only medium for sharing results.

You should use icons to highlight areas of your research that are particularly interesting or relevant, like in this example of a case study:

Icons are a great way to help summarize information quickly and can act as visual cues to help draw the customer’s attention to certain areas of the page.

In some of the business case study examples above, icons are used to represent the impressive areas of growth and are presented in a way that grabs your attention.

Use high contrast shapes and colors to draw attention to key information in your sales case study

Help the key information stand out within your case study by using high contrast shapes and colors.

Use a complementary or contrasting color, or use a shape such as a rectangle or a circle for maximum impact.

This design has used dark blue rectangles to help separate the information and make it easier to read.

Coupled with icons and strong statistics, this information stands out on the page and is easily digestible and retainable for a potential customer.

Case Study Examples Summary

Once you have created your case study, it’s best practice to update your examples on a regular basis to include up-to-date statistics, data, and information.

You should update your business case study examples often if you are sharing them on your website .

It’s also important that your case study sits within your brand guidelines – find out how Venngage’s My Brand Kit tool can help you create consistently branded case study templates.

Case studies are important marketing tools – but they shouldn’t be the only tool in your toolbox. Content marketing is also a valuable way to earn consumer trust.

Case Study FAQ

Why should you write a case study.

Case studies are an effective marketing technique to engage potential customers and help build trust.

By producing case studies featuring your current clients or customers, you are showcasing how your tool or product can be used. You’re also showing that other people endorse your product.

In addition to being a good way to gather positive testimonials from existing customers , business case studies are good educational resources and can be shared amongst your company or team, and used as a reference for future projects.

How should you write a case study?

To create a great case study, you should think strategically. The first step, before starting your case study research, is to think about what you aim to learn or what you aim to prove.

You might be aiming to learn how a company makes sales or develops a new product. If this is the case, base your questions around this.

You can learn more about writing a case study  from our extensive guide.

Related: How to Present a Case Study like a Pro (With Examples)

Some good questions you could ask would be:

• Why do you use our tool or service?
• How often do you use our tool or service?
• What does the process of using our product look like to you?
• If our product didn’t exist, what would you be doing instead?
• What is the number one benefit you’ve found from using our tool?

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• 12 Essential Consulting Templates For Marketing, Planning and Branding
• Best Marketing Strategies for Consultants and Freelancers in 2019 [Study + Infographic]

Using Case Studies to Boost Your Web Design Business

In the world of web design, social proof has the power to captivate visitors and leave a lasting impression on potential clients. Case studies are an impactful medium to showcase your skills, expertise, and successful projects. They provide concrete evidence of your ability to deliver results and solve real-world design challenges. Through case studies, you can demonstrate your value, build trust with potential clients, and earn additional business. 

The benefits of web design case studies

Before diving into the key elements of a case study, it’s important to understand how regularly updating your portfolio can benefit you. The following are benefits of sharing case studies on your website. 

1. Boost SEO

Case studies are relevant and unique content that showcase your web design services. They are also engaging and informative, both of which are considered valuable to search engines . When creating case studies, you share keywords that are relevant to the industry. Search engines then associate those words with your site, potentially increasing its visibility to potential clients. 

2. Improve landings-to-leads ratio

Sharing examples of your work helps clients envision how you could design their project and solve their web design problems. This encourages them to hire you by highlighting your ability to address challenges, understand client needs, and exceed expectations. 

3. Increase your rates

By showcasing successful projects and the positive outcomes achieved for past clients, you quickly reveal your value as a web designer. Paired with evidence of your skill, problem-solving abilities, and authentic approach to design, case studies offer justification for charging a higher rate for services . When a client sees what you're capable of, they may be more willing to make the investment in your services because they can see what they’d be paying for.

4. Communicate your process

Case studies give you the opportunity to share your design process from start to finish. You can outline the various stages of a project, including research, planning, designing, and execution. By explaining your design methodology, you can help potential clients understand your approach and show them actual results.

“ Case studies can help people who have never worked with a designer to understand my process. It onboards them before they even contact me. ”

How to create a web design case study

Web design case studies should be simple and straightforward. Present them in a visually appealing and readable format so potential clients can best grasp the project’s details and understand your capabilities. Most case studies include five key parts:

1. The brief

Once you’ve selected a successful past project, you’ll want to introduce it by sharing the client’s name, industry, and the goal of the website (what you were hired to do). This overview should also include any historical context that offers insight into the background of the project and the problems you were asked to solve. 

2. Your approach

Outline the design process you followed during the project from initial research to final implementation. Describe the steps you took to solve the brief, the different design or development problems you encountered and how you approached solving them, and any moments or challenges that caused you to change directions. You can also include the project’s duration as well as the platform you used to build the website.

Show off the measurable results of your work. This includes improvements to website traffic, conversion rates, user engagement, subscriptions, sales increases, revenue figures, and more. You can also include more qualitative (and authentic) results such as a testimonial from your satisfied client.

4. A visual

Present the final design by sharing screenshots or images that showcase the website’s layout, color scheme, and typography. Explain your thought process behind your design choices, including how they aligned with your client’s brand and goal for the website.

“ A visual element is really important. Make sure screenshots and mockups are included in addition to the ability for users to click through and visit the websites you reference. ”

5. Learnings

Conclude the case study by reflecting on the project and sharing valuable insights and learnings from the experience. This demonstrates your commitment to improving and growing your skills as a web designer.

Check out Squarespace Circle , Squarespace’s program for professional web designers, developers, digital entrepreneurs, and creatives. Along with exclusive content, discounts, and other perks, Circle brings professionals together from all across the globe to exchange advice while connecting with new clients and collaborators.

Arianna Frederick is a content associate at Squarespace. In addition to managing the Circle blog, she develops top-of-funnel content for creative professionals and Circle members.

Highlights from Circle Live: Design Trends 2023

How to use a marketing funnel for your web design business.

A Space for Creative Growth

6 Web Design Case Studies We Can Learn From

Convey your thought processes and skills - and show future clients who you are as a designer

• Apr 11, 2019

We all know the importance of having a good online design portfolio. It’s your opportunity to show off your masterpieces to the world, while having full control over all aspects, from the layout, to animations, navigation and more. This way, you can have an impact on the way your work is perceived and experienced by potential clients or employers.

That’s all very well, but when it comes to web design projects, why not simply add a link to the website itself and let your visitors browse freely over there? Sure – you should link to any websites you’ve designed, but there are many ways to effectively showcase your web design projects on your portfolio.

Creating a case study that explains your work process and final results can elevate your projects to a whole other level. It can help your site visitors gain a better understanding of who you are, the way you work, your decision-making processes and more. Just like any other design project, a case study should tell a story. It should take your site visitors on a journey through your process, from color palette choices, to icons created specifically for the project, ‘before and after’ pics and more.

We’ve gathered six designers who have chosen diverse ways to expertly showcase their web design projects on their Wix portfolios. Dive in for some inspiration:

1. Brown Owl Creative for Creative House Group

> Showcasing custom-made icons and full-length screenshots

Multidisciplinary design company, Brown Owl Creative, chose to place a fullscreen gif on the top fold of this project page, instantly setting the tone. Directly beneath, a brief sentence introduces the client they were working with, plus the discipline involved and a link to the final result: the website itself. A generous use of white space helps put the focus on the text.

Scrolling down, you’ll find full-length screenshots of their website design, with a simple non-obtrusive gray border. They’ve also chosen to display a section of the client’s website on a laptop, offering an alternative perspective. Another nice touch is the emphasis they’ve put on three animated icons that are featured on the final site. And let’s not forget some basic UX principles they’ve taken care of: a ‘Back to top’ button and a ‘Next project’ button to ensure fluid navigation.

2. Miki Twersky for Nosta Fragrances

> Merging video screenshots with atmospheric photos

There are many subtle additions to NYC-based designer Miki Twersky’s portfolio that make it such a success. The comic footer, delightfully honest ‘ About ’ page and spacious layout make for a browsing experience that is both smooth and entertaining.

It comes as no surprise that her inner project pages are crafted with just as much care and attention to detail. This web design case study starts with a mood-setting image, followed by a brief explanation of the brand and some additional basic details, such as the date, her roles within the project and any other contributors. A slider invites you to scroll through to view the various stages involved in the logo design process.

Further down, Miki has seamlessly integrated video screenshots of the website, enabling her to choose which aspects of her design to put a spotlight on. The page ends with a few product photos that help strengthen the look-and-feel and tie everything together, while presenting more of her branding work.

3. Adelaide Wang for Humm.ly

> Thorough case study incorporating texts, images and videos

San Francisco-based product designer, Adelaide Wang, definitely knows the ins and outs of creating an intriguing and comprehensive case study. Having worked on many aspects of this project for Humm.ly , a music healthcare platform and app, she was able to share her and her team’s full work process.

The long-scrolling page takes you on a journey through some of the major stages of any design project. It starts by presenting their search for a defined visual identity. It then moves on to the details of the app’s various screens and navigation, putting an emphasis on the accessibility of the website’s design . Lastly, Adelaide presents the website itself on various devices, including a video screenshot of the website on mobile.

A consistent layout is used throughout the page, with titles, subtitles and paragraph text all retaining the same style. Two alternating shades of gray make up the website’s background, creating a clear, but subtle, separation between folds, and ultimately contributing to a successful user experience.

Learn more about how to nail your website’s UX design with these professional examples.

4. Studio&more for Din7

> Presenting color choices, logo design and more

Here’s another example of a detailed web design case study, by graphic design studio, Studio&more. In this project for industrial design company, Din7, they worked on both branding and UX. As a result, they had the material necessary to cover everything from color palette and typography choices, to the development of the company’s logo design, illustration style, website and various applications of the visual identity.

Each section of the case study is numbered and presented with a succinct selection of images. They’ve also used the visual language they came up with for the brand in the background, creating a strong and clearly defined tone of voice. Lastly, the studio has picked out a few of their website design’s screens to showcase separately, drawing attention to them.

5. Ariel Sun for her wedding website

> Telling a story through text and images

NYC-based artist and designer, Ariel Sun, created this web design case study for her own wedding website. There are many ways to write copy for your design portfolio – and here, Ariel’s gone for a friendly and personal tone of voice to provide site visitors with an inviting summary of the project. She also clearly explained what she and her partner’s different roles were in the process, giving everyone the credit they deserve.

Two simple, static screenshots of the website design follow, presenting the most prominent pages of the site. These are accompanied by an illustration of the couple and an image of the wedding invitation, helping us get a feel for the vibe they were going for. All of this is presented in a highly aesthetic way, using a clean grid, plus a fixed menu at the top for comfortable navigation.

6. Liron Ashkenazi for The-Artery

> Including mobile and tablet view, process, and more

Multidisciplinary design director, Liron Ashkenazi, worked with a team of 3D artists, designers and developers to come up with the award-winning design for The-Artery ’s website. Liron’s case study of the project is made up of a selection of beautifully designed screenshot videos, short explanatory titles, the 3D model design process and accompanying text. The layout is concise, while including all the relevant details.

A thin column on the left provides us with background information on the client, The-Artery, as well as a breakdown of the various roles and the people involved. It also includes a list of links where the website has been featured.

Scrolling down the page, you see the development of the 3D animated models that appear on the final website. There’s also an image that showcases the website on three different devices. Incorporating elements from the design outside of the screenshots, makes for an intriguing visual representation of the overall project. The text above and on each image clarifies which page you’re looking at and who’s responsible for which elements, while not distracting from the design itself. Finally, Liron has included the design for a 404 page – a welcome addition, especially when it looks this good.

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Becoming Your Own Creative Leader

5 inspiring web design case studies

A good case study makes for a top calling card; check out these examples.

The reality of web design is that once you've finished a project, you hopefully move straight onto the next one. However, every site you deliver is an essential portfolio piece that demonstrates your skills and abilities, and while you'll usually want to link to your recent work on your site, it pays to do the job properly.

Rather than simply grabbing a screenshot of a landing page and a link and adding it to your online portfolio, writing up an engaging case study on your work can be a lot more worthwhile. Case studies don't need to be lengthy essays; they just need to give readers a taste of your process and provide some insight into the challenges you've faced over the course of a web build and how you solved them. 

They're a great way to let potential clients know how you work, and they can also provide inspiration for other designers and developers; here are five of our favourite recent examples. Make sure you also check out our top web design tips .

• How to write engaging case studies for your portfolio

01. Museum of Science and Industry of Chicago

For a really inspiring case study, it's hard to beat DogStudio's extensive piece chronicling its work for the Museum of Science and Industry of Chicago. The museum is a vast and highly respected American institution, and you can't help but get the impression that DogStudio was punching well above its weight when it won the commission to rethink and revamp its web platform, but as this case study reveals, it carried the job off with aplomb.

Packed with revealing wireframes, imagery and animations, it's a fascinating insight into a massive and challenging build that had to cater for more than five million online visitors wanting to do everything from buy tickets through to figuring out where to park and finding information about individual exhibits. 

02. National Geographic: A Bear's-Eye View of Yellowstone

Sometimes it's better to show rather than tell. For this captivating look at Yellowstone National Park as seen by four bears fitted with camera collars and GPS, Hello Monday had a wealth of footage, data and expert analysis to work with. And rather than go into dry details of how it fitted everything together, it keeps things brief in its case study , providing a short outline of the project and deliverables before moving on to an entirely visual essay that demonstrates just how much work went into creating this digital feature.

As well as a good helping of footage and screenshots showcasing what the site's all about, what we really love about this study is a section dedicated to how Hello Monday stamped its own personality on the project, breathing extra life into the feature with animation, watercolour illustrations and pencil-drawn portraits of each bear.

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03. Once Upon a Time in… Hollywood

Currently doing big business at the box office, Quentin Tarantino's Once Upon a Time in… Hollywood is a love letter to 1960's cinema that recreates its era with Tarantino's typical attention to detail. And to create an online presence that captured the feel of 1969 Hollywood as well as the film, LA agency Watson went the extra mile to create a digital magazine that feels like it could have come off a newsstand 50 years ago.

In this case study the Watson team explain not only the thinking behind the magazine and its pitch-perfect adverts, but also how they create a physical print run of the mag that got handed out at the premiere and first-night screenings, creating a whole other social buzz as movie fans posted shots of their magazine to prove that they were there. If you're looking for ideas on how to run a strong social campaign, there's some great material here. 

04. British Red Cross

Kota's case study on its recent work with the British Red Cross is a clear and concise piece that provides valuable insight on the challenges – and opportunities – of working on a campaign with an institution with clear-cut brand guidelines that need to be adhered to. In the case of the British Red Cross's OneKindThing campaign, Kota had to create a platform that stood out from previous campaigns while staying within the society's pretty epic brand guidelines.

With a handful of images and a couple of paragraphs, Kota outlines how it managed just that, and also covers some of the technical hurdles that had to be overcome to deliver the finished site. The end result was well worth the effort, as the British Red Cross testimonial at the end of the case study reveals.

05. Stonewall Forever

To mark the 50th anniversary of the Stonewall Riots, an event that helped bring about the Pride movement, Stink Digital partnered with The LGBT Community Center to create Stonewall Forever, an immersive digital experience that features key narratives and previously unheard stories from LGBTQ+ history. 

Stink Digital's case study explains how it built a living monument to 50 years of Pride, based in Christopher Park, New York, but accessible anywhere through a website or AR app, and goes into some detail of the challenges of creating a WebGL monument that consists of over 10,000 individual shards with post-processing effects, but still runs at 60fps, even on low-end devices. 

Beyond the technical challenges, though, this is an absorbing and insightful piece on a project that explores life before, during and after the Stonewall Riots.

Related articles:

• The hottest web design trends of 2019
• How to refine your design portfolio
• Get the perfect website layout in 27 steps

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Jim McCauley is a writer, performer and cat-wrangler who started writing professionally way back in 1995 on PC Format magazine, and has been covering technology-related subjects ever since, whether it's hardware, software or videogames. A chance call in 2005 led to Jim taking charge of Computer Arts' website and developing an interest in the world of graphic design, and eventually led to a move over to the freshly-launched Creative Bloq in 2012. Jim now works as a freelance writer for sites including Creative Bloq, T3 and PetsRadar, specialising in design, technology, wellness and cats, while doing the occasional pantomime and street performance in Bath and designing posters for a local drama group on the side.

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How To Create Business Case Studies To Add To Your Website

• First Published: September 3, 2020
• Updated on: Sep 03, 2020

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The Value Of Creating Business Case Studies For Your Website

Showcasing how your product or service works and how it can benefit your target audience is essential for a successful marketing strategy. Case studies not only do this, but they can also help build brand trust.

A case study examines how your product or service was used in the real world to solve a customer’s problem or need.

In a way, a case study is one part product demonstration and one part customer testimonial. However, case studies are more detailed, which makes them useful pieces of content.

What Are The Advantages Of Case Studies?

Because a case study tends to be a longer, in-depth piece of content, it takes more time to create.  Search out as much evidence and real-world examples as you can to back the case you’re making.

However, the benefits of case studies are well worth the time and effort. Here are a few examples of how case studies can benefit your business:

Showcase Products And Services

Merely telling your prospects how your product or service is used isn’t always enough. Prospects want to know how it can be used as a solution to their specific challenges or problems. And they want to see that it works. A case study provides a real-world example of how your product or service can address a specific challenge, making it much more appealing to potential customers.

Case studies can ultimately function as more detailed product or service demonstrations.

Engage Audience More Effectively

Case studies are structured in a way that follows a narrative. The customer is the protagonist, their challenge or need is the conflict, the use of a product or service is the climax, and the resulting benefit is the resolution. Of course, case studies aren’t limited to just individual customers; they can also focus on customer groups.

Either way, the use of storytelling makes the case study more engaging to your audience than traditional forms of promotional content (such as product descriptions or demonstrations).

Generate Brand Trust

Since case studies allow real-life customers to share their views and experiences, you will create more brand trust . People tend to trust what other customers have to say about a brand much more than what a company has to say about themselves. Explaining in detail how the customer used your product or service to address their challenge or need will make readers trust in the value of your product or service.

Provide Social Proof

Case studies function as in-depth customer testimonials. The customers used in your case studies are real customers. Their thoughts and opinions are typically conveyed as part of the case study’s conclusion, which means that they act as positive reviews. Such social proof makes your case even more convincing for your readers.

Use As Free Word-Of-Mouth Advertising

Obtaining permission to use a customer’s experience in your case study provides you with free word-of-mouth advertising. The social proof and brand trust that a real customer can provide is invaluable. Their presence and participation in your case study can help to drive positive word-of-mouth about your brand.

Assist Sales Personnel

Case studies are an exceptional sales enablement tool. Your sales personnel can use relevant case studies to nurture leads towards the bottom of the sales funnel. If your sales personnel understands the specific challenge that the lead is looking to address, they can provide a case study highlighting a customer that had a similar problem.

Preparing For Your Case Study

Compared to other types of text-based content, case studies are usually more detailed, making them longer than most, making your case study’s structure essential to effectively communicating your value.

The last thing you want is for your case study to be unclear about the points it’s trying to make. To prevent this from happening, plan out your case study before you get started. Outline what the scenario of the case study is and determine the points you want to highlight. Give some consideration to what you want readers to take away from reading the case study.

By doing this prep work before you begin writing your case study, you’ll keep the case study focused and on track. Ultimately making the case study easier to read and understand for your audience. These specific steps will help you to plan your case study:

Develop Your Buyer Personas

Case studies will only be useful if they are relevant to your audience. Before you begin creating a case study, develop your buyer personas . Once you have your personas, you can plan your case studies to address your buyer personas’ specific needs and challenges to create content relevant to your target audience.

Identify The Goal Of The Case Study

Having a singular goal will give your case study more focus. For example, is your goal to showcase a specific function of your product? Is it to showcase the product as a solution to different needs or challenges? Or maybe it’s to showcase how happy your customers are with the results. While your case study may cover all of these, identifying a single goal will help strengthen the case study overall and help prevent you from adding content that’s not relevant.

Interview Past Or Present Customers

Once you’ve identified your audience and your goal, it’s time to do some research. You will want to find the perfect customer to highlight for your case study. Reach out to customers who used the product or service you’re focusing on for the reason that you want to emphasize. Ideally, the customers closely resemble your buyer personas. Ask the customers if they’re interested in participating.

If they are, you’ll need to interview them to determine whether they are a good example for your case study. Remember that the more attractive the customer is and the more compelling their story is, the more engaging your case study will be.

Determine The Format And Structure

Traditional case studies are generally text-based. It’s the one format that requires the least amount of resources. However, there are other formats that you can choose, such as video, podcast, and infographic formats. If you decide on a text-based case study, keep in mind that you could repurpose it into an infographic, or even create an infographic to use as a visual aid that supplements your case study.

Choosing The Right Template

Your case study’s layout and design is an essential element that you don’t want to overlook. You will need to choose a template that makes your case study easy to scan and read, and that’s visually appealing. An ugly looking template can give readers a poor first impression. Fortunately, there are many case study templates that you can download online and use, although you could design your case study template.

Downloading an existing template might be more comfortable, but creating your own will give you complete control over every template element.

How To Write A Case Study For Your Business

Once you’ve planned out your case study and chosen a template to use, you can begin writing your case study.  The quality of the content and the writing will significantly impact the case study’s overall success. Keep these few tips in mind that will help you create high-quality case studies for your business:

1. Choose The Right Subject

Interviewing customers will help you find the right subject for your case study, but you must know how to identify the right topic. The following are the three elements that make for a successful case study:

• The challenge or need – Choose a customer whose challenge or need your product or service successfully solved. The higher stakes the problem is, the better. For example, if you sell a stain remover, then the need to remove a giant wine stain from an expensive white carpet has higher stakes then removing a sweat stain on a t-shirt. You should also make sure that the customer’s challenge or need matches one of your buyer personas.
• The solution – The solution has to be the use of one of your products or services. Your product or service should also be used for its intended function. A weak solution would be if the customer used your stain remover in combination with another product — or for another purpose altogether, such as applying it to their wood table to give it a darker color.
• The results – The more impressive the results are, the better. You want to showcase your product or service in the best possible light, after all. Highlighting a customer who thinks your product did the job but that it wasn’t anything special is pointless. Underwhelming or acceptable results aren’t what you’re looking for when creating a case study.

2. Decide What Voice And Tone To Use

Case studies should be a little different in tone than your blog posts. A blog can be more casual and informal. A case study is a presentation of detailed information. However, the style you choose to write in depends on your brand’s identity.

Case studies are written in both first or third person, which means either is acceptable. Don’t worry if direct quotes from the customers you’re highlighting differ in tone either since they are direct quotes. One thing to keep in mind as you choose what voice and style are appropriate for your case study is consistency. Whatever you choose, it should be consistent across all of your case studies.

3. Create A Curiosity-Provoking Title

First impressions matter. Don’t just assume that your audience is interested in everything you have to say. If your title is bland or vague, readers will be less excited to check it out. The title should also convey what the case study is about, or readers won’t know what to look for as they read through the case study. Try to create a concise title with a singular focus, that is relevant, and provokes curiosity. 

Add Real Numbers To Your Title

Numbers help a title stand out and give a clearer picture of the benefits to your readers. If your product is twice as effective as a competitor’s product and you want to highlight that in your title, then use “2 times as effective” or “100 % more effective” instead of “twice as effective.” Numbers help draw the eye and help generate more interest.

4. Avoid Using Jargon

Although your case study should be detailed, you should avoid using too many technical terms. Keep your language as simple as possible and avoid jargon, even if you think it’s common corporate terminology. The last thing you want to do is to confuse your readers.

5. Use Good Storytelling Structure

Your case study should have a narrative arc , meaning that it should have a beginning, middle, and end. Good storytelling relies on structure, so stick to the traditional narrative structure when writing your case study. Introduce details and events in chronological order so that your audience can follow along easily.

6. Encourage Your Audience To Contact You

Once someone has read through your case study, capitalize on having educated the reader and having increased trust in your brand by encouraging them to contact you. You should also inform the reader about the type of information considered acceptable to divulge in case studies. Your case study will be more accessible since your readers will feel more at ease following up with questions about the specific details or products mentioned in your case study.

7. Add Visual Interest

Even with a well-designed template, a case study can be a little visually boring. Walls of text don’t draw the eye, after all. Make an effort to make your case studies more visually appealing by having a designer add graphics, text boxes containing key facts, charts, and more. This adds visual interest to your case study and makes it look more professional.

8. Publish Your Study

Because case studies are effective at building brand trust, demonstrating your company’s solutions, and nurturing your leads, you’ll want to publish your case studies where they can be found. Consider posting new case studies to your website’s blog. You can also add it to your resource section. Case studies also work well as gated content that can help to drive email sign-ups.

Effective Business Case Studies Help Nurture Leads

A good case study can demonstrate real-world situations in which your product or service is the perfect solution to a specific need. Case studies educate your target audience while also providing proof of your company’s value. They can also help bolster brand trust due to their focus on real customers. Case studies are invaluable for nurturing leads through the sales funnel.

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Top 40 Most Popular Case Studies of 2021

Two cases about Hertz claimed top spots in 2021's Top 40 Most Popular Case Studies

Two cases on the uses of debt and equity at Hertz claimed top spots in the CRDT’s (Case Research and Development Team) 2021 top 40 review of cases.

Hertz (A) took the top spot. The case details the financial structure of the rental car company through the end of 2019. Hertz (B), which ranked third in CRDT’s list, describes the company’s struggles during the early part of the COVID pandemic and its eventual need to enter Chapter 11 bankruptcy. 

The success of the Hertz cases was unprecedented for the top 40 list. Usually, cases take a number of years to gain popularity, but the Hertz cases claimed top spots in their first year of release. Hertz (A) also became the first ‘cooked’ case to top the annual review, as all of the other winners had been web-based ‘raw’ cases.

Besides introducing students to the complicated financing required to maintain an enormous fleet of cars, the Hertz cases also expanded the diversity of case protagonists. Kathyrn Marinello was the CEO of Hertz during this period and the CFO, Jamere Jackson is black.

Sandwiched between the two Hertz cases, Coffee 2016, a perennial best seller, finished second. “Glory, Glory, Man United!” a case about an English football team’s IPO made a surprise move to number four.  Cases on search fund boards, the future of malls,  Norway’s Sovereign Wealth fund, Prodigy Finance, the Mayo Clinic, and Cadbury rounded out the top ten.

Other year-end data for 2021 showed:

• Online “raw” case usage remained steady as compared to 2020 with over 35K users from 170 countries and all 50 U.S. states interacting with 196 cases.
• Fifty four percent of raw case users came from outside the U.S..
• The Yale School of Management (SOM) case study directory pages received over 160K page views from 177 countries with approximately a third originating in India followed by the U.S. and the Philippines.
• Twenty-six of the cases in the list are raw cases.
• A third of the cases feature a woman protagonist.
• Orders for Yale SOM case studies increased by almost 50% compared to 2020.
• The top 40 cases were supervised by 19 different Yale SOM faculty members, several supervising multiple cases.

CRDT compiled the Top 40 list by combining data from its case store, Google Analytics, and other measures of interest and adoption.

All of this year’s Top 40 cases are available for purchase from the Yale Management Media store .

And the Top 40 cases studies of 2021 are:

1.   Hertz Global Holdings (A): Uses of Debt and Equity

2.   Coffee 2016

3.   Hertz Global Holdings (B): Uses of Debt and Equity 2020

4.   Glory, Glory Man United!

5.   Search Fund Company Boards: How CEOs Can Build Boards to Help Them Thrive

6.   The Future of Malls: Was Decline Inevitable?

7.   Strategy for Norway's Pension Fund Global

8.   Prodigy Finance

9.   Design at Mayo

10. Cadbury

11. City Hospital Emergency Room

13. Volkswagen

14. Marina Bay Sands

15. Shake Shack IPO

16. Mastercard

17. Netflix

18. Ant Financial

19. AXA: Creating the New CR Metrics

20. IBM Corporate Service Corps

21. Business Leadership in South Africa's 1994 Reforms

22. Alternative Meat Industry

23. Children's Premier

24. Khalil Tawil and Umi (A)

25. Palm Oil 2016

26. Teach For All: Designing a Global Network

27. What's Next? Search Fund Entrepreneurs Reflect on Life After Exit

28. Searching for a Search Fund Structure: A Student Takes a Tour of Various Options

30. Project Sammaan

31. Commonfund ESG

32. Polaroid

33. Connecticut Green Bank 2018: After the Raid

34. FieldFresh Foods

35. The Alibaba Group

36. 360 State Street: Real Options

37. Herman Miller

38. AgBiome

39. Nathan Cummings Foundation

40. Toyota 2010

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• July 19, 2023 Support PT-FRQ60 Series added to Projector FAQ page.
• July 19, 2023 Product PT-REZ12 Series webpage updated.
• July 5, 2023 Case Studies New case study (Es Con Field Hokkaido) added.
• June 9, 2023 Product Preliminary Product Information for PT-RZ14K added.
• June 9, 2023 Press Release PT-RZ14K product announced.
• June 9, 2023 Product Preliminary Product Information for PT-REQ15/REZ15 added.
• June 9, 2023 Press Release PT-REQ15/REZ15 products announced.
• May 19, 2023 Product PT-MZ20K Series interview video added.
• May 8, 2023 Case Studies New case study (Subaru Kohsan EBiS303 Event Hall) added.
• April 26, 2023 Download Throw Distance Calculator updated.
• April 20, 2023 Product PT-REQ12 Series webpage updated.
• April 17, 2023 Product PT-CMZ50 webpage updated.
• April 12, 2023 Product PT-MZ20K Series webpage updated.
• March 27, 2023 Case Studies New case study (Chinggis Khaan National Museum) added.
• February 22, 2023 Download Throw Distance Calculator updated.
• February 17, 2023 Product PT-MZ20K Series product information updated (product information on optional lenses added).
• February 15, 2023 Case Studies New case study (Pavilion Bukit Jalil “Dome of Wonders”) added.
• February 10, 2023 Case Studies New case study (Grande Centre Point Space Pattaya) added.
• January 31, 2023 Product Preliminary Product Information for 2023 models added.
• January 31, 2023 Product PT-REQ12 Series webpage added.
• January 31, 2023 Product PT-REZ12 Series webpage added.
• January 12, 2023 Product PT-CMZ50 webpage added.
• January 6, 2023 Case Studies New case studies added.
• December 23, 2022 Download Throw Distance Calculator updated.
• December 22, 2022 Case Studies New case studies added.
• December 20, 2022 Product PT-MZ20K Series webpage updated.
• December 14, 2022 Solution New Useful Blogs, Case studies and Videos added to Corporate AV Solutions webpage.
• October 19, 2022 Product PT-RQ25K Series webpage updated.
• October 19, 2022 Download Throw Distance Calculator updated.
• October 19, 2022 Download Fisheye Lens Simulator updated.
• October 14, 2022 Product PT-MZ20K Series preliminary webpage updated.
• October 4, 2022 News Special Site for Olympic Games and Paralympic Games added.
• October 4, 2022 News Beijing 2022 Special Website launched.
• September 15, 2022 Download Throw Distance Calculator updated.
• September 15, 2022 Product PT-LMZ460 Series webpage added.
• September 15, 2022 Product PT-TMZ400 Series webpage added.
• September 12, 2022 Case Studies New case study (Australia Pavilion, Expo 2020 Dubai) added.
• September 12, 2022 Case Studies Seven case studies added.
• September 1, 2022 Support PT-MZ880 Series added to Projector FAQ page.
• July 26, 2022 Case Studies New case study (Portugal Pavilion, Expo 2020 Dubai) added.
• July 20, 2022 Product Option Finder added.
• July 19, 2022 Support Projector FAQ page renewed.
• June 30, 2022 Download Projector Network Setup Software is now available.
• June 29, 2022 Support Optional Lens Guide webpage added.
• June 10, 2022 Case Studies New case study (Thailand Pavilion, Expo 2020 Dubai) added.
• June 8, 2022 Case Studies New case study (Hungary Pavilion, Expo 2020 Dubai) added.
• June 7, 2022 Solution New blogs added to Panasonic Corporate AV Solutions webpage.
• June 7, 2022 Download Multi Monitoring and Control Software updated.
• June 6, 2022 Case Studies New case study (France Pavilion, Expo 2020 Dubai) added.
• May 23, 2022 Case Studies New case study (Japan Pavilion, Expo 2020 Dubai) added.
• May 17, 2022 Solution Education webpage renewed , blog links to Panasonic EU and NA added .
• May 10, 2022 Product Preliminary Product Information for 2022 models added.
• May 10, 2022 Download Throw Distance Calculator updated.
• April 20, 2022 Product PT-FRQ60 Series webpage updated.
• April 20, 2022 Download Throw Distance Calculator updated.
• March 25, 2022 Case Studies New case study (Juntendo University, Sakura Campus) added.
• March 16, 2022 Solution Sound devices added to the Office Environment with Visual Systems on Corporate AV Solutions webpage.
• March 10, 2022 Case Studies Barrier-Free VR Spectating: "Reserve Seat for the Future Stars" Case Study added.
• March 9, 2022 Solution Useful Blog page added to Corporate AV Solutions webpage.
• March 1, 2022 Product PT-RQ25K Series webpage added.
• March 1, 2022 Product PT-MZ20KL webpage added.
• February 18, 2022 Product PT-VMZ71 Series webpage updated.
• February 18, 2022 Download Throw Distance Calculator updated.
• February 18, 2022 Download Fisheye Lens Simulator updated.
• February 8, 2022 Case Studies New case studies added.
• January 27, 2022 Product PT-FRQ60 Series webpage added.
• January 24, 2022 Product PT-VMZ71 Series webpage added.
• January 19, 2022 Case Studies New case study (Fantasia City of Lights Huis Ten Bosch) added.
• January 12, 2022 Solution The Museum Experience on Panasonic Museum AV Solutions updated.

Case Studies

• See More Case Studies

Museum / Exhibition

Ancient Shu Immersive Exhibition (China)

Ukiyoe Motion Exhibition (Japan)

Corporate / Business

GOLFLAND CORPORATION (Japan)

Subaru Kohsan EBiS303 Event Hall (Japan)

Daiichi Sankyo Co., Ltd. “NEXUS HAYAMA” (Japan)

Contact Information

• North America
• Latin America
• Europe / CIS
• Middle East / Africa

Related Links