Why you need case study copywriting

If you’re not sure why you need case study copywriting, here is one massive reason:

Case studies build trust in your business.

They’re like testimonials, but just a lot better.

There’s nothing wrong with testimonials. I’ve got loads of them on my website, Google or LinkedIn, and you probably have too.

They provide vital social proof of a job well done and can sway customers to look at what you do. However, testimonials tend to be gushy, telling the world how great you are and how highly they recommend you. They’re all kinda the same thing, and people tend to skip over them after reading the first one or two.

Case studies are different.


What is a case study?

A case study is real-life proof that you have understood a problem facing your customers and that you have provided an answer which has resulted in a positive outcome.


How to create a case study

Case studies are informative and straightforward.

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And they usually follow a similar layout pattern:


One. A striking headline

A positive headline can make or break your case study, so it has to make people read on. Including how you overcame the problem, the result or how much sales increased by goes a long way to impressing customers and justifying your services should they need sign-off from somebody higher in their organisation.


Two. An overview of your customer’s business

Although brief, the overview tells the reader a little bit about the company you helped—a company like theirs facing similar problems. Right away, you’ve connected with potential customers.


Three. The problem they faced

Here, you can explain the issues your customers faced and why they used your product or service to fix them.


Four. How you implemented it

Next, it’s about how you implemented your product or service. This is especially handy if your work is complex, as you can get into the nuts and bolts of how what you do works.


Five. The outcome

You’re ace, so you tell everyone how your product/services produced amazing results. Maybe it streamlined how they work, cut time off production or boosted their income.


Six. A compelling quote from a key member of the business

The higher up the organisation you can get, the better. Bob in accounts is no use. If you can, get it from the very top or as near as damn it. However, sometimes a client may want to remain anonymous. If that’s the case, the testimonial won’t be as useful – but it’s better than nothing, but push to use the name of somebody at the business.


Seven. Use statistics

By including statistics, like ROI and savings for the customer, you’ll highlight just how impressive you are.

You just don’t get that from a testimonial.


Why do you need case study copywriting on your site?

Case studies allow you to show your target audience what you do better than your competitors.

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And not only do they build trust in your business, but they place you as a voice of authority in your niche/industry – boosting your reputation as well as helping your search engine optimisation. What’s better:

A business that relies solely on testimonials


A business that tells a story about how what they do solves problems with real, actionable results

It’s the latter, honestly.

Because that’s what a case study is – a story.

Humans love stories.

They tug at our emotions and stick in our minds long after we’ve finished them. It’s why we love reading books, binge-watching Netflix and settling down to our favourite films.

A case study is a real-life rags-to-riches tale where you’re the hero. And who doesn’t love a hero, right?


Who are case studies for?

Any business can run a case study.

case study copywriting

Whether you’re a florist or supply industrial machinery to farmers, if your business solves problems, a case study is the perfect way to ‘big up’ your business without it sounding like you’re bragging—as it can when you post testimonials on social media left, right and centre.

And they’re especially useful for those in technical industries or those who sell products that need lots of explaining.

A case study allows you to break it down, step by step, so you can get right into:

  1. What it does
  2. How it does it
  3. The problems it solves



You need a case study copywriter!

If you know you’re better than your competitors but struggling to get it across to potential customers, adding case studies to your marketing materials is the way to go.

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You can post them on your website or print them in glossy brochures to hand out at meetings and conferences.

And I can help.

I’ve done a lot of case study copywriting for clients tired of chasing one-line testimonials and produced in-depth stories about how they saved the day for their customers.

And I’ve got a few case studies of my own too.

Case studies build trust, so if you fancy upping your case study game, check out my copywriting services, then get in touch to discuss me writing them for you.

Until next time,

chatty tone of voice copywriter

Written by Matt Drzymala

Hey, I’m Matt, a chatty tone of voice copywriter in Liverpool. I specialise in writing laid-back, fun or conversational copy for businesses that want to sound like somebody with a pulse runs their business, not a robot – like my dream client, Beano, who I worked with in 2023.

If you want to see more of my stuff, check me out daily on LinkedIn.

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