When it comes to increasing conversions, case studies are one of the most powerful tools at your disposal. A well-written case study can be the difference between a potential customer clicking through to your website or heading off to your competitors.

Case studies on your website help to:

  • Demonstrate your expertise in the field
  • Prove your business has genuine clients and delivers tangible results
  • Build your reputation in your industry
  • Contributes to overall site content which can increase your website Google site ranking

As you can see, it’s generally good business sense to include case studies on your website and actively seek new ones. But how do you go about it?

One of the best ways to generate case studies for your website is to make it part of your overall project process. At the time of billing, or completion of a client project, ask your client to give you a case study. You can do this a number of ways – but ensure you are making it easy for them to do:

  • Send them a form with standard questions on
  • Ask them to take part in a short phone call / video call to interview them and formulate the case study with your notes
  • See if they are prepared to take part in a filmed case study – this is going the extra mile but always worth an ask!
  • If you are presenting case studies as videos, make sure to transcribe them and add the text along with video on your website

A good case study will include:

  • The problem the client was experiencing before working with you
  • The steps you took to resolve the problem
  • How your solution benefited the client
  • The results the client achieved as a direct result of your product or service

As with case studies, testimonials build credibility. Consumers trust their peers far more than the businesses trying to sell to them – in fact, Big Commerce reported that 92% of consumers read testimonials before making an online purchase.

The best testimonials are concise, direct and authentic. You should also include a few basic customer details to support that each testimonial is real, such as:

  • The name of the person giving the testimonial
  • The name of their company, if applicable
  • Their position in the company
  • How long they’ve been a customer for
  • Their sector, so other users in the field can see how you’ve helped similar businesses
  • Their location, to help you target geographically – e.g. ‘East Midlands’, ‘London’, ‘Northamptonshire’