My top 5 Tips for Writing a Case Study
Proof of your work, and persuasive proof of your work at that, is something every entrepreneur should have in the back of their pocket (digitally speaking, of course). A portfolio is a must at all times if your work is in any way visual, but what should you include in a successful portfolio?
Insert – le Case Study. Case studies are not only a great way to showcase your work in a more in-depth and personal way, but it also shows potential clients what YOU can do, and it’s also great content to repurpose for social!
“So Lauren, is there a right and a wrong way to write a case study?”
Basically, a badly written case study does not persuade a client to want to work with you. No matter how amazing you and your client that you worked with knows your work is, if that doesn’t come across then it’s not doing its job. A well-written case study should hit the following points:
- Summarize the struggle.
- Communicate the plan used.
- Provide data on the result of the plan.
- Showcase a bulleted list of deliverables (like this one!)
- Include a testimonial (video or written) from the client.
Let’s take a deeper dive into these, and how to make each one client-converting-optimized!
Summarize the struggle.
When learning how to write a case study, this is the foundation. People don’t pursue projects with service providers or consultants because they just ~ feel like it ~. They have a need in some capacity that needs to be met and making this struggle clear to potential clients and prospects viewing your portfolio can help them identify if you’re the right solution for them or not.
Communicate the plan.
Like the beginning of any good relationship, biz or not, communication is key. In this case, you should always provide a brief outline of the plan you created to meet the struggles addressed in the previous section I mentioned. Don’t go giving away all your strategy secrets, but it should clearly state the steps you took to get to your results.
Provide data on the results of the plan.
This is your time to SHINE. Your results section is essentially your “put your money where your mouth is” moment. For my creatives, this would be the visual component of what you’ve created. For my strategy-focused consultants and service providers, this looks like actual data and results. How you design how this looks is up to you, but as long as you have the important pieces of the work you did, you’re 100% set.
A bulleted list of deliverables.
If there were deliverables, what were they? A brand guide? A written strategy? Bulleted lists are eye-catching and while you may have described these at length in the recap of the plan, it helps to break it out here as well. Remember you aren’t writing an essay or a blog, so readability and flow of how information is presented visually is a must here. Don’t be afraid to make your bulleted list font have a slightly different weight than the rest of the information on your page, or have it set up so it pops out and is in easily digestible pieces. This section is also a great place to note if you and this client are still currently working as well.
End with a testimonial.
First impressions are important, but so is ending things on a high note. Providing your client’s (positive, obviously) opinion on your work at the end of your case study is a really great way to sum it all up. This gives the reader likely the last push they need if they decide whether or not they’re going to move forward with you.
I will die on this hill, but I think case studies are a GREAT way to for client conversion. Still confused on what it should should look like, or even how to write a case study? Click here to check out some previous case studies from my former agency days. Also, make sure to check out my podcast, She’s Busy AF, to learn more entrepreneur and biz tips as well as stay up to date on my crazy entrepreneur-m0m-life!