What I look for in a Strong Case Study
Missed opportunity
When done right, a case study can be your most persuasive sales tool. Proof that your solution works in the real world. But many case studies? Instantly forgettable.
Some companies treat them as a box-ticking exercise, while for others, they’re little more than a branded brag sheet.
The best case studies put the customer at the centre, build trust through clarity, and tell a story that future buyers can see themselves in.
Why many case studies fall flat
Challenge. Solution. Result. Rinse and repeat. It’s the standard formula. And yet it’s often the reason that case studies feel flat. The structure isn’t the problem. The lack of substance is.
As a result, they lack depth and fail to generate any excitement in the reader’s mind.
All too often, case studies are written from the vendor’s point of view. “The customer came to us with this problem”. “We worked with the customer to implement a new system”. Reporting to your potential buyer what you did, or how you did it.
Sharing the customer’s experience, though, or their story, will usually be far more effective, especially when the customer shares the success that resulted.
If there are no quotes or your case study contains quotes that don’t say anything, e.g. “they were great to work with”, you’re missing the opportunity to share a valuable endorsement.
And if a case study doesn’t share any emotional or strategic context, then you may be just listing a set of features, dressed up as benefits.
The key factors
Positioning power: Does it reflect real buyer priorities — such as speed, risk, or support — not just feature sets?
Emotional arc: Is there a clear ‘before and after’ — both practical and personal? What changed?
Quote quality: Are we hearing the customer’s voice — and in ways that build trust?
Outcome clarity: Are results framed in terms that resonate? (Sometimes a sharp stat or chart outperforms 500 words.)
Quick case study check — does yours pass?
If your case study doesn’t…
Include a quote that shows real emotion or transformation
Show a meaningful ‘before and after’ (extra points if it’s qualified)
Highlight something your actual buyers care about - not just your features
Position the customer as the hero, not the backing singer
Offer a result that’s felt, not just listed
…it’s probably not pulling its weight.
The strategic layer many case studies miss
Good case studies not only inform but also guide the reader toward making a decision. And they help a prospect to see themselves in the story.
Perhaps the reader has faced the same problem outlined in the case study. They can see the pain the client faced and recognise the change needed for their own business, understanding how your product or service might help.
A case study offers you the opportunity to subtly differentiate your business without appearing pushy.
How to get it right (without overthinking)
So how do you get it right without overengineering it? That starts with better interviews. Not just asking what worked, but what changed.
Don’t over-polish the story into blandness. If your customer's story reads like a glossy brochure, it will likely fade into obscurity. You want readers to feel the customer's pain — to remember what the pressure felt like: the urgency, the stakes, the need to get it right.
Ensure that your customer is the hero of the story. Your business provided the solution. Potential buyers want to know what problem it addressed, why the customer chose your business, and what the resulting impact on their business was.
Less marketing. More meaning.
In a noisy market, clarity wins. So does honesty. Above all else, what do your case studies say to potential buyers? Are they building the right interest and attracting the customers you want?
If you’re revisiting your case studies - or wondering why they’re not landing - now’s a good time to sharpen the story.
